2020: towards Act II of the corporate raison d'être!
Since the passage of the PACTE law on May 22, 2019, the movement to promote an alternative, responsible and contributive European capitalism as envisioned by French Economy Minister Bruno Lemaire has gone from strength to strength. In September 2019, he set a target for companies in which the French state is a shareholder to adopt a "raison d'être" by the end of 2020, thus outlining a clear perspective for Act II of raison d'être in France. This process should involve 88 public companies. The BPI (Banque Publique d'Investissement - Public Investment Bank) has been asked to do the same, so that the 90 companies benefiting from its financing can in turn adopt a raison d'être. The new SNCF public limited company, which will succeed the state-owned SNCF Mobilités on January1, 2020, has adopted the following raison d'être in its articles of association
SNCF: "The company's raison d'être is to give everyone the freedom to get around easily while preserving the planet".
If 2019 was the year of private companies, many of which showed an interest in raison d'être, 2020 should be the year of public companies... and translate into action the raison d'être of the many private companies that have already taken the plunge! We offer you a retrospective on Year 0 of raison d'être, reviewing a few pioneering companies that have begun their (r)evolution by choosing to filter their future strategies through a raison d'être that goes beyond simple profit maximization.
2019: raison d'être, act I.
DECEMBER
Stéphane Richard, CEO of Orange, presents the Group's raison d'être for approval at the next Annual General Meeting. Orange has chosen to define itself, "its profound meaning and its contribution to society and the planet". For the first time, this approach has been based on co-construction with all the Group's stakeholders. This announcement is the culmination of a long process of mobilizing the Group's teams and partners, which began in June 2019 when Stéphane Richard announced his desire to define the Group's raison d'être via a tweet to Orange employees. WEMEAN is proud to have accompanied the Orange Group in this work of co-construction, consultation and maieutics of the raison d'être.
Orange: "We are the trusted player who gives everyone the keys to a responsible digital world".
NOVEMBER
Isabelle Kocher announces that a co-constructed raison d'être for Engie will be presented to the Annual General Meeting in 2020.
OCTOBER
Banque Populaire "Resolutely cooperative and innovative, Banque Populaire works closely with all those who live and work in every region of France.
SEPTEMBER
Axa adopts its raison d'être after a year of internal consultation. The company wanted to respond to a dual promise: "to do our job responsibly ", and to set a "course for the long term" . Axa really wanted to question its role in society.
Axa: "Protecting and acting for a peaceful future
" At AXA France, we are structured around two pillars: our business and our commitments. The raison d'être is the link between these two aspects of our DNA. Creating links, meaning and pride around our raison d'être is the direction in which we will continue to move forward.
Eric Lemaire, Vice President, Communications, Brand and Corporate Responsibility, AXA France
"Now that our raison d'être has been clearly formalized and identified, we're going to bring it to life. It will be applied to all our activities and commitments. We have to embody it every day!
Jacques de Peretti, Chairman and CEO, AXA France
The raison d'être is an extension of the AXA Group's "From Payer to Partner" strategy. The company emphasizes its desire to position itself as a partner for all its customers, focusing on three key areas of its Corporate Social Responsibility (CSR) policy:
- Protecting as many people as possible to reduce risks
- Taking action against climate change
- Promoting social inclusion for all
JUNE
Carrefour presents its raison d'être and CEO Alexandre Bompard has it voted on at the Annual General Meeting. Carrefour has also chosen to become a mission-driven company. As permitted by the PACTE law, a company can include social and environmental objectives in its articles of association, to which it will devote specific resources and monitoring.
Carrefour: "Our mission is to offer our customers quality services, products and food accessible to all through all distribution channels. Thanks to the skills of our employees, our responsible and multicultural approach, our local roots and our ability to adapt to production and consumption patterns, we aim to be the leader in the transition to food for all."
At the same time, MAIF made public its desire to become France's leading mission-driven company, and began work on defining its raison d'être. Dominique Mahé presents it as an extension and deepening of the Group's historic commitment.
