10/50/50
In ten years, 50 percent of what we do should be things we do not do today, and with 50 percent lower climate impact. When we first set our renewal target in 2015, it felt almost beyond reach. Ten years later, we had achieved it. Now, as we have begun a new ten-year chapter, we are raising the ambition by adding a climate dimension. 10/50/50 captures our ambition to build sustainable companies through impatient renewal and long-term perspective — creating value for both business and society.
Why 10/50/50?
Axel Johnson's 150-year history is characterized by a combination of long-term company building and constant renewal. Our renewal goal is a strategic guiding star that provides direction, drives the pace of development in our companies and creates a shared goal. Achieving it requires renewal, new ways of working and innovation across all parts of the business. There will be many steps along the way, and our renewal will often begin on a small scale — in everyday decisions, in the courage to try new things and in the ambition to do things a little better than yesterday. But it is also about the major shifts where we aim to combine growth with reduced climate impact.
To show how 10/50/50 translates into action, we have organised our work into three levels. It starts with continuous renewal and transition in our companies. The next level is business development and the creation of new offerings. At the top we have acquisitions and major initiatives that reshape the playing field.