The days when companies survived off product and profits alone are gone. ‘Millennials have impacted the way purchasing behavior occurs and demand more from brands than just an adequate product. They expect brand values to align with their values, and their consumer habits are dictated by personal philosophy. In short: People buy from companies that have a conscious’ (source Jason Burnham). This becomes transparent to your customers when your values are embedded in a purpose and the organization operates as a whole which Chef Joan Rocca embodies in this video.
The biggest challenge of our time is the decoupling of business and economic growth from emissions and the overuse of natural resources according to Sitra. Solutions include, for example, carbon-neutral business, the circular economy, and scaling out current best practices. There are many reasons why leaders of an organisation are paying urgent attention to the concept coined by John Elkington, as the triple bottom line (also known as the 3P’s: people, planet, profit) and measure performance based on their financial, social and environmental impact.
Dr. Bettina von Stamm mentions the following reasons why companies use the 3P’s:
- Concerns about prices and scarcity of food and raw materials
- Concerns about global warming and the conditions of our planet
- The realisation that some companies wield greater powers and have (potentially) more influence than national governments
A circular economy based on closed loops has been suggested as a way to maximise the value produced from natural resources while minimising environmental loading. Increasing well-being with a smaller carbon footprint also makes sense commercially, through savings and new business models. By monitoring companies’ value networks at a system level, for example, the nitrogen and phosphorus used in industry and agriculture would not escape into water systems.
Not only do companies such as General Electric, Unilever, Proctor and Gamble, 3M use 3P metrics – it is also being adopted by private and medium sized companies. The following metrics were used by an engineering company according to Slaper and Hall
- Amount of taxes paid
- Average hours of training/employee
- From welfare to career retention
- Charitable contributions
- Safety incident rate
- Lost/restricted workday rate
- Sales dollars per kilowatt-hours
- Greenhouse gas emissions
- Use of post-consumer and industrial recycled material
- Water consumption
- Amount of waste to landfill
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Madeleine van der Steege: