February 2015 BCCJ Event Recap: Building a Sustainable Business – The Unilever Way

By Angela Ortiz, FEW Ambassador at British Chamber of Commerce of Japan (BCCJ) event – “Building a Sustainable Business – The Unilever Way” with Paul Polman, CEO, Unilever on February 17, 2015

“The best way to find yourself is to be yourself, in the service of others. Every time we give more we will receive more as well. How do we get people there? It’s hard work.”

That’s what Unilever CEO, Paul Polman said when he spoke at the recent British Chamber of Commerce of Japan, which I attended on February 18.

Calculating that we have entered ‘The end of the era of abundance,’ Mr. Polman believes that corporations and their priorities should shift to sustainability — towards providing real benefits to society — and take stock of what the real impact they are having on the world at large is.

He spoke of the following issues, which he said should “bind us, not tear us apart.”

Poverty
“Poverty has crept in to every society. 16% of the population in Japan lives in poverty. Millions in America live below the poverty line. One in five children goes to school without having breakfast, you wouldn’t want that to be your children.”

Climate change
“Let me just ask you a simple question: how many forests can we keep cutting until the forests are gone? How many cities can we keep polluting until the people can’t breathe any more?” He added that Japan had shown “early awareness” on the issue of greenhouse gases. “Japan took the lead, why can’t it take the lead again?”

Geopolitics
“Why do we see so many more geopolitical issues? Why is it so difficult to get people to like each other and work together for the common good?”

The new Asia
Touching on the impact that the rising Asian economy will have on the future, he explained that emerging markets would soon account for the vast majority of the world’s population. This would lead to confused global governments. “The institutions were designed for America and Europe. These institutions are not recognised by everyone.”

The end of the era of abundance
“We are putting enormous constraints on planetary boundaries. We are currently using materials at a rate of 1.5 times what the Earth can sustain.”

Consumer-driven economy
“We have connected the whole world. Now we have to figure out how to make wealth available to everyone. People might not have money, but they do have power

Responsible business

“We need to put a different business model out there. Not a model that is to the expense of our shareholders, but one that is to the benefit of our shareholders and the world in the long-term.”

The Unilever example
“And people want to have a purpose.” He reminded the audience that Unilever had been born out of a need for soap to improve sanitation in Victorian Britain

Trust the young
“Japan needs some people that are willing to stand up and be spokespeople.”

Invest in women
What I feel was particularly relevant to the FEW audience, was Mr. Polman mentioned time and time again the subject of women leaders. His call for female leadership was not just to the Japanese corporations but directly to the women in the audience. He stressed the need to increase diversity and female participation in the workforce in order to boost economic prosperity – in Japan’s case equal opportunities would lead to a 13% increase in GDP. He added that 60% of the world’s farming is done by women, but that women receive only 10% of the money and own 2% of the land, and that this should change: “Invest in your women. Give access to land rights and financing.

I found that his passion and vision was not just for the dream of a better world, but rather it came with practical first steps that we as individuals, as communities and companies, as nations and continents can take towards making a productive future available for our children and ourselves.

Working in the non-profit sector myself, I also certainly approved of his ideas on how more collaboration and synergy can be taken when we understand the respective roles of governments, corporations and the non-profit sector and where each of their strengths lies.

• •          Governments – set up society’s frameworks

• •          Corporations – contribute to technology advancement

•          NPO’s/NGO’s – connect to the ground, fill the gaps

It was fantastically inspiring to see a man at his level in society with the dream, the passion and ideas for real plans and real change. He spoke on connectivity and inspiring the youth to change the world, how being in sync – on all levels is the key to sustainability.

Further, I especially enjoyed hearing his thoughts on ‘businesses with a purpose.’ He asked the crowd, “What are your people (clients & employees) telling you?”. He stated that the role of our “brands” is to positively impact the world. “What problem is your product or service providing a solution to? In short what value are you bringing to the world?”

It was a tremendous treat to be there and listen to his enthusing talk, thank you FEW for the opportunity.

For a full recap on the event, please visit the BCCJ Japan site. https://www.bccjapan.com/news/2015/02/paul-polman/