Jochen Zeitz: Kruger Cowne’s Inspiring Speaker of the Week

Jochen Zeitz stands out as a visionary leader in business and sustainability. His remarkable career has seen him transform global brands like PUMA and Harley-Davidson, leaving an indelible mark on corporate culture and environmental responsibility.

As the former CEO of PUMA and current CEO of Harley-Davidson, Zeitz has consistently shown a commitment to balancing profitability with sustainable practices, setting new standards for corporate social responsibility.

Zeitz’s journey spans various sectors, from sportswear to motorcycles, and extends to African conservation efforts. His innovative approach has had an impact on global markets, mainly through the introduction of electric motorcycles and sustainable tourism initiatives.

This article explores Zeitz’s leadership philosophy, groundbreaking 4C Framework for sustainability, and philanthropic endeavours. It also delves into how his ideas are revolutionizing corporate culture and why he’s considered an inspiring speaker for those looking to make a positive change in the business world.

From Puma to Harley-Davidson: Zeitz’s Leadership Journey

Youngest CEO in German History

Jochen Zeitz‘s remarkable leadership journey began at Puma, where he joined in 1990. In 1993, at 30, he was appointed Chairman and CEO, becoming the youngest CEO in German history to head a public company.

This appointment came at a critical time for Puma, as the company was facing significant financial difficulties.

Reviving Iconic Brands

Zeitz’s tenure at Puma marked a successful turnaround strategy. He led a worldwide restructuring of the company and implemented a long-term development plan that saw Puma’s share price gain approximately 4,000 per cent in 13 years.

Under his leadership, Puma transformed from a struggling company into one of the top three sporting goods brands globally.

In 2020, Zeitz took on a new challenge as CEO of Harley-Davidson. He introduced ‘The Rewire’, a strategic plan to prioritize and enhance the company’s core strengths.

This was followed by ‘The Hardwire’, a five-year strategy that included initiatives such as a pre-owned motorcycle program and investment in parts, accessories, and financial services.

Implementing Sustainable Strategies

Sustainability has been a cornerstone of Zeitz’s leadership approach. In 2008, he introduced PUMAVision at Puma, an ethical framework defined by four key principles: fairness, honesty, positivity, and creativity.

He also pioneered the Environmental Profit & Loss Account (E P&L), which puts a monetary value on a business’s use of ecosystem services across the entire supply chain.

Zeitz has continued his commitment to sustainability at Harley-Davidson. He is credited with bringing the company’s first electric model, the Harley-Davidson LiveWire, to fruition in 2019. This move has revitalized its image and positioned it at the forefront of sustainable innovation in the motorcycle industry.

The 4C Framework: A New Approach to Sustainability

Jochen Zeitz’s commitment to sustainability is exemplified by the innovative 4C Framework, a holistic approach to integrating sustainable and regenerative practices into businesses. This framework, designed by practitioners and experts, breaks sustainability into four interconnected components: Conservation, Community, Culture, and Commerce.

Conservation

The conservation aspect of the 4C Framework focuses on safeguarding biodiversity and supporting global needs. It emphasizes the importance of thriving ecosystems and biodiversity for the survival of people and the planet. The framework encourages businesses to implement strategies that protect and enhance the natural environment, recognizing the role of ecosystem services in sustaining life.

Community

Community engagement is a crucial element of the 4C Framework. It emphasizes creating a positive impact and uplifting communities. The framework recognizes that everyone has the right to have their basic needs met and that businesses have a fundamental obligation to enhance the well-being of the communities in which they operate. This approach fosters sustainable development and promotes ethical employment practices.

Culture

The cultural component of the 4C Framework emphasizes cultural heritage and the celebration of diversity. In an increasingly globalized world, this framework recognizes the importance of respecting cultural differences whilst celebrating commonalities. This approach nurtures understanding and harmony among communities, acknowledging that cultural respect is crucial for a sustainable future.

Commerce

The commerce aspect of the 4C Framework focuses on developing sustainable sources of income for the greater good. While acknowledging that trade and wealth accumulation have been central to civilizations’ development, civilizations recognize that computerized commerce can have negative impacts. The framework promotes a holistic and sustainable approach to business, ensuring that commercial activities contribute positively to society and the environment.

The 4C Framework has proven effective in helping leading eco-lodges, travel businesses, and conservation projects adopt holistic sustainability strategies. By implementing this framework, organizations’ external and internal stakeholders understand the interconnectedness of the four components and ensure that local contexts are applied to strategic sustainability thinking.

Zeitz’s Philanthropic Endeavors

Zeitz Foundation

Jochen Zeitz established the ZEITZ Foundation in 2008, a non-profit organization organizing sustainable projects that enhance livelihoods and foster intercultural dialogue. The foundation’s mission is to create and support ecologically and socially responsible projects with long-lasting impact, guided by a holistic balance of conservation, community, culture, and commerce—known as the 4C philosophy.

The foundation has significantly impacted education in Kenya, building six schools recognized for their unrecognized practices and rainwater harvesting systems. These schools have educated over 1,800 children, demonstrating the foundation’s commitment to sustainable development and community empowerment.

Female empowerment is another key focus of the ZEITZ foundation. The foundation established the SATUBO Beading Group, which provides local women with business ventures while promoting inter-tribal peace. In 2019, the foundation launched its first vocational training centre, the All-Women Anti-Poaching Ranger Academy, breaking down barriers in a traditionally male-dominated industry.

Zeitz Museum of Contemporary Art Africa

The Zeitz Museum of Contemporary Art Africa (Zeitz MOCAA) is a public, not-for-profit contemporary art museum that collects, preserves, researches, and exhibits 21st-century art from Africa and its Diaspora. Established through a partnership between the V&A Waterfront and collector Jochen Zeitz, the museum aims to promote intercultural understanding and guarantee access for all.

