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Aroadwell-traveled—Howfamilybusinessesareguidingthesustainabilityjourney|1
Aroad
well-traveled
Howfamilybusinessesareguidingthesustainabilityjourney
April2023
/privateenterprise
02
ExecutiveSummary
03
Whythe
sustainability
journeyisa
once-in-a-lifetimeopportunity
10
Putting
sustainability
onthestrategic
fasttrack
11
01
Foreword
04
Connectingthepast,presentandfuture
05
Navigatingalongandwindingroad
Tableof
06
Goingdowntheroad
08
Lessons
the
07
Eightkeysfor
unlockingthe
sustainabilityof
yourbusiness
09
Whyfollow
thefamily
business
routeto
sustainability?
Acknowledgments
andcontacts
Foreword
In1993,JohnElkingtoncoinedtheterm‘triple
bottomline’.Hedescribeditasasystemchange,andonethatwouldleadtothetransformation
ofcapitalism.Itencouragedcompaniestostop
concentratingsolelyontheirprofitsandtoincludegoalsintheirbusinessstrategiesforimprovingthelivesofpeopleandthehealthoftheplanet.Atthetime,thenotionof‘creatingsharedvalue’wasa
radicalnewwayforcompaniestothinkabouttheirbusinessobjectivesandperformance.
Italsomarkedthebeginningofthedeclineof
shareholdercapitalismandtheriseofstakeholdercapitalism.Theexpectationwasthatcompanieswouldservesocietyasawhole—notonlytheirownersandshareholders.
Fastforward30years.
Stakeholdercapitalismhasgonemainstreamwiththeriseofthesustainabilityagenda.Itistop-of-
mindacrossthebusinessworldineverysector.Theprinciplesofsharedvalueareatitscore,butthereisoneimportantdifferencethat’srisingquickly
intoday’senvironment—andthat’stheneedforurgentaction.
Thepandemicmadesustainabilityevenmore
relevant.Itincreasedtheneedforbusiness
familiestoprotecttheirbusinessesbyexaminingtheefficiencyoftheiroperatingpracticesandbybuildingdeeperandstrongerrelationshipswiththeircommunitiesandtheiremployees.Inmanyways,sustainabilityisbecomingabasisfora
licensetooperate.
Organizationsofeverytypearebeingchallengedontheroletheyplayandtheimpactthey’rehavingontheworldaroundthem.Manygovernments
arepushingcompaniestoproceedwithhaste,offeringincentivestoencourageactionsthatareclimate-smartandcontributetolong-termsocialequityandeconomicsustainability.
Customersarealsodemandingit,andthey’re
readytofollow(andbeloyalto)companiesthatareabletodemonstratethepositiveimpactthattheirbusinessesarehavingonpeopleandtheplanet.
Butnoonecansolvetheworld’sbiggestenvironmentalandsocietalissuesalone.It
requiresinnovativethinking,boldideasanduniqueexperiencesfrombusinessesandindustriesof
everytypeandsize.
Fortunately,formanyfamilybusinesses,the
roadtosustainabilityisalreadyonethatiswell-
traveled.Thefundamentalsofsharedvalueare
familiarterritory,andthey’rewoventhroughout
thefamilycapitalismbusinessmodel.Whiletheymaybetakingavarietyofroutesandreachingnewmilestonesatdifferentstagesoftheirjourneys,
theprogresstheyhavemadesofarshouldbe
instructiveandaninspirationfororganizationsofeverytype.
Thisiswhywebelievethatthereisaonce-in-a-lifetimeopportunityforfamilybusinessestotakealeadershiproleinguidingothersontheirsustainabilityjourneys.
Formanycompanies,
theirsustainabilityactionsarealreadybeginningtohaveanimpactontheir
businesses.Thosethat
haveBCorporothertypesofcertificationfortheir
socialandenvironmentalprogressarewitnessinggreateraccesstocapitalandbetteremployee
recruitmentandretention.
Aroadwell-traveled—Howfamilybusinessesareguidingthesustainabilityjourney|3
FFoorreewwoorrdd
Executive
Summary
Whythe
sustainability
journeyisa
once-in-a-lifetime
opportunity
Connecting
thepast,
present
andfuture
Navigating
alongand
windingroad
Goingdown
theroad
Eightkeysfor
unlockingthe
sustainability
ofyour
business
Lessonsfrom
theroad
Whyfollow
thefamily
business
routeto
sustainability?
