The business benefits of doing good | Wendy Woods

Reviewer: Nika Kotnik

Pred nekaj leti

so vse razvite države sveta —

tiste bogatejše —

in vse dobrodelne organizacije

skupno darovale približno 200 milijard dolarjev

A few years ago,

all the developed countries in the world --

državam v razvoju —

the wealthier ones --

državam, ki nosijo večino bremen,

and all of the charities

najtežja bremena najhujših svetovnih težav:

together donated about 200 billion dollars

revščine, lakote, podnebnih sprememb in neenakosti.

to developing countries in the world --

the ones that bear most of the burden,

the heaviest burden of the world's biggest problems:

Istega leta

pa so podjetja v te iste države vložila 3,7 bilijona dolarjev.

poverty, hunger, climate change and inequality.

That same year,

Zaradi številnih službenih potovanj

businesses invested in those same countries 3.7 trillion dollars.

imam privilegij, da vidim neverjetne stvari,

ki jih NVO in nekatere vlade počno

Now, I get to travel a lot in my work

s temi 200 milijardami:

pomagajo podhranjenim otrokom,

and I'm privileged to see the amazing things

družinam, ki nimajo dostopa do pitne vode,

that NGOs and some governments are doing

otrokom, ki sicer ne bi imeli izobrazbe.

with some of that 200 billion dollars:

helping malnourished children

A to ni dovolj,

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

saj največje svetovne težave terjajo bilijone,

children who wouldn't be educated otherwise.

ne le milijard.

But it's not enough

Če torej želimo dolgoročen in učinkovit napredek

because the biggest problems in our world need trillions

pri velikih izzivih našega sveta,

not just billions.

potrebujemo poslovni svet,

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

tako podjetja kot vlagatelje,

in the big challenges in our world,

da nas pripeljejo do rešitev.

we need business,

In kaj naj bi ti poslovneži počeli?

both the companies and the investors,

Zdaj, ko sem to rekla, zagotovo mislite,

to drive the solutions.

da bom govorila o podjetniškem prostovoljstvu

So let's talk about what business should do.

ali družbeno odgovornem poslovanju.

DOP je dandanes norma,

And when I say that,

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

zelo učinkovita.

Odpira pot podjetniški velikodušnosti.

or corporate social responsibility.

In ta velikodušnost je pomembna za zaposlene in stranke

CSR is the norm today,

and it's very useful.

številnih korporacij.

It provides a route for corporate generosity

Pa veste kaj?

Enostavno ni dovolj obsežna,

and that generosity is important to many corporations' employees

dovolj močna,

ali dovolj trajna,

da bi rešila najhujše težave sveta,

and customers.

But you know what?

It's just not big enough,

saj povzroča dodatne stroške.

or strong enough,

or durable enough

to drive solutions to the biggest problems in our world today

Tudi če posel cveti,

ne bo dodatnih izdatkov za DOP.

because it's incremental cost.

In v primeru upada gospodarske rasti,

Even when business is booming,

bo to prva stvar na seznamu za preklic.

CSR just isn't designed to scale.

Torej ne,

DOP —

And then of course in a downturn,

družbeno odgovorno poslovanje —

ni rešitev,

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

pač pa je to SDV —

So no,

skupni družbeni vpliv.

CSR --

corporate social responsibility --

SDV je skupek vseh načinov,

isn't the answer,

but TSI --

na katere podjetja vplivajo na družbo,

total societal impact, is.

tako da opravljajo dejansko pomembno delo:

TSI is the sum of all of the ways

razmišljajo o oskrbovalnih verigah,

izpopolnjujejo proizvode in proizvodne procese

business can affect society

by doing the real work:

ter njihovo distribucijo.

thinking about their supply chains,

working on their product design and manufacturing processes

Takšno poslovanje,

opravljeno inovativno,

and their distribution.

lahko dejansko ustvarja bistvene poslovne koristi za podjetja

The real work of business,

in razreši pomembne težave današnjega sveta.

when done with innovation,

can actually create core business benefits for the company

In kako pravzaprav izgleda SDV?

