Partnership Stories - Green Insights

For those unfamiliar with Green Insights, what do you do, and why is your work suddenly gaining visibility all over Amsterdam?

The pandemic has given many of us the opportunity to pause and reconsider what truly matters to us as a community—what brings us joy, such as family, friends, nature, and the environment. We've become more aware of the fragility of our ecosystem and biosphere in the face of natural challenges. This period of reflection isn’t limited to individuals; businesses are also taking the time to reassess. In 2021, there's a strong focus on moving forward in a resilient and sustainable manner, whether in boardrooms or over Zoom calls and park walks. This is where Green Insights comes in. We assist companies in understanding what "sustainability" means in their specific context, measuring their impact, reducing it, and communicating their efforts to customers. Recent successes, like LOT61's circularity transformation and B-Corp certification, have boosted our visibility and reputation.

"2021 appears to be a pivotal year where both individuals and businesses are committing to their sustainability promises and values."

Green Insights started as a small team with a big vision, and in just a year, you've experienced substantial growth. How did this happen, and what are your plans for the coming months?

Our mantra is that good work is its own reward. By focusing on smart, impactful work and genuinely helping our clients, we naturally drive growth and success. Looking ahead, we see significant potential in supporting small and medium-sized businesses that are eager to become more sustainable but have limited budgets. We aim to make impact assessments and sustainability improvements accessible without the need for large financial investments. If sustainability comes at the expense of financial viability, it’s hard to scale and achieve our environmental goals. This year, our focus is on developing scalable and affordable impact assessment tools to help clients understand, reduce, and communicate their impact while achieving certification for their efforts.

Ajay, we’ve known each other for some time now, and I’m curious about how you stay motivated and inspired despite the environmental challenges you witness.

I read an article recently about how knowledge can be both a blessing and a curse. When you deeply understand the damage being done to our planet, it can lead to guilt over every decision, whether personal or professional. Indeed, it’s disheartening to see "business as usual" continue despite the urgent need for change. However, considering the alternative—where everyone ignores these issues and acts selfishly—would only lead to disaster. The drive to prevent such a doomsday scenario and preserve the planet for future generations keeps me motivated.

With so many terms like sustainability, going green, eco-friendly, and circularity, if a business could focus on just one aspect, which would it be?

There are many frameworks to consider, such as circularity, donut economics, true price, triple bottom line, SDGs, and BCorp. While it’s easy to get lost in these options, they all ultimately address the same goal: sustainability. The core idea of sustainability is to meet present needs without compromising the ability of future generations to meet theirs, encompassing environmental, social, and economic aspects. In business, it’s crucial to keep the ultimate mission in mind rather than focusing solely on trendy labels. The real goal is to genuinely reduce impact and communicate these efforts to your customers effectively. The chosen framework is less important than the tangible results and the commitment to real change.

What impact do you hope to have on our community?

If I can inspire 1,000 businesses and a million people this year to understand and take action to reduce their impacts, I would consider that a significant achievement.

If you have any questions, feel free to connect with me—I’m always available via email.