The theme chosen for this year's Produrable event – "Heritage: Protect, Restore, Transmit" – resonates particularly well in a world where durability has become a condition for survival as much as a societal project. With 750 speakers and 340 partners, Produrable confirmed that we are entering an era where CSR is no longer an isolated department, but the very heart of strategy.
Here are three strategic lessons for creative SMEs and the retail sector.
1. Prioritize Transmission Over Innovation
David Teece reminded us that organizations cannot reinvent themselves without taking into account their "path dependency" – the heritage that structures their future choices. For creative SMEs and retail, this is not a brake; it is a foundation. The transmission of know-how, brand narratives, and local practices becomes a lever for innovation. A sustainable product is not just "ecological"; it is a carrier of continuity.
2. Finance Transition as an Investment, Not a Constraint
Discussions on business models showed an interesting evolution: sustainability is no longer presented as an additional cost but as an investment generating resilience. Impact funds, the emergence of green bonds for SMEs, and the rising demands of consumers are converging. Companies that position themselves early are structuring a competitive advantage that will be difficult to catch up with.
3. Make Corporate Culture the Foundation of Transformation
Edgar Schein reminds us that culture is the "invisible software" that conditions behaviors. At Produrable, one evidence stood out: a CSR strategy does not survive if it is not embodied by internal culture. Transparency, managerial exemplarity, and collective engagement are more structural than any label. Sustainability is primarily a matter of shared values before being a matter of reporting.
Conclusion
Produrable 2025 sent a clear signal: for SMEs, creative industries, and retail, sustainability is a new strategic language.
- To inherit is to innovate differently.
- To finance is to invest in longevity.
- To transmit is to give meaning to performance.
The question is no longer: should we be sustainable?
The question is:
what organization do we want to transmit, and at what cost if we fail?