Bonethica comeback with its founder’s – Rugilė’s academic path memories

We believe that a good idea is only as good as it is able to evolve and mature. A few years earlier we have published a statement that behind the scenes of Bonethica, we’ve been active honeybees, and decided that for a good amount of time we’d switch our main focus to gain new experiences, knowledge, deepen and broaden understandings to be able to give back to you again with more wisdom.

In this time, Bonethica founder Rugilė Juodžbalytė has decided to take a path of academic development.

Rugilė: Already for some time, I was interested in ecotherapy. A year comes by, I saw Lithuanian University of Health Sciences in Kaunas freshly started a year-long postgraduate studies course on Nature and Forest Therapy. I entered. Nature therapy is a treatment used to improve physical and mental health which is guided by a specialist who apply specific practices in nature. Although the one and only therapist in this practice is considered to be – nature.

“The course developed me in many ways, from academic to emotional to professional. Now I can REALLY experience nature and guide others too on this sensory journey.”

Rugilė: The course was truly extensive, delving into environmental design and psychology, human physiology and psychology, the benefits of nature for human health and well-being, and of course, applying knowledge in practical activities in nature. The course developed me in many ways, from academic to emotional to professional. Now I can REALLY experience nature and guide others too on this sensory journey. Also, I have an understanding of ecosystems’ fragility and appreciate Lithuania’s flora and fauna much deeper. Oh, and those heartfelt people… I have a community of people deeply connected to nature. The circles of sharing were one of the most eye-opening moments of the workshops we did outdoors.

Rugilė at Nature and Forest Therapy course workshop. Photo from personal archive.

Moment in the circle at Nature and Forest Therapy course workshop. Photo from personal archive.

Rugilė at graduation ceremony of Nature and Forest Therapy course. Photo by Lithuanian University of Health Sciences.

Of course, at that time, Rugilė's life was full of all sorts of relevant projects, conferences, self-mastery classes, and whatever inspired her to deepen her understanding at that time. When it felt that Bonethica will be back fully, started to pick up some new projects, our founder wanted to take her mastery a page or maybe let’s say a whole chapter further. She started a module of Neuroscience in Vytautas Magnus University in Kaunas and a master degree in Sustainability Business Management at ISM University of Management and Economics in Vilnius.

Rugilė: Similarly, again, neuroscience has been of great interest to me for some time. I wanted to understand more about the human brain and human behaviour. I needed to be able to read articles and discover scientific material that would be useful in connection with the topics I delve into as a specialist. The module provided the basic knowledge that I was looking for. This is a very interesting field that explains a lot to me in different situations. For my final paper I researched neuroaesthetics – quite a new field that had my interest for a while. The perception of natural landscapes occupies a special place in the science of neuroaesthetics. It is believed that by expanding the understanding of ecological functioning and knowledge about biodiversity, people could strengthen their aesthetic experience and social motivation to preserve biodiversity. The field of neuroaesthetics seemed relevant to me in understanding my masters degree subject – ‘sustainable business management’, more holistically. The title of my neuroscience module research paper was ‘Neuroaesthetics. Aesthetic experience and processing in the brain and its significance for the preservation of natural landscapes’.

“The field of neuroaesthetics seemed relevant to me in understanding my masters degree subject – ‘sustainable business management’, more holistically. The title of my neuroscience module research paper was ‘Neuroaesthetics. Aesthetic experience and processing in the brain and its significance for the preservation of natural landscapes’.”

At the same time Bonethica was running a new brand development project, and our founder was living her life between Kaunas and Vilnius every week.

Rugilė: Sustainability came into my life while living in London, and speaking now, probably it was seven years ago. I was attending many masterclasses, discussions, listening to business founders, researching brands at the time. Sort of evolving very naturally, really. The master focused mostly on the management of business sustainability of big entities, following the latest official sustainability directives. Although we were able to also explore our creativity and business skills in a few modules, one of them being – Social and Sustainable Business Innovations. For final module project, my group presented the idea ‘Tavo Sodas’ (eng. ‘Your Garden’) – rentable urban garden spaces. With idea for residents to be able to rent a small space of land in the central city areas and grow their own food. In the presentation, first we included a test, a sensory exercise by bringing our classmates and lecturer Dr. Ieva Martinaitytė to sense different subjects of nature (earth, tomatoe, mint leafs ect.) and explain to us what they are holding. Personally, this was a nice tribute to my nature therapy experience to be brought here, to business and economics university.

“In my last masters degree semester, I was researching nature connectedness development in organisations. <…> This research became a new core for Bonethica’s method.”

Gathering my experiences, I saw a vision that draws a line and moves beyond sustainability which was from an angle of business connection to nature. Because in my mind I was thinking about the ecosystem. In my last masters degree semester, I was researching nature connectedness development in organisations. Introducing pioneering theme in academia and sustainability practice felt at times challenging but with a strong willingness and perseverance, a great passion, it happened, and I became a scientist. This research became a new core for Bonethica’s method. I am proud to have gathered multidisciplinary knowledge I gained over those years and presented a body of scientific work which Bonethica now serves in practicality.

Moment at the class of the module of Social and Sustainable Business Innovations. Photo from personal archive.

Rugilė defending her masters research on Nature Connectedness in the Organisations. Photo from personal archive.

Rugilė at Sustainable Business Management master’s graduation ceremony. Photo by ISM University of Management and Economics

This June, just a few months after graduation, Rugile presented her research in Derby, UK at the Nature Connections 2025 conference hosted by University of Derby. The subject emerged here 10 years ago by Nature Connectedness Research Group. Researchers and practitioners from all over the world visited a two-day event full of newest research, projects, experience and workshops dedicated to nature connection subject.

Rugilė: Being invited and bringing my research abroad opened new horizons. I was very proud and honoured to be part of the event. From the conference I took with myself a collection of new ideas. I felt impressed and inspired to have met with many scientist, and also pleased to talk to those those who came up to my poster for discussions.

“Researchers and practitioners from all over the world visited a two-day event full of newest research, projects, experience and workshops dedicated to nature connection subject.<…> Being invited and bringing my research abroad opened new horizons. “

Moment at the Nature Connections 2025 conference. Photo from personal archive

Moment at the Nature Connections 2025 conference. Photo from personal archive.

Rugilė presenting her research poster on Nature Connectedness in the Organisations at the Nature Connections 2025 conference. Photo from personal archive.

Rugilė: And just like after a good sprint there came a time to slow down, take a break, gather all the thoughts and feelings, and renew. Now it’s time to come back.

This is how our founder remembers the busy years behind the scenes of Bonethica. Here we are now, re-launching and coming back with slightly more developed approach. Please, enjoy Bonethica’s new website and e-journal. Subscribe to receive news and get notified about latest articles. We will engage with you on the regular basis and also, have some exciting announcements to make.