Megatrend #1 – Clear purpose: Put purpose before profit, and make money anyway
It is not enough to aim at boosting the financial bottom line or creating value for shareholders alone. Commercial companies have to work with purposes that have more vigour and appeal to both the hearts and minds of their stakeholders. They can no longer sit back when it comes to tackling social or environmental issues. Corporate Sustainability and Responsibility (CSR) has to be integrated as an active part of the company’s business strategy. Ultimately, CSR must become (a part of) the company’s business model.