Thank you Jan-Willem Vosmeer for joining us for this inspiring conversation. We hope this dialogue sparks new ideas and fuels others on their own Leaders of Progress Journey.
LEADERS OF PROGRESS SPOTLIGHT #4
JAN-WILLEM VOSMEER
Global Manager Sustainable Development
& Stakeholder Engagement, Heineken
His leadership is defined not only by driving long‑term impact but also by creating a culture where people truly feel they belong.
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"A Leader of Progress isn’t about titles"
In your own words, what does it mean to be a Leader of Progress?
“In my view, leadership has little to do with being the one in charge. A true Leader of Progress is defined by curiosity, connection, and persistence. My role is often to bridge worlds; bringing the outside world in and sharing the inside world out. This creates space for diverse people, ideas, and perspectives to come together and spark real change.
Progress happens when you listen, adapt, and find common ground, even when the issues are complex. And above all, it’s a team sport. Nothing I’ve been part of happened because of me alone. Every step forward has been the result of many people, from specialists to forward-looking leaders, working together."
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Our biggest shift: integrating sustainability into everything we do
What is the most important change Heineken has made to truly embed sustainability into its overall strategy?
"At Heineken, the biggest shift has been making sustainability part of everything we do. It is now fully integrated into EverGreen, our long-term growth strategy. This means balancing short-term delivery with long-term value, ensuring sustainability drives decision-making at every company level.
We have aligned leadership incentives with sustainability goals and established dedicated committees at Executive and Supervisory Board levels. This puts sustainability front and centre, not as an add-on, but as a guiding principle for how we grow, create value, and lead responsibly."
From complexity to action: shaping our sustainability strategy
Can you name one specific project where you made real progress possible?
“One of the projects I am most proud of is helping to shape Heineken’s sustainability strategy. We brought together climate, water stewardship, inclusion, and responsible consumption into one clear and inspiring narrative connected to the SDGs. My role was to simplify complexity, connect the dots, and make it easier for people to take action. The biggest challenge? Turning complex issues into something simple enough to inspire real change.
On a more personal note, I co-founded Heineken Open & Proud, our global LGBTQI+ network. What I value most is seeing colleagues feel comfortable being themselves, no matter where they are in their inclusion journey. That sense of belonging not only makes people happier, it makes the organisation stronger and more effective."
Looking 25 years ahead...
“It os impossible to predict exactly what the world will look like in 25 years. What I do know is that uncertainty will remain, whether from climate change, geopolitics, or economic pressures. That makes consistency, guided by strong values and long-term thinking, more important than ever.
If there is one area I hope my influence will endure, it’s in keeping the focus on how deeply our business is connected to people, nature, and communities. A good example is water stewardship. Since 2013, we have worked closely with local communities and partners to improve water efficiency in our breweries and support watershed protection. Water is the resource our business and societies depend on. If, in 25 years, our efforts have strengthened water security and inspired others to act, that would be a legacy I would be proud of.”
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My personal advice to companies struggling to prioritize CSR ...
“ ... is to lean into togetherness. Sustainability isn’t something you can do alone, it requires open conversations, trust, and collaboration both inside your organisation and with partners outside. When you create that space, you unlock creativity and momentum, and sustainability becomes part of how your business moves forward.
It is also crucial to focus on the topics where you can make the biggest difference. Don’t let the search for perfection stand in the way of progress. Real change happens step by step, through smaller, consistent actions that, over time, create the most meaningful and lasting impact.”
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LEADERS OF PROGRESS
2025 marks the 25th anniversary of the United Nations Global Compact. To honor this milestone, we are launching an interview series spotlighting the change makers behind our participating companies in the Netherlands: the Leaders of Progress. By sharing their stories, we hope to inspire responsible leadership and spark meaningful change.
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