magazine

DUTCHAM MAGAZINE
more pragmatic way: it is another way of designing, producing and consuming. Products are
designed to be made either from renewable materials or designed to be repaired or upgraded
with recycling as a last resort option. In an ideal situation producers keep the ownership of their
products and consumers pay for the usage. Do you need a lamp or access to light? Do you want
a car or mobility? All the energy in a circular economy is renewable. Furthermore, in order for the
system to be sustainable, it has to take into account the preservation of biodiversity and needs to
be social inclusive. A system with an unfair distribution of interests is simply not viable in the long
run. It is a game-changing strategy, breaking the paradigms prevailing since the industrial
revolution.
Does it pay of?
In the Towards the Circular Economy reports (McKinsey & Company for EMF) highlighted the
economic rationale for the transition to a circular economy: an opportunity in excess of 2 trillion
USD for the global economy.
So it is mainly a new economic impulse?
It does not only bring new employment and business models. It is also good for the environment
and gives a new inspiring and non-moralistic dimension to society with new social dimensions. It
is a win-win situation
What are the main hurdles to be taken?
Look at is as a system change equal to an industrial revolution that requires a change in thinking,
behavior and action from inhabitants, consumers and companies. It requires vision and
leadership beyond short term political mandates. It is, both at national and international level, not
a political item from the political left wing or right wing, it is necessity for future generations.
What caused the Netherlands to become a source of inspiration for Brazil?
Living in a densely populated delta below sea level, the Dutch were forced over centuries to
develop extensive knowledge and experience in finding high quality, sustainable and affordable
solutions to protect delta areas and enable delta life. Without protection 50% of our land surface
and 70% of our GDP (15-th economy in the world) would be below sea level. Because of our
early industrialization in a densely populated country and the Netherlands being a transport hub,
a gateway to Europe, we had to solve many environmental issues to keep our country livable.
Looking closely at my country you see a low density city where a lot of smart and sustainable city
solutions have been developed. For example: Dutch agricultural entrepreneurs’ use efficient and
sustainable production systems and processes, resulting in a productivity that is five times higher
than the EU average. It is no coincidence that it’s capital Amsterdam was recently chosen as the
European Capital of Innovation for 2016, because the Netherlands itself ranks 4-th in the World
Innovation Index. “A sustainable Urban Delta” is how we see ourselves and I think both
government and businesses are keen to share our pragmatic innovations to Brazilian cities and
industrial areas.
Please tell us about the Netherlands as a Circular Hotspot
The Netherlands is a country with the most innovative examples in this area, a living lab where
innovation is being shared for the benefit of all countries in the world. "We are a nation of little
hierarchy, with highly educated people, many entrepreneurs and the highest waste collection
rates in the world", said Dutch prime minister Mark Rutte recently. "If you put this all together, I
think the Netherlands can play a leading role in sustainable urbanization and circular economy".
Leading Corporate CEO’s, leaders from SME's as well as NGO’s, Ministries, and Knowledge
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