A beautiful spring day did not persuade people to pass up on the opportunity to learn more about ‘The Business Case for True Pricing’. Over one hundred interested professionals attended the seminar.
“Bringing together interesting people to talk about interesting topics” is what ultimately led to the Green Deal according to speaker Martin Lok (Program Manager, Ministry of Economic Affairs). This is similar to what True Price intends to do, in order to gather as much valuable input for the Business Case Report as possible. The seminar worked as a perfect platform to discuss ideas and concerns concerning measuring and monetizing social and environmental externalities. Keynote speaker Willem Lageweg (Director CSR Netherlands/MVO Nederland) referred to monetization as the bridge between the sustainability community and other actors in society, creating a common language.
The panel of partners agreed that to not just be a drop in the ocean, it is important to cooperate and partner with other organisations in the sector nationally as well as internationally (Simon Braaksma, Philips). Monetization helps determine what is making a contribution and what is not in the jungle of ‘sustainability’ interventions (Arjen Boekhold, Chain Director, Tony’s Chocolonely), to express the value of products in the spirit of innovation (William van Niekerk, Director CSR, Royal BAM Group) and to find a common language for the financial and sustainability institutions in society (Koen de Snoo, Director of the Sustainability Directorate, Ministry of Infrastructure and Environment). Even though value is a subjective concept, monetization forces people to make those value judgements explicit.
During the seminar a lot of interest was expressed in the method, the integration of positive externalities, the cases True Price has worked on so far, and the dilemmas faced during analysis. Even though negative externalities are more easily measured, True Price is in the process of making the method suitable to integrate positive impact as well. In the end, the goal is to mitigate the negatives and enhance the positives based on robust analysis.