According to European CEOs: 5 Actions to foster growth sustainable, lasting and inclusive

Which path should be taken by the sustainable company of the future

We all want our businesses to work, to have lasting growth, that are companies sustainable , that are competitive, etc. And in definitively, that we can go to sleep with the tranquility that everything is fine.

Understanding how the visible heads of the big companies think companies that conquer this world every year is not a bad thing and more, if we want to grow consistently in a fairly hostile.

Recently a report from the consulting firm was published Norway Xynteo where he throws a question to the greats European managers… What can companies do European organizations to help build a growth model inclusive, sustainable, regenerative and competitive? .

The report presents a summary of the interviews with 27 executives executives (CEOs). Companies of the caliber of AXA, Danone, EDF Energy, the IKEA Group, Mastercard, Nestlé, Nokia, Schneider Electric, Tesco, etc.

You have to think that the companies participating in this report – taken together – represent a capitalization of market in more than 2 billion euros, so it is assumed, that we are dealing with very competent professionals.

Although the report shows different data of interest, it does it has been found that there are five «jobs to to do” to build future sustainability throughout company .

1.- Go further from the benefits of shareholder

The aim is “ an economy that serves everyone ”. European business leaders foresee an evolution in the how companies create value, returning dividends solid and reliable shareholders, but also benefiting – at the same time – society as a whole… «You have to quantify the true value that companies they provide to society.”

Of the surveyed, 17% said their businesses had goals salary and environmental related. 70% agree that the employees of your company increasingly value the purpose and self-fulfillment in your work, above other factors such as financial compensation.

• Problem statement . A almost exclusive priority of maximizing profitability for shareholders is preventing companies from driving a inclusive and regenerative growth.
• Vision . An evolution in the way companies create value, returning solid dividends and reliable to shareholders and benefiting society in general. overall.
• Business Actions :

1. 1. Expand the test that the value for the shareholders and society can go hand in hand.
   2. Connect with the right investors
   3. Mobilize the board of directors
   4. Reschedule the company itself

2. Guide the consumer towards more options sustainable

Businesses must apply the power of insights on behavior to push consumers towards more sustainable options, while radically raising the overall sustainability performance of the products and services offered to the consumer, changing the own consumption model, if necessary.

« Almost 90 percent of people are willing to change their behavior to fight the climate change, but only 3 percent know how to do it, so there is a gap that we need to fill « . – Jesper Brodin, CEO of the Ingka Group – IKEA Retail.

• Problem statement . Our current consumption model is wasteful and degenerative due to design.
• Vision . A circular economy, based on smart prosperity and the value chain, where Functional benefits are dissociated from ownership.
• Business Actions :

1. 1. Move smartly
   2. Remove bad options from the table
   3. Redesign business models for prosperity smart and sustainable

3. Shape the jobs future

The current approach to work is becoming obsolete… Are we prepared to face the challenges of Intelligence Artificial or automation at work?

Companies need to build a new model of employment, in which we have enough decent work for the human beings while reaping the benefits that the new technological advances ; automation, Artificial Intelligence (AI), Big Data, etc.

84% of Respondents agreed that companies, in instead of governments, they will have to take the initiative in the requalification of workers to respond to the demands of new jobs.

The demand for higher cognitive skills, such as creativity, critical thinking, decision making and complex information processing, will grow by 14% in Europe.

As data from the report and answer to the question of the survey … How many days of training does your company provide to each employee per year?

• Problem statement . The Digitization and new technologies are advancing at a pace so fast that current jobs are becoming obsolete.
• Vision . A dynamic workforce that offers high productivity, sufficient safety in income and high training of workers. HE seeks a balance between technology and decent work where the technology will create other capabilities and needs that require human interaction.
• Business actions:

1. 1. 1. Let humans be humans
   2. 2. Learn and learn – continuously
   3. 3. Invest in a shared workforce
   4. 4. Sharing responsibility for the safety of income to workers.
   5. 5. Since the workers of the future will probably will change jobs several times, it is important that corporate cultures destigmatize and normalize changes.

The future of work with greater automation and use of AI will have the potential to offer « better living standards, better living conditions, jobs, greater economic security, better health and longevity “, according to the latest MIT report on the issue. But we won't get there by default.

A machine-centric dystopian future can be avoided with high levels of unemployment, but only if we align ourselves with the future we want and then we identify the actions necessary to make it a reality.

4.- Free data but insurance

Data is becoming the currency of the economy current. If used wisely, it has the power to revolutionize our ability to solve a series of problems, but we are not being consistent enough and judicious, since consumers do not trust the companies that are using your data.

Companies need to reverse the trend in mistrust of open data and improve the security of these with the aim of being able to take advantage of them for a model of constant growth, coherent and social.

97% of Respondents agree that earning respect and Public trust is important to your business. 3% don't agree.

Another 79% of respondents agree that European companies must assume a greater role than the in the construction of an open world community and collaborative.

• Problem statement . The mistrust in the digital economy could prevent us from use data to drive both business value like the social one.
• Vision . Envision a data economy centered on the human being that will drive better businesses and welfare state.
• Business Actions :

1. 1. Take advantage of the Protection Regulation of Data – GDPR
   2. Demonstrate the enormous social benefits of data
   3. Unlock the full value and potential of data

5.- More collaboration between government and companies

Companies need to change their thinking to establish symbiotic partnerships between Government – Business that take advantage of their complementary assets. collaboration is essential if Europe is to cope with the rest of the world as a united and innovative power… It is the only way to move forward!

58% of Respondents agreed that European policies should focus on supporting open trade with countries of outside the EU, instead of focusing on trade within. 30% disagree.

Another 75% of those surveyed agreed that the promotion of European environmental and social standards throughout the world would help make Europe more competitive.

• Problem statement . Need more than ever the partnership between government and business, but mistrust is undermining collaboration effective
• Vision . Need to revitalize Government-Business alliance, based on mutual recognition of respective value and collaborative competence.
• Business actions .

1. 1. Create a new narrative based on appreciation mutual
   2. Learn and practice collaborative competence
   3. Work to achieve the highest common denominator

We remember that recently in our blog we launched a article about the 10 Startups that are revolutionizing the construction sector quite interesting to understand business trends in the sector.

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