Fujitsu is dedicated to Net Positive, and has made significant progress towards implementing Net Positive behaviours. They look across their value chain and direct operations to ensure they are minimising environmental and social harm while also driving tangible benefits. Fujitsu is committed to helping other companies do the same.

Fujitsu turned to Economist Impact to build a programme that could showcase the value of Net Positive to business leaders and also help Fujitsu tell their own story. Although the concept of Net Positive was developed by Paul Polman, former CEO of Unilever and the approach drove financial and sustainability success during his tenure there, it is not widely understood or embraced by business leaders.

The brief was to define what a Net Positive business looks like, understand the extent to which companies are engaging in Net Positive behaviour and to help business leaders understand the actions they could take to become more Net Positive. It also needed to showcase how technology, data and AI–if used properly–can accelerate Net Positive.

To address this issue, Economist Impact developed Fujitsu’s “Advancing Net Positive Agenda”, a first-of-its kind toolkit to help business leaders understand and progress towards Net Positive. It includes the Net Positive Index, an action-oriented benchmark of where companies within five industries are on their journey to become Net Positive, and the Net Positive Assessment Tool, which allows companies to assess where they are in their Net Positive journey. These tools are complemented with articles and Changemaker profiles that highlight how companies have capitalised on technology, data and AI to drive Net Positive behaviours.

Economist Impact developed Fujitsu’s “Advancing Net Positive Agenda”, a first-of-its kind toolkit to help business leaders understand and progress towards Net Positive. It includes the Net Positive Index, an action-oriented benchmark of where companies within five industries are on their journey to become Net Positive, and the Net Positive Assessment Tool, which allows companies to assess where they are in their Net Positive journey. These tools are complemented with articles and Changemaker profiles that highlight how companies have capitalised on technology, data and AI to drive Net Positive behaviours.

Research Insights:

The Net Positive Index defines Net Positive, the actions and behaviours Net Positive companies exhibit and the tools companies can use to accelerate their sustainability transformation. It is based off a survey of 1,800 executives and decision-maker respondents across 17 countries in North America, Europe and Asia-Pacific within five industries—financial services, manufacturing, mobility, retail and energy & utilities (see Figure 1)—and existing industry-specific sources, including the World Benchmarking Alliance’s Social Benchmark dataset and the UN Global Compact database. We validated the framework with an expert panel and interviews with 11 academics and business representatives from across regions.

Findings were brought to life via video, an executive summary, articles and an interactive assessment tool in order to meet our influential target audience wherever and however they chose to engage.

Digital Assessment Tool: Allowed executives to find out how their company compares with peers on Net Positive. It recommends a customised action plan based on where executives are falling behind and the initiatives they are currently taking to decrease their footprint and increase their positive impact.

Video: Highlighted the key issues business leaders face today, helping them understand the concept of Net Positive in clear, practical terms. Drawing on findings from the Net Positive Index, it demonstrated how—despite persistent challenges—companies that adopt a net positive approach tend to outperform on investor confidence.

Article series: Showcased how other companies have implemented Net Positive into their business models and how they have capitalised on technology, data and AI to drive positive impact and efficiency.

Designated Interactive Digital Hub: Animated data points captured audience attention immediately, while the platform’s flexible design allowed users to explore insights in the way that suited them best.

Using a range of solutions tailored for a time-poor, influential audience, the content programme clearly demonstrated how a net positive approach can benefit both business and society.

As a media publishing reaching C-suite executive in the world, we knew The Economist ecosystem would drive awareness and engage the world’s most influential decision-makers.

A powerful combination of PR at launch combined with targeted media across The Economist’s digital, print and social ecosystem drove high-impact awareness of the programme among C-suite and decision makers.

Media Amplification

• Audience and contextual targeting display ads positioned across Economist.com ensured the Net Positive Agenda programme was delivered to the right audience and context to maximize engagement
• First impression take over: high-impact digital advertising placement ensured the programme was front of mind as the target audience sought the latest insight and analysis
• Business and finance take over
• Sponsorship of The Economist’s weekly Climate Newsletter offered ideal contextual alignment for the programme, placing it alongside content that resonates with influential audiences actively seeking insights on climate and sustainability.
• Social – leverage bitesize formats designed for engagement
• Alignment with Economist Impact’s Progress 2030 – a new initiative from Economist Impact, Progress 2030 is Economist Impact’s commitment to leading the global effort to harness technology for the greatest possible good. The Programme was prominently positioned across the platform, inspiring audiences to click to find out more

High-profile events

Promotion at high-profile events—both global and brand-owned—fostered direct engagement with C-suite executives and key stakeholders, sparking thought-provoking conversations and meaningful interaction. This included a launch presentation and discussion at the World Economic Forum in Davos (January 2025), and participation in Economist Impact’s flagship Sustainability Week in Amsterdam (October 2024) and London (March 2025).

Enhance companies Net Positive behaviour: A first-if-its-kind interactive tool allowing C-suite to explore the enablers of Net Positive and dive into the latest trends through an industry and regional lenses. An immersive guide to Net Positive empowering leaders to take action to build resilience, profitability and efficiency.

• Research findings from 1,800 companies on their efforts to implement Net Positive behaviours. Detailed insights from video, executive summary and articles.
• Engaged influential visitors
• The assessment tool offers a personalised action plan

Global Reach and engagement: Extensive media campaign across The Economist platforms engaged the world’s influential audiences. The online and social media campaign delivered strong site engagement surpassing KPIs. The assessment tool stands out with completion rate surpassing KPI demonstrating clear value to the target audience.

Brand positioning: By placing Fujitsu at the forefront of sustainable transformation and as leader in the global sustainability conversation, the programme positions Fujitsu as the right technology and innovation partner to help businesses transition from making promises about sustainability to achieving real progress.

Engagement with Business Leaders: By engaging and convening key business leaders around the transformation conversation, the programme builds a community of like-minded leaders, motivated to drive change.

“You have your own net positive indicator…that’s an incredible tool to see where you are.”
Paul Polman – Business Leader, Investor and Philanthropist

From Fujitsu’s customers: “The tool created a strong foundation for continued sustainability discussions.” “The tool felt relevant and comprehensive.”

Strategic Impact:

• Aligns with global trends and demands for corporate responsibility and environmental stewardship
• Helps businesses future-proof themselves against regulatory changes, market shifts, and societal expectations, enhancing their long-term viability and success.

Advancing Net Positive Agenda

The Net Positive Index