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

Usmerjenost v SDV

pomeni vključevanje družbenih in okoljskih dejavnikov.

So what does TSI look like?

In veste kaj?

Focusing on TSI

To ni čista novost.

means incorporating social and environmental considerations.

Ta misel je prisotna že kar nekaj časa.

Težava je v tem, da imajo podjetja še vedno v mislih

And you know what?

It's something that isn't completely new.

skoraj izključno to, čemur pravimo SDD:

It's been thought about for a while.

skupni donos delničarjev.

But the hard part is that corporations almost exclusively still think

A SDV —

skupni družbeni vpliv —

about something called TSR:

mora obstajati vzporedno z SDD

total shareholder returns.

But TSI --

kot pomemben in veljaven gonilnik korporativne strategije

total societal impact --

needs to stand alongside TSR

in sprejemanja odločitev.

In mi imamo podatke, da vam pokažemo zakaj in kako.

as an important and valid driver of corporate strategy

Nekatera podjetja to že uresničujejo.

and corporate decision-making.

Začenjajo uresničevati.

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

Naj vam povem zgodbo o Marsu.

Some companies are already making this happen.

Mars je šesto največje privatno podjetje v ZDA.

They're beginning to make it happen.

So let me tell you the story about Mars.

Če ste kot jaz,

so njihovi izdelki za vas pomembni,

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

kot sta kava in čokolada.

Nepresenetljivo,

If you're like me,

je torej ena izmed njihovihn ajpomembnejših sestavin kakav.

they make some important products,

like coffee and chocolate.

In nekatera konkurenčna podjetja

so precej zaskrbljena zaradi trajnosti

So not surprisingly,

one of their most important ingredients is cocoa.

in razpoložljivosti zalog kakava.

And some of their competitors are actually really worried

A ne Mars.

Zanašajo se na trajno zalogo tega pridelka.

about the sustainability and the availability of cocoa supplies.

Zakaj?

Ker po vsem svetu sodelujejo z NVO,

But not Mars.

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

ki delajo z lastniki manjših kmetij.

And why is that?

Te certificirane nevladne organizacije

It's because they partner with NGOs around the world

si prizadevajo, da pomagajo kmetovalcem povečati donos pridelkov,

that are working with small shareholder farmers.

zagotavljajo jim pravično plačo z dodatki, s katero lahko preživijo

And those certification agency's NGOs

are working to help farmers improve crop yields,

in pomagajo jim pri vprašanjih človekovih pravic,

morebitnih težavah v oskrbovalni verigi,

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

prav tako pa pripomorejo k minimiziranju vplivov na okolje,

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

kot je krčenje gozdov.

Mars je na poti do 100 % certificiranega kakava,

in supply chains,

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

kar pomeni, da je to dober program za kmetijsko skupnost,

like deforestation.

dober program za okolje

Mars is on a path to 100 percent certified cocoa,

in dober program za Mars,

so this is a good program for farming communities,

ki se je uspel izogniti visokemu tveganju pri svoji oskrbovalni verigi.

it's a good program for the environment,

Preidimo zdaj k podatkom,

and it's a good program for Mars,

ker so pravzaprav precej osupljivi.

who has solved a significant risk in their supply chain.

Naj pojasnim, na katere podatko se bom osredotočila.

But now let's get to the data,

because it's actually really awesome.

Ko analisti in finančniki preverjajo neko podjetje,

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

upoštevajo več različnih statistik.

Jaz bom govorila o dveh najpomembnejših.

When analysts and financial people look at companies,

O splošni tržni vrednosti podjetja —

they think about a lot of different statistics.

njegovem vrednotenju —

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

in o njegovem dobičku.

To je pravzaprav razlika med celotnimi prihodki

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

its valuation --

in celotnimi stroški podjetja.

and I'm going to talk about its margin.

V naši raziskavi smo se osredotočili

Basically the difference between all of its earnings

na naftne in plinske družbe.

