The word economy initially makes us think of cash flows. But there are other values playing a role in this, such as quality of life, ecological qualities and health effects. All these values are closely linked and more and more consumers are considering this in their lifestyle and buying behaviour.
"Companies respond to this by launching new products and making their production processes more sustainable. A company can make smarter use of raw materials and energy by recycling materials, for example; people –human resources– can also be used sustainably by preventing staff from burning out", Van der Blonk illustrates. According to the professor, these types of issues concern new ways of doing business. "Utilizing all resources, including human resources, you create profit and employment while maintaining the natural environment."