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Sustainability and purpose: key to motivating your clients and team

December 16, 2019
in The EADA Experience
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In a recent report from Deloitte, Barry Parkin, Global Sustainability Director for Mars, affirms that we have reached “a turning point in the private sector; soon companies will be valued just as much for their ethics as for their growth and profits”.

One thing is very clear in the world of management: sustainability can no longer be ignored. Consumers are increasingly conscious and it is not hard to find statistics demonstrating that sustainability plays an important part in consumer choices. According to data from Accenture, 72% more consumers now buy environmentally friendly products than just five years ago. Some 81% of those surveyed are planning to make changes over the next five years. A further 42%, especially in the food and beverage sector, are boycotting products that do not show consideration for their environmental impact.

 

The United Nations poster 17 Sustainable Development Goals (SDG) can be found on many company walls in this present pro-sustainability climate. Achieving all 17 objectives is, simply put, impossible, but failing to take responsibility for any of the goals leaves companies on rocky ground in front of consumers, not to mention employees. The question is, aside from decorating their walls with posters, are organisations really addressing the potential for improvements expressed in the SDGs? The consumers, it would seem, have already started taking action.

According to Director Sergio Restrepo, companies have the power to help make the world a better place.

A recent Harvard study links companies with a strong sense of purpose, the second key element for businesses wanting to motivate consumers and employees, to a 5-7% increase in results. The same study isolated an important matrix for achieving the positive results: the correlation between purpose and results is only possible if the board of directors is able to transmit the purpose to their management teams, and through them, to the rest of the organisation.

Unilever and Luker Chocolates are two examples of how different purposes can play out. In 2017, Unilever was invited to an event at EADA, where representatives presented the growth plan for the sustainable products range. They shared that over the last 4 years, the rate of growth in sustainable products had overtaken that of the company in general, and that sustainable products represented 70% of overall growth for the year. Today, Unilever is not only held in high regard by consumers, but by employees as well, nominated as “Best Employer” in 44 of the 52 markets in which it actively recruits. 

In Colombia, we can find another fascinating example of a company with a clearly defined purpose: Luker Chocolates. Luker Cholocates is a family business from Casa Luker, located in a politically complex region of Colombia in which just a few years ago the drug industry was the leading employer. Luker grew with the purpose of changing lives through the dream of chocolate. 

The company, winner of prestigious awards such as Business of the Year from la Universidad del Rosario, has achieved a distribution across 42 countries and an expansion from 5 to 150 employees in just 5 years. Director Sergio Restrepo confirms his vision like this: “Companies do have the power to help make the world better”. Does that sound like purpose to you?

ABOUT THE AUTHOR

Jordi Díaz received his bachelor’s degree in Management from the University of Wales and holds a Master in Human Resources Management from EADA and a degree of the Authentic Leadership Development & Disruptive Strategy Programme from Harvard Business School. He is a doctoral candidate in Business Administration at the Ecole des Ponts Paris Tech specialised in Disruptive Innovation. 

Currently, Mr Díaz is Associate Dean for Programmes & International Relations and member of the Executive Committee at EADA. He has also served on the Board of Trustees at the Executive MBA Council and EPAS – European programme accreditation. Since 2017, he has been Director of the Executive Academy of the European Foundation for Management Development (EFMD Global Network, Switzerland).

