Abstract

Within capitalism, many commercial brands grow at the expense of the environment, contributing to degenerative systems, and leading to the irreversible damage of the Earth. Knowing this, how might we develop a method for brands to interact with its environment in a sustainable way? This research aims to find a lens for designers to rethink their current methods and bring about positive change through the interactions of brands with and within their environments. The outcome of this research is a regenerative model inspired by fungal mycelium, The Mycelial Framework, which is meant to guide brands towards sustainability by collaborating through symbiotic interactions.

Introduction

In today’s interconnected world, brands behave as living systems, interacting and influencing the ecosystems they inhabit. This paper looks into the purpose, values and behaviors that brands can create, operate and perform within our current capitalistic systems, so that they can contribute to regenerative and sustainable systems and processes. This research takes a life-centered approach looking at fungal mycelium as a teacher that connects the whole ecosystem, inviting designers to see from a mycological lens, so that we can learn how to build regenerative systems for humanity and for the wellbeing of the Earth.

Through an exploration of case studies, including Patagonia and H&M, this research paper contrasts the different paths that brands can take; one rooted in ecocentrism and symbiotic relationships, and the other motivated by consumerism, separation, and short- and long-term profit. By practicing Biomimicry (the study of nature for design inspiration) and learning from natural systems, my goal is to introduce the Mycelial Framework, a result from my research, as a model for brand interactions that prioritize sustainability, connection, and the love and care for our planet.

Research questions

Like living systems, brands impact and are impacted by other systems. They play a major role in our capitalistic ecosystem because their interactions can either damage or contribute to the healing of our planet. At the same time, brands continue to understand the importance of sustainability, and customers are becoming more interested in the environmental impact they make through their purchases.

Considering that most brands in our capitalistic ecosystem have not been created from the intentionality of love for Nature and the desire to protect our planet, this project aims to offer a lens for designers and brands to explore ways to cause positive change through their symbiotic interactions with their environments.

Main question

How might we develop a method for a brand to interact with its environment in a sustainable way?

Secondary questions

How might we find inspiration in natural systems to guide brand interactions?

How might we approach consumerism to create more harmonious ecosystems?

What regenerative systems in nature help sustain life?

Biomimicry: looking for answers in Nature

The need for finding answers in Nature guided my research process towards Biomimicry. Biomimicry is a practice that learns from and mimics strategies found in nature to solve human design challenges (Biomimicry Institute). This practice is all about creating conditions conducive to life. Its goal is to bring about products, processes, and systems that solve the challenges of sustainability. By doing so, it creates new ways of living. Biomimicry values Nature for what humans can learn,as opposed to for what we can extract or domesticate. In addition, this practice offers designers the opportunity to dive into identity, purpose and the connection that humans have to each other and to the Earth. The three essential elements to find solutions in Nature’s wisdom are: (re)connect, emulate and ethos. The first one accepts that humans are part of nature, and not separate from it. This connection honors the reciprocal relationships between all living organisms. Then, to emulate refers to the practice of learning from Nature, so that we can mimic forms, processes and ecosystems to arrive at more regenerative outcomes. Third, ethos is the sense of responsibility to protect our teacher, Nature, as well as to embrace nature-inspired innovation.

Below-ground ecosystem: The wood-wide web

The wood-wide-web is a below-ground complex collaborative system of shared mycorrhizal networks between plants at a forest. This network is formed by mycelium, which is a group of microscopic white threads (hyphae) that are linked to each other. The purpose of mycorrhizal network is to facilitate mutual support within an ecosystem, and it does it by transferring nutrients, water, and information between plants. Ecologist, Suzanne Simard, explains that mycorrhizal network links trees because this is how it secures its own source of carbon and the harmony of its environment. Through connections, plants share resources and information. Mycorrhizal networks help maintain forest health and resilience by supporting young or weaker plants. For example, a tree that has more access to sunlight can send excess sugars from photosynthesis to a shaded tree, which can reciprocate by sending water or nutrients from the soil. In addition, plants can also send distress signals through the network if they are under attack by pests or diseases, so that defensive responses in neighboring plants are activated. It is through these types of interactions among plants that the mycorrhizal network grows as it develops long-term symbiotic relationships that sustain the health of the forest.

Linking ecosystems: natural & capitalistic

The Mycelial Framework is born from a desire to support the purpose of a brand in its ecosystem. It requires some imagination to look at fungal mycelium as a teacher that demonstrates how a brand can interact within an ecosystem in a sustainable way. First, we begin by looking at hyphae, the unity of the mycelial network, which represents a brand’s purpose or reason to exist. As hyphae propagates, it shares information and resources, while weaving an underground web called mycorrhizal network. The mycorrhizal network represents a supply of brand interactions aiming to support the environment that it is part of. Then, as a result of interactions led by a purpose, we can see the What of a brand which is the product or service represented by the mushroom above the soil.

