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Interview. with Peter Bakker, new President of the World Business Council for Sustainable Development

What is the role of the WBCSD?

The World Business Council for Sustainable Development (WBCSD) is a CEO-led organization of forward-thinking companies that want to create a sustainable future for business, society and the environment. Together with its members, the council applies its respected thought leadership and effective advocacy to generate constructive solutions and take shared action. Leveraging its strong relationships with stakeholders as the leading advocate for business, the council helps drive debate and policy change in favor of sustainable development solutions.

The Council provides a platform for its 200 member companies – who represent all business sectors, all continents and a combined revenue of over USD 7 trillion – to share best practices on sustainable development and to develop innovative tools. We also benefit from a network of 60 national and regional business councils and partner organizations, a majority of which are based in developing countries.

What do you think of Geneva?

The WBCSD has been based in Geneva since 1995. The city is a central hub for international organizations, UN and non-UN alike, and as we interact and work with many of these groups, Geneva is a very convenient location. It’s also a beautiful city, with amazing lake and mountain views. It’s ideally situated in Europe, and offers all the advantages of a big international city without the inconveniences.

You were CEO of TNT. Why did you decide to join the WBCSD?

It’s very simple. I took on this new role because I want to save the world. This may seem simplistic or arrogant but it’s not. I think we are in a very unique situation today and I see a combination of positive signals that tell me the foundations are being put in place for more radical change in the decades ahead. Business is starting to build sustainable development into its strategies, the UN is increasingly recognizing the private sector is essential to finding solutions to the world’s social, economic and environmental challenges, and NGOs and companies are working together. Not only is business now seen as a credible party in the discussions but some people even argue that the key to solutions will come from business as politicians are struggling to provide leadership. Many progressive companies are starting to show a track record and I believe there is no more powerful type of organization to deal with fast-changing environments than business. On a more personal note, the timing was right for me to move on. I had been at the helm of TNT for 10 years and was looking for a new challenge, connected to my own personal journey. A key element on this journey has been my involvement with the UN World Food Program which has really taught me we have the means today to drive change, and I want to be part of this change.

What are the WBCSD’s priorities in 2012?

The world is preparing for the UN Conference on Sustainable Development in June, referred to as Rio+20. Despite lack of clarity on the agenda, Rio+20 will be a major milestone for the WBCSD as we were originally founded to provide the business voice at the 1992 Earth Summit.

A set of three complementary efforts will form the nucleus of our activities in Rio. First, Vision 2050, a report that outlines pathways to achieving a world of 9 billion people living well, within the limits of our planet’s resources, will be a cornerstone of our input. Second, we will release Changing Pace, a discussion paper defining a public policy framework for Vision 2050. Third, our member companies have agreed to sign up to « commitments to action » to demonstrate they are serious about implementing Vision 2050. In addition, with the International Chamber of Commerce and the UN Global Compact, the WBCSD is also convening the Business Action for Sustainable Development (BASD 2012), a platform to formally engage progressive business with the UN and member countries. A key BASD undertaking will be a Business Day in Rio on June 19, the day prior to the start of the summit.

Is the current economic crisis negatively impacting the sustainability efforts of companies?

If you consider that sustainability is an add-on, then undoubtedly a global economic crisis as the one we are currently experiencing will divert companies from sustainability. Yet, this is not the case for the progressive companies the WBCSD represents. I want to believe they represent capitalism with a conscience, meaning that they understand they are not disconnected from the societies in which they operate, they are part of the social fabric.

Looking ahead, what are the challenges for the WBCSD in the next five years?

From my perspective, the key challenge will be to mobilize business-driven solutions. I believe companies will play a critical role in helping to solve some of the world’s most pressing challenges. But in order to make a greater impact, we need to scale up and share the great solutions that many companies have already developed while pursuing our awareness-building efforts. This will involve both encouraging more companies to participate in sustainability programs and ensuring sustainable solutions receive the support they need from governments and policy makers. And finally, with the world under increasing pressure, from the way we use resources to the many inequalities present in our societies, it’s clear that the scaling up has to happen quickly.

Peter Bakker, President http://www.wbcsd.org/home.aspx