The business benefits of doing good | Wendy Woods

Prevoditelj: Igor Pureta Recezent: Sanda L

A few years ago,

Prije nekoliko godina,

all the developed countries in the world --

sve razvijene zemlje u svijetu

the wealthier ones --

- one bogatije -

and all of the charities

i svi dobrotvori zajedno

together donated about 200 billion dollars

donirali su oko 200 milijardi dolara

to developing countries in the world --

zemljama u razvoju širom svijeta.

the ones that bear most of the burden,

Onima koje nose teret,

the heaviest burden of the world's biggest problems:

najteži teret najvećih svjetskih problema:

poverty, hunger, climate change and inequality.

siromaštvo, glad, klimatske promjene i nejednakost.

That same year,

Iste godine,

businesses invested in those same countries 3.7 trillion dollars.

poslovni ljudi su u te iste zemlje investirali 3,7 bilijardi dolara.

Now, I get to travel a lot in my work

Zbog posla puno putujem

and I'm privileged to see the amazing things

i privilegirana sam jer mogu vidjeti prekrasne stvari

that NGOs and some governments are doing

koje NVO-i i neke vlade rade

with some of that 200 billion dollars:

s dijelom tih 200 milijardi dolara:

helping malnourished children

pomažu pothranjenoj djeci

or families that don't have access to clean water,

ili obiteljima koje nemaju pristup pitkoj vodi,

children who wouldn't be educated otherwise.

djeci koja bi ostala bez školovanja.

But it's not enough

No, to nije dovoljno

because the biggest problems in our world need trillions

jer najveći problemi našeg svijeta zahtijevaju bilijarde,

not just billions.

a ne samo milijarde.

So if we're going to make lasting and significant progress

Pa, ako želimo stvoriti trajni i značajni napredak

in the big challenges in our world,

u najvećim izazovima našeg svijeta,

we need business,

trebamo poslovni svijet,

both the companies and the investors,

i poduzeća i ulagače,

to drive the solutions.

koji će donijeti rješenja.

So let's talk about what business should do.

Razgovarajmo o tome što bi poslovni svijet trebao učiniti.

And when I say that,

I kad to kažem,

you probably think that I'm going to talk about corporate philanthropy

vjerojatno mislite da ću govoriti o donacijama poduzeća

or corporate social responsibility.

ili društveno odgovornom poslovanju.

CSR is the norm today,

Danas je društveno odgovorno poslovanje standard ponašanja

and it's very useful.

i vrlo je korisno.

It provides a route for corporate generosity

Pruža smjer velikodušnim poduzećima,

and that generosity is important to many corporations' employees

a ta je velikodušnost važna za mnoge njihove radnike

and customers.

i klijente.

But you know what?

Ali znate što?

It's just not big enough,

To nije dovoljno veliko

or strong enough,

ili dovoljno jako,

or durable enough

ili dovoljno trajno

to drive solutions to the biggest problems in our world today

da bi donijelo rješenja najvećih problema današnjeg svijeta,

because it's incremental cost.

jer to su dodatni troškovi.

Even when business is booming,

Čak i kad poslovanje raste,

CSR just isn't designed to scale.

nije zamišljeno da se povećaju izdaci za društveno odgovorno poslovanje.

And then of course in a downturn,

A kad se pojave problemi,

it's one of the first programs to be cut.

to je jedna od prvih aktivnosti od koje se odustaje.

So no,

Dakle ne,

CSR --

DOP --

corporate social responsibility --

društveno odgovorno poslovanje --

isn't the answer,

nije odgovor,

but TSI --

ali UDU --

total societal impact, is.

ukupni društveni utjecaj, jest.

TSI is the sum of all of the ways

UDU je zbir svih načina

business can affect society

na koji poslovni svijet može utjecati na društvo

by doing the real work:

radeći pravi posao:

thinking about their supply chains,

razmišljajući odakle nabavljaju robu,

working on their product design and manufacturing processes

osmišljajući proizvode i proizvodne procese

and their distribution.

te načine distribucije proizvoda.

The real work of business,

Na taj način poduzeća,

when done with innovation,

kad završe s inovacijom,

can actually create core business benefits for the company

mogu stvoriti pogodnosti za temeljno poslovanje

and it can solve the meaningful problems in our world today.

i mogu riješiti važne probleme današnjeg svijeta.

So what does TSI look like?

Pa kako UDU uopće izgleda?

