According to Jan Jonker, companies should start thinking now about possible scarcity in the future. How do you make sure you move to a circular business model, where you no longer depend on others and start making impact yourself? Companies should not focus on making the cash register ring harder, but making impact.

Say entrepreneur, who are you actually creating a product or service for?

The question of who you develop your product or service for is important in determining the value of your business. If we look at material goods, we see that less and less value is attached to possession. In combination with scarcity, this is therefore the time for a company to think about a form of business in which ownership plays a less important role. We already know the example of the lease car, but according to Jonker you can safely extend this principle to the interface between products and services.

What the real price of a product is

'We will start paying the real price for a product. It cannot be that we can buy a garment for a few euros, without the cost of transportation in a big polluting boat not being reflected in the price,' Jonker said. Here Jan Jonker also addresses politicians on their responsibility.... His appeal: 'The time of patching things up is over. Adjust the fiscal and legal system so that an economy of value retention really becomes possible and ask yourself the question 'in what sustainable future am I actually investing?'

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Links

Read more about Jan Jonker's books here

Take the example of these companies, with sustainable operations: DutchSpirit, Peeze, Interface, Moonen Packaging and Faber Halbertsma Group

Listen to the National Sustainable Throne Speech soon at https://www.duurzamedinsdag.nl/

Contact

Do you have questions or input? Please contact Wendy van Ierschot at wendy@viepeople.com.