How Keter and CEO Alejandro Pena Are Underscoring the Importance of Corporate Sustainability and Responsibility


There are few things in life more important than the world we live in and the people around us. Fostering a great environment for individuals to flourish while attending to the needs of the domain is something that CEOs like Alejandro Pena are having to learn to juggle.

Alejandro Pena is the CEO of Keter Group, a position he has held since 2017. In the role, Pena has been pivotal and instrumental in pushing the company toward more sustainable and environmentally friendly processes.

Pena was part and parcel of the push for Keter to publish Environmental Sustainability Guidelines, and its ESG efforts have paid off handsomely for both the environment and its consumers.

The Role of Sustainability

It was only sometimes valid that shoppers cared much about the practices of the businesses they patronized, but times are changing. With an increase in our focus on our environment,t businesses like Keter are looking to embrace sustainability while creating cleaner and better outcomes for everyone involved.

Pena says, “When I became the company’s CEO, it was evident to me that we were not just a company with a purpose of creating value for its shareholders but a company with multiple stakeholders and purposes.”

Alejandro Pena and Keter Group consider ESG reports a differentiator in the vast marketplace, a selling point for environmentally conscious shoppers.

Pena stated, “We are also going to live by the values of being good to the environment and our communities. Not only because it’s the right thing to do, but because I believe it will be a source of competitive advantage.”

A Wharton School of the University of Pennsylvania report revealed consumers were generally more willing to spend extra on products or services procured sustainably. Additionally, a report suggested that this was particularly effective at swaying Generation X shoppers.

Pena stated, “We will continue to see markets evolve where consumers are going to increasingly become more and more aware of what’s good for the environment and what’s good for the world we live in.”

How Keter Embraces Sustainability

Publishing sustainability reports and giving them to stakeholders has allowed Keter Group to set itself apart from many competitors. These reports have given Keter standing in the marketplace while also improving the outlook of employees within the business itself.

Pena said of the ESG, “I think the impact has been very positive, both internally and externally.”

Alejandro Pena went on to discuss how the sustainability reports give his team members something to take pride in and something to excite them. Pena stated, “I think it gives our employees something to be very proud of. Knowing they are working for a company that cares is important to our employees.”

Of course, Pena knows that there is still plenty of work left to do. Looking to the future, Pena hopes that other companies within the industry take up the torch that his team has prepared to pass on.

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