Focusing on TSI

Usmjerenost na UDU

means incorporating social and environmental considerations.

znači razmatrati društveni i okolišni utjecaj.

And you know what?

I znate što?

It's something that isn't completely new.

To nije ništa novo.

It's been thought about for a while.

O tome se razmišlja već neko vrijeme.

But the hard part is that corporations almost exclusively still think

Problem je što poduzeća gotovo isključivo razmišljaju o nečem

about something called TSR:

što se zove UPD:

total shareholder returns.

ukupni prinos dioničarima.

But TSI --

Ali o UDU-u --

total societal impact --

ukupnom društvenom utjecaju --

needs to stand alongside TSR

treba razmišljati istovremeno kad i o UPD-u

as an important and valid driver of corporate strategy

jer je UDU važan i vrijedan pokretač strategije poduzeća

and corporate decision-making.

i donošenja odluka u njemu.

And we've got the data to show you why and how.

Imamo podatke koji nam pokazuju zašto i kako.

Some companies are already making this happen.

Neka poduzeća već su na tom putu.

They're beginning to make it happen.

Neka su započela s time.

So let me tell you the story about Mars.

Ispričat ću vam priču o Marsu.

Mars is the sixth-largest private company in the United States.

Mars je šesto najveće privatno poduzeće u SAD-u.

If you're like me,

Ako ste poput mene,

they make some important products,

oni proizvode neke zaista važne proizvode,

like coffee and chocolate.

poput kave i čokolade.

So not surprisingly,

Pa je, gle iznenađenja,

one of their most important ingredients is cocoa.

jedan od najvažnijih sastojaka njihovih proizvoda kakao.

And some of their competitors are actually really worried

Neki od njihovih konkurenata su zaista zabrinuti

about the sustainability and the availability of cocoa supplies.

za održivost i dostupnost kakao sirovine.

But not Mars.

Ali ne i Mars.

They're confident in the stable supply of that crop for the long term.

Oni su uvjereni u dugoročnu stabilnost i dostupnost te sirovine.

And why is that?

Zašto je to tako?

It's because they partner with NGOs around the world

Zato što širom svijeta surađuju s nevladinim organizacijama

that are working with small shareholder farmers.

koje rade s vlasnicima malih farmi.

And those certification agency's NGOs

Te nevladine organizacije

are working to help farmers improve crop yields,

rade kako bi pomogle farmerima povećati prinose žetve,

they're making sure that they get a fair, premium, livable wage

osiguravaju im pravičnu i dobru naknadu od koje mogu živjeti

and they're helping them address any human rights potential issues

i pomažu im rješavati bilo koja pitanja ljudskih prava

in supply chains,

koja se mogu dogoditi u lancu opskrbe,

and they're helping minimize the effects on the environment,

pomažu im umanjiti utjecaj na okoliš,

like deforestation.

kao što je krčenje šuma.

Mars is on a path to 100 percent certified cocoa,

Mars je na putu do proizvodnje 100% temeljene na ovako proizvedenom kakau

so this is a good program for farming communities,

pa je to dobar program za zajednice proizvođača,

it's a good program for the environment,

to je dobar program za okoliš,

and it's a good program for Mars,

a dobar je i za Mars,

who has solved a significant risk in their supply chain.

koji je riješio značajan rizik u lancu opskrbe.

But now let's get to the data,

Vratimo se podacima

because it's actually really awesome.

jer su oni zaista izvrsni.

And let me explain exactly what the data points I'm going to talk about are.

Objasnit ću vam što znače podaci o kojima ću govoriti.

When analysts and financial people look at companies,

Kad analitičari i financijaši promatraju neko poduzeće,

they think about a lot of different statistics.

usmjereni su na puno statističkih podataka.

I want to talk about two of the most important ones.

Ja želim razgovarati o dva najvažnija.

I'm going to talk about the overall value of a company --

Pričat ću vam o ukupnoj vrijednosti poduzeća,

its valuation --

njegovoj tržišnoj vrijednosti na burzi

and I'm going to talk about its margin.

i govorit ću o njegovoj zaradi.

Basically the difference between all of its earnings

To je, zapravo, razlika između svih njegovih zarada

and all of its costs.

i svih njegovih troškova.

So in our study,

U našem istraživanju

we looked at oil and gas companies,

proučavali smo naftna i plinska poduzeća

and the oil and gas companies

te smo ustanovili da ona od njih

that are performing most strongly on TSI --

koja imaju visok UDU --

total societal impact --

ukupni društveni utjecaj --

see a 19 percent premium on their valuation.

ostvaruju 19% veću tržišnu vrijednost.

