From Charity to Impact: A Generational Shift in Mindset

ANTJE SCHWEMBERGER-SWAROVSKI

Our Keynote Speaker at the CEE4Impact Day (9th October, Budapest)

Mission Statement

For me, impact is not simply a professional field — it is my personal compass. Growing up in a family with a strong industrial tradition, I learned early that wealth and business success are never just private matters. They come with responsibility: for people, for communities, and for the environment.

My personal mission is therefore to use knowledge, networks, and capital to strengthen resilience — in ecosystems, in organizations, and in people. Professionally, this means building bridges between business and sustainability, such as through humusCO₂mp, a company I co-founded to bring regenerative agriculture into the carbon markets, or through my consulting and governance work around ESG. Personally, it means raising my children with the conviction that wealth is not about what you keep, but about what you set in motion.

1. Choosing a cause as a wealthy private individual

Over the years, I have developed three guiding principles for myself when evaluating where to engage: credibility, scalability, and sustainability.

• Credibility: Trust is essential. I look for initiatives that are transparent, have clear governance, and show measurable outcomes. It is not enough to have a beautiful story — there must be evidence.

• Scalability: A project should not remain a local anecdote. Pilot projects are important, but for real impact, the model needs to be transferable and capable of growing beyond its first location.

• Sustainability: True impact should survive the first round of funding. I look for organizations and models that can stand on their own feet and eventually create value independently of continuous donations.

My recommendation to other HNWIs is: combine heart and mind. Follow your values, but apply the same rigor you would use in a business decision. Do your due diligence, ask uncomfortable questions, and don’t be afraid to walk away if the governance or impact measurement is not convincing.

2. Finding and winning over other wealthy individuals

One of the most common questions I get as a social entrepreneur is: “Where do you find other wealthy individuals like yourself — and how do you convince them?”

The truth is: wealthy individuals are not found by sending out mass emails. They are reached through trusted networks. Family offices, investment clubs, and conferences dedicated to impact or philanthropy are natural places. But more important than the setting is the approach.

You don’t “pitch” wealthy individuals — you invite them into a story. Authenticity matters more than polished presentations. What moves people of wealth is often a deeply personal resonance: a connection to their heritage, their children, or their vision of the future. I have found that many wealthy individuals are already looking for ways to make a difference, but they are cautious. They have seen too many projects fail or too many promises not kept.

The best way to win them over is not with grand words but with clear evidence, transparent structures, and authentic leadership. When people feel both the heart and the system are in place, they are willing to join.

3. Charity, Philanthropy, and Impact – understanding the difference

This is an area where I feel we need much more clarity. Too often, people use “charity” and “impact” interchangeably. But in truth, these are very different approaches. Let me explain how I see it:

• Charity is immediate response. It is when we act quickly in the face of crisis: an earthquake, a flood, a war. Charity is vital — it saves lives when there is no time to build structures. But it is by nature a fire extinguisher. It puts out the flames, but it does not rebuild the house.

• Philanthropy goes further. It funds education, culture, science, or community projects. It is driven by values, sometimes by legacy, often by personal passion. It is strategic in some cases, but not always accountable in terms of measurable returns. Philanthropy nurtures and preserves, but it can remain dependent on donors.

• Impact investing is different again. It is where capital is deployed not only to do good, but to create systemic change. It asks: How can this investment deliver measurable social or environmental returns — and remain financially sustainable? Impact is accountable. It is not about writing a cheque and hoping for the best, but about measurable results and long-term structures.

Why do we need all three? Because life is complex. Without charity, people fall through the cracks in emergencies. Without philanthropy, culture and knowledge suffer. But without impact, systemic change will never happen.

My own approach is to support charity as a moral backup, especially when immediate human suffering is involved. I engage in philanthropy where something of enduring cultural or social value must be preserved. But my deepest conviction lies with impact — because that is where we can actually change systems, not just alleviate symptoms.

4. Next generation thinking among HNWIs

The next generation of wealthy individuals sees the world differently. They are digital natives, deeply aware of climate change, and less willing to separate business from values. Where previous generations often divided their lives into “business for profit” and “philanthropy for purpose,” the new generation looks for integration.

They are drawn to regenerative agriculture, renewable energy, climate tech, and startups that combine profitability with sustainability. They are impatient with greenwashing and more pragmatic about metrics. They want to know: How much CO₂ is actually reduced? How many people are lifted out of poverty? How resilient is this system in the long run?

As wealthy families, we must recognize that inheritance is not just about money. It is also about values, governance, and responsibility. Passing on wealth without embedding these elements is not only risky, but a missed opportunity.

5. Wealthy families and real change

Families with wealth have unique leverage because they can act as multipliers. A single donation is good, but a coherent family strategy that aligns business assets, investments, and philanthropy can create long-term systemic change.

Here are three ways wealthy families can move the needle:

1. Establishing family funds for crisis response. These can provide rapid support to employees, communities, or humanitarian crises without bureaucratic delay.

2. Embedding ESG and sustainability in their businesses. By aligning supply chains, adopting standards like SBTi FLAG or CSRD, and demanding accountability from partners, families can influence entire industries.

3. Using their social capital. Wealthy families often hold board seats, advisory roles, and influence in politics or culture. Using that credibility to demand change is as powerful as financial capital.

Wealth is not just measured in money. It also consists of voice, reputation, and example. Families who understand this can have a multiplier effect far beyond their direct financial contribution.

6. The role of companies beyond the bottom line

Companies today cannot afford to see sustainability as a side project. They have the potential — and the responsibility — to drive systemic change. Beyond compliance, companies can:

• Redesign supply chains around transparency and sustainability.

• Invest in innovation for good, from circular economy solutions to regenerative raw materials.

• Engage deeply with Scope 3 emissions, not only the easy parts of carbon accounting.

• Empower employees and communities, recognizing that social sustainability is as critical as environmental.

A company that focuses only on quarterly profits will lose relevance. A company that builds impact into its DNA creates value for shareholders, society, and the planet at the same time.

I have seen this firsthand in industries as traditional as abrasives and steel: once sustainability becomes part of procurement standards, the entire supply chain adapts. The leverage of companies is enormous, if they are willing to use it.

Conclusion

Impact is not about perfection — it is about progress. None of us, whether individuals, families, or companies, will solve everything. But we can all take responsibility for moving the needle.

Charity keeps us human, philanthropy keeps us connected, but impact creates the systems that will sustain our future.

My deepest conviction is that the true legacy we leave will not be the size of our assets, but the scale of the change we enabled. Wealth is not an end in itself. It is a tool — and it is up to us how well we use it.

ANTJE SCHWEMBERGER-SWAROVSKI

Keynote Speaker at this year's CEE4Impact Day

Join us on the 9th October!

Details HERE