Putting
sustainability
onthe
strategicfast
track
Acknowledgments
andcontacts
Foreword
Followingaprovenpath
Toexplorethevariousroutestosustainability
thatfamilybusinessesaretaking,KPMGPrivate
EnterpriseandtheSTEPProjectGlobalConsortiumconductedpersonalinterviewsandledgroup
discussionswithfamilybusinessleadersacrosstheworld.Theirstoriesareinsightfulandpracticalandaresupportedbyadetailedanalysisofthe
sustainabilityperformancedatafromourpreviousglobalsurveyof2,439familybusinessleaders.
Werecognizethattheroadtosustainabilityisrarelyastraightline.Thereareoftentwistsandturns,smalldetours—eventheoccasionalU-turns—alongtheway.Thismaybealongandwindingroad,butwe
believetheuniquecharacteristicsandexperiencesoffamilybusinessesofferaninvaluableandpracticalguideforotherleaderstofollowontheirown
sustainabilityjourneys.
AndreaCalabrò
STEPProjectGlobalConsortiumAcademicDirector
Director,IPAGEntrepreneurship&FamilyBusinessCenter
IPAGBusinessSchool
TomMcGinness
GlobalLeader
FamilyBusiness
KPMGPrivateEnterpriseKPMGInternationalandPartner,KPMGintheUK
Aroadwell-traveled—Howfamilybusinessesareguidingthesustainabilityjourney|4
FFoorreewwoorrdd
Executive
Summary
Whythe
sustainability
journeyisa
once-in-a-lifetime
opportunity
Connecting
thepast,
present
andfuture
Navigating
alongand
windingroad
Goingdown
theroad
Eightkeysfor
unlockingthe
sustainability
ofyour
business
Lessonsfrom
theroad
Whyfollow
thefamily
business
routeto
sustainability?
Putting
sustainability
onthe
strategicfast
track
Acknowledgments
andcontacts
Foreword
ExecutiveSummary
Foreword
Executive
Summary
Whythe
sustainability
journeyisa
once-in-a-lifetime
opportunity
Connecting
thepast,
present
andfuture
Navigating
alongand
windingroad
Goingdown
theroad
Eightkeysfor
unlockingthe
sustainability
ofyour
business
Lessonsfrom
theroad
Whyfollow
thefamily
business
routeto
sustainability?
Putting
sustainability
onthe
strategicfast
track
Acknowledgments
andcontacts
Executive
summary
Thereisawidelyadoptedviewofsustainabilityas‘meetingtheneedsofthepresentwithout
compromisingtheabilityoffuturegenerationstomeettheirownneeds’.
Thisisalreadyafamiliarconceptamongfamilybusinesses,manyofwhichoperatewithasenseofdutytocreateandpreserveahealthy,diverseandresilientworldfortheir
childrenandtheirgrandchildren.Formany,investingin
sustainabilityandoperatinginasustainablewayisnotonlyviewedasthe‘rightthingtodo’,butit’salsobecominganessentialengineoftheircompanies’growth.
Sustainabilityconversationsarehighontheagenda
acrosstheworld.Manyofthediscussionsatthe
2023annualmeetingoftheWorldEconomicForuminDavos,forexample,reflectedasenseofurgencyto
acceleratesustainabilityprogressacrossindustriesandgeographies.Formany,thisisaresponseto
ever-increasingstakeholderscrutinyandregulatory
reportingrequirements.Itrequiresgooddata,crediblemetricsandrobustdigitalsolutions,anditismaking
digitalizationanimportantenablertocompanies’
strategiesastheytransitiontoamoresustainablefuture.
Thosecompaniesthatareabletoanticipateandmeettheserisingenvironmentalandsocietalexpectationsarealsomorelikelytoimprovetheirreputations,attractandretaintoptalentandgeneratenewbusiness
opportunities.Sustainabilityisnowabusiness
imperative,asmuchasitisastewardshipone,andthosecompaniesthatfailtoadaptmaystruggletocompeteinanew,low-carbonworld.
