Paul Polman & Goutam Challagalla: Does Sustainability Really Pay Off?
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Former Unilever CEO Paul Polman and IMD professor Goutam Challagalla debate whether doing good really leads to doing well. They discuss how to link sustainability to performance and customer value, and why discipline matters as much as purpose. Key learning points: 1️⃣ "Doing well by doing good" is hollow unless it is linked to performance. Sustainability efforts must be tied to the core business and pursued with discipline. 2️⃣ Make sure sustainability creates customer value. Customers buy on value, and a sustainable product that doesn't work will not succeed. 3️⃣ Invest in three types of sustainability: right to play (what regulation requires), right to stay (long-term resilience), and right to win (what sets you apart). 4️⃣ Aim at the customers who care least. Challagalla argues sustainability scales fastest when it solves practical problems for customers who don't care about the environment, as with precision farming that cuts fertilizer use. 5️⃣ Responsible companies benefit from a halo effect. Unilever saw that trust, partnerships, and sustainability-driven innovation accelerated growth, as with Lifebuoy #nbforum #nordicbusinessforum #nbf
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