“Only focus on short term profits will kill your business in the long run.” Over his 40-year career, Hans van Haarst, Corporate Director ESG at SHV, has seen sustainability evolve from a cost-cutting measure to a central business strategy. Though this transformation has not been without its challenges, Hans argues sustainability is a non-negotiable.
Instead of being marked by a singular moment, Hans’ journey was a slow burn – shaped by his changing roles and responsibilities over the years. “There wasn’t a single ‘aha’ moment,” Hans recalls.
“My career began in the 80s as a process engineer at Exxon. Back then, sustainability wasn’t about saving the planet. Instead, it was all about saving costs. Energy and water conservation were driven by a need to cut expenses – not necessarily by concern for the environment.”
A pivotal moment came when Hans joined AkzoNobel, where he was introduced to the Dow Jones Sustainability Index. “That’s when I started to understand that this isn’t just about reducing costs anymore – it’s about making a positive impact on the planet and society.”
“If you still wonder why this is necessary, just look around you, at the extreme wildfires in Europe and the floods in Asia. Climate change isn’t a theory; it’s happening and it’s something we can’t ignore.”
As Hans took on more leadership roles, he found himself battling with implementing sustainable solutions in a world that is still largely driven by short-term financial results.
“The fact is, a lot of sustainable solutions are more expensive than traditional methods,” he explains. “It’s hard to justify those costs when short-term financial results are expected from your stakeholders.” But Hans believes a long-term view is essential. “If we want meaningful change, we have to think beyond the next quarter.”
“As leaders of an organization, we have a responsibility toward the next generation.”
Beyond the financial costs, Hans has encountered another significant roadblock in his sustainability journey: the deeply ingrained mindset of constant growth. “We’re stuck in a mindset where success means more: more buying, more production, more consumption,” he explains. “But sustainability challenges that idea. At some point, more isn’t always better.”
This mindset is one of the toughest obstacles to overcome. Hans admits, “Honestly, I don’t have all the answers. But I do believe we need to rethink what success means – not just in terms of profits, but also in terms of our impact on society and the environment.”
Given these two significant roadblocks, Hans argues that the only way forward is through the creation of entirely new value chains. “The current systems, built to prioritize profit above all else, can’t handle the shift toward sustainability. If you’ve got a chain with dozens of players, all trying to hold on to their margins, it’s incredibly difficult to redistribute and prioritize sustainability,” he explains.
“The solution therefore lies in building new chains from the ground up, where sustainability is deeply embedded in how companies operate. “We need new business models to accelerate this shift,” he says. “Existing structures are built on old paradigms. So, to really move forward, we need to collaborate with competitors, partners – even across sectors.”
“Existing structures are built on old paradigms, and to really move forward, we need to collaborate with competitors and partners - even across sectors.”
Throughout his impact journey at SHV, Hans worked closely with Anne Kloosterboer, co-CEO of LQ. Hans: “What I appreciated most was the hands-on, no-nonsense approach that LQ brought to the table. While we were navigating complex issues, they kept things practical, always focused on the bigger strategic picture.”
Now for Next emphasizes bold leadership and long-term value creation, principles that Hans consciously embodies in his role as Corporate Director ESG. “We need to be bold enough to think beyond what’s comfortable. Sustainability requires leaders who are willing to disrupt not just their industries but themselves.”
So, are you ready to take the bold, next step? Read more about Now for Next.
