Case Study

Mars Catalyst


Economics of Mutuality is an alternative ‘correlative capitals’ business model to the Milton Friedman Chicago School of Business model of financial capitalism, and endeavours to be adaptable to other businesses. Mars Catalyst’s simple, stable and actionable metrics were developed involving many partners, experiments and revisions. 


Mars shareholders had a holistic view and sought to determine a ‘right level of profit’ that would promote value chain stability and business sustainability. In 2007, the “intentional business model” was introduced and in 2009, Mars pioneered the Economics of Mutuality (EoM), launching multiple pilots to enable a transition from a profit maximization business model to a holistic value optimization approach incorporating People, Planet and Profit Dimensions (3Ps) through simple, stable, actionable and non-monetized metrics. In 2014, EoM went public.EoM assumes that business behaviour can only be meaningfully altered through measurement. Mars measures the business contribution, e.g., Maua after two years is 11%+ of the Kenya business (Profits) and addresses root causes (People and Planet). Collecting data and measuring holistic impact continuously along the Maua value chain is a promising work in progress. Mars does not currently compare results to other organisations. The different business units are separate, but do not aggregate for performance management. Similar business models have the same KPIs – aggregated for reporting purposes.


Mars shared findings in 2014 with the World Economic Forum in Davos through a special journal on mutuality in business, and also produced short videos for the Economics of Mutuality –https://vimeo.com/128297310 and the EoM-based Maua initiative –  https://vimeo.com/128294699



Customised EoM metrics, measuring 3Ps in a non-monetized way that is simple, stable, and actionable for business



Partners are satisfied that the framework is high-quality, twice peer-reviewed, provides them with insights and hence are interested in implementing it. Mars uses and tests many types of data acquisition. People data is collected quarterly and social performance is measured annually. Mars has an internal team (Catalyst), other business units and third parties for IA.



A. Environmental Stewardship
To protect the environment, we organize programmes like mangrove nursery and Reforestation, Coastal and River Clean-Up, Community Based Environmental Solid Waste Management, Environmental IEC Campaign and Eco-Academy

B. Food Security and Sustainable Livelihood
To ensure a sustainable livelihood for the community, eco-tourism include Buhatan River Cruise Visitor Center Buhatan River Mangrove Boardwalk are run by the community. Others include Organic Vegetable and Root crops Farming, Vegetable and Root crops Chips and by-products Processing and establishing a Zero waste store.

C. Empowered Communities
To empower the community, we provide product and Agri-Enterprise Development Training, Immersion and Learnings Exchange Program, Earth Warrior Training and Community Based Social Entrepreneurship Training

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