From ever-more to better

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From ever-more to better

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" The growth-pursuit is not delivering the promised happiness even in the rich countries. It's destructive not just environmentally but even socially. It leaves us feeling unfulfilled, disconnected, and inadequate. Because when you can never have enough, you feel like you never are enough."

About gaya herrington

Gaya is an internationally known sustainability researcher,  wellbeing economist and bioregionalism advocate. She's been shaping conversations at local and global levels with her message that true sustainability will not be achieved without transforming our economic system away from an obsession with perpetual growth to one that centers around human and ecological wellbeing. 

Showcasing her multidimensional approach to effecting change, Gaya has held pivotal roles in the corporate, government policy, and nonprofit world.  

Gaya works on a fractional basis on several boards and is the Bioregional Finance co-Director of Cascadia, the bioregion where she lives (the Seattle area). She has been a guest lecturer at many universities and is an Adjunct Professor at Harvard University. Gaya has been advising multinationals in Europe and the US for a dozen years, been interviewed in many media, delivered keynote speeches around the world, and also has a TED talk.  

Wellbeing economics and collapse resilience

Gaya advocates for a wellbeing economy, i.e., changing the current economic goal from growth to human and ecological wellbeing, Our economy is a social construct, wholly embedded in society, and society in turn is wholly embedded in nature.


  With her research on The Limits to Growth, a 1972 bestseller that forecasted collapse setting in around now if humanity continued business as usual, Gaya showed how global society is essentially still on this course.  However, Gaya has always emphasized that changing the economic goal is not a capitulation to grim necessity. Our obsession with growth is clearly environmentally destructive, but what's sometimes less understood is that a growth-based economy is also socially degenerative: it drives inequality, fraying social cohesion and eroding democracy.    


In a wellbeing economy, people's needs are met by design, not indirectly - fingers crossed- through growth. That is a society in which we work fewer hours, in sectors that focus on care and nature-regenerative work, while the most polluting sectors like fossil fuels have been phased out. A society with lower income and wealth inequality than today, high-quality public transport and housing, affordable and nutritious food grown locally in a way that restores the soil, and powered by renewable energy. As Gaya often points out, we'd want to make this economic transformation even if we weren't facing ecosystem breakdown. Because we'd feel more fulfilled, though a sense of connection to others, nature, and purpose. 


 Earlier in her career, Gaya argued that humanity had a now-or-never moment in history to deliberately change its current trajectory. Her message focused on the Western countries currently living above their fair share of Earth's carrying capacity, who must bring down their ecological footprint.  

 

These days Gaya has shifted her focus to collapse resilience. Collapse does not mean there's nothing left to do but cower and await a certain end. It means that overall, the trend of provisioning capacities of markets and governments will be declining over the next decade and beyond. Business and markets and governments still have major roles to play, of course, and Gaya advises these on polycrisis resilience. 


She also works on building a third complementary force of rooted in communities and place. Such community-led, place-based provisioning systems like regenerative agriculture or community solar projects are not meant to compete with the old system, but are expected to have to grow as a complementary power, to make collapse as congenial as possible. 


Bioregionalism is one movement wherein these provisioning systems are being built. Bioregion means “life place”, and bioregional communities organize within distinct landscapes and ecological regions, e.g., watersheds, forests, or mountain ranges. This facilitates human activity that is tailored to the local ecosystem. Bioregional projects are practically always so-called “productive” economic activities like in food, energy, buildings, education and health services. The projects are operationalized through participatory decision-making, leading to benefits being relatively evenly distributed and generated wealth staying in the community.   

Landscape groups, ecovillages, ecoregion communities, and bioregion movements build up to the global level like fractals: unique while part of a larger whole. Bioregionalism thus offers a vision for those who feel part of a global village. Gaya works as the financing person for the Cascadia bioregional movement, identifying structures that help flow funding to productive projects and systems building.   


Background details

Gaya was born in the Netherlands, where she is also known for her public efforts to make street harassment a finable offense. She obtained her first Master's degree in Econometrics from the Vrije Universiteit Amsterdam, and worked as an Economic Policy Advisor at the Dutch Central Bank before emigrating to the United States (US) in 2014. Here she obtained her second Master's degree, in Sustainability from Harvard University. 


For a dozen years, Gaya advised multinationals on corporate sustainability, as Director at KPMG US and later as Vice President Sustainability Research at Schneider Electric. She obtained her second citizenship from the US during this time. 


 Gaya first gained international acclaim in 2021 when her study Update to Limits to Growth went viral, sparking widespread discussion. Gaya's subsequent book Five Insights for Avoiding Global Collapse further solidified her reputation as a thought leader.  


Since 2026, Gaya is an independent advisor. She is a regular keynote speaker at conferences and employee events, such as the US Green Building Council, the Bloomberg Green Festival, The House of Beautiful Business gatherings, and various UN conferences. 

Gaya has given guest lectures at universities including Berkely, Cambridge, UCLA, and Shizenkan University. She also teaches an MBA class in Post-growth economics & collapse resilience at the Dutch College De Veranderschool, and a semester course Economic transformation for post-growth flourishing at Harvard University. 


Gaya serves as the Regenerate Cascadia BioFi co-Director, where together with her Canadian counterpart she is responsible for development of the right financial architecture to fund regenerative work in communities and landscapes without infusing these with extractive dynamics. 


Gaya is a Board member of the non-profits R3.0 and the Post-Carbon Institute. She is also a Member of the Club of Rome, a Member of the Robert Wood Johnson Foundation Working Group for a Wellbeing Economy in the US, and a Research Collaborator in York University's Ecological Footprint Initiative.     

Copyright © 2026 gaya herrington  - All Rights Reserved.

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