The Net Positive mindset: Why building a better world builds a stronger business
Report｜2025-2-26
10 minute read
How does your company measure success? Is it through revenue, profit margins, and shareholder value? And what drives these metrics? Ultimately, it’s how customers perceive you, how employees believe in what you do, and how confident investors are in your future. In other words, success hinges on your relevance to the people who matter most. And that relevance increasingly depends on the positive impact you make as an organization.
That’s where Net Positive comes in. It’s a business approach where companies not only aim to minimize their social and environmental footprint, but also actively create a positive handprint—or impact—that contributes to long-term sustainability and the well-being of people and the planet. Businesses that adopt a Net Positive mindset strengthen their long-term resilience by building trust, inspiring loyalty, and fostering innovation. The simple fact is, as Paul Polman, former CEO of Unilever, said during the World Economic Forum 2025, "Companies with a strong purpose, long-term vision, and stakeholder focus perform better."
The business case for Net Positive
But you don’t have to take word of evangelists like Paul Polman.
Research by Fujitsu and Economist Impact has found that companies committed to Net Positive principles are more likely to meet revenue and profit goals, earn investor confidence, and adapt to changing regulations. These businesses also outperform in resilience, staying relevant in the face of shifting consumer expectations and climate risks.
Of the five industry sectors measured by the index, the retail sector was ahead, perhaps reflecting the growing desire from consumers to buy from companies that show positive values.
Yet, for many, this is uncharted territory. The average company scores only 55/100 on the Net Positive Index, with no industry achieving “Leader” status. Most focus on doing the minimum they need to meet compliance obligations, rather than seeing the business opportunity.
Net Positive isn’t just the right thing to do—it’s a smart business strategy. What’s more, the research implies that there is an opportunity for any organization to be a leader in this space. Companies that embrace a net positive mindset will stand out – and thrive.
How to become Net Positive?
Many companies already strive for Net Zero—minimizing their environmental impact by reducing emissions and waste. While these efforts are important, they focus primarily on reducing harm. Net Positive takes it a step further: it’s about leaving the world better than you found it.
A Net Positive company creates a handprint that outweighs its footprint. For instance, rather than merely cutting emissions, a Net Positive business might generate renewable energy for local communities or invest in initiatives that enhance education and well-being. This shift from harm reduction to meaningful contribution is what sets Net Positive businesses apart—and ensures they thrive in an increasingly volatile and competitive landscape.
Five shifts your company can make that add up to a Net Positive mindset
The next question is: where do you start? Many organizations already have the basic pieces in place, but to move forward requires a change in mindset and approach. Here are five clear principles to guide your journey:
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This is not easy. Barriers such as supply chain inefficiencies and conflicting regulations persist.
Innovative solutions, like AI-powered analytics, can help businesses address these challenges and drive sustainable practices across their ecosystems.
