We Are The ReGeneration is a movement and platform uniting regenerative pioneers, scientists, farmers, and changemakers to accelerate the transition toward an ecological economy, through the power of storytelling, connection, and culture.
Agriculture & Soil
We Are The ReGeneration is an initiative of Stichting Decade of Action, an ANBI-certified foundation based in Amsterdam. Founded in 2020, it set out with a clear mission: to build a cultural shift toward a regenerative society within a decade.
The platform shares stories of inspiring doers, scientists, farmers, indigenous leaders, creative entrepreneurs, and young changemakers, who demonstrate that an ecological economy is not only possible, but already being built. By weaving together their knowledge, wisdom, and innovation, We Are The ReGeneration creates a compelling narrative for a new way of living.
The approach is built on five phases: Find, Connect, Imagine, Accelerate, Change. Over the past five years, the foundation has grown from a small collective into a central hub within the Dutch regenerative movement, connecting organisations like Greenpeace, Land van Ons, Transitiecoalitie Voedsel, The Pollinators, Caring Farmers, Urgenda, and many others.
The movement is guided by three tipping points: Re-Generation (restoring ecological, economic, and social systems), Re-Growth (economic models that support rather than deplete ecosystems), and Re-Connection (restoring our bond with nature).
More than 60 years after Rachel Carson's Silent Spring, decades of climate reports, and mounting ecological crises, the need to transform our food systems, our economy, and our relationship with nature is undeniable. Yet the transition is slow and painful.
We Are The ReGeneration addresses three structural challenges:
Fragmentation — Environmental movements, pioneers, and initiatives have long worked in isolation. Only by joining forces can they become a counterweight to the systems that resist change.
Cultural disconnect — For too long, sustainability messaging has relied on guilt and obligation. We Are The ReGeneration shifts from "you must" to "you want" — building an attractive, aspirational culture that people want to be part of.
Lack of visibility — Regenerative solutions already exist, but they remain in a niche. By giving pioneers a stage and telling their stories with beauty and craft, the movement makes the invisible visible.
Every purchase through Terry can support We Are The ReGeneration's work in:
Creating new stories that showcase regenerative pioneers across Europe
Producing films and documentaries that reach millions
Connecting organisations, farmers, and changemakers into a growing ecosystem
Building campaigns that bring regenerative agriculture and ecological thinking to the mainstream
Funding events, educational programmes, and cross-border collaborations
Contributions help fund the platform's editorial work, visual storytelling, community building, and the campaigns that accelerate the cultural shift.
Example impact logic:
€10 via Terry supports the creation of pioneering stories
100 Terry users helps fund a short film production
1,000 users contributes to a national campaign reaching millions
We Are The ReGeneration has built an impressive track record:
52+ new stories published annually, featuring regenerative farmers, scientists, and entrepreneurs
A first international documentary, streamed via Waterbear and Core in 200+ countries
A total reach of 4.2 million people in 2025 through social media, films, and events
28,000 LinkedIn followers, 14,000 Instagram followers, and 4,500 newsletter subscribers
Co-initiator of GroenGezond, a coalition of 42 civil society organisations advocating for healthy food through healthy soil
Active collaborations with organisations including Greenpeace, Wageningen University, Land van Ons, The Pollinators, Transitiecoalitie Voedsel, and many others
The movement operates across storytelling, advocacy, education, and coalition building: from grassroots planting days to counter-summits challenging corporate greenwashing.
By supporting We Are The ReGeneration through Terry, you help:
Accelerate the transition toward regenerative agriculture and an ecological economy
Give voice and visibility to pioneers who are already building the future
Connect fragmented movements into a unified, powerful wave of change
Shift the cultural narrative from degeneration to regeneration
Reach the tipping point where ecological thinking becomes the new normal
We Are The ReGeneration is an initiative of Stichting Decade of Action, an ANBI-registered foundation (RSIN: 861403095) with the CBF quality mark. The foundation is governed by an independent pro-bono board and publishes annual financial reports and activity reviews.
All funds raised through Terry go directly to the foundation's mission: storytelling, connection, and acceleration of the regenerative movement in the Netherlands and beyond.
The foundation is audited by accountancy firm Kop of Munt and maintains full financial transparency in line with CBF requirements.
Support We Are The ReGeneration with every purchase
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