In tiste med njimi,

and all of its costs.

ki ustvarjajo najboljši SDV —

So in our study,

skupni družbeni vpliv —

we looked at oil and gas companies,

imajo za 19 % višjo tržno vrednost.

and the oil and gas companies

that are performing most strongly on TSI --

19 odstotkov.

total societal impact --

Ko so uspešni pri stvareh, kot je

see a 19 percent premium on their valuation.

minimiziranje vpliva podjetja

na okolje in vodne vire,

19 percent.

in ko omogočajo

When they do really well

dobro zdravstveno varstvo pri delu

on things like minimizing the impact of their company

in dobre varnostne programe.

Ko pa dodajo še močne programe

on the environment and water,

za usposabljanje zaposlenih,

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

ustvarjajo za 3,4 % višji dobiček.

And when they also add in strong employee training programs,

Kaj pa ostale industrijske panoge?

Biofarmacevtska podjetja,

they get a 3.4 percentage point premium on their margins.

ki imajo najboljši SDV

imajo za 12 % višjo tržno vrednost.

But what about other industries?

Biopharmaceutical companies that are the strongest performers on TSI

In če omogočajo dober dostop do zdravil —

če so zdravila dostopna vsem,

see a 12 percent premium on their valuation.

ki jih potrebujejo —

ustvarjajo za 6,7 % višji bruto dobiček.

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

making medicines available for the people who need them --

Banke, ki poslujejo s prebivalstvom

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

in ki imajo najboljši SDV,

imajo za 3 % višjo tržno vrednost,

For the retail banks that are strongest on TSI,

in tiste ki nudijo finančne usluge vsem —

they see a three percentage point premium on their valuation,

ki omogočajo finančne produkte ljudem,

ki jih potrebujejo —

ustvarjajo za 0,5 % višji neto dobiček.

and then for those that differentially provide financial inclusion --

access to financial products for people who need it --

Te bančne številke

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

se morda ne zdijo visoke,

a v tako tekmovalni industriji

tudi izredno majhne razlike v dobičku

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

pomenijo veliko.

Kaj pa podjetja, ki proizvajajo potrošniško blago —

but in highly competitive industries,

izdelke, ki jih tako obožujemo,

even really small differences in margin matter a lot.

kot sta kava in čokolada?

Podjetja s potrošniškim blagom

Now, what about those consumer goods companies --

z najboljšim skupnim družbenih vplivom

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

imajo za 11 % višjo tržno vrednost.

Consumer goods companies that perform best on total societal impact

In če premišljeno upravljajo

s svojo oskrbovalno verigo —

see an 11 percent valuation premium.

če vključujoče in odgovorno

nabavljajo svoje izdelke —

poslujejo z 4,8 % višjim bruto dobičkom.

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

inclusive and responsibly sourcing their product --

Te številke so bistvenega pomena.

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

Že od nekdaj vemo,

da so stvari, kot so finančni temelji,

stopnje rasti na trgu in finančna tveganja,

These numbers are significant.

ključni dejavniki tržne vrednosti podjetja,

We've long known that things like fundamental financials,

vendar ta natančna analiza kaže na to,

growth rates and financial risks are key drivers of valuation,

da so družbeni in okoljski dejavniki —

merilniki skupnega družbenega vpliva —

prav tako povezani

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

s tržno vrednostjo in dobičkom.

total societal impact measures --

Vau.

Če je vse ostalo nespremenjeno —

are also linked to valuations and margins.

te analize nismo zamešali z ničemer.

Če vsi ostali dejavniki ostanejo isti,

podjetja, ki uspešno delujejo

Wow.

All else equal --

na družbenih in okoljskih področjih,

we didn't confuse the analysis with anything.

ustvarjajo večje dobičke

All else being equal,

in višjo tržno vrednost.

companies that perform strongly on social and environmental areas

Razumem,

da so podjetja pod pritiskom,

achieve higher margins

da dosegajo kratkoročne rezultate.

and higher valuations.

Now, I do understand

A na srečo

vlagatelji,

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

ki ustvarjajo del tega pritiska,

začenjajo tudi sami misliti na dolgi rok

But fortunately,

the investors who create some of this pressure

in gledati skozi prizmo SDV.

