At the outset, we identified four persistent challenges facing the target audience:

• Apathy – Many business leaders remain unconvinced that sustainability and profitability can co-exist –viewing it as a cost, rather than a driver of innovation or resilience.
• Delay – A lack of urgency is common, especially when current models appear to be working, leading to inaction.
• Complexity – Sustainability efforts often involve systems perceived as too intricate to reform, with unclear pathways that deter decisive action.
• Buy-in – Even committed leaders face challenges in aligning their organisations around a clear, unified sustainability vision**.

Advancing Net Positive was our answer. It wasn’t about publishing another report, but rather claiming and defining a long-term, white space in the sustainability conversation—one that provided a persuasive, actionable blueprint for C-suite leaders grappling with these challenges.

To help business leaders comprehensively understand the potential of a Net Positive approach, Economist Impact researched and developed the Fujitsu “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.

The Net Positive Assessment Tool: allows companies to assess where they are in their Net Positive journey.

The programme was designed to reframe the sustainability imperative from a compliance burden to a strategic opportunity: a way to accelerate digital transformation, enhance competitiveness, and drive long-term value. It offered tools, case studies, and a diagnostic framework to help business leaders assess where they are—and where they could go—with sustainability embedded at the core.

By leveraging evidence-based intelligence, the programme was designed to foster meaningful discussions that translate into tangible opportunities – while positioning Fujitsu Uvance as the ideal technology and innovation partner to help businesses transition from promises to progress.

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 —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 executives 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: Key Findings