From ROI to HROE: how ethics can drive value creation, risk mitigation, and sustainable growth

"AI governance is not a checkbox," says Merle Becker, independent journalist with a background in political science and sustainability. "It's a strategic lens through which we should evaluate every innovation we integrate into our societies." Merle Becker approaches technology not just from an abstract viewpoint but from a deeply personal, intergenerational perspective. For her, tech ethics isn't just about systems and algorithms, but about the world we are building for our children and the generations beyond.

Bernard Lecuivre, founder of Coeos Transformation, brings a complementary perspective grounded in digital transformation. His company supports sectors like education, healthcare, and public service, domains where ethical application of tech directly impacts lives. "Tech for tech's sake isn't enough," he asserts. "We must focus on how technology can truly improve human collaboration and make a positive impact."

Interdisciplinary dialogue for scalable impact

The synergy between Merle Becker and Bernard Lecuivre stems from their differing professional origins but shared ethical goals. "We believe that diverse perspectives rooted in the same values can drive real impact," says Merle Becker. Their collaboration began with discussions and eventually evolved into a podcast - soon to be launched - focused on innovation and ethics in society.

"We spent a lot of time at AI events in Brussels," Merle Becker explains. "What we saw was a polarized narrative: AI as a threat or AI as a savior. But what we really need is a meta-level discussion about what AI means for future generations and how ethics and sustainability play into that."

Bernard Lecuivre adds, "We want to move beyond inspiration and take action. Our goal is to connect the dots between AI, ethics, and real-world tools that organisations can apply. The GreenTech keynote is a step in putting these ideas on the global map."

Their joint approach emphasizes what they call "radical responsibility." This means acknowledging that the future of technology isn’t being decided for us: we are actively shaping it. It’s about taking ownership of how tech is used and ensuring that ethical frameworks are baked into every layer of innovation.

Introducing the HROE framework

The concept of Holistic Return on Ethics (HROE) lies at the heart of their message. Unlike traditional ROI, which centers solely on financial performance, HROE measures value across multiple dimensions: social, ecological and human.

"We want to show how deploying ethics doesn't have to be a constraint" says Bernard Lecuivre, "it can actually become a lever for innovation and user adoption. Ethics, when embedded properly, delivers both tangible and intangible value inside an organisation."

The keynote will not only introduce the HROE model but also provide practical tools for organisations to implement it. "We're not just theorizing" adds Bernard Lecuivre, "we're translating ethics into actionable strategies."

Merle Becker emphasizes that this shift also involves questioning the very notion of growth: "what role should ROI play in a world facing ecological and social tipping points? Also challenging the idea of growth in this context and seeing what role does technology play as a risk, but also as an opportunity when it comes to the question of growth in economics."

Ethics as behavior and reciprocity

Defining ethics in a business and technological context is no small task. Yet both speakers manage to distill it into a powerful concept. "Ethics is good manners" Bernard Lecuivre explains, "it's about behavior, respect, and reciprocity in human relationships."

Merle Becker builds on this, broadening the scope: "it's good manners not just toward the people we interact with every day, but also toward those we don’t see, across society, the planet, and future generations."

In this light, ethics is no longer a niche concern for compliance departments. It's a guiding principle for leadership and innovation. By grounding their framework in mutual respect and long-term thinking, Merle Becker and Bernard Lecuivre advocate for an ethics that transcends buzzwords and delivers real-world accountability.

Sustainability: the three pillars in practice

At the intersection of ethics and technology lies sustainability. Merle Becker insists on framing AI through the three classic pillars: economic, ecological, and social. "We're constantly juggling these elements: energy consumption, water use, respect of nature, social equity, and yes, economic return," she notes. "This isn't about picking one over the other. They work together."

She refers to the "Three P's": People, Planet, and Profit. "They must coexist. Ignoring one destabilizes the entire system," she says. For Merle Becker and Bernard Lecuivre, ethical AI governance is one of the key levers to balancing these elements in a time of accelerated change.

Bernard Lecuivre echoes this: "If we only look at short-term gains, we risk losing long-term viability. Ethics help us prioritize sustainability in a comprehensive way." By grounding sustainability in ethics, they offer a more robust, future-proof model of company, one that aligns with planetary boundaries while supporting economic resilience and social cohesion.

From classic ROI to ethical KPIs

For Merle Becker and Bernard Lecuivre, the shift from ROI to ethical KPIs is more than semantic. It’s a paradigm shift. "Humanity must be at the center of our metrics," says Bernard Lecuivre. "Yes, financial sustainability matters. But if we lose sight of our core values, what are we really sustaining?"

The duo is critical of superficial attempts to monetize ethics without embracing its core. "We're not interested in selling a consultancy playbook for how to squeeze ROI out of ethics" Bernard Lecuivre continues, “we are asking deeper questions about who we are and how we behave towards each other and between our community. We are peers in the world”.

They both refer to Robin Wall Kimmerer, scientist, decorated professor, and enrolled member of the Citizen Potawatomi Nation. “Robin Wall Kimmerer talks a lot about reciprocity and how you take only what you need and give back what you don't need to your environment. This is fundamental” Bernard Lecuivre argues.

And Merle Becker to bring the point home: "Just to lift about what you just started with Kimmerer, there is no economy on a broken planet. We already see the stress AI places on energy systems. If we continue short-term, localized thinking, the consequences will be global and devastating." 

She concludes: “We've got to take this possibility now to actually still have a working economy in the future. We have to change our way of thinking, how it was shaped over the last 100 years in capitalism, in order to actually be able to have a sustainable future.”

The HROE framework provides a compass for navigating this new terrain. It integrates long-term thinking into a coherent model for a sustainable future. In a world where trust and transparency are non-negotiable, Merle Becker and Benard Lecuivre make a compelling case: ethics isn’t an obstacle, it’s the foundation of future success.

Bernard Lecuivre translates ethical principles into measurable outcomes, embedding ethics in AI governance.

Merle Becker is an expert in leadership and sustainability, with extensive experience moderating high-profile events on the future of tech.

They’ll host a conference entitled “Ethics as a Gamechanger – Leadership, Sustainability & the Holistic Return on Ethics” at GreenTech Forum Brussels 2025. 

While you're waiting for GreenTech Forum Brussels in June, check out their podcast: Almendra Podcast, Stories of Hope, Seeds of Change, it illustrates why and where Merle Becker and Bernard Lecuivre have met, as an inspiration for the Keynote.