Anniversary Conference ‘At the Helm of Change’

Opening by Jules Lejeune

Managing Director Jules Lejeune opened the conference with an inspiring welcome speech, reflecting on the origins of the Mans Lejeune Award and the deeper meaning that artist Jos Gielen has infused into this prestigious distinction. Following his address, Bert van Loon, our in-house moderator, seamlessly took the reins. His professional guidance ensured the programme ran smoothly and according to plan.

Embrace the Chaos – Prof. Jan Rotmans, ‘Captain of Transition’

We were honoured to welcome Prof. Jan Rotmans, renowned as the ‘Captain of Transition’, as the keynote speaker for our anniversary conference. An authority in sustainable transitions, he navigated us through the ‘perfect storm’ of crises.

“We embrace chaos because it creates an environment for change. In times of crisis, we learn the most. The Netherlands was once a country with a plan—just look at the Delta Works. Now, I see no plan. Sector associations must fill this void, assume the role, and demonstrate that they are the platforms where sustainability ideals are transformed into actions. We must realise that reaching just a quarter of the people can create a tipping point. That tipping point drives acceleration, and acceleration is essential,” Rotmans stated.

Expert Breakout Sessions

Following the keynote, attendees could choose from various expert sessions, held in two parallel rounds. Speakers pitched their sessions beforehand to persuade attendees why they should join their session.

The expert sessions were centred around the Lejeune Sustainability Matrix, a tool designed for sector associations and professional organisations to make step-by-step decisions based on the United Nations’ Sustainable Development Goals (SDGs). These sessions provided concrete project ideas with experts as partners. More information about the Sustainability Matrix can be found on our website

Op het podium voor de pitch - van links naar rechts: Stijn van Butselaar, Michel Scholte, Paul de Ruijter, Leo Smit en Robert Witteveen.

Artificial Intelligence as a Force for the Future – Stijn van Butselaar, MKB-Nederland

In a session on artificial intelligence (AI), Stijn van Butselaar, representing VNO-NCW and MKB-Nederland, shared his insights into AI's impact on Dutch businesses. He outlined AI’s cycles of high expectations, often followed by disappointment, but noted that generative AI marks a lasting change.

Stijn highlighted AI's potential to increase productivity, address societal challenges, and create business opportunities. He also addressed challenges for smaller businesses, such as limited IT resources, unclear regulations, and data management hurdles. The session inspired attendees with a balanced view of AI's opportunities and challenges.

Achieving CO2 Neutrality Together – Leo Smit and Jesse Bruns, SmartTrackers

We must all make every effort to progress as quickly as possible towards achieving CO2 neutrality. But as a business, how do you accomplish that? What are the key ingredients of a successful CO2 reduction programme? And how do you respond to customer inquiries about your sustainability performance, including CO2 reduction? These are complex questions that occupy the minds of many entrepreneurs.

Fortunately, there is a solution: the sector association! The collective nature of sector associations makes them ideally positioned to efficiently and effectively address the questions posed by (inter)national governments and the market to the sector. Within the context of stakeholder requests and due diligence, sector associations provide significant added value by offering foundational information for the supply chain and setting the standard for the sector.

There is an increasing demand for improvement programmes and reliable reporting. Sector associations have a deep understanding of the context, challenges, and priorities of their members. This knowledge can assist in identifying relevant ESG (Environmental, Social, and Governance) topics for the sector. Furthermore, sector associations can utilise their expertise to support member companies in determining their own most material ESG topics.

The message was clear: act at the sector level on CO2 reduction, and you will be stronger together!

How CSRD Shapes the Sustainability Agenda of Organisations – Michel Scholte, CSRD Academy

As long as prices fail to reflect actual costs, we will remain on the wrong path. Business models focused on sustainability will not be competitive under such circumstances. The Corporate Sustainability Reporting Directive (CSRD), which takes effect on 1 January 2025, is a gamechanger, argued Michel Scholte, founder of the Impact Institute, advocate for True Pricing, and founder of the CSRD Academy. By embracing the CSRD, we can create a regenerative economy. The CSRD allows large companies to be rewarded for making sustainable choices, including in their investments. In other words, it moves us from transparency to transformation.

From 2025, the CSRD will require large enterprises to include sustainability reporting in their annual reports, as outlined in the European Sustainability Reporting Standards (ESRS). By 2026, the CSRD will apply to all companies that meet at least two of the following criteria: more than 250 employees, a turnover exceeding €40 million, or assets exceeding €20 million. In the future, sustainability reporting will gradually become increasingly important for smaller enterprises.

Sector associations can support their members in preparing for these reports. Even companies not yet subject to the requirements may already face questions from major clients.

Navigating Uncertainties in the Sustainability Transition – Paul de Ruijter, De Ruijter Strategy

Paul de Ruijter, strategist and scenario thinker, built on Jan Rotmans’ presentation. A transition period is characterised by ‘chaos’, making it difficult to predict outcomes. This is why it is essential to develop scenarios and explore ‘what-if’ questions for each scenario. Consider what circumstances could potentially become reality and prepare accordingly.

