Editorial | Focus topic 'Sustainability'
TEXT Franziska Hapke IMAGES imaginima/GettyImages, HELLER
The key elements of the concept of sustainability are nearly as old as mankind. In Germany, the term goes back to forestry in the 18th century when trees became scarce also due to the growing mining industry, calling for a more sustainable forest management. Since then, it has grown into a real trend.
The word 'sustainability' first appeared in the German Duden dictionary in 1915.
The flood of information brought by digitisation seems to sensitise an increasing number of people. Certainly, advertising also plays an important role: many companies have recognised that sustainability is well received among their target groups and have started to act or to communicate differently. Suddenly, websites turn green and advertising language uses appropriate puns or catchwords. Almost everywhere we look these days, we are confronted with this megatrend.
Sustainability first appeared on the scene around 300 years ago and by now has taken a lead role.
Inevitably, quite a few things have changed for enterprises. To only say that they are doing something to protect the environment (which may not be entirely true or even not true at all) is not enough for customers. On the contrary: in Denmark, for example, there is an award for companies making false 'green' claims. Companies have a much greater responsibility when it comes to sustainability, for example in terms of Corporate Social Responsibility (CSR). The term describes the voluntary commitment of private businesses to promote a sustainable development that goes beyond compliance with statutory requirements. It means taking responsibility for corporate actions – in the market, in terms of issues of ecological relevance and not least regarding the exchange with stakeholders and relations with employees. One goal is to treat employees well in order to increase staff loyalty. Sustainability also has a monetary value for businesses. After all, the responsible use of resources enables them to reduce costs and justifies the higher prices of sustainably produced products. Awards, certificates and labels serve as a proof of sustainable corporate action and the resulting credibility contributes to a positive image.
The 'megatrend' of sustainability also concerns HELLER – and has been firmly established in the company's mission statement and strategy for years. In the anniversary year, it also takes on a new meaning. After all, the company wants to remain long-term – sustainably – oriented, continuing to look to the future without losing sight of its heritage.
HELLER is ready for the future and has understood what is important for a ­sustainable (further) development.
Not without reason, Klaus Winkler, CEO of the HELLER Group, emphasised the people behind the company at the Anniversary Day in Nürtingen. Ever since the company's beginnings, they have helped to shape its success story, growing together as a family, and to this day remain the great strength of HELLER. Job tenure at the Swabian family business is above average and HELLER is committed to keeping it that way.
Together with the employees, a strong network of partners and with a focus on entrepreneurial responsibility, HELLER aims to continue to develop and implement visions, to think about tomorrow and beyond today, to remain competitive in the market and to offer its customers sustainable solutions. To achieve sustained success, HELLER continues to challenge itself time and again, resulting in the continual development of products and solutions. Always with the goal to offer customers maximum productivity for their individual manufacturing tasks. Therefore, 'Next Generation Productivity' is not only the motto of this year's trade show appearance at EMO, but for all of HELLER's actions.
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