The Magenta Cycle

The Magenta Cycle

The Magenta Cycle is a holistic initiative based on values whereby environmental factors and social growth are prioritised in activities such as innovation, design, production and consumption. 

Created by Katherina Bach, this (r)evolutionary concept is based on her years of study of sociology and law, as well as her extensive experience in the business and environmental world.

It is inspired by the Blue Economy and Systems Design Principles and aims to put these principles into action. The colour magenta symbolises the capacity to act on the ideas promoted by the Blue Economy, by creating an entrepreneurial approach to doing business, and by encouraging consumption patterns that are holistically, ethically, socially, and environmentally sound.

The Magenta Cycle incorporates the concept of operating from a mind-set of gratitude for all that the Earth provides.

Our aim is cooperation in order to create the best possible environmental and societal structures, by implementing innovative business and industrial models that can be applied to other businesses as well.

Gunter’s Fables, the extensive set of educational books on sustainability, brings the reality of the Blue Economy home to children of all ages, and inspires them to become innovative in making use of the opportunities offered by the Blue Economy, one of the worldwide initiatives that currently applies the Magenta Cycle as a business model. It showcases the holistic nature of this system. It incorporates the Magenta Cycle it into all products and outcomes, thereby fully living the ethos.

An example of this is the use of seaweed fabric for clothing, as seaweed is an abundant, localised and fast regrowing resource, which can be sustainably managed and harvested with minimum impact on the environment, while supporting local industries and creating employment at the same time.

There are many ways of implementing the Magenta Cycle in our daily lives. More information on this will soon be made available.

The Blue Economy 

The Blue Economy is ZERI's philosophy in action – where what is best for our health and for the environment is cheapest, and the necessities for life are free – because of a local system of production and consumption where one works with what you have.


  • The Blue Economy responds to the basic needs of all; using what we have, introducing innovations inspired by nature, generating multiple benefits including jobs and social capital, and ultimately offering more with less.
  • Innovative solutions are first and foremost based on physics. Deciding factors are Pressure and Temperature, as explained on the Blue Economy website.
  • Substitute something with nothing – question the necessity of any resource for production.
  • Natural systems cascade nutrients, matter and energy – waste does not exist. Any by-product is the source for a new product.
  • Nature evolved from a few species to a rich biodiversity. Wealth means diversity. Industrial standardisation is the contrary.
  • Nature provides room for entrepreneurs who do more with less. Nature is contrary to monopolisation.
  • Gravity is the main source of energy; solar energy is the second renewable fuel.
  • Water is the primary solvent (no complex, chemical, toxic catalysts).
  • In Nature the constant is change. Innovations take place in every moment.
  • Nature only works with what is locally available. Sustainable business evolves with respect not only for local resources, but also for culture and tradition.
  • Nature responds to basic needs and then evolves from sufficiency to abundance. The present economic model relies on scarcity as a basis for production and consumption.
  • Natural systems are non-linear.
  • In Nature everything is biodegradable – it is just a matter of time.
  • In natural systems everything is connected and evolving towards symbiosis.
  • In Nature, water, air, and soil are the commons, free and abundant.
  • In Nature, one process generates multiple benefits.
  • Natural systems share risks. Any risk is a motivator for innovations.
  • Nature is efficient, and so sustainable business maximizes use of available material and energy, which reduces the unit price for the consumer.
  • Nature searches for the optimum for all elements.
  • In Nature, negatives are converted into positives. Problems are opportunities.
  • Nature searches for economies of scope. One natural innovation carries various benefits for all.