The 4InnoPipe2 project successfully organized the Masterclass in Sustainable Business Models on 21 November 2025 at the University of Helsinki, bringing together participants from academia, industry, and innovation ecosystems. The event was held in a hybrid format, allowing attendees to join either onsite at Viikinkaari 1, Biocenter 3, or online.

The Masterclass was led by Xenia Duffy, a teacher and entrepreneur affiliated with Aalborg University and Henley Business School. Through an engaging and thought-provoking session, Duffy guided participants in exploring the future of business within planetary boundaries.

The discussion focused on some of the most pressing and complex questions shaping the evolution of sustainable business models:

• What will future business models look like?
• What happens after capitalism?
• Are we reinventing colonialism — or truly aiming for decolonization?
• How will we (re)generate value?
• Who will the world be safe and just for?
• How can we make a positive impact for all?

The interactive session invited participants to challenge existing systems, rethink value creation, and consider how businesses can transition toward models that contribute positively to society and the environment.

The Masterclass was hosted by the 4InnoPipe2 project in collaboration with the 4InnoPipe2 course.