For companies that have become companies with a mission, a horizon beyond profits
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How to reinvent yourself after Covid-19? This question, Charles Darbonne asked himself repeatedly during successive confinements. It was while visiting the headquarters of the Yves Rocher group in La Gacilly (Morbihan), in July 2021, that the CEO of Darégal, the world leader in frozen aromatic plants and herbs, found the way: to endorse the status of a company with a mission. “The idea is not to display a new logo to make it look good, but to base our strategic development on strong values.he insists. In the era of global warming, frozen foods are not necessarily a sustainable solution. If I want to continue the family adventure that began 135 years ago, I’m going to have to develop products that are more respectful of the planet. As a business leader, I don’t have the ability to change the world, but at least I have the ability to change my world. »
The health crisis will therefore not have been all bad. “The Covid has been an awareness accelerator for business leadersconfirms Anne Mollet, Managing Director of the Community of Businesses with a Mission, created in December 2018. Many have understood that beyond their economic role they have a real societal role to play. » Their new Holy Grail? The “society with a mission” model, introduced into French law by the action plan for the growth and transformation of companies, the Pacte law, promulgated in May 2019. A legal tool intended to help organizations reconcile economic performance and social responsibility. Three years after its adoption, has the system kept its promises?
The start was long, but the movement seems well and truly launched. To date, 731 companies carry the mission company label in France, compared to 207 at the beginning of 2021. According to data from the Observatory of mission companies, 90% of the companies involved today are SMEs and micro-enterprises: 80% have less than 50 employees and 10% more than 50.
In the United States since the 2000s
Although still in the minority, more and more larger companies are converting. In the first half of 2022 alone, four major groups adopted this new status: Crédit Mutuel Arkéa, Banque Postale, KPMG and Sagemcom. A drop of water in the French economic landscape? “It still concerns more than 500,000 employeesdefends Anne Mollet. And if we compare to countries like Italy or the United States, where similar forms of business have also emerged, the dynamic is much faster in France. »
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