NZBusiness+Management - June 2018

Through the long-term

LENS

Discover how to drive a strategic

view of growth, sustainability and

long-term value from the board room.

ONE DAY COURSE

REGISTER NOW

iod.org.nz/longterm

0800 846 369

To prosper over time, every

company must not only deliver

financial performance, but also

show how it makes a positive

contribution to society.”

Larry Fink, Chairman and CEO

of BlackRock, Inc

JUNE 2018 | management.co.nz | M 9

STORYCOVER

&GURKVGUQEKCNKUUWGUVQRRKPIVJGNKUVQH-KYKUo
DKIIGUVEQPEGTPUDWKNFWRQHRNCUVKEKPVJG
GPXKTQPOGPVYCUCUKIPKƂECPVEQPEGTPCPF
YCUVJGƂTUVVKOGVJKUKUUWGOCFGVJGVQR
EQPEGTPUHQT0GY<GCNCPFGTU+VECOGKPCVƂHVJ

CHVGTXKQNGPEGKPUQEKGV[RTQVGEVKQPQHEJKNFTGPVJG
KPETGCUKPIEQUVQHNKXKPICPFUWKEKFGTCVGU
Wright noted that consumers will support
businesses and brands that share their concerns
CPFCTGVCMKPICEVKQPVQCFFTGUUVJGO
“Consumers want to see businesses and brands
VCEMNKPIVJGVQWIJKUUWGUsUQEKCNCPFGPXKTQPOGPVCN
They will be loyal to businesses and brands that are
VCMKPIQPVJGKUUWGUVJG[ECTGCDQWVq
And she warns that businesses failing to respond
to consumer issues by developing credible and
ENGCTUWUVCKPCDKNKV[RNCPUTKUMPQVQPN[NQUKPI
customers but also being unprepared for the
inevitable future government regulation in this area.
6JG$GVVGT(WVWTGTGRQTVCNUQHQWPFCPKPETGCUG
QHƂXGRGTEGPVVQCNOQUVCVJKTFQHCNN0GY
Zealanders who consider themselves to be highly
committed to a sustainable lifestyle.
#NOQUVCNNQHVJQUGUWTXG[GFENCKOVJCVUQOG
OQUVQTCNNQHVJGVKOGVJG[TGE[ENG
RGTEGPV
CTGGPGTI[GHƂEKGPVCVJQOGUWEJCUD[WUKPIGEQ
HTKGPFN[NKIJVDWNDUCPFGPGTI[GHƂEKGPVCRRNKCPEGU

RGTEGPVCPFDW[NQECNN[RTQFWEGFCPFITQYP
RTQFWEVU
RGTEGPV
%QORCTGFVQVJGDKIIGUVOQXGOGPVUKP
sustainable behaviour have seen seven percent
OQTG-KYKUYKNNKPIVQRC[CDKVOQTGVQIGVVJG
DGUVQTICPKEUWUVCKPCDNGCPFGVJKECNN[RTQFWEGF
RTQFWEVUCXCKNCDNG
RGTEGPVCUGXGPRGTEGPV
increase in the number of people maintaining a
XGIGVCTKCPQTXGICPFKGV
RGTEGPVCPFCƂXG
percent increase in the number of people not using
RNCUVKEUDCIUHTQOVJGUWRGTOCTMGVCPFUJQRU

RGTEGPV
Wright says consumers need businesses to not
only be doing the right thing but also connecting
with them and being clear about what they are
doing.
“While brands and businesses are getting better
CVVGNNKPIVJGKTUWUVCKPCDKNKV[UVQTKGUVQEQPUWOGTU
VJGTGKUUVKNNCNQPIYC[VQIQqUJGUC[Up#NOQUV
VJTGGSWCTVGTUQH-KYKUCTGUVKNNEQPHWUGFD[QT
struggling to understand what brands are doing in
VJKUURCEGq
“Consumers want to support sustainable
DTCPFUUQKHVJGDTCPFUECPOCMGKVGCU[HQTVJGO
D[VGNNKPIVJGKTUVQTKGUDGVVGTVJG[YKNNUGNNOQTG
goods and services and consumers will feel better
CDQWVVJGOUGNXGUsGXGT[DQF[YKPUqM

MANAGEMENT