This study stems from global challenges caused by five interconnected developments: ecological reconstruction, network-like power, ageing and diversity of populations, technology integration, and economic system reorientation (Dufva & Rekola, 2023). These changes affect businesses, policies, and societies in multiple ways. For example, populism and protectionism have gained power in the EU and the US, eroding trade arrangements and creating uncertainty. Global value networks are in transition due to climate pressure, demographic change, and technological development altering consumption and market behaviour. These changes create high expectations for change, but opinions are divided on the direction and means of change.