19 percent.

19 posto.

When they do really well

Kad rade zaista dobro

on things like minimizing the impact of their company

na stvarima kao što su smanjenje utjecaja njihovog poduzeća

on the environment and water,

na okoliš i vodu,

and when they have very strong occupational health and safety programs.

i kad imaju čvrste programe sigurnosti na poslu i zaštite zdravlja radnika,

And when they also add in strong employee training programs,

te kad tome dodaju opsežne programe obuke za radnike,

they get a 3.4 percentage point premium on their margins.

zarada im se povećava za 3,4 postotna boda.

But what about other industries?

Što je s drugim industrijama?

Biopharmaceutical companies that are the strongest performers on TSI

Biofarmaceutska poduzeća koja imaju najveće rezultate na UDU-u,

see a 12 percent premium on their valuation.

ostvaruju 12% veću tržišnu vrijednost.

And then if they're best at expanded access to medicines --

A ako su izvrsni u dostupnosti lijekova --

making medicines available for the people who need them --

ako su njihovi lijekovi dostupni ljudima koji ih trebaju --

they see a 6.7 percentage point premium on their gross margins.

ostvaruju i 6,7 postotnih bodova veću zaradu.

For the retail banks that are strongest on TSI,

Banke koje rade s građanstvom i imaju visok rezultat UDU-a,

they see a three percentage point premium on their valuation,

ostvaruju 3 postotna boda veću tržišnu vrijednost,

and then for those that differentially provide financial inclusion --

a onima koje u svoju ponudu financijskih usluga uključe i one

access to financial products for people who need it --

namijenjene ljudima koji ih trebaju --

they see a 0.5 percentage point premium in their net income margin.

zarada se povećava za 0,5 postotnih bodova.

Now, these numbers for banks may not seem very big,

Ove brojke povezane s bankama se mogu činiti malene,

but in highly competitive industries,

ali u vrlo konkurentskim industrijama

even really small differences in margin matter a lot.

čak i zaista mala razlika u zaradi znači puno.

Now, what about those consumer goods companies --

Što je s proizvođačima robe široke potrošnje --

the ones who make those products we love like coffee and chocolate?

onima koji stvaraju proizvode koje volimo, poput kave ili čokolade?

Consumer goods companies that perform best on total societal impact

Proizvođači koji imaju najbolje rezultate ukupnog društvenog utjecaja

see an 11 percent valuation premium.

ostvaruju 11% veću tržišnu vrijednost.

And then if they do those smart things with their supply chain --

A ako ostvare neke pametne poteze unutar svog lanca opskrbe --

inclusive and responsibly sourcing their product --

uključive i odgovorne izvore sirovina za svoje proizvode --

they see a 4.8 percentage point premium on their gross margins.

onda ostvaruju 4,8 postotnih bodova veću zaradu.

These numbers are significant.

Ovi brojevi su značajni.

We've long known that things like fundamental financials,

Dugo smo znali da su stvari poput osnovnih financijskih pokazatelja,

growth rates and financial risks are key drivers of valuation,

stopa rasta i financijskih rizika ključni poticaj tržišne vrijednosti poduzeća,

but this rigorous analysis shows that social and environmental factors --

ali ova neumoljiva analiza pokazuje da su društveni i okolišni čimbenici --

total societal impact measures --

mjere ukupnog društvenog utjecaja --

are also linked to valuations and margins.

također povezani s tržišnom vrijednošću i zaradom.

Wow.

Da!

All else equal --

Sve je ostalo nepromijenjeno --

we didn't confuse the analysis with anything.

nismo pomiješali stvari tijekom analize.

All else being equal,

Ako su drugi parametri ostali isti,

companies that perform strongly on social and environmental areas

poduzeća koja su jako usmjerena na područja društva i okoliša,

achieve higher margins

ostvaruju veću zaradu

and higher valuations.

i veću tržišnu vrijednost.

Now, I do understand

Ja razumijem

that companies are under a lot of short-term earnings pressures.

da su poduzeća pod snažnim pritiskom ostvarenja kratkoročnih rezultata.

But fortunately,

No, srećom,

the investors who create some of this pressure

neki ulagači koji stvaraju taj pritisak

are actually more and more themselves starting to think longer-term

i sami sve više i više počinju misliti dugoročno

and starting to think with this TSI lens.

i gledaju kroz prizmu UDU-a.

