“Sustainability is one of the megatrends that will drastically change society and the business landscape in the coming years (NRC Live).” The companies and organizations that see sustainability as a core activity are competitive for the future. The Impact Day organized by NRC Live on February 11th was about this theme. What are the trends of the new economy? How do you respond to this? And which business models are associated with this? And how can you make an impact as a company? From the day I have extracted six essentials with which you can make an impact.
1. Business model: improve the world
24453584314_a4a9a7223d_z copyMany of today's speakers indicate that a sustainable business model is the business model of the future:
Sally Uren, CEO Forum For The Future : “The future is not happening to us, it is something you can create. Sustainability in companies is growing. Companies see that it is necessary. A company is not an island, it must be part of the world. The focus is on the entire system and therefore on the long term. A sustainable business model is commercial, social and environmentally oriented.”
Steve Howard, Chief azerbaijan telegram number list Sustainability Officer IKEA : “The climate is changing, more people are moving to big cities and we are becoming more connected. If we look for opportunities in the clean , crowded and connected world , we can have the future we want.”
Willemijn Verloop, Founder & Director Social Enterprise NL : “See it as an opportunity, instead of a threat. What you have to contribute to society is an extension of making a profit. Many companies see it as a cost item.”
Marga Hoek, General Manager de Groene Zaak : “Every entrepreneur should want to improve the world. Then you have a sustainable business.”
I myself completely agree that a combination of a profitable company and being able to make a difference in the world is the most valuable. The challenge is to find a good balance in this.
2. Create value
The new economy is all about creating value, but what value is has changed. “People are increasingly looking for value, especially the millennial generations” (Steve Howard). And people are increasingly able to create their own value (Reon Brand, Senior Director Foresight Philips Design ). Examples of companies that add value are Fairphone and Tekst to Change.
25084217345_39b0d05fc0_z copyBas van Abel, Founder & CEO Fairphone : “How is a phone made? What happens when you throw it away? The phone industry is a complex chain and it is bloody and unfair. Phones are made with raw materials from the ground. Fairphone works on the principle: repairing is caring . We have made a phone that lasts longer and is easier to repair. If phones last twice as long, we would only need half as many phones. In addition, we contribute to the economy in Congo where the raw materials are extracted. We ensure that fewer conflicts arise.”
Willemijn Verloop talks about the company Tekst to Change . They have built a company around a social problem. Tekst to Change helps developing countries in the areas of health, economy and education with the help of text messages. For example, a potato farmer in Kenya can find out the potato prices in the region. “Now that is serious impact,” says Willemijn Verloop.
Fairphone and Tekst to Change are examples of companies that are concerned with adding value from the core of their organization. Discover the added value of your company or organization and investigate what customers and stakeholders see as added value.
3. Determine the 'why' of your organization
24966109732_6b981f8e64_z copyThe 'why' of Simon Sinek's golden circle was mentioned by several speakers. Reon Brand says: "the 'how' and the 'why' are becoming more important than the 'what'".
Roelof Joosten, CEO Friesland Campina : “If you want to innovate, you need to know what you stand for. The 'why' question is essential to be able to inspire and innovate.”
Roel Wesling, Head of Marketing Triodos Bank: “What do you stand for as an organization? People want to know why you do something. If you do it from your heart, it will live through the entire organization. This brings the passion back into the products and services.”
Marga Hoek: “the purpose (reason for existence) is in the way you run the company, the processes, but also in the products and services.”
Mark Woerde, Founder Lemz : by asking companies very specific questions and feeling where the energy is, we find out what the 'why' of organizations is. This is important input for the message a company has to tell.”
Roelof Joosten: “We have been working on sustainable value creation for a long time, it is already in the genes of the farmers. How do you ensure that the entire organization knows what you stand for? We started to find out why customers buy from us and why employees work for us. The following 'why' emerged from that: Nourishing by nature: Friesland Campina stands for better nutrition in the world and a good income for farmers, now and in the future.”
So look for the 'why' of the organization and ensure that it is widely supported.
4. Find meaningful collaboration partners
24457369003_21577d3c15_z copyIn order to innovate and focus on sustainability, partnerships are needed between entrepreneurs and companies and between companies. The challenge is to find the mode between cooperation and competition (Sally Uren). Willemijn Verloop therefore calls on larger companies to enter into partnerships. “Show courage and go against the flow.” Marga Hoek also indicates that the solution for sustainable entrepreneurship is close at hand if entrepreneurs can connect forces with the business community. Reon Brand: “We are now in the transformation of the experience economy (marketing and branding) to the knowledge economy (knowledge platforms). The future is the transformation economy in which valuable networks are created to solve larger problems.”
24990927671_0b828232f0_z copy5. Go for it 100%
To show what you stand for, it is important to go for something 100%. This creates clarity both internally and externally. Steve Howard talks about the 100% rule: IKEA has decided to only sell LED lamps. LED lamps use less energy and last much longer, so they are much better for the environment and the earth. “If you implement such a decision halfway, it is much less powerful,” says Steve Howard. Roel Wesling also says: “unique and authentic, that is what you are when you stand for something. This gives you a competitive advantage.” Which is also confirmed by Mark Woerde: “dare to be very outspoken.”