The Role of Corporate Sustainability As Told by Keter CEO Alejandro Pena

It is increasingly more work to find businesses that need help understanding or playing to the importance of sustainability. The world has shifted in recent years, making it more critical than ever for businesses to grow and acclimate. Keter is a sustainable manufacturer of resin-based home goods and garden decor. Based in Israel, Keter has almost a century of experience in the industry while providing clients with access to affordable and sustainable solutions.

Alejandro Pena was brought aboard Keter Group to provide guidance and expertise throughout the company’s expansion into newer markets. Along the way, Keter Group has been following the environmental lead by CEO Alejandro Pena, a motivator in the company’s decision to release an annual ESG report.

Let’s examine how ESG reports and sustainability reshape how modern businesses approach their work.

The Work of Alejandro Pena

Alejandro Pena has spent decades working within the industry, helping businesses find solutions to issues while governing a rostering of workers. Pena’s role as the CEO of Keter Group has empowered him to emphasize the importance of sustainability and environmentalism. Pena believes ESG is a differentiator in the marketplace, putting Keter Group ahead of its competition.n

Pena states, “When I became the company’s CEO, it was evident to me that we were not just a company with a purpose of creating value for our shareholders, but a company with multiple stakeholders and purposes.”

Just a handful of years ago, a study by Wharton University revealed that 34% of Generation X consumers were willing to spend more to buy from sustainable suppliers. That study has recently risen to more than 90% of Generation X buyers. With such a monumental shift in buyer attitude, it was important for Keter to acclimate to continue thriving.

Pena states, “One of our pillars is not only are we going to be a business driven by innovation but that we are also going to live by the values of being good to the environment and our communities.”

Sustainable Efforts Yield Profitable Outcomes

As Alejandro Pena and Keter Group emphasize sustainability in their operations, the benefits are becoming more broadly known. Alejandro Pena believes that sustainability is continuing to give his team a competitive and moral advantage compared to competitors.

Pena states, “We will continue to see the markets evolve where consumers are going to increasingly become more and more aware of what is good for the environment and what is good for the world that we live in.”

Alejandro Pena suggested that companies will increasingly become accountable to the wants and needs of their consumers.

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