André Nijhof, Professor of Sustainable Business and Stewardship at Nyenrode Business University:

"Education is often focused on the transfer of knowledge. That’s not what we are aiming for. Nyenrode wants to shape responsible leaders. That requires inclusion of personal beliefs and values, challenging taken-for-granted assumptions and inspire to act.

A great example is what happened around these beanies. In the Masterclass Sustainable Business three participants from different organizations met each other and decided to take on a challenge. Let’s produce a yarn with a higher percentage of circular fibers from postconsumer waste that is technically not yet possible.

They succeeded! But they needed to sell the yarn in order to continue their journey and lift the bar even higher. That’s where the Nyenrode procurement department stepped in. The yarn was used to produce these beanies and Nyenrode bought many of them to sell in our merchandising shop. And I know it is a popular product over there.

Although this might seem a small example, I think it shows how education can be a powerful weapon to change the world for the better."

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