Jenoptik CEO Traeger stands up for tolerance
In an unconventional campaign, photonics company Jenoptik reaches out to the public. The focus is not on selling optical technology and equipment but on fundamental values like tolerance and openness. According to CEO Stefan Traeger, business success is not only dependent on technology and innovation but also on the societal environment. He believes that this environment is often marked by prejudices and exclusion.
Right-wing populist movements are on the rise, causing concern. The electoral and poll successes of the AfD (Alternative for Germany) deter foreign professionals and can lead to tensions within company staff. In Thuringia, the state where Jenoptik is based, a recent poll indicates that the AfD now commands 34% of the votes, despite the state office for the Protection of the Constitution classifying the party as assuredly right-wing extremist. Additionally, the influx of antisemitism following the Hamas massacre in Israel has heightened tensions in Germany.
"Closing oneself off leads to isolation"
Jenoptik does not explicitly refer to these developments but frames the background as "current geopolitical developments and regional trends." CEO Traeger considers openness a key competence, stating, "Closing oneself off leads to isolation." The campaign, initiated with the company's employees and initially focused on Germany, aims to encourage people to be tolerant and advocate for diversity.
In contrast to many top managers who rarely address issues of exclusion and discrimination publicly, Traeger is making a clear statement. Naturally, the goal is not only societal cohesion but also business interests. As a technology company, Jenoptik relies on top talent from other countries, and attracting and retaining such talent becomes challenging if they don't feel accepted. Currently, the company employs people from 29 nations in Thuringia and sells its products globally.
Growing up in East Germany
Advocating for an open work atmosphere and diverse teams aligns with Traeger's professional background. The manager has lived and worked in various countries. The FAZ once referred to him as a "cosmopolitan with East German roots." Interestingly, international exposure wasn't inherent for Traeger, born in Jena in 1967 when the freedom of movement of East German citizens was severely restricted. After the reunification, he pursued physics studies and a Ph.D. in Hanover, followed by a postdoc at Stanford University in Palo Alto, California. He later earned an MBA from Purdue University in Lafayette, Indiana as well.
It's about the atmosphere
In the Zeiss Group, where he began his career, Traeger's professional path took him to places like Cambridge in the UK. In 2007, he joined Leica Microsystems CMS as CEO, a company within the American Danaher Group, and later ascended to the corporate leadership of the Swiss Tecan Group. Since May 2017, Traeger has been leading Jenoptik, accompanied by a return to his hometown, where he had previously worked.
His business is thriving - Jenoptik experiences annual growth of about 10% and maintains solid profit margins. Recently, Traeger increased the margin target for 2025 from 20 to 21-22%. The semiconductor boom propels the business, with Jenoptik providing optics for machines used in chip production. Another growth driver is the medical technology sector. Traeger has little interest in the day-to-day politics of parties: "We stay out of that." His focus is on the atmosphere: "There's something bothering us." That is why he is raising his voice.
