Sustainable Growth: Unlocking the Net Positive Advantage

Today, business leaders face unprecedented and urgent challenges. Climate change, societal fragmentation, supply chain vulnerabilities, and intensifying global competition are no longer separate from operations; they are directly linked to the survival and growth of enterprises.

Minimizing negative environmental impacts to achieve Net Zero is no longer sufficient to secure sustained competitive advantage. We must adopt a new perspective: actively generating positive impacts that outweigh any negative effects of our business activities. This shift—this embrace of Net Positive—is becoming an essential approach in the contemporary business world, offering a significant opportunity for growth.

As Laura Bonamici, SVP & Global Head of Marketing at Fujitsu, states, "Net Positive is more than just an idealistic concept or part of corporate social responsibility. It is a unique business model that fundamentally shapes a company's sustainability and market competitiveness."

She believes this new paradigm shift is the compass that will secure the future of enterprises, and that marketing can serve as a powerful engine to accelerate this transformation. Driven by its vision to "become a technology company that realizes Net Positive by 2030," Fujitsu strives to exemplify this vision.

For many business leaders accustomed to a financial perspective, the concept of Net Positive may still feel abstract and disconnected from tangible action. Bridging this gap and guiding companies toward concrete steps is where marketing plays a crucial strategic role, according to Laura.

"The true value of marketing is being tested now more than ever. Our team aims to be the bridge that transforms Net Positive from a mere philosophy into concrete actions and visible results." Simply presenting complex figures or technical jargon will not resonate with people or prompt action. To drive genuine transformation, business leaders must engage with stakeholders—employees, customers, and society—through compelling messages that inspire empathy and spark dialogue, Laura emphasizes.

In establishing the ‘Advancing Net Positive Agenda,’ the goal was to create a clear strategic roadmap built on three key pillars: industry, enterprise, and people. First, the Net Positive Index is an action-oriented benchmark of where companies within five industries are on their journey to become Net Positive. Second, the Net Positive Assessment Tool helps companies understand their current standing. And third, the Changemakers series tells the stories of leaders who are already driving a Net Positive change in their companies. (Note: The Index and Assessment Tool were independently developed and researched by Economist Impact).

(1) The Net Positive Index: A Clear View of Current Realities

The Net Positive Index is based on an in-depth literature review focused on defining Net Positive, the actions and behaviors Net Positive companies exhibit and the tools companies can use to accelerate their transformation. The framework was validated through interviews with 11 academics and business representatives from across regions. The Net Positive Index is then based on a survey of 1,800 executives and decision-makers across 17 countries within five industries (financial services, manufacturing, mobility, retail and energy & utilities) and existing industry-specific sources, including the World Benchmarking Alliance’s Social Benchmark dataset and the UN Global Compact database. The Index reveals that approaches to Net Positive are still in their early stages. The average overall score was just 55 out of 100 points, indicating that many companies, while acknowledging environmental and social challenges, have not yet fully embraced "proactive sustainability"—activities that generate positive impacts on society and the environment.

Despite this challenging reality, the Index reveals crucial insights. For instance, high-scoring companies, regardless of industry, showed a stronger likelihood of being on track to high revenue, profit, and market share targets, while also enjoying greater investor confidence. This clearly demonstrates that Net Positive is not merely an ideal; it's a tangible reality leading to concrete business outcomes.

(2) The Net Positive Assessment Tool: Measuring Your Company’s Current Position

To complement the Index, the Net Positive Assessment Tool was developed to help companies objectively understand their maturity and position regarding Net Positive. By answering 17 questions, companies can determine their performance category (Starter, Practitioner, Achiever and Leader) and receive a corresponding score.

This tool provides not only an overall score but also detailed analysis, identifying a company's strengths and areas for improvement. It allows for benchmarking against other companies in the same industry or region, enabling objective assessment and the identification of concrete steps for progress.

"Our aim is not to point out what companies are 'missing.' Rather, by clarifying current industry conditions and challenges, and helping companies deeply understand their current position, we provide clear direction on what to do next and what specific steps to take," Laura emphasizes, highlighting the tool's true significance. This approach reinforces Fujitsu's role in guiding companies on their Net Positive journey, ensuring they have a practical roadmap for transformation. The Net Positive Assessment Tool equips enterprises with the clarity needed to define and accelerate their strategic path forward.

The Changemakers is a curated content series that offers powerful, real-world examples and inspiration. It shows how purpose-driven leadership is reshaping the future of business through the stories of inspirational leaders. Their initiatives, visions, and the results they generate serve as crucial inspiration and practical insights for organizations seeking to navigate their own Net Positive transformation.