Sustainability, innovation and regeneration once again came together at the 5th edition of the INSURE.hub international conference focused on knowledge that transforms. Researchers, business leaders and public decision-makers gathered at the Universidade Católica Portuguesa in Porto to discuss the compromise between sustainability and profitability, the regenerative economy, and the alliance for action and solutions.
But can sustainability and profitability coexist after all? Often seen as incompatible priorities, the conference's keynote speaker Donald Roy Lessard, professor emeritus at MIT Sloan School of Management and Distinguished Visiting Professor at Asia School of Business (ASB), says yes, presenting this sweet spot and challenging those present to rethink sustainability as a strategic opportunity, outlining guidelines for ‘a strategic approach to profits, planet and people.’
As Isabel Braga da Cruz, Vice-Rector of the Universidade Católica Portuguesa for the Porto Campus and Sustainability, stated, the event is, year after year, ‘an opportunity to exchange ideas, establish partnerships, and inspire each other to take ambitious action on sustainability and regeneration.’
Recalling the path that has guided the different editions of the conference, she reiterated the impact of this ‘close partnership between academia, the market and civil society to make a difference’, in full alignment with the Universidade Católica Portuguesa ‘s vision of sustainability.
Finding the Sweet Spot: when ‘doing well’ and ‘doing good’ reinforce each other
Donald Roy Lessard, in the keynote session, reinforced the triad of ‘impact, influence and incentive’, posing the challenge: ‘if a company has impact and can exert influence, why isn't it using it?’ On the other hand, Lessard pointed out that the process can be inviting — and not purely imposing — addressing the role of incentives.
His presentation covered a case study that linked technology, policies and innovative business models as drivers of change, advancing opportunities in different dimensions of strategy, the ‘connective tissue’ and ‘aggregating element’ of any organisation or project. A path to finding this point where ‘doing well’ and ‘doing good’ reinforce each other.
Regenerative Economics as a new paradigm for the 21st century
Regenerative Economics was also a prominent theme at the conference, as a theoretical and practical approach to addressing the meta-crisis, marked by interconnected environmental, social and economic crises. John Fullerton, founder of the Capital Institute, presented this paradigm, which proposes understanding ‘the human economy, not as a machine, but as a living’ and interdependent system, in which economic and financial decisions align economic value, environmental sustainability and social impact.
In the Keynote Corner, Fullerton highlighted theoretical and practical ways for organizations and leaders to promote sustainability, resilience and regenerative abundance - ‘a revolution in the way we see, think and lead’. The session, moderated by Wayne Visser, was attended by Paulo Azevedo (SONAE), who brought the industry's perspective to the debate.
In his speech, he highlighted the importance of acting with purpose and urgency, stating that, ‘to get through this critical point,’ it is essential to think about solutions on different horizons: in the short term, ‘mitigate’ the negative impacts; in the medium term, ‘make the system work regeneratively’; and in the long term, ‘build a society whose narrative recognizes success through well-being, not just material goods’ - three paths that ‘must begin now’.
The Iberian perspective on an alliance for advanced sustainability
The debate ‘Iberian perspectives on how to be progressive with sustainability’ reflected on the obstacles and opportunities in adopting sustainable solutions, based on the surrounding ecosystem of the Future-Fit Foundation, which has been collaborating with INSURE.Hub since its creation.
Moderated by Martin Rich (from the Future-Fit Foundation), the panel brought together representatives from Fundación ECODES - Ecología y Desarrollo, Cuatro Tercios and INSURE.Hub, who discussed real cases from Iberian organisations on this journey to accelerate sustainability.
Academia and Industry: from science to action, when research meets the market
Over the course of two days, the conference promoted dialogue between academia and industry as a driver of sustainability and innovation. The first day highlighted the contributions of scientific research through the presentation of papers and studies; the second brought together companies such as Águas do Norte, Fundação Lello, re.store, Lipor, SonaeMC and SuperBock Group, which shared case studies on impact and sustainable innovation.
The round table that closed the first day, ‘From Knowledge to Action’, reflected on the importance of bringing together science, politics and innovation to accelerate transformation, with COP30 on the horizon.
The same principle of ‘action’ was present in the event's agenda, which included workshops led by Donald Roy Lessard and Martin Rich, exploring strategic and resilient approaches to addressing the complex challenges of the contemporary world.
INSURE.Hub: five years of impact and co-creation
INSURE.Hub has established itself as an example of collaboration and co-creation between different sectors of society, in an ecosystem focused on sustainability, innovation and regeneration. In the presentation "INSURE. Hub in Action", the hub's co-leaders — João Pinto (director of Católica Porto Business School), Manuela Pintado (director of the Centre for Biotechnology and Fine Chemistry) and António Vasconcelos (from Planetiers New Generation) — shared their notes on the hub's past, present and future (projects).
Involving the Universidade Católica Portuguesa in Porto — through the Católica Porto Business School and the School of Biotechnology — and Planetiers New Generation, João Pinto highlighted INSURE.hub's mission to promote ‘circular, sustainable and regenerative solutions, powered by technology and disruptive innovations.’
To this end, António Vasconcelos mentioned the importance of adopting a ‘systematic vision of sustainability, of business within society and the environment,’ on a path that moves from a degenerative to a regenerative economy, understanding projects in an integrated, holistic way. Looking back on the progress made in recent years, he recalled the work done with leaders and organizations in various sectors.
Manuela Pintado added advances in disruptive innovation, the ability to ‘bring this research to companies, and support start-ups to grow and find the right partners.’ She also addressed training and education, with executive programmes designed with this
integrative perspective in mind; and, in terms of literacy and education, she highlighted the focus on ‘informing and training (also) the community and consumers,’ on ‘getting the message across to society and transforming it.’
This marks five years of creating value in these four areas, in a story that could not come to an end without a moment of gratitude and celebration of the work of the entire team promoting the event and members of the hub.
Rewarding progress, thinking about the future
The conference ended with the presentation of the INSURE.Hub Awards, which recognised the best presentations of papers and case studies:
• Susana Costa e Silva – ‘Repair as a Circular Strategy: How Consumers Weigh Value in Fashion’ – KPMG Award
• Bárbara Leão de Carvalho – ‘Regenerative Marketing’ – MDS Award
• Ana Martins Vilas-Boas – “BioUpCycle: Circular Innovation for the Bioeconomy through the Upcycling of Agro-Residues” – Soja de Portugal Award
• Wayne Visser – “Regenerative Economy: Linking Theory and Practice” – Superbock Group Award
• Sílvia Correia – re.store
• Rita Marques – Livraria Lello Foundation
With an eye on the future, it was against the backdrop of two more days of great commitment and investment in innovation and sustainability that the date of the next edition was announced. The 6th INSURE.Hub Conference will once again bring fruitful discussion to the Porto campus on 28 and 29 October 2026
