Last week's New Normal seminar in Houston continued the success of the Singapore and Frankfurt events. It sparked lively debate about the major opportunities for future growth in the New Normal. These include:
• The over-55 age group in the West - already 272m in number
• Those millions emerging from poverty in the East
One key discussion was around the different outlooks of Western companies, versus many of those in the Middle East and China. As the chart shows:
• Western companies focus on economics, with some input from politicians eg taxes, employment law. American companies in particular believe the Profit & Loss (P&L) account is the key driver of success
• This is not so true in the Middle East. Companies there have a focus on the P&L, but usually have close linkages to government, and are very mindful of social needs such as providing employment
• Companies in China start from a different perspective. The majors such as Sinopec are largely state-owned, and their prime role is to act as utilities, providing raw materials to the factories to keep people employed
These distinctions are now taking on growing importance. In 1980, almost all the major companies were Western in orientation, and focused on the P&L. But today, half of the Top 10 companies are from the Middle East and China. So their views matter.
This is another example of the power of the Shared Value concept. As Harvard's Prof Michael Porter has argued, it creates the potential for "the next wave of innovation and productivity growth". It enables companies to focus on long-term opportunities and not just short-term financial metrics.
There is no going back to the post-1980 Supercycle world. Companies who now adopt the Shared Value approach will position themselves for success in the New Normal.
The next New Normal courses are later this month in Singapore, and in London in December. Please click here for more details of how to join.