Sector associations can assist their members in navigating these uncertainties by consistently prioritising the future on their agendas, mapping relevant scenarios, and analysing existing ones.

De Ruijter provided practical examples, such as the Dutch National Security Scenarios from 2012 and the Pandemic Scenarios and EU Border Conflict Scenarios from 2016, which, in hindsight, could have better prepared organisations for recent events. The goal is not to choose or exclude scenarios but to create a flexible roadmap that considers ‘robust’ (likely) outcomes and anticipates situations requiring acceleration (start) or delay (stop).

He concluded with a reference to scenarios developed by Lejeune for sector associations in 2030.

Innovation with Impact – Robert Witteveen and André Filet, First Day Advisory Group

In a captivating session on innovation, Robert Witteveen and André Filet presented a business case by Techniek Nederland (the Dutch association of technical service providers, installation companies and the electrical retail and repair sector), which examined how companies in the technical sector can remain relevant and future-proof. They introduced the concept of ‘double-loop innovation’, where organisations continuously reflect and learn to improve themselves.

This model supports sector associations and their members in adapting flexibly to rapid market changes.

The Techniek Nederland business case highlighted two practical examples of collective sustainable innovation:

1. A prototype commercial vehicle designed for zero-emission zones, featuring enhanced storage capacity.
2. Smart glasses enabling technicians to receive real-time remote support from experts.

The session concluded with a call to action for companies to continue innovating and embrace sustainable leadership practices. This approach ensures that companies not only remain competitive but also amplify their collective sustainable impact—a crucial step in a rapidly changing world.

After the breakout sessions, the plenary programme resumed, featuring a time-travel journey by Jules Lejeune, culminating in the highlight of the day: the Mans Lejeune Award 2024 ceremony.

60 Years of Professional Association Management: Reflection and Outlook – Jules Lejeune

To mark the 60th anniversary, Jules Lejeune authored a series of blogs leading up to the anniversary conference. In these, he detailed the evolution of sector associations over the decades following World War II, contextualising their development—and Lejeune's experiences in particular—within economic, social, and political trends, as well as historical events. These blogs are featured in the anniversary publication (of which an online-read version in English will be made available in 2025) and on our website.

Jules also took a trip through time to speak with Sandra de Jong, an American expat who married Dutchman Louis de Jong and became the CEO of V&V Management, an association management agency in Amsterdam. By early 2030, the agency had just completed a strategic revision. Sandra offered valuable insights and advice on how associations in 2024 can take the lead heading towards 2030. Notably, she made it clear she would not discuss American politics just before 5 November 2024!

Honouring the Past: A Special Guest
Before starting his presentation, host Jules Lejeune welcomed his mother, who had come to Madurodam for this special occasion and for the award named after her late husband. As the widow of the company’s founder, who passed away in 2011, she witnessed the early years of the company up close. Jules thanked her for her unwavering support and personal sacrifices, which greatly contributed to the firm’s enduring success.

Mans Lejeune Award 2024: Winner Royal CBM

The highlight of the afternoon was the presentation of the Mans Lejeune Award 2024, this time set up to reward collaborative association programmes designed to advance sustainability. Seventeen nominees were present, many accompanied by the teams behind their sustainability projects. The finalists were introduced through a video, and it was an exciting moment when jury chair Wijnand Jongen invited them all onto the stage.

The Dutch video can be viewed on our YouTube channel, set the English subtitles and the jury report will be available for download in English soon.

Royal CBM proudly accepted the prestigious Mans Lejeune Award 2024. Jury chair (pictured right) and former Mans Lejeune Award winner Wijnand Jongen (Thuiswinkel.org) presented the award to a proud and delighted Kees Hoogendijk, Director of Royal CBM, the Dutch association for the furniture and interior construction industry.

In addition to Royal CBM, Cooperative OpenWaste® (a consortium of 14 waste management companies established to ‘pool’ resources in collecting small business waste from the inner cities of 40 municipalities in the country) and the Dutch Association for Waste Management and Municipal Cleaning Services (NVRD) were finalists, with the Dutch Intensive Care Society (NVIC) receiving a special mention.

Congratulations to All Nominees and Finalists!

We applaud all nominees, finalists, and the winner for their outstanding sustainability projects, dedication, and achievements!

Anniversary Reception

After the award ceremony, there was ample time for networking and photos in the dedicated nominee corner, featuring a large banner with all the nominees’ logos. Below is a photo collage of the nominees and finalists. View all photos via this Google Drive link.

We would like to thank everyone for their presence and contributions to the anniversary conference. We look back on a fantastic and successful day and feel honoured to have shared this milestone with you.

On behalf of our entire family and colleagues.

Watch our after movie on Youtube. It is in Dutch so set the English subtitles

Text: Ria Luitjes
Photos: Murk Feitsma – The Art of Photography