The good recipes for “positive business”

Companies play a major role in the transformation of the economic world by committing their structure beyond the purely business. Over time, of course, their area of ​​focus expanded. From now on, virtue pays off. It creates commitment among employees and consumers and thus profitability and growth for companies. In addition to the “green wash” introduced by a large number of companies to perfect their image, consumers are now eager for “positive business”. Especially since companies are now under close surveillance of NGOs and social networks. ” This term “positive business” reflects a dynamic aspect, a look to the future, an attitude. Being positive in a company today means opening up horizons and not just environmental issues, ” Jean-Dominique Senard, President of Michelin and co-author with Nicole Notat, former head of the CFDT, defined the report “The company, object of collective interest”, during the first “Positive Business” evening organized by “Echos Executives”, 7 June. The financial crisis in 2008 highlighted a need for non-financial ambitions to ensure the company’s sustainability. A group like Elior deals with the working conditions of the sick, Leroy Merlin helps the poorly placed, ADP puts “care” in its supply conditions. As regards Société Générale, since its inception in 2006, it has acted in favor of professional integration, in particular by supporting projects aimed at integrating young people into working life and combating illiteracy. ” Through our organizational transformations, we work by providing directions and investing in people through training and management responsibilities Added Frédéric Oudéa, CEO of the bank during the “Positive Business” event.

In addition to environmental protection

The cursor moves and goes in the direction of the story. Presented to the Council of Ministers on 20 June, the Covenant Act – Action Plan for Corporate Growth and Transformation – will continue to develop the idea of ​​corporate social responsibility. French organizations have taken a significant lead, but not only, on issues related to sustainable development. The direct-selling organic market, for example, gained momentum with a turnover of almost 1 billion euros last year. Consumption of such products represents 4.4% of the home food market, according to a very comprehensive study conducted by Insee in 2017. The Frayssinet brothers, Thierry and Luc, have defended their ethics for almost thirty years, products and the natural fertilizer sector. Their “positive business” is reflected upstream in their relationship with their customers. Another example: by disseminating best practices throughout its production chain, the Bel Group redefines the relationships it maintains with its 850 supplier breeders. Consuming better and taking care of one’s environment can result in a proactive energy transition movement. Air Liquide thus speaks for the hydrogen case with Pierre-Etienne Franc, director of global hydrogen energy activity.

Give yourself a mission

Danone, Essilor and Veolia began long ago to define a broader mission in terms of net income and actions with social and environmental responsibility. The stated goal of Emmanuel Faber, CEO of Danone, is also to ” create economic value and human value At Andros, “positive business” is above all social. Its leader, Jean-François Dufresne, created a unique project for the integration of autistic people in one of its factories based on his personal experience. In practice, some companies have taken their vision of “positive business” even further. Nutriset, Maif, OpenClassrooms or even Cordant qualify as companies with a mission. From the customer to the supplier via the consumer, the purpose is at the heart of their strategy, with the greatest risk that the customer does not comply .

Leave a Comment