"Equal distribution, and fairness, creates profits, not the other way round."

Dutch economist and Nobel Prize Laureate for economic sciences, Professor Jan Tinbergen

he International Monetary Fund, 

the World Bank and 

the World Economic Forum, reiterates the statement. 

Economic growth over longer periods of time cannot be 

established without inclusion, equality, and fairness.

Heading 2

business model to a sustainable business model that 

includes social and ecological value creation 

as much as financial value.

The first question is, why should business be interested in addressing the Sustainable Development Goals? 

 the SDGs provide a positive change agenda for 


As long as the companies understand that the SDGs present wicked problems 

as well as wicked opportunities... let's start exploring why the SDGs are wicked opportunities and 

why positive frameworks are so important.

Sustainable development: a wicked opportunity for business? (Professor Rob van Tulder)

professor in International Business 

at the Rotterdam School of Management. 

20 years ago I had the pleasure to found, 

together with two colleagues, 

the Department of Business Society Management. 

It is now one of 

the leading research and teaching platforms in 

the world dealing with 

all dimensions of 

corporate responsibility and sustainability. 

Over the years, RSM has acknowledged 

that business is not about profit maximization, 

but about creating societal value. 

Profits are a means, 

not an end in itself. 

Don't get me wrong, 

without profits no cooperation can exist. 

But without societal purpose, 

companies lack a license to operate, 

which in turn seriously hampers 

their longer-term financial sustainability.

because your customers care...

About 65 per cent of consumers said they would pay more for brands committed to positive environmental change. 

David Attenborough’s Blue Planet II series sent a powerful message to the British public…we are all responsible for Mother Earth.

The final episode of this popular BBC documentary revealed some distressing images of marine life struggling to deal with plastic contamination. This has helped draw attention to the damage that human activity is causing the planet, and packaging waste is part of the problem.

A new study by Waitrose and Partners has found that 88% of people who watched the episode have changed the way they use plastics. The company also recorded a remarkable 800% increase in the number of plastic-related enquiries via their Twitter account within six months of the end of the series, indicating that customers are becoming more concerned for the environment.


because it makes money...

Firms now have a great prospect to not only mitigate risks but also take advantage of new business opportunities for reducing 

greenhouse gases and taking significant action on climate change. 

There's a compelling business case. 

In the last four years, firms leading action on climate change have financially outperformed the global benchmark by six percent. 

At a basic level, operational improvements to reduce greenhouse gases can lead to vast cost reductions, and reduce dependency on natural resources. 

Siemens, for example, has invested $110 million to reduce the energy consumption of their factories, employ low emissions vehicles, 

and increase the use of renewable energy. This is estimated to provide them with savings of $20 million annually that

will soon pay off the initial investment. 

In 2018, the toy maker Lego introduced their first collection based on sustainable and bio-based raw materials. These products act to reduce their dependency on fossil fuels and support their reputation with the consumer. 

Market-based instruments such as carbon taxes and cap and trade schemes have spread worldwide, and reward firms for lowering their carbon footprints. 

Investors are also aware of the significant risks of climate change and the advantages of a low carbon footprint, leading to lower cost of capital and access to finance for climate leaders. 

Excitingly, we're also seeing many firms now take up the challenge of radically transforming their companies through new, low-carbon business models, and a proliferation of disruptive new market entrants.