Thisiswhyfamilybusinessesmayhavea‘first-mover
advantage’onthepathtosustainability.Thecommitmenttocreatevalueforalloftheirstakeholdershascrosseda
multitudeofgenerations.Itisdeeplyembeddedinfamilies’valuesandwoventhroughouttheirbusinessmodels.
believethatfamilybusinessesthat
successfullyengagewithalltheirstakeholdersonsustainabilityjourneywillnotonlysurvivebut
Itruly
this
bemay
prosper.Thosethatdon’tstepuparelikelygoingtoleftbehind.Forme,thechoiceforcompanies bepreciselythatbinary!
Everyoneisatadifferentstage,andthereisnoright
or
familybasedthe
wrongwayforward.ButIalsotrulybelievethatbusinesseshavebeenlivingandprosperingoncoresustainabilityprinciplesacross
generations,andtherearemanylessonsthateveryonecantakeawayfromtheirexperiences.
Tom
GlobalKPMGKPMG
McGinness
Leader,FamilyBusiness
PrivateEnterprise
Internationaland
Partner,KPMGintheUK
Aroadwell-traveled—Howfamilybusinessesareguidingthesustainabilityjourney|5
Foreword
Executive
Summary
Whythe
sustainability
journeyisa
once-in-a-lifetimeopportunity
Connecting
thepast,
present
andfuture
Navigating
alongand
windingroad
Goingdown
theroad
Eightkeysfor
unlockingthe
sustainability
ofyour
business
Lessonsfrom
theroad
Whyfollow
thefamily
business
routeto
sustainability?
Putting
sustainability
onthe
strategicfast
track
Acknowledgmentsandcontacts
Keepingthedestinationinmind
Somecompanies,especiallysmallerbusinesses,
haveconcernsregardingtheshort-termeconomic
feasibilityandcostsofsustainability.Nevertheless,
manyarebeginningtotakethefirststeps,withtherisingexpectationsandencouragementofmanydifferent
stakeholders.
Theaspirationtoleaveameaningfulandlastinglegacy
hasalwaysbeenpresent.Familybusinessesrecognizethatadoptingsustainabilityprinciplesandpracticesistheonlywayforwardtocreatetheworldtheywantforfuturegenerations.
Inthisenvironmentfamilybusinessleaderswho
contributedtoourresearchtypicallydescribethree
interconnectedgoalsformaintainingthesustainabilityoftheirbusinesseswhilealsocontributingtoamoresustainableworld:
1.Maintainingtheeconomicprosperityandlong-termsocial,environmentalandreputationalsustainabilityoftheirbusinessesforthebenefitofcurrentandfuturegenerations
2.Integratingresponsibleenvironmentalandsocialpracticesintheirbusinesses
3.Takingaleadershiproleinsupportingpeople
andplanetinitiativesoutsidethebusinessvia
philanthropiceffortssuchascharitabledonations,grantsdistributedthroughfamilyfoundationsandphilanthropicinvestinginfamilyoffices.
Family
business
success
factors
Executive
Summary
43percentof2,439familybusinesssurveyrespondentsreported
highlevelsofsustainabilityanddigitalizationbasedoneightkeysuccessfactors:
Highly-structuredgovernance
1
2
3
4
5
6
Activenon-familymember
involvement
Dispersedfamilyownership
Increasednumberoffemaleboardmembers
Digitalizationasasustainabilityenabler
Sustainabilityisastep-by-stepjourney,andit’s
importanttohaveaclearideaoftheoveralldirectionoftravelthatthebusinessandthefamilywantstofollow.Institutionscanplayacriticalroleinmakingthejourneyeasierbyhelpingtosetappropriate
standardsforsociety;byensuringthatregulationsarenotoverlycomplex;andthatbusinessescanactindependentlywithouthavingtorelyonpotentiallycostlyexpertisefromoutsidetheirbusinesses.
AlejandroEscribá-Esteve
FullProfessorofManagement
UniversitatdeValència
Charismaticortransformational
7
Strongentrepreneurialmindset
8
Forward-lookingorientation1
leadership
1
STEPProjectGlobalConsortium&KPMGPrivateEnterprise,“Theregenerativepoweroffamilybusinesses—transgenerationalentrepreneurship
”,2022.