The Zeitz Collection, founded by Jochen Zeitz in 2002, forms the core of the museum’s holdings. It is considered one of the most representative collections of contemporary African and Diaspora art. The collection’s mandate is to collect and preserve contemporary cultural artefacts of Africa.

American Friends of Zeitz MOCAA, an independent non-profit organization, was founded to support the museum’s mission. Under the leadership of Liesl Tommy, it works to advance the presence of contemporary African voices within the United States. It supports exhibitions, publications, art classes, and free museum access at Zeitz MOCAA.

Supporting Wildlife Conservation

The ZEITZ Foundation has initiated several projects to support wildlife conservation. In 2020, the foundation launched the Tree of Life Reforestation Initiative, aiming to plant over 2 million indigenous trees in the coming years. This project, set to become East Africa’s largest reforestation project on a private conservancy, is crucial for restoring and replenishing the land, creating underground water reserves and fertile topsoil, and increasing carbon sequestration capacity.

The foundation is also working towards creating a Rhino Sanctuary on Segera to support rhino conservation. This initiative addresses the critical challenges facing rhino conservation in Kenya, including poaching and catastrophic habitat loss.

Through these diverse initiatives, Jochen Zeitz’s philanthropic endeavours demonstrate a comprehensive approach to sustainability, conservation, and cultural preservation, significantly impacting various sectors in Africa and beyond.

Inspiring Change in Corporate Culture

Redefining Shareholder Value

Jochen Zeitz’s approach to corporate culture centres on redefining the role of business in society. He advocates for a new definition of shareholder value that is socially just and environmentally sustainable. Zeitz believes that whilst creating shareholder value is necessary for job creation and economic growth, it should not come at the expense of everything else.

His vision involves marrying sustainability with growth, emphasizing the importance of how businesses grow within planetary boundaries.

Promoting Long-term Thinking

Zeitz encourages businesses to adopt a long-term perspective on sustainability. He views transforming a business as an investment, similar to investing in R&D or marketing. Zeitz argues against the short-term view that sustainability should immediately pay for itself, stating that it’s an investment in developing new materials and processes. This approach requires businesses to think beyond immediate returns and consider the long-term benefits of sustainable practices.

Encouraging Ethical Leadership

Zeitz’s leadership style emphasizes ethical behaviour and bold decision-making. In 2008, he introduced PUMAVision at Puma, an ethical code of behaviour that applied to company staff, business dealings, and relationships with external organizations. He also organized an environmental profit and loss account, which set a monetary value on the natural resources used by Puma across its supply chain.

Zeitz advocates for a hands-on approach to leadership, stating, “You have to get your hands dirty”. He believes in seeing the impact on the ground, especially far down the supply chain, to understand if sustainability initiatives are working.

Moreover, Zeitz challenges traditional consumer-driven approaches to business. He argues that in today’s rapidly changing world, businesses need to consider using products to create new demand rather than simply satisfying existing ones. This forward-thinking approach aligns with his vision of companies as drivers of positive change.

Through these principles, Zeitz has demonstrated that significant business growth while prioritizing sustainable practices is possible. His leadership at Puma, where he increased the company’s share price by 4,000 per cent while implementing groundbreaking sustainability initiatives, serves as a powerful example of this approach.

Book Jochen Zeitz at Kruger Cowne

Jochen Zeitz, a renowned business leader and sustainability advocate, is available for speaking engagements through Kruger Cowne. His extensive experience in transforming global brands and championing sustainable business practices makes him an invaluable speaker for organizations seeking to understand the complex landscape of modern business.

Zeitz’s talks cover many topics, including sustainable business practices, corporate social responsibility, and innovative leadership strategies. His unique perspective, shaped by his roles as the former CEO of PUMA and current CEO of Harley-Davidson, offers audiences insights into balancing profitability with environmental and social responsibility.

As a speaker, Zeitz draws upon his practical experience implementing groundbreaking initiatives such as the Environmental Profit & Loss Account (E P&L) at PUMA and introducing electric motorcycles at Harley-Davidson. His talks often explore the 4C Framework for sustainability, providing organizations with a framework for integrating sustainable practices into their operations.

Zeitz’s philanthropic endeavours, including establishing the ZEITZ Foundation and the Zeitz Museum of Contemporary Art Africa, further enrich his speaking engagements. These experiences allow him to discuss the importance of corporate philanthropy and its role in fostering positive change in communities.

Organizations interesteOrganizationsJochen Zeitz for speaking engagements can contact Kruger Cowne, a leading talent management agency. Kruger Cowne’s team can provide detailed information about Zeitz’s availability, speaking topics, and engagement terms. By engaging Zeitz as a speaker, organizations can gain insights into sustainable business practices and innovative leadership strategies from one of the most respected figures in the global business community.

Conclusion

Jochen Zeitz’s remarkable journey from transforming global brands to championing sustainable business practices offers valuable lessons for today’s corporate world. His innovative approach, exemplified by the 4C Framework and groundbreaking initiatives like the Environmental Profit & Loss Account, showcases how businesses can balance profitability with environmental and social responsibility.

Zeitz’s leadership style, which emphasizes ethical behaviour and long-term thinking, has impacted corporate culture. It encourages businesses to look beyond immediate returns and consider their broader role in society.

Zeitz’s philanthropic efforts, including the ZEITZ Foundation and the Zeitz Museum of Contemporary Art Africa, further highlight his commitment to positive change. These initiatives demonstrate the power of corporate philanthropy to foster sustainable development, support conservation efforts, and promote cultural preservation.

Book Jochen Zeitz for your event today at Kruger Cowne to gain insights from this visionary leader who continues to inspire change in the business world, proving that it’s possible to achieve significant growth whilst prioritizing sustainable practices.