MAIF: "Convinced that only sincere attention to others and to the world can guarantee real common good, we place it at the heart of each of our commitments and each of our actions. It is our raison d'être."
In the same month, Crédit Agricole presents its raison d'être. This new definition is part of the Group's new "PMT 2022" project, presented by Chairman Dominique Lefebvre.
Crédit Agricole: "Acting every day in the interests of our customers and society".
The new Group Project aims to provide a long-term vision for the entire Crédit Agricole Group. For a hundred years, two driving forces, "Utility and Universality", have placed the Group in tenth place among the world's banks. It aims to be "universal, complete, diversified and solid". Looking to the future, its raison d'être must guide its transformation. The Group defends the values of "proximity, solidarity, loyalty, responsibility and collective interest".
MAY
The PACTE law was officially published on May 22, 2019. Article 59 transforms articles 1833 and 1835 of the French Civil Code, introducing the notions of social interest, raison d'être and mission-driven company. Companies can now refer to a collective interest that gives meaning to the actions of all their employees and stakeholders. The "mission-driven" company label is inspired by the Benefit Corporations born in the United States, and the implementing decree relating to it was published in the Journal Officiel on January 3, 2020.
APRIL
Atos adopts its raison d'être. CEO Thierry Breton had it voted at the Annual General Meeting of Shareholders, and incorporated into the company's articles of association.
Atos: "Helping to shape the information space
Defending transparency and data protection, Thierry Breton explained that companies could no longer define "their role solely in terms of their financial performance". The CEO of Atos was keen to question the very principle of his company: is it acting legally and technically for a "desirable" future? Atos was the first CAC40 company to enshrine its raison d'être in its articles of association.
MARCH
Veolia has adopted its raison d'être and its CEO Antoine Frérot has set out its vision, so that the group's mission is to :
Veolia: "Resourcing the world
Veolia argues that today, "natural resources are becoming increasingly scarce, while our needs are growing in a world that is increasingly populated, urbanized and faced with climate change". According to Antoine Frérot, Chairman and CEO of Veolia Environnement: "At a time when many people are questioning the role and contribution of companies to society as a whole, I think it's important to remember their usefulness, starting with Veolia. Our company is successful because it is useful, not the other way around. It is our usefulness that makes us attractive to our customers; it is our usefulness that fuels the commitment of our employees; it is our usefulness that underpins the loyalty of our shareholders, customers and partners." Veolia intends to prepare for the future, "by protecting the environment while meeting the vital needs of mankind".
FEBRUARY
Even before the PACTE law was passed, Michelin and its CEO, Jean Dominique Senard, were already highlighting the Group's raison d'être and how to build it with stakeholders.
Michelin Our raison d'être is the intentional act of helping others to progress.
"Our raison d'être reflects who we are at Michelin. Yes, Michelin is transforming, but at the same time Michelin is maintaining its mission and core values. My message to each and every one of you is not to be afraid of these transformations. They will lead us to a bright future.
Jean-Dominique Senard
In its new strategic plan, Groupe PSA, led by Carlos Tavares, spoke of its raison d'être from the start of 2019.
PSA: "Preserve freedom of movement by offering safe, sustainable, enjoyable mobility that is accessible to as many people as possible".
For the PSA Group, "the transition from an old world to a new one is always full of opportunities. The company breaks this down into seven major trends that will "shape the future of mobility" : climate change, market divergence, connectivity and product autonomy, digitization, changes in consumer behavior and the sharing economy.
JANUARY
MEDEF has a raison d'être. Presented by Geoffroy Roux de Bezieux, its Chairman, it was unanimously approved by the Medef Executive Council.
MEDEF: "Acting together for responsible growth
"We have set ourselves this goal because we believe that business has a major role to play in transforming society. It can provide innovative and responsible solutions as close as possible to social, economic and environmental realities..
Geoffroy Roux de Bezieux
