In today’s geopolitical and socio-cultural landscape, we are witnessing increasingly visible challenges and dramatic global crises—from ongoing conflicts to climate breakdown, deepening inequalities, and racial discrimination.
These dynamics actively hinder the development of wellbeing and inclusion.
To nurture wellbeing and inclusion, we need a fundamental shift in perspective and approach. We must take an active part in renewing our society, and the only way to achieve this is by thinking as a collective “WE”.
According to British sociologist and economist John Elkington, sustainable development is driven by the 3 Ps (People, Planet, Profit).
Yet it is only by starting with people and their potential that we can influence the other dimensions. We are the true engine of innovation, powered by our passions, energy, and ideals.
Sustainable development must involve society as an interconnected ecosystem. In business, it must encompass the broader organisational culture and the entire network of interpersonal relationships.
It is not merely important—it is essential that everyone understands the change required and takes an active role in leading it.
We cannot do this alone, yet through genuine collaboration and shared commitment across the entire social fabric, we can overcome adversity. This demands a purpose that transcends the individual, laying the groundwork for a better, more sustainable society.
IT TAKES A COLLECTIVE ‘WE’ TO ENVISION THE FUTURE
The dramatic events of recent years clearly highlight the scale of complexity we face and the fragile balance in which we operate.
Naturally, we seek to understand and anticipate what lies ahead, aiming to foresee events so we can adapt our behaviour effectively.
This mindset allows us to design purposeful initiatives for wellbeing and inclusion.
In French, sustainability is translated as “durabilité”, highlighting long-lasting actions directed towards the common good—actions capable of adapting seamlessly to an evolving future.
However, making accurate predictions is complex. We are confronted with an overwhelming volume of information against a backdrop of ambiguity and uncertainty. As a result, business strategies often remain short-term and struggle to endure.
ACTIONS FOR A BETTER TOMORROW
Today more than ever, we must enable communities to envision possible futures and work towards a better tomorrow: inclusive, peaceful, and founded on the principle that one person’s dignity cannot come at the expense of another’s.
Reflecting on the future TOGETHER is invaluable.
What actually unfolds is deeply shaped by the horizons of expectation we cultivate. If we anticipate failure, that outcome becomes far more likely.
Fostering a collective ‘WE’ prevents these beliefs from becoming self-fulfilling prophecies, creating space to integrate and align expectations.
If we want to generate lasting impact, we cannot treat the future as a distant horizon; the present itself must be sustainable.
This means broadening the conversation to include diverse voices across generations, each bringing different time horizons into view.
What may seem a distant or abstract future to an older adult is, for a younger person, an immediate reality that will directly shape their life—making it concrete, urgent, and tangible.
Bringing multiple generations together to navigate future change anchors projects in reality and expands their reach.
Furthermore, scientific research shows that inclusive values such as empathy and kindness have an extraordinary impact on the longevity of human systems. They are vital qualities for successfully managing the delicate balances of the world around us every day.
They act as a catalyst for virtuous practices that tightly link individual wellbeing, collective prosperity, and the health of the entire planet.
FROM THE ‘EGOSYSTEM’ TO THE ECOSYSTEM
Today, many scholars view sustainability as fundamentally tied to systemic self-reflection on our cultural and cognitive foundations. To develop a robust theory of sustainable development, we must focus on the concept of a sustainable society, where individual commitment aligns seamlessly with collective action.
Consider an example:
In his renowned TED Talk, Want to help someone? Shut up and listen!, Italian economist and political scientist Ernesto Sirolli shares a revealing story. He recounts his work in Africa between 1971 and 1977 on technical cooperation projects designed to alleviate local poverty.
Every single project failed.
He recalls his first initiative, which aimed to teach local Zambians how to grow food. A team of Italians arrived in Zambia, planting seeds in a fertile valley beside a river, producing magnificent tomatoes and courgettes. Everything flourished, and the team wondered why the local community had never farmed the area before. Then, one night, 200 hippos emerged from the river, devoured the entire crop, and destroyed the fields.
When the stunned Italians asked the locals why they hadn’t mentioned the hippos, they replied: “Because you never asked.” An initiative had been implemented without consulting those it was meant to serve, without listening, and without collaboration.
What would have happened if the local community had been invited to the table from the start?
From a systemic perspective, organisations must be understood through the lens of relationships. They are dynamic networks of interactions; without them, meaningful and lasting transformation is impossible.
Consider the etymology:
The word “economy” originates from the Greek “oikonomia”, combining oikos (home or dwelling) and nomos (management or law).
“Ethics”, from the Greek “ethika”, stems from “ethos”, meaning “the place where one lives”.
Finally, ecology means the “study of the home”, combining oikos with logos.
Language itself reminds us that we cannot address the economy in isolation from ethics and the broader ecosystem.
Wellbeing and inclusion share the very same root.
WE ARE WIRED TO DISCOVER OURSELVES THROUGH OTHERS
At the core of sustainability and ecological complexity lies a clear truth: we must think in terms of “We”, recognising the rich web of relationships that underpins society as a whole.
Developmental psychology shows that we only truly understand ourselves and distinguish reality from fantasy when we feel recognised by others—when we see that another person shares our perception. In childhood, others serve as a mirror, helping us recognise the qualities that make us unique.
Relationships enable us to develop our sense of self, understand the world, and grow.
Before connecting with another, we are like dormant seeds; through relationship, we germinate, flourish, and open up to the world.
Life itself invites us to “be with”, discovering who we are while contributing our individual strengths to the wider collective network.
THE SUSTAINABLE SOCIETY IS ALREADY HERE: LET US RECOGNISE IT
Looking at society today, we can already see clear progress towards wellbeing and inclusion. People want to contribute, share their perspectives, and co-create the future.
Digital advances have democratised expression, enabling individuals to share their stories, voice opinions, and actively participate in public dialogue.
Similarly, the rise of hybrid and remote working has catalysed autonomy and personal accountability, paving the way for more flexible, open, and horizontal organisations.
Research into healthy ageing and lifelong learning has also demonstrated that the physical and mental wellbeing of older adults improves significantly when they have opportunities to contribute to civic life and direct their time towards meaningful activities.
Finally, consumers are more empowered than ever, making choices heavily guided by business ethics—a dynamic often described as “voting with your wallet”.
BEYOND FINANCIAL TURNOVER
According to research by Accenture across more than 30,000 consumers, over 60% expect companies to take an active stance on environmental and ethical matters.
Organisations are no longer evaluated solely by their ability to generate profits, create jobs, and deliver goods; they are expected to demonstrate genuine commitment to collective wellbeing and inclusion.
This means stepping into the shoes of all stakeholders before making strategic decisions.
It means delivering initiatives that generate positive outcomes for the wider community and cultivating an open environment where everyone feels encouraged to contribute and be heard.
Ultimately, it requires rethinking business around the value of human connection, placing relational assets at the forefront. The economy is a reflection of people and their lived everyday realities. Putting people at the heart of the market creates an environment of reciprocity, civic responsibility, shared fulfilment, and genuine generosity.
