From Vision to Impact:How Technology Powers the Net Positive Future

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Article | 2025-12-17

5 minute read

Across industries, organizations face a defining question: how can they create lasting value for society while driving business success? This article explores how the Net Positive mindset—and the technologies that enable it turn ambition into measurable action.

The Net Positive Mindset: Turning Purpose into Progress

What if businesses didn’t just minimize their footprint but actively made the world better? That’s the essence of the Net Positive mindset: a shift from reducing harm to creating value, where companies stay profitable and resilient while giving back more to society and the environment than they take.

Conceptual Diagram of Net Positive: An approach focused on generating a positive impact on the global environment, rather than merely mitigating environmental burdens.

As climate change, social inequality, and resource scarcity intensify, sustainability is no longer a “nice to have.” It’s a strategic necessity and a powerful growth opportunity.
“It’s not a campaign; it’s a mindset,” says Nathalie Struck, Head of Sustainability Services for Western Europe at Fujitsu.
“Net Positivity gives organizations the opportunity to rethink their business models by unlocking innovation, new growth opportunities, and greater resilience.”

From Reducing Harm to Creating Value

This belief is at the heart of Fujitsu’s Advancing Net Positive Agenda, researched and developed by Economist Impact to help organizations move from ambition to measurable action.

Central to the Agenda are two key tools:
• The Net Positive Index, based on insights from 1,800 leaders across 17 countries, which benchmarks global progress towards Net Positive.
• The Net Positive Assessment Tool, which helps organizations evaluate their maturity and identify next steps.

The Index revealed that while awareness is high, execution lags behind: the average company maturity scored just 55 out of 100. Yet companies that have embraced Net Positive principles already show stronger revenue growth, profitability, and investor confidence.
“Many organizations still see sustainability as a compliance exercise,” Nathalie explains. “But when it’s built into the business model, it becomes a catalyst for creativity and innovation. That’s when you see real transformation.”

Technology as the Bridge Between Vision and Action

For many leaders, Net Positive can sound aspirational. The question is: how do you make it real?
Fujitsu’s answer lies in the intersection of technology, data, and human insight.

“At Fujitsu, we see technology not just as a tool for efficiency, but as an enabler of societal transformation,” says Nathalie. “By combining advanced computing with behavioral and social science, we can help companies design systems that are both effective and fair.”
This approach, what Fujitsu calls Converging Technologies, is enabling breakthroughs like Social Digital Twins, digital models that simulate how people, communities, and societies behave under different scenarios. They allow decision-makers to test sustainability strategies, predict outcomes, and refine them before they’re implemented in the real world.

“Imagine being able to see how an energy policy or mobility initiative will impact different groups before it’s rolled out,” Nathalie explains. “That’s the power of Social Digital Twins: they make the invisible visible.”

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Digital Rehearsal: Testing the Future Before It Happens

Building on this, Fujitsu has developed Digital Rehearsal, the world’s first technology that enables decision-makers to test and optimize policies in a digital environment before applying them in reality.
“Think of it as a flight simulator for sustainability,” Nathalie smiles. “It lets leaders experiment safely, anticipating unintended consequences, identifying opportunities, and finding the most sustainable path forward.”
From trialing climate adaptation strategies to reimagining supply chains, Digital Rehearsal turns vision into practice, helping businesses act with confidence and precision.

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Net Positive in Action

The impact of this approach is already visible in real-world projects.

Protecting Coral Reefs with AI

In partnership with Japan’s National Maritime Research Institute, Fujitsu developed an Ocean Digital Twin that uses AI and autonomous underwater vehicles to map coral reefs in real time. The system supports marine conservation efforts by monitoring biodiversity and tracking blue carbon absorption—helping protect natural ecosystems and combat climate change.

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Optimizing Store Operations Through AI Forecasting

With Toridoll Holdings, operator of the “Marugame Udon,” a Sanuki udon specialty shop, restaurant chain, Fujitsu developed an AI demand forecasting tool that integrates sales, weather, and POS data to predict demand across 800 locations. The goal? Less food waste, lower energy consumption, better staff planning, and improved profitability—a clear example of sustainability driving both efficiency and growth.

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Shaping a Net Positive Future

The findings of the Net Positive Index highlight a critical truth: the companies that act now and embed Net Positive principles into their strategy and operations will define the future of sustainable business.
“With the right mindset and the right tools,” Nathalie concludes,“Net Positive isn’t a distant goal, it’s a practical roadmap to long-term success. Every organization, no matter its size or sector, has the power to create impact that lasts.”

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Ready to Take the Next Step?

Discover how your organization can turn purpose into progress.
Explore the Advancing Net Positive Agenda, access the Net Positive Assessment Tool, and learn from real-world changemakers driving measurable, regenerative growth.

Nathalie Struck
Head of Sustainability Services at Fujitsu

Nathalie Struck is the Head of Sustainability Services at Fujitsu, where she drives sustainability strategy and empowers customers on their transformation journey by connecting digital innovation with measurable impact. Based in Munich, Germany, since 2023 she has led the development of purpose and innovation-driven sustainability services that help organizations embed environmental and business value into their operations.

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Related Information

Fujitsu Research Portal

Try Fujitsu’s advanced technologies for free through APIs and web applications.

Advancing Net Positive - Driving Profit with Purpose

Fujitsu's Advancing Net Positive Agenda, developed and researched by Economist Impact, is a first-of-its-kind toolkit designed to guide business leaders in advancing toward Net Positive - creating value for communities and the environment while ensuring profitability and resilience.

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