In 2018 the Swedish sportswear company Houdini launched the first ever corporate sustainability report based on the Planetary Boundaries and the Doughnut.
In the words of Houdini's CEO, Eva Karlsson, "During the transformative journey that Houdini has been on for the last two decades, I have found design to be our most powerful tool. And we do have the power to redesign everything that was designed before. There are clearly design flaws also in our economic system that need to be redesigned and Doughnut Economics is a blueprint for an economic system for the 21st century."Watch the video
exploring Houdini's vision and approach, and read the full assessment
of the sustainability of their business against the Doughnut and planetary boundaries.