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  •     With my current experience in the field of business and technology solutions at Capgemini  I wish to expand my knowledge in the area of business consulting and turn my focus towards strategic business development and management  as my overall career goal is to pursue a profession as a consultant in an international environment    With EADA  I see the opportunity to stand out in today   s fiercely competitive marketplace through practical methodologies  applied case studies and the adhering leadership development programme  but certainly also through the name of the educational institution          Maximilian is a world citizen  from Germany  he had studied in the Netherlands and Hungary   and has spent a year living and working in South East Asia  Australia and New Zeland  With a strong focus in technology  innovation and consulting  he has experience in Capgemini as well as smaller companies   We can t wait to see him around campus this week
  •               A warm welcome to the International Master class of 2020-21 with participants from more than 50 nationalities  The 5 kick-off presentations -1 for each programme- took place yesterday in the Barcelona City Centre Campus        EADA Dean Jordi Diaz praised the students for challenging themselves to undertake their master s in today s uncertain times   Strategy is not what you say  but what you do         Jaume Bonet  Master in Finance Director  quoted Jamie Dimon  CEO of J  P  Morgan   There is a book being written on each of you   As Bonet told new participants   this year is not about education  it is about transformation  It is in your hands to write a successful chapter         Welcome to the EADA Community       EADAInternationalMasters  EADAImmersiveLearning  wherebusinesspeoplegrow   WeAreEADA  WeCareEADA  EADABarcelona  MuchBetterWithEADA  KickcoffMasters  EADACommunity
  •        I am excited for my master   s programme in the city centre of Barcelona and can   t wait to immerse myself not only in the Spanish culture  but in cultures from all around the world in class  I am looking forward to getting to know my fellow classmates and learning more about marketing          Vladislava is from Russia and holds a Bachelor   s in Finance  Her dream is to become an expert in Marketing able to complete complex  non-standard tasks in a creative way  Doing her master   s in Barcelona will be her second international academic experience  as she previously studied abroad in the U S    We can t wait to welcome her on campus next week     eadamasters  WhereBusinessPeopleGrow
  •               EADA s International MBA kicked off today in a hybrid format with participants both in class and connected online  Participants from 23 nationalities started this unique experience that will not only transform them in a professional way but also on a professional level        There were mixed emotions from participants on their first day feeling excited  happy and nervous at the same time  They had the opportunity to get to know each other on a Walking Tour around Barcelona a few days ago       Welcome to the EADA Community     EADAInternationalMBA  eadaimmersivelearning  wherebusinesspeoplegrow  EADABarcelona  WeAreEADA  EADAmasters  WeCareEADA
  •     I would like to make an impact in everything I do  Our world has seen inventions enough for three generations but not found a proper way to use them in day to day life  I would also like to make industries in my community green eco-friendly industries  The concept of recycling has been in my mind for a long time  We only focus on creating a product and sometimes on its impact on the environment but we do not consider the resources that are used to make them       Rokesh is an Aerospace Engineer from India  Keen Yoga enthusiast  he has won various prizes at state level for back bending and balancing  He is looking forward to meeting fellow EADA students who share his passion for sustainability    We can t wait to welcome him on campus in the fall      eadamasters  wherebusinesspeoplegrow
  • Some Masters and MBA students came on campus today for the last Welcome activity before the programmes kick off in a few days   Our relocation partner  studentfybcn came on campus to give plenty of useful tips to settle in Barcelona  housing  transportation  phone services  trips and networking activities  Everything to make the most of Barcelona experience  We then followed with a tour of the campus    We are happy to meet you guys in person and see how the campus is filled up with students from all around the world  Looking forward to meeting all the 2020 21 Masters and MBA students about to arrive   The countdown for the beginning of the year starts    Get ready for an exciting journey of personal and professional development    WeAreEada  WhereBusinessPeopleGrow
  • Our International Master in Management at EADA has moved up 9 places to  32 in the world by the Financial Times Ranking 2020     In addition  EADA has also achieved 98  in Employability  Career Service and Aims Achieved and  1 in  Marketing teaching   4 in  CorporateStrategy  10 in  GeneralManagement  We would like to congratulate the whole team and in particular James Haigh  Jordi Diaz and Nigel Hyges  who have been the directors of the Master in Management during different stages from the beginning of the programme   Many thanks to our great team of admissions  faculty  careers and alumni     weareeada  financialtimesranking
  •     Sustainability and social consciousness are two of the most relevant topics today  and I am more than excited to discuss the challenges and opportunities at hand with like-minded  innovative thinking classmates at EADA   Kristina is from Germany and will start the International Master in Sustainable Business   Innovation at EADA this fall  Complementing her studies at EADA  Kristina holds the position of Community Director at 180 Degrees Consulting Barcelona  the world   s largest consultancy for non-profits   social enterprises         See link in bio  We can t wait to welcome her on campus in the fall     weareeada  eadamasters
  •     Pursuing the International Master in Tourism   Hospitality Management at EADA relates to my goals in many ways - it will allow me to develop the skills I need to succeed and to meet inspiring people I can share my passions and my ideas with              Emma is from Canada and holds an undergraduate degree in Business Administration   with a specialisation in Management   International Affairs  As a teenager  she visited an ecolodge in the middle of the Costa Rican jungle and fell in love with this creative  resourceful and well-managed business  That day  it became clear to her that she  too  would one day have her own eco-responsible hotel somewhere in the world   We can t wait to welcome her on campus in the fall      eadamasters  weareeada
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