Rethink Economics and Business Models

This chapter discusses the need to rethink economics on a society level, the effects on market conditions and on consumer economy to reflect sustainability, and to facilitate the great transition to a Green and Circular Economy. This chapter also discusses the embedding into companies and their challenges in the transition and on how business cases and business models need to be understood in new ways. This chapter introduces the Planetary Boundaries and the Doughnut Economics to illustrate the change. The chapter frames the new economy for businesses and introduces new rules for Business Models and Business Cases to forster change. It uses the electrical vehicle (EV) as the example of the new technologies being suitable for the Green and Circular Economy.