After learning for a certificates in “Enterprise Sustainability Administration” from the Cambridge Institute For Sustainability Management, I pivoted a part of my analysis at Forrester on the intersection of promoting, AI innovation and environmental sustainability.
Again in 2021, I interviewed dozens of leaders about sustainability disruption and how one can rework their enterprise. I interviewed Man Flament, then CEO of the Yves Rocher model, and Jean-David Schwarz, then deputy CEO, transformation and sustainability at Group Rocher. Their tales helped me articulate how sustainability just isn’t about ticking the ESG regulation field however about constructing a method that integrates sustainability into enterprise execution in each nation and each perform throughout your group, enabling it to distinguish and enhance profitability.
Sustainability Transformation Calls for Three Key Ideas
I wrote a primary report explaining that to embrace a multi-year transformation journey towards sustainability, conventional corporations should embrace three key rules summarized within the graphic under:
Many corporations have began their sustainable transformation journey and lots of of them succeed at being each sustainable and worthwhile. It may be a bumpy highway however can also be a option to acquire a aggressive benefit. Nevertheless, due to the present ESG backlash and even environmental science denial, we lack of examples of enormous corporations which are pivoting their strategy to develop into extra sustainable.
Certainly, most of the time, I come throughout sustainability born corporations, inexperienced startups, regenerative corporations – no matter you name them – that would not have any legacy. Don’t get me improper, it’s nice to see new gamers which are sustainable by design and that may hopefully problem and disrupt present gamers.
The Problem Is For International Companies To Combine Sustainability In Their Enterprise
Given their huge influence on the surroundings, present corporations – particularly international ones – have to rework to scale back their carbon footprint and keep throughout the planet boundaries. The problem is to take action whereas not dropping competitiveness and sustaining profitability. Once they succeed, many corporations want to not be too vocal: 75% of CMOs we surveyed in Q1 2025, mentioned they wish to talk extra on their inexperienced initiatives however concern greenwashing!
I interviewed Guillaume Darrousez, the brand new CEO of the Yves Rocher model since finish 2023 (for these of you who perceive French, right here is the hyperlink to the video: https://www.youtube.com/watch?v=v7fCDa6IJzQ on the B.Higher convention) and thought it will be an amazing concept to write down a full case examine on how a number one model within the French magnificence market and a world cosmetics participant with a presence in additional than 90 international locations, operates and executes sustainability in its enterprise.
Certainly, within the very aggressive magnificence market led by giants like L’Oréal and disrupted by sustainable born startups, Yves Rocher faces each a big problem and alternative. It should stay as much as its sturdy environmental DNA, rework the model, and speed up the execution of sustainability in its enterprise operations, whereas augmenting profitability.
Yves Rocher Case Examine Highlights
The case examine highlights how Yves Rocher:
- Embedded sustainability KPIs into its total OKRs. Sustainability is an integral a part of the 9 goals and key outcomes (OKR) of its enterprise administration strategy, with three KPIs centered on sustainability in 2024
- Launched the “act lovely” program. It’s a pragmatic strategy with 10 acts to display its dedication to a extra sustainable magnificence trade, affecting many capabilities and enterprise models
- Doubled its gross sales of “dedicated gestures merchandise”. Yves Rocher has reached its goal of doubling its gross sales of “dedicated gestures merchandise,” reaching 4.3% in quantity of its complete product combine and 1.8 million shoppers in 2024. A dedicated gesture product is outlined as a product that drastically reduces its environmental footprint, respects all of Yves Rocher’s sustainable merchandise standards, and promotes new utilization, encouraging a extra frugal and sustainable consumption habits.
- Diminished its carbon footprint. In 2024, Yves Rocher succeeded in lowering its carbon footprint by 11% from 2023. Opposite to corporations that decide to lowering their relative carbon depth (tons of CO2 per product bought), Yves Rocher has dedicated to lowering its absolute GHG emissions by 30%, from 107,926 tons of CO2 equal (teqCO2) in 2022 to 75,500 teqCO2 by 2030.
The report shares how a world magnificence model with a powerful DNA round nature has gone additional to combine sustainability deeply into its enterprise technique and execution.
Shoppers who desires to know extra can entry the complete report and arrange a while to debate the implications for their very own firm.
Particular because of Alexandra Ferré, Chief Impression and CSR officer – and to the people within the govt staff from Yves Rocher and Groupe Rocher who generously gave their time throughout the analysis for this report.
