The idea of incorporating GNH values into business was first proposed by Prime Minister (2013-2018) Dasho Tshering Tobgay, in his keynote address at the Sixth International Conference on Gross National Happiness held in Paro in 2015. His Excellency mentioned that the current business model of overemphasizing profit maximization and increasing shareholder values at the cost of environment and community was unsustainable. He expressed the need to recognize and manage these costs and risk and called for integrating GNH values into the business operation. Essentially, it meant measuring the success of a business by its ability to serve, facilitate, and engage with its stakeholders.
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