Doing good is equal to doing well

Climate change is seen as the top international threat amongst people across the world,
according to a global survey conducted by Pew Research Center. Consciousness about the global warming has increased drastically and the effects of climate change is now also present in more developed countries, with consequences such as last year´s drought, fires and freshwater scarcity. More and more people make active choices to live climate smart, like cutting down on meat consumption and switching to a more plant-based diet. The willingness to change is also reflected in the climate manifestations held throughout Europe, so far culminating in March with manifestations in over 125 countries globally. The frustration amongst people are also reflected in the Edelman Trust Barometer 2019, showing that more than three-quarters (76%) of the general population want companies and CEOs to take the lead on the needed change instead of waiting for the governments to impose it.

The need for urgent action is underlined by scientists,
stating that we have approximately 10-12 years to change and adapt to the new circumstances. Since the beginning of the industrialization we have already used four fifths of the amount of the fossil coal which may be incinerated in order for us to be able to reach the Paris Agreement with its’ 17 goals in Agenda 2030.

The negative curves are accelerating and the whole world and humanity as we know it is now threatened

The biodiversity has decreased drastically in two generations, the scarcity of natural resources is already a fact and the polar glaciers are melting in an accelerating pace, whilst many companies and countries continue according to business as usual. It is difficult for governments, countries and people to change old structures and habits, and take decisions based on a more long-term perspective.

Even if the needed transformation is far from here,
there are reasons to be optimistic. We must get out of the attitude that we cannot change the curves, and instead replace that mindset with determination, creativity and innovation. We know that the world has managed before. Several of the goals that Agenda 2030 has replaced, the Millennium Goals, have had a better development than expected and were reached before 2015. And positive change is underway, there are proven good examples of how companies have succeeded in solving a societal challenge as well as a consumer frustration. Progressive countries such as New Zealand removes GDP as the only measurement of success and adds well-being as a key metric for welfare. Costa Rica has set a goal to be a carbon neutral country by 2021, which will make it the world’s first carbon-neutral country.

Progressive Swedish retail companies such as Houdini and Max burgers are at the forefront in innovating their business models fundamentally in order to be part of a sustainable solution instead of causing problems: Houdini focus on a circular business model, whilst Max burgers focus on limiting their climate impact through switching meat to plant-based protein as well as by climate compensation.

Neither people nor companies alone can solve society´s acute challenges.
It has to be a mix by push through governmental incentives and regulations, and pull by commercial offers solving people frustrations around not being able to consume without guilt. Lynxeye Society´s ambition is to accelerate the transformation towards a resilient, prosperous society and we do it by taking lead in helping companies identify, understand and commercialize sustainability opportunities by linking societal needs in Agenda 2030 to what people wants and what mandate companies have to solve specific challenges. With this approach, we help companies integrating sustainability at the core of business, ensuring commercial business concepts equally attractive for people as for planet. We do this through our expertise within brand and business development based on profound people insights, in combination with latest sustainability science and knowledge of the mechanisms behind philantrocapitalism. There is no conflict between doing good and doing profitable business.

The successful companies of the future will be the ones realizing that the sustainability challenges we face bring about new business models and ways of thinking. They will be the ones who include the well-being of people and planet as a measure of success and make long-term ethical aspects a natural part of decision-making and steering.

The future belongs to those who embrace the possibilities the sustainability challenges offers, with new business models founded on a more sound and long-term way of thinking. Because doing good is equal to doing well.


Think piece by Alexandra Sundgren and Sara Watz at Lynxete Society
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