“Global economic activity
(GDP) has increased by a factor
of 40 since the start of the
~Intergovernmental Panel on Climate Change (IPCC),
Special Report on Emissions Scenarios, 2001
In the next 40 years
the pressure on Earth’s ecosystems
will increase dramatically
The competition for FOOD, WATER, LAND and
ENERGY will intensify.
• Firstly seriously discussed in the 1980s
• Led by the United Nations
• Focus on critical issues of environment and
• Strengthen international cooperation
• Population, food security, the loss of species
and genetic resources, energy, industry, and
human settlements are all interrelated
“Development which meets the
needs of the present, without
compromising the ability of future
generations to meet their own
- Our Common Future
The Brundtland Commission Report
Rio Declaration on Environment
and Development (1992)
The world is using the equivalent of one
and a half planet to support life on Earth
“Our consumption of the Earth’s
natural resources is depleting the
planet’s ability to replenish itself - and
to sustain life on earth.”
- WWF Global Report
So what does it all mean for a
small country like Aruba?
Our current challenges…
• How to achieve real GDP growth again?
• How to cope with uneven income distribution?
• How to manage limited space?
• How to deal with a rapid ageing population?
• How to diversify the economy in a sustainable way?
• How to improve the health/fitness level of the country?
• How to increase social cohesion?
• How to become more self-sufficient?
• How to lower our dependency on fossil fuel oil?
Finding the right balance…
We should strive to maintain a delicate balance
between our need to improve lifestyles and feeling of
well-being on one hand, and preserving natural
resources and ecosystems, on which we and future
generations depend on the other hand.
• Global economic downturn
• Market competitiveness
• Consumerism as fuel for growth
• Short-term thinking
• Political will
• Renewable energy is still too expensive
• Collective awareness is a long process
• Crisis of “Overshooting”
Unsustainable business models
never pay off in the end….
An outdated approach to
business and value creation
• Companies have overlooked
the wellbeing of their customers
the depletion of natural resources vital to
the viability of key suppliers
“the economic distress of the
communities in which they produce and
New leadership calls for a new
approach to conducting business
Visionary leaders think ‘sustainable’….
1. Goals: exploring and developing innovations
to solve sustainability-related problems
2. Organization: creative (out-of-the-box)
business structures and models
3. Process: innovative and eco-friendly (circular
4. Output: social and ecological value
“business with a cause” - where world
problems are turned into business opportunities
by deployment of sustainability innovations
Corporate Social Responsibility
…..the integration of business operations and
values, whereby the interests of all
stakeholders including investors, customers,
employees, the community and the
environment are reflected in the company's
policies and actions.
Corporate Social Responsibility
Self-regulating mechanism whereby a
business monitors and ensures its active
compliance with the spirit of the law, ethical
standards, and international norms.
• ISO 26000 Standards (international guidelines)
Why practice CSR?
• Companies have learned the hard lesson that
without a sustainable society, there is no
• So in instead of focusing on short-run returns
• Companies focus on contributing to long-
term societal well-being in which everybody
can develop and grow.
The evolution of responsibility
CSR towards a new approach?
CSR can only be resilient if it
is part of the DNA of an
organisation, i.e. CSR will
only survive the vagaries of
fickle markets, fluctuating
profits, financial crises and
leadership whims if it is
totally embedded in the
corporate culture, strategy
and governance systems”
– Wayne Visser, 2008
Let’s start from the very beginning....
Porter and Kramer
How to reinvent capitalism – and unleash a wave of innovation and growth
Harvard Business Review 2011
Companies must bring business
and society back together
• Shared value – creating economic
value in a way that also creates value
for society by addressing its needs
• “Business must reconnect company
success with social progress.”
Aruba SME sector
• Competition oriented (no differentiation)
• Same products in same markets
• Lack of innovation
• Comfort zone
• Technically challenged
Aruban entrepreneurial reality
More of the same….
A change in the fundamental entrepreneurial
thinking on Aruba should happen quickly,
otherwise the small and medium business
sector will autodestruct itself through far-
Innovation and sustainable
entrepreneurship is the key…
Developing smart ventures
• Productivity (resource efficient)
• Smart growth
• High-skilled jobs
• Driven by technology
• Shared value
• One who undertakes the
distribution of an original
creative work and is able
to create wealth through
an established business
• Developers and/or
distributors of products
and services destined for
export (competing in the
global market space).
Export expands the economic pie, generates flow of
foreign currency, attracts new technologies and
creates new forms of employment.
Globopreneurs (in Aruba)
• Utilizing Aruba’s unique socio-
economic resources and geo-
political position within the
Kingdom of the Netherlands to
develop new economic
• Positioning Aruba as a strategic
hub (gateway) for European
businesses doing business in
Globopreneurs (in Aruba)
• Moving towards a knowledge-
• Attracting foreign investment
with focus on innovation and
• Synergy free zone, airport and
Instead of thinking
“outside the box”, just
get rid of the box…
• Government of Aruba, Ministry of Economic Affairs, Social Affairs and
Culture: The Green Gateway:
• Green Aruba: http://www.greenaruba.org/
• Lindgren, Anders. Six Forces. Shaping our Present and Future Lives.
• Nos Aruba 2025: http://www.nosaruba2025.aw
• Porter, Michael and Mark R. Kramer, Creating Shared Value: