Jill Vink

‘Technology is not neutral. We're inside of what we make, and it's inside of us. We're living in a world of connections — and it matters which ones get made and unmade.’ — Donna Haraway, Cyborg Manifesto

With this powerful quote from feminist science philosopher Donna Haraway, Sander van der Waal opened the knowledge session at the 27th Knowledge and Demo Day. What if we no longer viewed technology solely through the lens of big corporations but instead from a broader societal perspective? This question took centre stage in the session, where we, together with Sander, reflected on the role of technology in our society.

From pioneering to big tech

The internet originally started as a decentralised network where everyone could connect with one another. The Digital City, a freenet initiative by cultural centre De Balie and Hack-Tic, was one of the first projects to experiment with data sharing in Amsterdam. It was the first online internet community to come to existence. However, in the early 2000s, big tech gradually took control of the internet. What was once a free and open platform transformed into a space where a handful of companies dictated the rules. Shoshana Zuboff wrote about this in her book The Age of Surveillance Capitalism. “Forget the cliché that if it’s free ‘you are the product’. You are not the product. You are the abandoned carcass,” Zuboff states in her book.

Today, we navigate a digital landscape shaped by platforms like Facebook and Google, which dictate how we communicate. We’re all familiar with the well-known image from Donald Trump's swearing-in ceremony, where a noticeable shift in protocol placed top CEOs in the front row — traditionally reserved for the President’s family, key political figures, and former Presidents. The internet is now dominated by a handful of conglomerates, which are increasingly influencing decision-making in the United States.
According to Sander, the choice is limited: give up your privacy or remain outside the digital society. But how does this align with European legislation? More importantly, how does this impact our mental health? Recent figures from Amsterdam show that 36 per cent of young people experience mental health issues, with social media cited as one of the contributing factors.

What happens to our data?

Sander illustrated this using a graph on the screen, showing how we unknowingly transmit our personal data hundreds of times each day to unknown entities, which then use it to target us with personalised ads. In the Netherlands, this happens an average of 380 times per day — a relatively low number compared to U.S. states. Colorado leads the way with 987 instances per day. This continues despite the implementation of the GDPR in Europe, which was meant to curb such practices. Lawsuits against data misuse are ongoing, but in the meantime, these processes persist — or even expand.

According to Sander, this highlights a deeper issue: technology is not neutral. Human biases are embedded in it, and AI only amplifies them. Artificial intelligence is already being used in job interviews and to shape personal preferences. This also raises another question: how sustainable is our use of AI? The art project Anatomy of an AI System by Kate Crawford and Vladan Joler vividly illustrates what happens behind the scenes when we ask an AI a question — from the extraction of raw materials to the energy required to generate a response.

Is there another way?

Waag Futurelab champions a new technological foundation. One that prioritizes people over profit. In collaboration with various organizations, they have developed a manifesto (PublicSpaces) that defines how technology should serve society, not the other way around. Here are its core values:

1. Accountable
2. User centric
3. Transparant
4. Open
5. Sovereign

Sander also highlights alternatives such as GPT-NL (an open AI model from the Netherlands), Fairbnb.coop (a fairer alternative to Airbnb), and Fairphone, which offers a more sustainable smartphone option that breaks away from the traditional tech industry. These applications work differently from Big Tech, focusing on giving users more control over technology.

But how do we transition to more transparent, privacy-friendly, and sustainable technology? A thought-provoking question from the audience: Can we still go back? One attendee admitted they don’t use Signal because all their friends are still on WhatsApp, sparking a discussion on ethics and peer pressure. Should change start at the individual level, or does it require collective action?

Seeking digital independence

The dependence on American tech companies is increasingly being questioned. A recent ICC report in The Guardian warned of the influence of major US corporations on geopolitical institutions. Meanwhile, Dutch media have raised concerns about how the country can become independent of big tech. Professors from Radboud University have also recently called for action.

This all leads to Sander’s crucial conclusion: the internet belongs to all of us. As a society, we decide what our digital future looks like. Under the hashtag #MakeSocialsSocialAgain, a campaign led by Bits of Freedom, DeGoedeZaak, Noorderlicht, PublicSpaces, and Waag Futurelab is now urging public organisations to take the first step by adopting alternatives to big tech social media platforms. These platforms are built on public values such as transparency, privacy, and sustainability — and there are plenty of alternatives available. See the screenshot from Sander’s presentation here.

We’re curious: do you already use alternative social media platforms? Or maybe you have some great other recommendations? Leave a comment below, and let’s share our tips with each other.

The Netherlands aims to strengthen its position in artificial intelligence (AI) with initiatives such as the planned AI Factory in Groningen and recent European investments in AI infrastructure. To fully leverage these opportunities, collaboration between AI regions is essential. During the Knowledge- and Demoday on March 13 Laetitia Stuijt and Bart Krull from Amsterdam Economic Board led a work session that explored how Amsterdam can position itself within the national and international AI landscape and how the region can distinguish itself from other regions like Eindhoven and Groningen. The session was moderated by Remco Marinus and Jannes Boon from Havas Lemz.

What’s happening? Trends and initiatives

Several trends influencing the development of AI in Amsterdam were discussed. The city is already familiar with AI initiatives, particularly within the social sciences and civil society organisations. This makes it an attractive location for AI research and development. The tech sector is growing rapidly, with a wide range of startups and a young, talented student body actively engaged in AI.

A key theme that emerged during the session was 'inclusive prosperity'. This concept, which aims to create not only economic but also social and ecological value, was seen as a potential differentiating factor for Amsterdam. AI’s potential to help achieve broader societal goals, such as sustainability, inclusivity, and social innovation, was highlighted as a key strength.

The Transport Region of Amsterdam (Vervoerregio Amsterdam), who were also present at the session, indicated the need for a clear framework for AI applications, with specific guidelines on how data should be collected and used. They expressed a need for support in making the right decisions and asking the right questions around AI policy. This is a broader issue likely relevant to several regions across the Netherlands.

From the perspective of the City of Amsterdam, the question arose whether we should start with AI technology itself or focus on the societal challenges we aim to solve. It became clear that the preference lies with the latter: rather than simply exploring what AI can do, the emphasis was on using AI to tackle major societal challenges. This calls for an approach where AI is not just viewed as a technology, but as a tool to solve pressing social issues.

Collaboration with other European countries

Another key point of discussion was how Amsterdam compares to other European cities and countries in the context of AI. It was noted that the Netherlands, like other European nations, is too small to play a leading role in AI on its own. The challenge is to create a shared narrative as a region that is both powerful and attractive for European partnerships.

Positioning Amsterdam in AI: what makes the region unique?

The participants in the workshop then worked on formulating Amsterdam’s unique positioning in the AI sector. They worked on an exercise to create an "Onliness statement" that would set Amsterdam apart from other regions. Different groups proposed interesting ideas:

• Group 1: Focused on placing people at the centre, emphasising the societal impact that Amsterdam can make. This could be a distinguishing factor.
• Group 2: Highlighted Amsterdam as a software development hub, leveraging the open-source community already present in the city.
• Group 3: Positioned Amsterdam as an innovative software cluster, a place where new technologies can be rapidly developed.
• Group 4: Emphasised the importance of smaller, specialised niches in the AI industry, where Amsterdam can have a strong profile.
• Group 5: Stressed the importance of safe innovation and accelerating best practices in AI, with a focus on the responsible use of technology.

Next steps

The work session was a productive gathering where various ideas were shared about Amsterdam’s position in the AI landscape. It became clear that there is significant potential for the city to differentiate itself through its societal approach to AI, its innovative ecosystem, and its strong educational and research institutions. However, it was also noted that the business sector was underrepresented in the discussion. Their perspective on the deployment of AI, especially regarding commercial applications, would be valuable to get a fuller picture of Amsterdam’s potential in this field.

The next step will be for Amsterdam Economic Board to further develop a clear vision and narrative that highlights both the technological and societal benefits of AI in Amsterdam. They will be working intensively on this in the coming period, among others during the Kick-Off meeting they are organising on March 26.