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

V pogovorih in intervjujih z vlagatelji,

jih je 75 % odgovorilo,

and starting to think with this TSI lens.

da pričakujejo boljši dobiček

In our conversations and surveys with investors,

in boljšo operativno učinkovitost

75 percent of them say they expect to see improved revenues

pri podjetjih, ki mislijo skozi prizmo SDV.

In to že dejansko vključujejo

and improved operating efficiency

v lastne investicijske odločitve.

for companies that are thinking with a TSI lens.

Lansko leto

je 23 bilijonov svetovnega premoženja

And they're actually starting to incorporate this

in their own investing behavior.

spadalo v kategorijo

družbeno odgovornih investicij.

Last year,

23 trillion in global assets

To nanese na 5 milijard

samo v zadnjih dveh letih

were in the category of socially responsible investing.

In to predstavlja četrtino

svetovnega premoženja,

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

s katerim se trguje.

Vem, da ste se nekateri malo zdrznili.

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

V desetletjih dela kot strateška svetovalka

za podjetja, NVO in vlade po vsem svetu,

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

sem ugotovila, da se mnogi poslovneži

Because in my decades of strategy consulting

with businesses and NGOs and governments around the world,

izogibajo pogovorom ali celo misli

na poslovne koristi,

I find that many businesspeople

ki jih prinašajo dobra dela.

are hesitant to talk or even sometimes think about

Nekako mislijo, da bodo s tem nasprotovali

vrednosti koristi, ki jo prinašajo družbi.

the business benefits of doing good.

Ali pa da bodo izpadli brezsrčni

ali celo pohlepni.

They somehow think it's going to negate the value

of the benefits they're creating for society.

Res moramo začeti razmišljati drugače,

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

Drugače moramo razmišljati,

saj je edini način za občutno napredovanje

But we really do need to think differently.

pri spreminjanju hujših težav dandanes

We need to think differently

ta, da začne poslovni svet

utirati pot do rešitev.

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

Naloga podjetij je,

da ustrežejo potrebam strank

on the challenging problems of our time

in pri tem ustvarjajo dobiček.

is for business to drive the solutions.

Pač morajo preživeti.

The job of business is to meet customer needs

Eden najboljših načinov za podjetja, da si zagotovijo rast in obstoj, je,

and to do so profitably.

They need to to survive.

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

da se soočijo z najtežjimi izzivi v naši družbi

in pri tem ustvarjajo dobiček.

their own longevity,

In ko to počno inovativno,

is to meet some of the hardest challenges in our society

ko to počno etično, odgovorno, neverjetno,

and to do so profitably.

And when they do that innovatively,

so lahko ponosni.

when they do that ethically, responsibly, incredibly,

Če vas še vedno nisem prepričala,

they should be proud.

si poglejmo še nekaj primerov.

Kaj če imate tehnološko podjetje

But if you still aren't sure about this,

in skušate razviti svojo platformo

let's talk about a few more examples.

in pridobiti več strank?

Kot recimo Airbnb, ki ima portfelj vseh dejavnosti v okviru SDV

What if you're a technology company

and you're trying to grow your platform

and you're trying to grow your customers?

Popolnoma ustrezajo njihovi temeljni poslovni usmerjenosti.

Like, Airbnb.

Airbnb has a portfolio of total societal impact activities.

Z eno samo iniciativo

pomagajo svoji skupnosti

zagotavljati brezplačna prenočišča za ljudi, ki so jih doletele katastrofe:

They're all spot-on their core business.

tako za žrtve kot za humanitarne delavce.

In one initiative,

they're helping enable their community

Po drugi strani

to provide housing for free to those in disaster:

dejansko delajo z NVO in pomagajo ljudem

crisis survivors and relief workers.

