Sustainability in Amsterdam: A Model for Doughnut Economics

Amsterdam is leading the world in urban sustainability, topping the Arcadis Sustainable City Index in 2024. The Dutch capital’s commitment to sustainability is evident in its pioneering adoption of doughnut economics, a revolutionary model that aims to meet the needs of all people within the means of the planet. In this article, we’ll explore how sustainability in Amsterdam is embedded in its infrastructure and culture, giving rise to a climate-conscious population and driving innovative solutions for global sustainability.

What is Doughnut Economics?

Developed by economist Kate Raworth, the doughnut model reimagines prosperity in the 21st century – aiming to meet all people’s basic needs while respecting the planet’s limits. This model proposes an economic mindset prioritising environmental and social well-being over endless GDP growth. The “doughnut” consists of two concentric rings:

1. A social foundation that ensures no one falls short on life’s essentials
2. An ecological ceiling to prevent overshooting Earth’s planetary boundaries.

Between these boundaries lies the “sweet spot” where humanity can thrive sustainably. Rather than a collection of policies, doughnut economics is a mindset acknowledging that the economy is interconnected with and reliant on society and the environment. It recognises that human behaviour can be shaped to be cooperative as well as individualistic and competitive.

Reproduced from DoughnutEconomics (2017)

In 2020, Amsterdam became the world’s first city to officially embrace doughnut economics, successfully downscaling the model for future resilience and sustainability in the city. Amsterdam aims to bring all its residents into the doughnut’s safe and just space, balancing social and environmental needs over endless economic growth.

Sustainability in Amsterdam

A sustainable future depends on a healthy population capable of adapting, recovering, and minimising the impacts of climate change to safeguard future generations. Amsterdam’s municipality has risen to the challenge of a rising population by taking sustainability into its own hands, rather than leaving it to the market. In 2021, the City of Amsterdam adopted the Comprehensive Vision Amsterdam 2050: “a humane metropolis”. This plan aims to guide the city’s development based on 5 strategic choices:

1. Growth within limits
2. Polycentric development
3. Sustainable and healthy mobility
4. Rigorous greening
5. Making the city together.

With strict urban development policies, the municipality in Amsterdam is driving effective sustainable development in its limited open space, prioritising people and the planet over profit.

Sustainability in Amsterdam is evident in all aspects of city life. Like Copenhagen, Amsterdam is a walking and cycling city where cars are seen as guests. From developing ecological corridors to developing a multi-centred urban model, Amsterdam is nurturing an inclusive, sustainable society.

The municipality is propelling circularity and implementing doughnut principles with aims to:

• Become 100% circular and climate-neutral by 2050, and gas-free by 2040
• Create more job opportunities for residents through transformative action and encouraging sustainable practices
• Improve the extraction, production and consumption of raw materials, cutting its use of raw materials by 20% by 2030
• Cut food waste by 50% by 2030

Doughnut Economics in Action

By reframing economic success around social and ecological well-being, the doughnut model provides Amsterdam with a holistic framework to address 21st century urban challenges. To achieve their ambitious goals, Amsterdam’s policymakers identified three key value chains in their strategy. The focus is on addressing both long-term sustainability and the everyday challenges residents encounter. These include:

1. The built environment – Lowering energy use, improving indoor air quality, and encouraging the use of circular materials to support societies now and in the future.
2. Consumer goods and consumption – Minimising the environmental impact of products while enhancing future production for reuse.
3. Optimising food and organic waste streams – Managing the full lifecycle of materials and maximising efficiency by reducing waste from consumer goods, food, and construction materials.

Sustainable Initiatives in Amsterdam

Sustainability in Amsterdam has become embedded in its culture, catalysing innovative business initiatives focused on closing resource loops and promoting carbon emissions transparency for a circular economy.

Companies Propelling a Circular Economy

1. Circular IQ: This software platform helps companies analyse and optimise the circularity of their supply chains and products. By providing data-driven insights, Circular IQ enables more sustainable procurement and production.
2. Food Circle: This network connects food waste organisations to amplify their impact. By coordinating efforts across the food system, Food Cycle aims to dramatically reduce Amsterdam’s food waste.
3. Circular Systems: This materials science company transforms agricultural and textile waste into valuable fibres and fabrics for the fashion industry, providing scalable solutions for the circular economy.
4. Fairphone: A mobile phone brand focused on creating long-lasting products that can be continuously reused and recycled. They’re propelling a circular economy by enabling users to reuse and repair their phones to extend their lifespan. They also partner with organisations that collect e-waste in African countries without responsible recycling infrastructure to help close the loop on these materials.

Companies Promoting Carbon Emissions Transparency

1. GreenSwapp: This AI-powered platform helps food retailers and restaurants track, reduce and offset the climate impact of ingredients. In addition, their consumer app allows shoppers to compare products’ sustainability credentials.
2. Tex.tracer: Using blockchain and other technologies, tex.tracer provides verified supply chain data for fashion brands. This enables more sustainable sourcing and product decisions.
3. Root Sustainability: This climate tech start-up makes high-quality product footprinting accessible for companies of all sizes, supporting compliance and impact reduction efforts.
4. Ecochain: Through user-friendly Life Cycle Assessment software, Ecochain empowers companies to measure and reduce the environmental footprint of their products and processes.

The Role of Sustainable Marketing Agencies in Amsterdam

Like the doughnut economic model, sustainable marketing aims to balance economic growth with social and environmental well-being. The doughnut model is a mindset rather than a set of policies, and sustainable marketing is a powerful tool for inspiring positive behaviour change. As Amsterdam pursues its circular, doughnut-shaped future, sustainable marketing agencies play a vital role in shifting consumer behaviour and creating market demand for regenerative products and services. By reshaping narratives around consumption and redefining ideas of value and progress, sustainable marketing agencies can accelerate Amsterdam’s transition to a regenerative, inclusive economy.

The Future of Sustainability in Amsterdam

Amsterdam’s adoption of the doughnut economics model demonstrates its recognition that a fundamental shift in how societies function is necessary to achieve a sustainable future. As the climate crisis intensifies, Amsterdam’s revolutionary take on urban sustainability provides an inspiring model for creating thriving, resilient cities within Earth’s planetary boundaries. By continuing to push the frontiers of circularity and inclusive prosperity while driving sustainable innovation, Amsterdam is helping to chart a course towards a more sustainable global future.

For sustainable initiatives in Amsterdam looking to amplify their impact, partnering with a sustainable marketing agency like growfish.co can help nurture positive behavioural change and accelerate global sustainability.

Sources:

https://www.arcadis.com/en/knowledge-hub/perspectives/global/sustainable-cities-index-2024

https://doughnuteconomics.org/about-doughnut-economics

https://thesustainableagency.com/blog/what-is-doughnut-economics/

https://www.burohappold.com/news/amsterdam-a-city-being-shaped-by-sustainability/

https://www.amsterdam.nl/en/policy/urban-development/

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