As we keep envisioning a healthy ecosystem, we can look at a tree (shoots and roots) as an industry supported by different connected subsystems. As an example, industry X will represent the fashion industry which is supported by subsystems such as manufacturing and production, retail, fashion events, and consumer influence, to name a few. The following chart shows how subsystems represented by the underground roots are connected by the mycelial network through symbiotic partnerships which support one another through the intentional weaving of a brand’s interactions. In addition, the mycelial network represented by a web of brand interactions can not only connect the roots of one tree, but it can also connect the different trees (or industries) within an ecosystem. In other words, the Mycelial Framework provides a perspective that looks at a brand’s purpose as the connector among subsystems within an industry, and in relation to other industries (e.g. textile, cosmetic, luxury goods - industries).

Moreover, the fruit of a tree is a metaphor for profit that emerges as a result of different interconnected processes and systems. A fruit can represent financial profit as well as connection, circularity, health, happiness and community for an industry and for the ecosystem as a whole. This is the sweetness that can be born out of collaborations built upon shared information and resources with the purpose of cooperating towards the wellbeing of an interconnected whole.

Mycelium interacts with its environment by:

Delivering nutrients to feed other organisms. Mycelium extends the root system of plants, helping them absorb water and nutrients more efficiently.
Decomposing organic matter, returning nutrients to the soil and breaking down potential toxins. This decomposition process helps maintain soil health.
Strengthening communications; mycelium can sense changes in the environment, such as soil pH, moisture levels, and the presence of pollutants. This information can be communicated to plants, helping them adapt to changing conditions.
Creating simbiosis; Through relationship mycelium enhances the flow of information and resources between plants and fungi, strengthening the resilience of the ecosystem.
Protecting against harm; when there is a pest or other threat attacking a tree, mycelium transfers this information across the forest so that other plants can protect themselves.
Detoxifying; mycelium can form dense networks that act as natural filters, trapping particulate matter and pollutants in water and soil. This physical filtration helps remove contaminants from the environment.
Exploring many different routes at once to find the best solution.

How could brands mimic these mycelial interactions?

Interdependence: Brand-x can support other brands and organizations in meeting the needs that sustain them, as well as other brands/organizations can help brand-x meet the needs that support its growth.
Circularity: Brand-x can embrace the end of the life cycle of a product by facilitating its reuse, or by recycling materials and using them again in the manufacturing of its products.
Adaptability: Brand-x can identify social movements and changes in its ecosystem, so that it can adapt and support changing conditions.
Reciprocity: Brand-x can develop strong relationships with other brands/organizations from different industries by facilitating the exchange of knowledge and resources.
Harm-prevention: Brand-x can protect the wellbeing of its audience and the subsystems that it works with, by identifying, calling out and spreading awareness when there is a threat of harm in the environment.
Abundance-mindset: Brand-x can identify the harmful beliefs related to the industries that it works with, so that it can promote views that support life in its ecosystem.
Innovation: Brand-x can work with feedback loops to explore different solutions simultaneously, and then, commit to the most suitable strategy.

Values for cooperation: How does mycelium achieve cooperation?

Connectivity: Recognizing the interconnectedness of different parts within a system is a precondition for cooperation. Once interconnectedness is acknowledged, capacity is built to accept and support cooperative intentions such as being open or sharing ideas and resources.
Shared purpose: Once connectivity is evident, a shared purpose comes into view to support a predisposition to collaborate. Conditions that are conducive to cooperation are given when a system understands what it is that connects all its parts.
Transparency: Hidden agendas are obstacles to achieve cooperation. They bring distrust, conflict, and ineffective outcomes. Transparency facilitates open and honest communication, and it also gives all parts access to the same information, which is essential for coordinated efforts. It minimizes misunderstandings and motivates accountability.
Enlightened self-interest: Replacing a narrow self-interest with an enlightened self-interest means that by serving the whole system, all parts create a more abundant system, which is beneficial to all parts. This shift in perspective helps move from scarcity to abundance.
Integrative power: This type of power goes beyond the traditional “power over” dynamic. It is “power with,” which is built on trust and transparency, and it is fostered in systems where people are willing to collaborate. Seeing power as a building capacity helps create integrative power.
Intrinsic responsibility: It’s practiced when the system is designed to send feedback about the consequences of decisions directly, quickly and compellingly to all decision-makers. Quickly adapting behavior to feedback allows the system to collaborate and achieve goals as a team.
Collaboration-reinforcement: Shifting from separation and individualism to interdependence and connection requires focusing on where collaboration is already occurring. Rewarding collaboration may help create a strong network of systems by appreciating efforts, contributions and people taking action in an ecosystem.

Conclusion

In conclusion, this research paper presents a lens to reimagine the role of brands in our ecosystem as we try to move away from practices that prioritize profit at the expense of environmental and social well-being. The case studies of Patagonia and H&M demonstrate the contrast between brands that grow from ecocentric views and values, and those that emerge from anthropocentric views and sustain degenerative systems.

By learning from principles found in natural systems, such as fungal networks, brands have the potential to create regenerative ecosystems that support life. The proposed Mycelial Framework offers a practical guide for brands to bring about sustainable interactions that contribute to a healthier planet and a more connected environment.

As we keep being challenged by the climate crisis, it is important that brands not only acknowledge their impact, but also actively participate in healing and sustaining the ecosystem in which they exist.

Brand Sustainability: A Biomimicry Approach to Regenerative Design Inspired by Mycelium