However, as Ambreen Waheed, the new Global Responsibility Director at Stora Enso’s joint venture company Bulleh Shah, knows, a vigorously growing market also holds potential risks of doing business.
“I am here to build an integrated responsibility culture,” Ambreen says.
Challenges have always motivated Ambreen Waheed. Her new work as Global Responsibility Director at Stora Enso’s joint venture company in Pakistan is just another example of the ambition this woman seems to carry within.
After 15 years of heading the CSR (Corporate Social Responsibility) thinkthank she founded herself, Ambreen decided to jump to yet another road less travelled and joined Bulleh Shah Packaging Limited, a Pakistani joint venture company of Stora Enso and Packaging Limited, in March 2013.
“We need to think outside the box to live in a responsible way on every level,” Ambreen says. “I am confident that we can develop good solutions; after all, we have a good team at Bulleh Shah. I also enjoy working with my colleagues from Stora Enso. We share a similar passion for work and for creating new things.”
“Understanding a company’s operational environment is essential. Only then can one understand why certain actions take place. Understanding is a key to change,” Ambreen highlights.
To illustrate this, Ambreen gives an example from Bulleh Shah’s value chain: “We use wheat straw as our raw material for packaging board. In collecting our raw material, we deal with numerous farmers growing wheat. There are instances where there’s a clear risk that children may be working on farms.”
Typically, a reaction in such a situation might be to consider abandoning the farmer, without understanding why a child is on the farm. Another typical reaction on seeing children at work would be for a company to support the opening of a school.
“These reactions do not necessarily address the real reason such a situation exists. In all actions local social and cultural context needs to be taken into account. For instance, parents withdraw children from school seeing that the poor education doesn’t improve their child’s employment opportunities. This doesn’t mean children should work and not go to school. It means the best solution cannot be determined unless the context is also understood,” Ambreen says.
For her, the best solution is cooperation that benefits all parties. And it also means promoting education.
“This is a basis for the work we are doing.”