Do you have interesting input on this issue? Leave a comment below, and we’ll connect you with Laetitia and Bart from Amsterdam Economic Board, who are the leads on this topic.

Transitioning to a circular economy requires a fundamental shift in mindset. But how do we move from theory to action? How can we better understand the impact of our choices — whether it’s the clothes we wear, the products we use, or the materials we discard?

Across our community, inspiring initiatives are driving the transition to a more circular economy. From innovative tools that track sustainability progress to solutions for reuse and repair, these projects are shaping a future where waste becomes a resource.

Spotlight on Circular Initiatives

• CircuLaw
  Regulations play a crucial role in the transition to a circular economy, but navigating them can be complex. CircuLaw shows local governments how to accelerate the circular transition. For each product chain, they provide legal instruments based on Dutch legislation.

• CIRCOLLAB MRA
  CIRCOLLAB is a consortium of 33 partners dedicated to accelerating circular innovation in the Amsterdam Metropolitan Region through collaboration and interdisciplinary research.

• Gemeente Amsterdam Circulaire Monitor
  Data is key to tracking progress, and the Circulaire Monitor helps Amsterdam measure its transition to a circular economy. By collecting and analyzing data on material flows, reuse rates, and sustainability initiatives, this tool provides insights that inform policy decisions and highlight areas for improvement.

• Droppie
  Recycling and waste management need a fresh perspective, and Droppie is bringing just that. This innovative start-up is making it easier for individuals and businesses to recycle efficiently by offering user-friendly collection services that ensure valuable materials are recovered and reused rather than wasted.

• New Optimist
  The fashion industry has a massive environmental footprint, but New Optimist is changing that with locally produced, sustainable clothing. Taking things a step further, they’ve introduced a refundable deposit system on clothing, encouraging responsible consumption and a longer lifecycle for garments.

• United Repair Centre
  Repairing instead of discarding is a key principle of circularity, and United Repair Centre is championing this approach in the textile industry. By offering professional repair services for brands and consumers, they help extend the lifespan of garments, reducing textile waste and supporting a culture of reuse.

• Byewaste
  Many household items still have value even when they’re no longer needed. Byewaste makes it easy to give these items a second life by offering smart collection services. Whether it’s clothing, electronics, or books, Byewaste ensures they are reused or recycled, keeping them out of landfills.

• Cenex Nederland’s LCA Game 'Cyclum Vitae'
  Understanding life cycle assessments (LCAs) is essential for making sustainable choices, but they can be complex. Cyclum Vitae, developed by our partner Cenex, transforms LCAs into an engaging and interactive game.

These are just a few of the many inspiring initiatives driving change. What circular innovations inspire you?

At the final Knowledge and Demo Day of the year, DRIFT (Dutch Research Institute for Transitions) presented an engaging session on the "Business of Transition." How can businesses embrace the concept of "radical change"? And how do they balance collective interests with self-interest? Teun Strikkers and Floor van den Elzen guided the audience through the complex world of systemic change and the role businesses play in these processes.

Teun began with a personal story from his time living in Norway, where he witnessed glaciers retreating. This experience prompted a critical question: why is it so hard to solve major problems like climate change?

He proposed several answers:
• Difficulty in defining boundaries (issues are interconnected).
• Problems occur across different times and locations.
• Attempts to solve problems sometimes exacerbate them.
• Disagreements not only about solutions but also about the nature of the problem itself.
• Problems are persistent or "sticky."

Teun explained that many challenges stem from the lack of clear boundaries within complex adaptive systems. These systems, like economies or energy networks, are made up of interconnected parts that constantly adapt to changes, making it hard to set boundaries or implement change.

What Are Transitions?

Transitions are fundamental, transformative changes that affect culture, structures, and practices. Teun referred to the traditional S-curve model often used to describe the lifecycle of transitions but introduced a more modern alternative: the X-curve. This model better captures the dynamics of transitions, highlighting the interplay between innovation and the dismantling of old structures.