In another effort on their part,

pri nudenju brezplačnih prenočišč beguncem.

they're actually helping and working with NGOs

Pri tem programu mi je najbolj všeč to,

da večina ljudi najbrž ne bi znala

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

izraziti svoje radodarnosti

in odpreti svojih domov za ljudi v hudih stiskah —

Now, what I love about this program

vsaj ne tako hitro, lahko in učinkovito —

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

brez inovacije Airbnbja.

how to express their generosity

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

Hkrati pa je to temelj

certainly not so quickly or so easily or efficiently --

njihove poslovne strategije

in temelj njihove rasti,

without this innovation by Airbnb.

saj rastejo tako, da pridobivajo na številu gostiteljev

But at the same time,

this is core to their corporate strategy

in gostov, ki uporabljajo to platformo.

and core to their growth

because they grow by increasing the number of hosts and guests

A če bi mislili izključno na to,

kaj dobijo v zameno,

using their platform.

verjetno nikoli ne bi našli te poti do rasti,

But if they'd only been thinking exclusively

saj ne računajo provizije za transakcije.

about the return side of things,

To je precej osupljivo,

saj so ob iskanju načina, kako bi s svojimi močmi

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

pomagali družbi,

because they're not charging transaction fees.

našli način, kako spodbuditi lastno rast.

So it's a pretty exciting way,

when they were thinking about how to bring their capabilities

In če iščete nove potrošniške segmente?

to a need in society

and at the same time drive their own growth.

Vzemimo za primer Južno Afriko

in njihovo banko Standard.

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

Južnoafriška vlada

je uveljavila predpis,

Let's move to South Africa,

ki od vseh bank zahteva donacijo v višini 0,2 % njihovih prihodkov

and let's talk about Standard Bank.

In South Africa,

vsem manjšim in srednje velikim podjetjem, ki so v lasti temnopolte osebe.

the government has a regulation

that requires all banks to donate 0.2 percent of their profits

Večina bank podjetnikom le donira,

banka Standard pa je bolj kreativna.

to small and medium black-owned enterprises.

Oni so ta sredstva vložili

And many banks just donate this to the entrepreneurs,

v neodvisen sklad, ki ga koristijo za

but Standard Bank thought creatively.

dajanje posojil temnopoltim podjetnikom.

And what they did is they took those funds

and they invested them in an independent trust,

To je zelo učinkovit pristop.

S tem finančno podprejo več podjetnikov

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

in ker je njihov uspeh odvisen od

This is a highly leveraged model.

uspeha teh podjetnikov,

They can support a lot more entrepreneurs with capital,

koristijo sklad še za tehnološko podporo.

and because their success is completely intertwined

Več kot je podjetnikov, ki prejme pomoč,

with the success of the entrepreneurs,

več je ljudi in skupnosti, ki se rešijo revščine.

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

Banka Standard pri tem dosega uspehe.

More entrepreneurs supported,

Tako so uspešni, da dejansko skušajo razširiti ta program

more people and communities being lifted out of poverty.

še na druga področja svojega delovanja.

And it's successful for Standard Bank.

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

Saj ne, da ne skušamo najti rešitev

za sodobne težave že dolgo.

to other areas in their portfolio.

Skušamo, a so še vedno prisotne.

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

Napredujemo,

a ne dovolj obsežno,

for a long time.

dovolj hitro

We have, and they're still here.

ali dovolj vsestransko.

Spremeniti moramo svoje mišljenje.

We're making progress,

but it's not far enough,

Poslovni svet —

or fast enough,

tako podjetja kot investitorji —

or universal enough.

We need to flip our thinking.

mora prinesti kreativne, inovativne poslovne strategije in kapital,

We need to have business --

both companies and investors --

da bi rešili največje težave sveta.

bring creative, innovative corporate strategy and capital

In ko to počno inovativno,

to solving the biggest problems in our world.

ko to počno

z glavo, strateško in vlaganjem kapitala,

And when they do that innovatively,

ko ustvarjajo tako donos lastniškega kapitala

and when they do that

kot skupni družbeni vpliv,

with all of their thinking and all of their strategy

potem vemo, da se bomo znebili teh težav

and all of their capital,

and they're creating both total shareholder returns

na dobičkonosen in velikodušen način.

and total societal impact,

Hvala.

we know that we will solve those problems,

(Aplavz)

both profitably and generously.

Thank you.

(Applause)