Aroadwell-traveled—Howfamilybusinessesareguidingthesustainabilityjourney|6
Executive
Summary
Despitetheadditionalcostsandresourcesthatmayberequired,manyfamilybusinesseshaveunderscored
theimportanceofshiftingthethinkingawayfrom
sustainabilityasanadditionalcostofdoingbusiness
andtowardsaninvestmentinthefuture.Aswithany
investment,theyhaveemphasizedhowanyinvestmentinsustainabilitymustdeliverimpactandresultsand
makeeconomicsenseinorderforbusinessleaderstobe
ablestandupandsustaintheiractionsoverthelongterm.
Eventhoughthesustainabilityjourneyoftenbeganwith
targetedplanstocomplywithregulationstoreducea
company’scarbonfootprintorminimizewaste,amajor
shiftisalreadytakingplacetowardsamorestrategic
approachthatintegratessustainabilityobjectivesinthe
long-termbusinessstrategy.Asonefamilybusiness
leaderemphasized,itisn’tjustaboutcreatingeconomic,
environmentalorsocialvalue,butalsoaboutcreatingfamilyvaluefortoday’sgenerationandforthosetocome.
Makingsustainabilitybusiness
asusual
Withthesethreegoalsinmind,therearemanypotential
routesalongthesustainabilityjourneytoconsider.The
familybusinessleaderswhocontributedtheirinsights
tothisreportprovidedawealthofexamplesofthepaths
they’vehavechoseninmakingsustainabilitycentral
towhattheynowconsidertobe‘businessasusual’.
Whiletheirroutesmaydiffer,allhavesharedapassion
andasenseofurgencytoputsustainabilityatthetop
oftheiragendasandseizenewopportunitiestofurther
strengthentheirreputationsandmaketheiroperations
moreefficient.
Opportunitiesdon’tcomewithoutchallenges,however,
andtheprimaryconcernsamongfamilybusinessesare
generallyrelatedtotheincreasedcostofretrofittingtheir
operationsandtheresourcesthatarerequiredtofulfill
increasingregulatoryandstrategicrequirements.New
regulationsoftenhavemoreextensivedatacapabilities,
andsustainabilityreportingwilllikelyrequireadditionalIT
resourcesandinfrastructureformeasuring,controlling
andmanagingtheenvironmentalandsocialimpactof
companies’efforts.
Managingsustainabilityinaregulatoryenvironment
Therearemanyinnovativewaysofsupporting
sustainabilityinfamilybusinesses.Eventhough
Forfivegenerations,ourfamilyhasoperated
withaclearpurpose:toenrichthelivesofour
customersandourcommunities.Thatpurposehasbeendrivenbyastrongcultureofsharedvalues.Together,ourpurposeandvalueshavebeenthe
foundationofourbusinessmodelanda325-yearhistoryofsustainability.Weareuncompromisinginmakingsurethatfoundationcontinuestobeunshakable.
JonathanNeame
ChiefExecutive
ShepherdNeame—TheoldestandlargestindependentbreweryintheUK
they’regenerallyaheadofthegame,governmentregulationscanbeaburden.Toomuchbureaucracyandredtapedoesn’tactuallysupportthe
sustainabilitygoalsoffamilybusinesses.Ibelievethesebusinessesneedtomaketheirvoicesheardbynotonlytalkingabouttheirgoalsbutthestepsthey’retakingtoachievethem.
Dr.DanielMitrenga
ExecutiveBoardMember
DIEFAMILIENUNTERNEHMER&DIEJUNGENUNTERNEHMER—Representingtheeconomicandpoliticalinterestsoffamilybusinessesand
young
entrepreneurs
Aroadwell-traveled—Howfamilybusinessesareguidingthesustainabilityjourney|7
Foreword
Executive
Summary
Whythe
sustainability
journeyisa
once-in-a-lifetime
opportunity
Connecting
thepast,
present
andfuture
Navigating
alongand
windingroad
Goingdown
theroad
Eightkeysfor
unlockingthe
sustainability
ofyour
business
Lessonsfrom
theroad
Whyfollow
thefamily
business
routeto
sustainability?
Putting
sustainability
onthe
strategicfast
track
Acknowledgments
andcontacts
Executive
Summary
Seizingsustainabilityasacompetitiveadvantage
Key
takeaway
Thevalueofa
sustainabilityfocuscaninclude:
Somefamilybusinessleadershaveemphasizedhow
sustainabilityisalreadywovenintothefabricoftheir
company’sculture,makingitakeyfactorinattracting
andretainingtop-performingemployees.Theseare
companiesthathaverecognizedthattoday’syounger
generationsarechoosingtoworkonlyforcompanies
thatoperateethicallyandtakegoodcareofpeopleandtheplanet.Increasingly,thisismakingmanycompanies’sustainabilityperformanceanimportantfactorinwinningthehighlycompetitivewarfortalent.
