Diaz: Quality of life and how business trends are changing investment

In today’s rapidly changing world, the concept of "quality of life" has become a key buzz word, not only in private sector and government planning or the healthcare sector but also in the business environment.

The new generation is not only measuring economic success purely by profit margins and market share is increasingly connecting and valuating with companies based on their impact on people’s well-being and creating happy health living for consumers and stakeholders.

Questions are being asked on how companies are contributing to healthier, safer, more balanced, and fulfilling lives and applying new motivation and coaching, and developing their teams to thrive in the business world.

The new generation is growing more focused of health, environment, work-life balance, and social equity, and as a result, corporates are responding by changing how they invest, develop products, new services and engage communities.

But what exactly is "quality of life" and how are modern business trends are aligning with it, and what does this means for the future of investment and development across the world?

Quality of life generally refers to the general well-being of individuals and societies and includes not only wealth or income but a number of factors including healthy life styles of all teams. These include physical and mental health, access to education and clean water, safety and security, job satisfaction, the quality of the environment, meaningful social connections and community support and freedom, equality, and dignity.

Different organizations have attempted to measure quality of life in various ways, for instance, the United Nations Human Development Index (HDI) combines health, education, and income indicators, while others like the Organisation for Economic Co-operation and Development. (OECD) Better Life Index include factors like housing, work-life balance, and civic engagement.

As expectations towards quality of life continue to grow, so too are the strategies of businesses that serve people. Much of the 20th century, the primary aim of business was to maximize shareholder value but now in the 21st century, a new model is emerging, one where companies are judged not just by what they earn, but also by how they improve lives and support communities, the planet, and sustainability strategies.

The Covid-19 pandemic served as a wake-up call to businesses and organizations. From office design, hybrid working arrangements, and sick leave policies to healthcare access and mental health support, businesses are now acknowledging that the wellbeing of employees is directly linked to productivity and resilience.

There is now more investment in health insurance and wellness programs, mental health services and counseling, ergonomic office designs and remote work flexibility, and fitness and healthy lifestyle incentives. Like many of us in private and public leadership, we enjoy working out and most colleagues encourage healthy living.

Private companies are challenged to sponsor more sports and activities events to contribute a healthy people and will benefit from great emotional connection with consumers.

Major global companies like Google, Salesforce, and Microsoft have adopted employee wellness programs, flexible working conditions, and mental health days, setting the standards for standards for workplace expectations.

Secondly, consumers are increasingly choosing brands that care for the planet and this has forced businesses to adopt more sustainable practices and create products that reduce harm to the environment. Brands that contribute to activities that lead in marketing healthy and building success for entrepreneur ship are positioning and growing business across Africa.

The buy Africa, Build Africa branding and healthy concept continues to grow markets and connect growth of business and people leadership for intra Africa markets.

These trends include investing in renewable energy, eco-friendly packaging and supply chains, producing products designed to be reused or recycled, and actively supporting biodiversity and local environmental initiatives.

Companies such as Unilever and Patagonia are taking the lead in sustainability, embedding environmental care in every part of their businesses, from sourcing to manufacturing to packaging.

Finally, more businesses are now investing in diversity, equity, and inclusion because they understand that fair treatment, opportunity, and representation enhance innovation and employee satisfaction.

Companies are increasingly hiring more diverse teams, offering fair wages and equal pay for equal work, supporting women and youth and other minority groups and creating safe spaces for employees of all backgrounds.

With today’s consumer being more informed, vocal, and values-driven, business strategies have had to evolve and continue to demonstrate responsibility to support the planet and contribute to net zero programs and objectives.

Investors are today looking beyond profits and investing in impact. Global investors continue to invest in Africa and rest of the world with globalization, artificial intelligence and new technologies making business to scale and cost efficient in most industries.

Impact investing means putting money into companies and smart projects that improve social and environmental outcomes while still making returns. These could include affordable housing, clean energy, or inclusive education and happy healthy living industries and products.

Technology is also no longer just about faster performance but is becoming increasingly about making life easier, safer, and more connected. From wearable health monitors to AI-powered learning tools, innovation now focuses on human needs and keeping consumers with the best services and products.

Apps like Babylon Health are offering remote doctor consultations, platforms like Khan Academy are providing free online learning and mobile payment systems like M-PESA in Kenya is empowering millions of underserved people with simple cash transfer technologies and facilitating credit to unbanked populations.

Increasingly we are seeing that companies that stand for something bigger than just their product are gaining loyal customers. Consumers, especially the new generation, want to buy from businesses that reflect their values. Brands like TOMS (shoes), which donates a pair for every one sold, and Ben & Jerry’s, who supports social justice causes, have built global communities around shared purpose.

Businesses are also creating products and services with the user’s full experience in mind and putting empathy and everyday needs at the center of design. For example, furniture giant IKEA is investing in affordable, space-saving furniture that improves home life for families with limited resources.

Lastly, businesses are realizing that empowering local communities boosts their own long-term success. For example, supporting local suppliers, artisans, or farmers strengthens trust and improves economic stability. For example, Nestlé and Mars have farmer outreach programs in Africa and Asia to improve crop quality and farmers’ income.

In Africa as well, as companies as countries strive to raise living standards and reduce poverty, there’s also a growing interest in companies to invest in improving quality of life. Key areas of investment include in affordable healthcare where start-ups like Zipline and LifeBank in Nigeria are revolutionizing access to health supplies through the use of drone technology to deliver medicine in remote areas.

Companies like BBOXX and M-KOPA provide solar energy solutions for off-grid homes and platforms like Eneza Education offer affordable digital learning via basic mobile phones.

Today, the connection between business and quality of life is no longer optional but rather essential and companies that demonstrate commitment to initiatives that improve quality of life will attract more talent, retain more customers, and enjoy greater public trust.

Governments, mostly in more developed nations, are also adjusting policies to support this shift by offering tax breaks and other incentives for businesses that contribute to social, clean industrial development and environmental goals.

The future game changing strategies will need government support, and be driven by the private sector and business partnerships, that drives about 80 per cent of global GDPs.

While businesses that ask, how are we making life better? Many companies should change to new market and consumer dynamics to progress growth.

While Strategy is best using Kaizen model of business principles, that is, continuous improvement, as much as keeping workers healthy, the challenge to reduce wastages in life and business is more critical today. Companies and public sector need to create opportunities, growth of employment, entrepreneurship for the young leaders in a competitive world.

The future is in our hands, to work together. Private and public sectors need to collaborate strongly. We are resilient and business can be stronger and progress further with a more competitive terms of business, and quality global landscape of doing business.

Chris Diaz

Business leader 

Chairman Adili Group 

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