In our conversations and surveys with investors,

U našim razgovorima i istraživanjima s ulagačima,

75 percent of them say they expect to see improved revenues

75% njih očekuje poboljšanu zaradu

and improved operating efficiency

i operativnu učinkovitost

for companies that are thinking with a TSI lens.

poduzećima koja razmišljaju kroz prizmu UDU-a.

And they're actually starting to incorporate this

I, zapravo, počinju je uključivati

in their own investing behavior.

u vlastito ulagačko ponašanje.

Last year,

Prošle godine

23 trillion in global assets

23 bilijarde imovine u svijetu

were in the category of socially responsible investing.

je bilo u kategoriji društveno odgovornog ulaganja.

Now, that's five billion over just the last two years.

Samo u prošle dvije godine to iznosi 5 milijardi.

And it represents a quarter of the total global assets managed in the world.

I predstavlja četvrtinu ukupne svjetske imovine kojom se trguje.

I know that some of you may be cringing a little bit right now.

Znam da su neki od vas sad malo sumnjičavi.

Because in my decades of strategy consulting

Tijekom desetljeća mog strateškog savjetovanja

with businesses and NGOs and governments around the world,

s poduzećima, NVO-ima i vladama širom svijeta,

I find that many businesspeople

susrela sam mnoge poslovne ljude

are hesitant to talk or even sometimes think about

koji se ustručavaju razgovarati ili čak razmišljati

the business benefits of doing good.

o poslovnim pogodnostima koje donosi pomaganje drugima.

They somehow think it's going to negate the value

Oni nekako razmišljaju da će to poništiti vrijednost

of the benefits they're creating for society.

koristima koje stvaraju za društvo.

Or that they'll be perceived as heartless or even mercenary.

Ili da će ih se smatrati bezdušnima ili čak plaćenicima.

But we really do need to think differently.

Ali mi zaista trebamo razmišljati drugačije.

We need to think differently

Trebamo razmišljati drugačije

because the only way we're going to make substantial progress

jer je jedini način na koji ćemo postići značajan napredak

on the challenging problems of our time

s izazovnim problemima našeg vremena

is for business to drive the solutions.

da poslovni svijet donese rješenja.

The job of business is to meet customer needs

Posao je poduzeća da zadovolje potrebe klijenata

and to do so profitably.

i da to postignu uz profit.

They need to to survive.

Jer moraju preživjeti.

So one of the best ways for businesses to help ensure their own growth,

Jedan od najboljih načina da poduzeća potaknu vlastiti rast,

their own longevity,

ostvare dugovječnost,

is to meet some of the hardest challenges in our society

je da se suoče s nekim od najtežih izazova našeg društva

and to do so profitably.

i pritom ostvare profit.

And when they do that innovatively,

I kad to rade inovativno,

when they do that ethically, responsibly, incredibly,

kad to rade etično, odgovorno, nevjerojatno,

they should be proud.

trebali bi biti ponosni.

But if you still aren't sure about this,

I ako još niste sigurni po tom pitanju,

let's talk about a few more examples.

evo još nekoliko primjera.

What if you're a technology company

Što ako ste tehnološko poduzeće

and you're trying to grow your platform

i želite rast vaše platforme,

and you're trying to grow your customers?

i želite povećati broj klijenata?

Like, Airbnb.

Poput Airbnba.

Airbnb has a portfolio of total societal impact activities.

Airbnb ima raspon aktivnosti s ukupnim društvenim utjecajem.

They're all spot-on their core business.

I oni su svi usmjereni na njihovo temeljno poslovanje.

In one initiative,

U jednoj inicijativi

they're helping enable their community

pomažu omogućiti zajednici

to provide housing for free to those in disaster:

osigurati besplatan smještaj za ljude tijekom katastrofa:

crisis survivors and relief workers.

kako preživjele tako i spasitelje.

In another effort on their part,

U njihovoj drugoj inicijativi

they're actually helping and working with NGOs

pomažu i rade s NVO-ima

to ensure that people can provide housing for free for refugees.

kako bi osigurali besplatno stanovanje za izbjeglice.

Now, what I love about this program

Ono što volim u tom programu

is that I don't think most people would've figured out

je što mislim da mnogi ljudi ne znaju

how to express their generosity

kako izraziti svoju velikodušnost

and open their homes for those in such dire need --

i otvoriti svoje domove onima koji to zaista trebaju --

certainly not so quickly or so easily or efficiently --

sigurno ne tako brzo, jednostavno ili djelotvorno --

without this innovation by Airbnb.

bez te Airbnb inovacije.

