The dominant economic model pursues endless growth, often at a human or planetary cost. Donut Economics reframes the goal entirely: create economies that allow humanity to thrive by meeting essential needs while respecting planetary boundaries, irrespective of continuous GDP growth.
Traditional economics often repels people with complex math. Economist Kate Raworth intentionally used the simple, non-threatening metaphor of a "donut" for her alternative economic model. This disarmed common fears around the subject and encouraged broader, more accessible engagement.
While "growth" is viewed positively in economics, Raworth reframes it using a medical analogy. In any complex living system, from the human body to the planet, something that tries to grow forever is a cancer. This highlights the destructive nature of pursuing infinite economic expansion on a finite planet.
Even revolutionary ideas can be crippled by self-doubt. Kate Raworth sketched her now-famous "donut" diagram and immediately dismissed it as "fluffy and fuzzy," hiding it in a desk drawer for months. This reveals the vulnerability innovators feel and the courage required to share a concept that breaks from convention.
Our desire for consumption isn't innate; it was engineered. Kate Raworth highlights how Edward Bernays, Sigmund Freud's nephew, applied psychotherapy principles to advertising. He created "retail therapy" by convincing us that buying things could satisfy fundamental human needs for love, admiration, and belonging.
When contemplating change, we focus on what we're about to lose, making the decision feel monumental. Kate Raworth shares that the anxiety of giving up her car disappeared immediately after, replaced by lightness. This psychological barrier, the intense focus on loss right before action, is a key hurdle in transformation.
The most effective way to spread a new idea is not through expert lectures but through peer inspiration. Kate Raworth found her model gained momentum when teachers showed other teachers how they used it, and mayors showed other mayors. This led her to create an action lab focused on unleashing peer-to-peer learning.