What is Net Positive?
Net Positive is a concept that seeks to create a state in which the positive impacts of a company’s or organization’s activities on society and the environment outweigh their negative effects. Going beyond simply reducing environmental impact (“sustainable”) or offsetting harm (“carbon neutral”), it is defined by the ambition to actively improve society through business activities.
The concept was articulated by figures such as Paul Polman, former CEO of Unilever, and has emerged in recent years as a key business trend—evolving from ESG management and CSV (Creating Shared Value).
Traditional corporate activities have primarily focused on legal compliance, reducing environmental impact, and fulfilling social responsibilities. In contrast, Net Positive calls for proactive value creation:
・Environment: Going beyond CO₂ reduction to actively contribute to natural regeneration
・Society: Going beyond job creation to enhance the quality of life and well-being of communities and individuals
・Economy: Going beyond corporate profits to increase the value of industries and society as a whole
Why Companies Are Now Expected to Be Net Positive
As social challenges such as climate change, resource depletion, and widening inequality intensify, simply “reducing negative impacts” is no longer sufficient in a landscape where many organizations are already pursuing initiatives like the SDGs. In this context, net positive can be understood as a management principle that enables companies to achieve competitiveness, trust, and sustainable growth simultaneously.
By shifting from “harm reduction–focused management” to “management that maximizes positive impact,” and by positioning business activities themselves as drivers of social and environmental progress, organizations can earn long-term societal support and sustain growth.
What are GARDE’s “Emotional Management Assets” as a design consulting firm?
As a premise, business value and assets are strongly influenced by the emotions and feelings embedded in what companies and organizations offer.
In today’s business environment, where corporate value is no longer determined solely by financial metrics or functional advantages, emotional values—such as trust, empathy, pride, and affection—held by customers, communities, and society are believed to influence stock prices, long-term brand strength, and management sustainability.
The spaces, designs, and consulting services provided by GARDE function as powerful branding assets that generate emotional value. Because people spend their lives within various spaces, these environments are not merely physical locations; they profoundly influence human emotions, behaviors, and values.
In spaces imbued with emotional value:
① People experience comfort, pride, and an intangible sense of charm
② A sense of abundance, belonging, and recognition is fulfilled through activities such as purchasing, living, dining, or dressing
③ Affection, trust, and respect toward brands or facilities are cultivated
These intangible assets are difficult to quantify through short-term KPIs. However, over time, they compound into tangible business outcomes—such as increased word-of-mouth and recommendations, trust from decision-makers and local communities, brand-driven purchasing behavior, and higher repeat rates—ultimately contributing to corporate growth.
GARDE’s strength lies in creating value aligned with contemporary needs—beyond mere construction or development—through its integrated business services. Through design consulting, corporate matching, development, art, and real estate, GARDE enables the intentional creation and management of clients’ emotional assets, delivering a net positive emotional experience.
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