[Redefine business models] Rehumanizing profit: All businesses should be social

What if business success was measured not by profit alone, but by the positive impact it creates?

Theme: Redefine business models

Topic: Regenerative business

Language: English

In this episode, Adina-Iuliana Deacu is joined by Claudia, Anna, and Polina for an inspiring conversation about the evolving definition of business in the age of sustainability. Together, they unpack what it means to balance purpose with profit, explore the challenges of conscious marketing, and discuss how language and collaboration shape the future of ethical entrepreneurship.

You’ll learn:

• How to navigate the balance between profitability and purpose

• Why partnerships and authentic communication are key to driving change

• Ways to identify and address greenwashing in the sustainability space

Key Quotes:

"Slow growth can be good growth."

"Greenwashing is a huge part of the problem."

Guests Bio:

Claudia Guerreiro, Founder, Conscious Marketing Movement

Marketing is often seen as a necessary evil: a driver of consumption, pressure, and manipulation. But Claudia, a social entrepreneur, sees it differently. She believes marketing can be part of the solution and a key driver of systemic change.

She founded the Conscious Marketing Movement (CMM) to redefine the field—putting people and the planet first. Through community-building, education, and direct support for organizations applying conscious marketing in practice, her team champions a new marketing standard rooted in ethics, impact, and responsibility. Their work advances Sustainable Development Goal 12: Responsible consumption and production.

Website: https://conscious-marketing-movement.com/

Podcast: https://open.spotify.com/show/3sPq5XNkIyPy68CFe7HZpY?si=9f6a5fe3370641cd 

Polina Belyaeva, Schindlers Group

Polina Belyaeva is a strategic program manager and sustainability advocate with more than 12 years of international experience in corporate finance, strategy consulting, and operational excellency. She has worked on projects across Europe, Africa, and the US, including climate initiatives in renewable energy, water recycling, and carbon capture. Based in Mauritius for over a decade, she has seen firsthand the challenges of climate change and water scarcity, which inspired her to launch The Thirsty Planet podcast with VOCA Women Entrepreneurship Community. Polina’s work connects business, sustainability, and human stories, helping companies and communities translate ESG goals into practical solutions. She is a CIMA-qualified management accountant and ex-Big 4 professional. Through her advisory venture in Mauritius, Polina promotes simple changes that make sustainability accessible, relatable, and impactful.

Anna Korlath, Founder, The Good Illustrator

Anna Korlath is an Austrian designer and the founder of The Good Illustrator. She works with climate-conscious founders and visionaries who are doing incredible, world-changing work. Her branding isn’t just about looking professional. It's an emotional entry point to trust, credibility, and connection. The Good Illustrator combines strategic clarity with bespoke illustration to help founders show up as the leaders they are–unforgettable and undeniably impactful.

Website: https://korlath.at/

Host Bio:

Adina-Iuliana Deacu, Founder, Tianmei's World Academy

Adina-Iuliana Deacu is a social entrepreneur, systems thinker, and environmental psychology researcher committed to transforming business into a catalyst for sustainable development. As a Klaus Töpfer Sustainability Fellow at the Research Institute for Sustainability (RIFS) in Potsdam, she is developing a framework to align profit-driven business models with long-term ecological and social value. She is also the founder of Tianmei’s World Academy, a cross-cultural learning platform that integrates environmental psychology and systems thinking to support regenerative and inclusive approaches to business development.

Website: https://www.tianmeisworldacademy.com/about-the-founder