COURAGE TO TRANSFORM
Reflections from the RSM Transforming Business Conference 2026
Bringing together today’s and tomorrow’s leaders and changemakers around one central theme: building an economy rooted in positive impact.
The 2026 edition of Rotterdam School of Management’s Transforming Business Conference brought together the current and next generation of leaders and changemakers to explore one central theme: the courage to step forward and build an economy rooted in positive impact.
Jointly organised by UN Global Compact Network Netherlands, the Hummingbird Fund and RSM, this annual event convened business executives, MBA students and sustainability experts to explore how Dutch companies can lead in creating a thriving impact economy.
From energy and agriculture to circular products, logistics and urban futures, discussions and debates converged on one clear message: it is time to move beyond rhetoric and act with conviction. This spirit was embodied by the announcement of a new partnership between UN Global Compact Network Netherlands and Future Up, who will work together to guide companies in translating ambition into measurable societal value.
From Purpose to Impact
The conference opened with an energising introduction by RSM’s Associate Professor Jochem Kroezen and a thought-provoking keynote by Prof. Dr. Karen Maas from Impact Centre Erasmus on From Purpose to Impact. Maas reminded participants that ESG is omnipresent - in the floods and droughts we face, in the quest for inclusion and diversity, and in the evolving regulatory landscape. To truly make a positive impact, organisations must clearly define their mission, context, and responsibilities, and avoid the common pitfalls of greenwashing and purpose washing. As she noted, “Future leaders can help in the transition.”
Rethinking Business Models
The panel that followed - featuring Prof. Dr. Karen Maas, Derk Loorbach (DRIFT), Merei Wagenaar (UN Global Compact NL), Ankie van Wersch (Future Up), Alba Tiley (The Sustainability Link & Co.), and Stephan Roest (Borealis) - explored how companies can transition from profit-only models to those that generate positive impact. Discussions ranged from redefining what constitutes “growth” to embracing social entrepreneurship and new circular models.
Participants challenged attendees to critically assess their own roles: Are we managing the present, or leading toward a better future? As Ankie van Wersch emphasized, “If we want to change the economy, we need a new language to do business.” Merei Wagenaar echoed the call for collaboration: “Life is much more fun when you do it together.”
From Circular Products to Practical Action
Break-out sessions provided inspiring real-world examples of transformation. Stephan Roest shared Borealis’ circular plastics innovations, while Bugaboo ESG Manager Melanie Wijnands presented the company’s journey toward Net Zero by 2035 and its focus on product longevity and repairability. Their message was clear: sustainability is not a feature - it’s integral to how a product is designed, used and valued.
Lunch discussions and sessions on digital transformation, climate, and nature further deepened the conversation about the tools, data, and creativity needed to accelerate change.
The conference closed on an energising note: transformation begins with courage - the courage to question, to collaborate, and to commit to action. For companies within the UN Global Compact network, this means continuing to lead by example, proving that purpose and performance can, and must, go hand in hand.