Recession Resilience – Steering the Storm through Strategic Innovation

In fact, we can learn from past economic downturns, with data from McGraw Hill suggesting that ‘those firms that had maintained or increased their advertising during the recession boasted an average sales growth of 275% over the next five years. Comparatively, companies who cut advertising only saw a recovery growth of 19%’. Continuous PR investments, grounded in purpose, can lead to substantial long-term growth as companies outperform their less resilient counterparts – with HBR specifying that successful communication efforts during downturns center solidarity with stakeholders. By crafting a narrative that aligns with the most pressing needs and values of their stakeholders, companies can foster trust, improve customer retention and attract new customers even in difficult times. Trust-building through purposeful and authentic communication becomes the cornerstone of long-term success in times of economic and societal instability. 

Here, a crucial opportunity lies in organizations aligning their strategies with the emerging focus on the circular economy as a response to the climate crisis. This concept, actively championed by the Dutch government, seeks to create a sustainable economy by 2050. Part of the government’s commitment includes a focus on future proof industries, fostering entrepreneurship and circular solutions. As per the World Economic Forum, the circular economy could generate up to $4.5 trillion in economic benefits by 2030 – an invitation for forward-thinking businesses to redefine their strategies and align them with the future.

Evidenced by the aftermath of the 2009 crisis, where maintaining a focus on innovation throughout the downturn resulted in businesses outperforming the market average by more than 30% (McKinsey, 2021), we see the importance of navigating times of disruption in a proactive rather than reactive way. Innovation during times of crisis plants the seeds for long term success, leading to new business models and emerging sectors. One such promising emerging sector is greentech, with companies dedicated to mitigating human impact on the environment – combining sustainability and innovation. Greentech companies leverage technological solutions to address our planet’s most pressing challenges, while maintaining financially, socially and environmentally sustainable business models.  

The Netherlands has always been at the forefront of sustainable innovation, and it’s no surprise that the country is home to several green tech startups that are making a significant impact. Here are some noteworthy examples: 

• Closing the Loop: This innovative startup offers a solution for recycling electronic waste in developing countries. It has implemented a ‘waste compensation’ model, allowing customers to offset their e-waste footprint by supporting the collection of scrap phones, which are then responsibly recycled. The company’s ambitious goal is to ensure that every new phone is offset by recycling an old one.
• Hardt Hyperloop: Leading the revolution in sustainable transportation, Hardt Hyperloop is developing technology for high-speed travel in a vacuum tube. This startup aims to connect cities while producing zero emissions, revolutionizing the transport sector and making a significant contribution to the global sustainability effort.
• Circular IQ: Working towards making the circular economy a reality, Circular IQ offers a platform that enables organizations to track and manage their circular economy initiatives. It provides detailed insights into the circularity of supply chains, helping businesses transition to more sustainable and efficient operations.

Finally, as transparent and authentic communication is an integral part of the greentech commitment, the shifting economy calls for a focus on purpose and positioning businesses at the forefront of economic recovery. Through embracing the shifting landscape, we can envision a future that thrives within the boundaries of our planet, with practices that are good for both business and the earth. As we are entering a chapter filled with opportunity and innovation, keep an eye out for these startups pioneering the Dutch Green Economy: 

• Excess Materials Exchange – This startup provides a digital marketplace for buying and selling excess materials.
• Bundles – This company provides a subscription-based model for household appliances, promoting reuse and repair.
• Fairphone – This company produces ethical and sustainable smartphones made from responsibly sourced materials.
• The Waste Transformers – This startup converts organic waste into clean energy and fertilizer.
• VSParticle – This startup develops technology to produce nanoparticles for air filtration systems.
• The Great Bubble Barrier – This startup uses bubbles to capture plastic waste in rivers and canals.
• Bluecon Water Technologies – This startup provides water purification systems for homes and businesses. 
• Wetsus – This startup develops sustainable water treatment technologies.
• AquaMinerals – This startup recovers valuable minerals from wastewater.
• Hydraloop – This startup provides home-based water recycling systems.
• Plant-e – This startup generates electricity from living plants and soil microbes.
• Groasis Waterboxx – This startup provides a sustainable solution for planting trees in arid regions.
• Green Minerals – This startup recovers valuable minerals from industrial waste streams.
• Black Bear Carbon – This startup recycles used tires into high-quality carbon black.
• Climate Neutral Group – This startup helps businesses achieve carbon neutrality through offsetting and reduction strategies.
• South Pole Group – This startup provides carbon offsetting and renewable energy solutions for businesses.
• Circularise – This startup provides a blockchain-based platform for tracking and tracing sustainable materials.
• Solar Monkey – This startup provides software for optimizing solar panel installations.
• Qlayers – This startup develops technology for reducing drag on wind turbine blades.