Manyfamilybusinesseshavealsorecognizedthe
commercialimperativeofdemonstratingthetangible
Financialcapitalbenefitsdueto
increasedcustomerattractionandretention
impactoftheirsustainabilitypriorities,whichoftenmakethedifferenceintheirsuccessfulbidstowinnewworkandtoattractandretainloyalcustomers.
Socialcapitalbenefitsby
upholdingareputationformakingtheworldabetterplace
Humancapitalbenefitsfrom
attractingandretainingthebestemployees
Costreductionsfromoperatingresponsiblyandusingtheirownresourcessustainably
Accesstolimitedsourcesofcapital
bybeingmoreattractivetofuturebusinesspartners,investorsandbankers
Untilrecently,manyfamilybusinesseshavehadarelativelyinformalapproachtosustainabilitywithafocusondoingwhat’srightfortheiremployees,customersandcommunities.Butnowthere’s
greaterrecognitionthattheirsustainabilityactionsareactuallypotentialdifferentiatorswiththepowertocreatemeasurablecompetitiveadvantages.
Becausemanyfamilybusinesseshaveoperatedasresponsible,sustainableenterprisesfor
generations,theyhavetendedtoberelatively
quietabouttheireffortsandtheirimpact.In
Riskmitigationthrough
environmentalandsocietalstewardship
today’senvironment,Istronglyencouragefamilybusinessestobemorevocalaboutwhattheyaredoing—andhavebeendoingformanyyears(andoftendecades).Theirgenuineimpactandbold
ambitionshavebeenwell-earnedandshouldberecognized.
AlanBarr
NationalKPMGPrivateEnterpriseLeader
Partner,KPMGinSouthAfrica
Aroadwell-traveled—Howfamilybusinessesareguidingthesustainabilityjourney|8
Foreword
Executive
Summary
Whythe
sustainability
journeyisa
once-in-a-lifetime
opportunity
Connecting
thepast,
present
andfuture
Navigating
alongand
windingroad
Goingdown
theroad
Eightkeysfor
unlockingthe
sustainability
ofyour
business
Lessonsfrom
theroad
Whyfollow
thefamily
business
routeto
sustainability?
Putting
sustainability
onthe
strategicfast
track
Acknowledgments
andcontacts
Whythe
sustainability
journeyisa
once-in-a-lifetimeopportunity
Whythe
sustainabilityjourneyisa
once-in-a-lifetimeopportunity
Aroadwell-traveled—Howfamilybusinessesareguidingthesustainabilityjourney|9
Foreword
Executive
Summary
Whythe
sustainability
journeyisa
once-in-a-lifetimeopportunity
Connecting
thepast,
present
andfuture
Navigating
alongand
windingroad
Goingdown
theroad
Eightkeysfor
unlockingthe
sustainability
ofyour
business
Lessonsfrom
theroad
Whyfollow
thefamily
business
routeto
sustainability?
Putting
sustainability
onthe
strategicfast
track
Acknowledgments
andcontacts
Thegrowingsustainabilityagenda
Macroeconomicfactors—inflation,risinginterestrates,recessionaryandcompetitivethreats—areconvergingwithnever-beforesocialchanges.Manyoftheseissuesemergedalongsidethepandemic.
Improvingemployeehealth,wellbeingandworkingconditions;increasingtheaccesstosafefoodandwaterforpeopleeverywhere;mitigatinghuman
rightsconcernsandremovingsocialinequities—allarerevolutionizingandexpandingthesocialand
environmentalsustainabilityagenda.
Muchlikethedigitalrevolution,thesustainability
revolutionpromisestotransformthewaytheworld
thinksandacts.Butalso,muchlikethedigitalrevolution,manycompaniesaresimplymovingtooslowly,taking
anincrementalapproachtosustainabilityatatime
whentheworldisdemandingstrongleadershipandanacceleratedpacetowardsamoresustainablefuture.
Astheoriginatorofthe‘triplebottomline’remarkedina2018HarvardBusinessReviewarticle,“We
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