But at the same time,

A u isto vrijeme

this is core to their corporate strategy

to je u temelju njihove poslovne strategije

and core to their growth

i u temelju njihovog rasta,

because they grow by increasing the number of hosts and guests

jer oni rastu povećavajući broj domaćina i gostiju

using their platform.

koji koriste njihovu platformu.

But if they'd only been thinking exclusively

No, kad bi oni isključivo mislili o tome

about the return side of things,

što će dobiti zauzvrat,

I'm not sure they would have ever figured out this route to growth,

mislim da ne bi nikad pronašli način za svoj rast

because they're not charging transaction fees.

jer ne naplaćuju naknade za transakcije.

So it's a pretty exciting way,

To je prilično uzbudljiv put

when they were thinking about how to bring their capabilities

kad razmišljaju kako da koriste svoje mogućnosti

to a need in society

za pomoć društvu,

and at the same time drive their own growth.

a u isto vrijeme potiču vlastiti rast.

But what if you're trying to find new customer segments?

Što ako pokušavate pronaći nove tržišne segmente?

Let's move to South Africa,

Prijeđimo u Južnoafričku Republiku

and let's talk about Standard Bank.

i pričajmo o Standard Bank.

In South Africa,

U Južnoafričkoj Republici

the government has a regulation

vlada je uvela propis

that requires all banks to donate 0.2 percent of their profits

koji zahtijeva od banaka da doniraju 0,2% profita

to small and medium black-owned enterprises.

malim i srednjim poduzećima čiji su vlasnici crnci.

And many banks just donate this to the entrepreneurs,

I mnoge banke samo doniraju taj novac poduzetnicima,

but Standard Bank thought creatively.

no Standard Bank razmišlja kreativno.

And what they did is they took those funds

Oni prikupljena sredstva

and they invested them in an independent trust,

investiraju u jedan nezavisni fond

and they used that trust to fund loans to these black entrepreneurs.

i koriste taj fond za kreditiranje tih crnih poduzetnika.

This is a highly leveraged model.

To je iznimno moćan model.

They can support a lot more entrepreneurs with capital,

Mogu podržati puno veći broj poduzetnika,

and because their success is completely intertwined

a kako je uspjeh banke povezan

with the success of the entrepreneurs,

s uspjehom poduzetnika,

they're actually also using the fund to provide technical assistance.

koriste taj fond za davanje tehničke podrške.

More entrepreneurs supported,

Što veći broj poduzetnika dobiva podršku,

more people and communities being lifted out of poverty.

to je veći broj ljudi i zajednica koji su se spasili siromaštva.

And it's successful for Standard Bank.

To je uspješan program Standard Banka.

So successful that they're actually working on expanding this program

Toliko je uspješan da intenzivno rade na njegovom proširenju

to other areas in their portfolio.

u ostale njihove proizvode.

It's not like we haven't been trying to solve the problems in our world

Možda se čini da dugo nismo pokušali rješavati

for a long time.

probleme našeg svijeta.

We have, and they're still here.

Ali jesmo i još uvijek pokušavamo.

We're making progress,

I postižemo napredak.

but it's not far enough,

Ali to nije dovoljno,

or fast enough,

ili dovoljno brzo

or universal enough.

ili svima prihvatljivo.

We need to flip our thinking.

Moramo promijeniti način razmišljanja.

We need to have business --

Poslovni svijet -- kako poduzeća,

both companies and investors --

tako i ulagači --

bring creative, innovative corporate strategy and capital

moraju donijeti kreativne, inovativne poslovne strategije i kapital

to solving the biggest problems in our world.

za rješavanje najvećih problema našeg svijeta.

And when they do that innovatively,

I kad će to raditi inovativno

and when they do that

i kad će to učiniti

with all of their thinking and all of their strategy

dijelom njihovih strategija i raditi punim angažmanom

and all of their capital,

te svim njihovim kapitalom,

and they're creating both total shareholder returns

istovremeno će ostvariti povrat ulagačima

and total societal impact,

i ukupni društveni utjecaj,

we know that we will solve those problems,

znat ćemo da ćemo riješiti te probleme

both profitably and generously.

jednako profitabilno i velikodušno.

Thank you.

Hvala vam.

(Applause)

(Pljesak)