Since the Industrial era, the rich Western World tried to make decisions economically beneficial. But this era is ending and there will become a new standard for organisations and the economy. It will be a standard that will put growth into the perspective of the limits of our planet.
The trend ‘ecolize growth’ means that we will be looking at growth differently. It’s a logical step in a new phase towards maturity of a society. In the Western Society, we will no longer see (financial) growth as we have seen in the past decades. Profit and growth are being redefined. With the transition from material welfare to immaterial well-being, other values become more important. The success of organisations becomes less dependent on pure financial profits. In this new reality growth will be expressed more in customer satisfaction (the promoters of an organization) and the (positive) social ‘footprint’. The attitude of organizations will be: profit as a result instead of profit as a goal.
In the coming years the economic playing-field will become more in-stable. This instability is partly caused by the ending of an era where (financial) growth was the main goal. Western countries will be facing weak economic growth that is categorised by strong ‘ups and downs’. The new reality changes radically how we are thinking and acting economically. We will reset growth as a standard for sustainability and long term well being.
Trend definition: The trend where is becomes profitable for organisations to add to our humansphere instead of only extracting.