Valer Hancas, Kaufland: “Sustainability cannot exist without profitability”

“A factor that could anchor us very well in reality is the degree of trust that consumers have in brands. There is an international study that has been going on for at least 35 years in which the business sector was not in the top of respondents’ preferences until 2020, because this top was dominated by the government, the army, or other institutions.

Something changed starting with 2019-2020, and brands were given the opportunity to demonstrate to the general public that the paradigm in which business is just for business is no longer valid, because business should be done for people,” Valer Hancas, Corporate Affais & Communication Director, Kaufland Romania said at Retail Forward 2025 organized by The Diplomat-Bucharest.

Key statements:

• Sustainability can also mean safety in this period and I think we need safety more and more worldwide. Businesses must also take into account certain social aspects.
• In the last 3 years, the business sector takes the 1st place in the top of consumer trust. From a socio-economic, political or geopolitical point of view, brands are the ones that have always been there for the consumers, demonstrating that they are a social anchor that you can rely on in turbulent times from many points of view.
• Over 70% of respondents globally mentioned that brands are at the top of their preferences when it comes to trust. I believe that in Romania, retail has demonstrated that, starting with 2020, it is the most important social anchor when it comes to the business sector.
• A recent study conducted in Romania revealed that retail is the first industry in a top when it comes to trust and sustainability.
• Sustainability cannot exist without profitability. A company must first and foremost be profitable to allow itself to implement a strategy in which to introduce sustainability projects.
• Retail is one of the best educators in Romania. We run educational programs for millions of customers. Leaders in modern retail are involved in society. We are an industry with over 300,000 employees.
• Capping prices on certain products may be a temporary solution, but it should be done for as short a period of time as possible.
• We have a program dedicated to recruiting people with disabilities. So far, we have hired over 500 people with disabilities in Romania and we are trying to double this number. It took a change in mentality to adapt and to find solutions for the specific job requirements of these employees.