5 min read
Jan 2024

What Sets Us Apart




What Sets Us Apart

The Economics of Mutuality is well-positioned to transform today’s economic system. Based on a unique combination of academic research and business practice, it equips leaders to put purpose into practice by solving the problems of people and planet profitably.

Collaborative Innovation

In recent years, there has been an explosion of companies, conferences and coalitions working towards a fairer, more just and mutual form of capitalism. Numerous academic theories and reports have convincingly articulated the business case for change. So what is the Economics of Mutuality’s distinctive contribution to the dialogue? In two words: ‘collaborative innovation’.

Our movement spans the divide between two powerful and usually independent sectors working for change — the academy and business. By uniting theory and practice, the Economics of Mutuality combines the best of both worlds. Our groundbreaking innovations are the product of more than 10 years of collaboration between NGOs, think-tanks, world-class academic institutions and multinational corporations.



“The Economics of Mutuality address the right questions — economic and spiritual — while providing a vision and practical approach for making profit together with serving social, human and natural needs. It invites in a paradigm shift. It calls for a movement of moral and responsible leaders. Let’s move forward.“

Avishay Braverman
Former President of the Ben-Gurion University of the Negev and Minister of Minority Affairs, Israel


The Methodology and Tools to Deliver Purpose

In light of the failings of today’s economic system, many companies are looking to a higher corporate purpose for solutions. However, while purpose is necessary to drive systems change, it is far from sufficient. Shaping a new capitalism that delivers value for society, the environment and business require something far greater – a new paradigm.

The Economics of Mutuality offers a credible alternative to the current profit-maximization paradigm by equipping business leaders with cutting-edge tools and robust methodologies to align their company’s practice behind its purpose from top to bottom over both the short- and long-term.

Unlike most aspirational sustainability or corporate social responsibility initiatives that rarely scale, the Economics of Mutuality enables managers to measure human, social and natural capital – as well as financial capital. Through ecosystem orchestration, it allows a company to pursue purpose outside of its own boundaries, which generates both external positive impact and internal empowerment.

We believe change is possible, but only through a fundamental transformation. Playing the offsetting game of doing ‘less bad’ and ‘more good’ will be insufficient. Therefore, our focus is not on convincing the skeptics, but on empowering business leaders who already have the vision and courage to put purpose into practice.



“The Economics of Mutuality courageously reconciles dimensions that were thought to be mutually exclusive for centuries. A must for today’s business leaders who are ready to reinvent their world.”

Jean-Christophe Flatin
President of Innovation, Science, Technology & Mars Edge,
Mars, Incorporated


A Successful Track Record

For over a decade, we have been conducting pilots and business projects with Mars, Incorporated, the Mulliez Group and other multinational companies in partnership with universities including Oxford’s Saïd Business School, the China Europe International Business School (CEIBS) and ESSEC Business School.

We now have multiple case studies that demonstrate the Economics of Mutuality’s power to deliver purpose in diverse business conditions, from the micro-distribution of chewing gum in deprived East African communities, through to global sales of premium pet food in mature markets.


Project Maua
View case study


Royal Canin
View case study