Sector Association Day - Transitioning from Sustainable Thinking to ACTION - a report on a successful conference

In late March 2023, we hosted a conference in The Hague under the theme: "Transitioning from Sustainable Thinking to ACTION." While this event primarily targeted Dutch sector associations and their members, we believe it's important to share this information with our English-speaking audience.

Sector associations are organizations that excel at taking the lead in sustainability policies, but how do you approach it? Transitioning from vision to plan is often even more challenging for a sector association than for a regular company. On March 30th, during our Sector Association day, we offered an inspiring program featuring and led by three generations. Our aim was to connect these generations to translate sustainable thinking into sustainable ACTION.

Welcome

Jules Lejeune, CEO, extended a warm welcome to 100 guests, including board members, committee representatives, and professionals from the realm of industry associations. A special acknowledgment was reserved for Peter Tack, a pioneer in the field of scientific thinking about associations. Tack is credited with introducing the renowned Propeller Model, which identifies the driving forces behind associations as 'Positioning,' 'Organizing,' and 'Profit,' powered by a network of directors, professionals, and service providers.

Keynote speaker

Keynote speaker Michel Scholte, former ‘Minister of the New Economy’ and founder of True Price, the Impact Institute, and the CSRD Academy, readily accepted the invitation to contribute to the event. Scholte, founder of 'True Price,' commenced his discourse by stating: "I am both an idealist and an entrepreneur. To me, idealism is intrinsic to entrepreneurship; I explore how novel solutions, products, or services can address societal issues." Scholte then engaged the audience, asking how many individuals they represent. The swift reply was, "In this room, 100 individuals represent 100 organisations, with 100 B2B customers, totaling a million people. In the B2C market, this number could be fivefold. That's a significant outreach," Scholte concluded. "Today, we have representatives from a substantial segment of the Dutch workforce gathered here. This is why I advocate for associations. I firmly believe in pre-competitive, voluntary collaboration and leadership."

"Utilizing a Carrot to Drive Change," Scholte underscored the necessity for three fundamental changes to progress "from sustainable thinking to ACTION":

1. Mindset: Transitioning from growth to flourishing. Scholte invoked the Spiderman ethos: "With great power comes great responsibility." He advocated for a shift from growth to flourishing, harnessing nature for financial capital - human natural capital.
2. Information: Embracing true prices and associated real profits. Price serves as vital information for daily decisions. Scholte championed authentic prices that encompass a product's complete value, including costs for restoring and compensating nature.
3. Incentives: Described as "utilizing a carrot rather than a stick to drive change," Scholte emphasized the importance of discontinuing subsidies and tax benefits for the old economy while incentivizing the new economy. Scholte highlighted the challenges posed by current incentives within the Dutch tax system, where seven billion is directed towards fossil fuel companies, undermining the competitiveness of the circular industry.

The Decade of Action Documentary

The 35-minute documentary "The Decade of Action" explained why companies need to fully embrace sustainability to meet climate goals, aligning with the SDGs (Sustainable Development Goals). It featured prominent figures like Vice-Chair of the European Commission Frans Timmermans, former CEO of Unilever Paul Polman, and other leaders reading letters to their great-grandchildren.

Panel Discussion

In this part, mediator Van Loon guided a panel discussion with nine participants from various generations and backgrounds. Introduced by quotes from pre-recorded interviews with leaders from three sector organisations supported by Lejeune, they discussed real-life examples of sustainability efforts in industry groups, focusing on three key topics: Scope, Engagement, and Leadership.

1. Scope: Organisations showcased their initiatives, underscoring the pivotal role of industry associations in promoting pioneering endeavours and aiding hesitant members in catching up. The significance of collaboration was highlighted, especially through initiatives like certification or accreditation.
2. Engagement: Awareness among members is on the rise, with a shift from 'waste' to 'secondary resource' proposed to expedite progress. Attendees advocated for more robust advocacy and enforcement of legislation to galvanize change within organizations.
3. Leadership: Younger generations were encouraged to lead and provide fresh perspectives. The importance of wisdom from older generations was acknowledged, while collaboration across different generations and industry associations was emphasized.

This concluded the panel discussion, accentuating the importance of collaboration, engagement, and leadership in propelling sustainable transformation within industry associations. The full debate can be heard on the podcast in Dutch.

Conclusion of Sector Association Day 2023

The event culminated with a heartfelt surprise for Jules Lejeune from his son Luc, commemorating Jules' 33 years of service in the family business. Despite pandemic-related limitations hindering a grand celebration, Sector Association Day provided a platform to honour Jules.

Takeaways from Sector Association Day 2023

1. Without diverse perspectives and actively welcoming other ideas, there is no change.
2. Give a consistent place to the 'sustainable' generation, not necessarily the younger generation, and take action.
3. Collaborate both within and outside the Industry Association.
4. Establish a Sustainable Generation group within the industry organization and empower them.
5. Push the boundaries between convincing those who resist and compelling them.
6. Ensure real prices that reflect the direct and indirect (‘true’) cost.
7. Recognize that with 100 participants, associations can act as multiplier by reaching a significant portion of the workforce.
8. Demand clarity from the government to make investments meaningful and sustainable. (Across industries)
9. A reliable and credible government is crucial to prevent sustainability from getting entangled.

More information

For those interested in championing sustainability within their associations, Luc Lejeune is available for consultation.

Credits:
Photos: Murk Feitsma, Videos: Maurits Heukensfeldt Jansen, Text: Ria Luitjes. Organizers: Jules Lejeune, Luc Lejeune, Bert van Loon, and Ria Luitjes. Venue: Museon - Omniversum in The Hague.

The event's highlights are encapsulated in the Aftermovie (Dutch).

A comprehensive written report (Dutch).