The dynamics of a transition include:
Reconfiguration: What needs adjustment, redesign, or recalibration?
Consolidation: Which new principles and values should be formalized into norms, laws, and regulations?
Scaling: What initiatives require more support, investment, or visibility?
Phasing out: What needs to be retired, and how can this process be facilitated?

Entrepreneurship and Transitions

Floor focused on the practical side of transitions and the role of entrepreneurship. She noted that businesses often struggle to connect their daily operations with broader systemic changes. However, she emphasized, “The business of business is transitions” — companies must take responsibility for their role in driving sustainable change.

One illustrative example was the OV-fiets (a shared bicycle service), which started as a small initiative and grew into a nationwide success that promoted sustainable mobility. This example demonstrated how local innovations can contribute to systemic change, even without addressing all problems at once.

Floor also addressed the tension between short- and long-term goals, highlighting the challenge for businesses to balance collective interests with profitability. She spoke about the importance of creating a “learning environment” where businesses continuously reflect on their impact and adapt their strategies to a changing world. Innovation is all about experimentation: “learning by doing, and doing by learning.”

Tensions and Opportunities in Transitions

The session invited active participation from the audience, sparking interesting debates. One participant remarked, “Isn’t the business of business still just business?” Unilever's decision to sell the Vegetarian Butcher due to low profits showed how financial priorities can clash with sustainability goals.

Another discussion focused on the meaning of sustainability. For example, is Tesla still driving change, or is it mainly succeeding by meeting consumer demands? These questions encouraged thinking about what truly makes a company sustainable and how fairness can be part of transition strategies.

Learning from Inspirational Examples

In smaller groups, participants discussed companies like Patagonia, Dopper, and Interface that are succeeding in transitions. They explored why these companies thrive where others struggle and how other players can support such success.

The discussions emphasized the value of collaboration. Social learning — reflecting and experimenting together — was seen as key to driving big changes. One participant noted, “Our individual choices often conflict with what we choose as a group,” highlighting the need for collective action.

The session showed that while transitions are challenging, they are possible if we’re ready to think and act differently. Businesses play a vital role, not just in implementing changes but in leading the way with new models and practices.

Do you want to learn more about DRIFT and this topic? Leave a comment below and we’ll connect you with them!

What do you actually need to make a shoe? And how can this production process be as sustainable and cost-efficient as possible? During our 25th Knowledge and Demo Day, Cenex Netherlands organized a workshop aimed at testing and improving their ‘Life Cycle Assessment’ (LCA) game. During this session, we set out to design a black Converse shoe.

How does the game work?

The LCA game revolves around raising awareness of the raw materials, production steps, and environmental impacts involved in making a product. Each team represents a fictional country, with access to specific resources like oil and wind energy. Players roll dice to acquire budgets, select materials (such as cotton, rubber, wool, etc.), and negotiate to perform processes like spinning and stitching. Green energy use is rewarded, while fossil fuels incur extra costs. Through this, teams gain insight into the trade-offs of sustainable and affordable production.

Key Takeaways and feedback from the session

This interactive session provided valuable feedback:
• Complexity: New players may find the game overwhelming. A suggestion to clearly indicate necessary materials and steps right from the start would make it more accessible, ensuring all participants start with a shared understanding.
• Focus on the core message: The core message — making the production process understandable — should be central. Fewer cards and a simpler setup would make the game more effective.
• Solutions and improvements: The game aims to provide a realistic view of the production process. Achieving a balance between detail and simplicity is essential to keep the focus on product development and sustainability.

Why participate?

During the session, we learned not only about product design but also discovered the challenges involved in sustainable material use and production processes. The game encouraged discussion, negotiation, and, most importantly, reflection on our role in sustainability. Whether on the team that won through a sustainable approach or not, all participants gained a crucial insight: the journey to sustainable production chains begins with awareness.

Do you want to learn more about the LCA game? Leave a comment below and we’ll connect you with Sanne or Pablo from Cenex Netherlands!

How do you connect different worlds, break down barriers, and foster collaboration where obstacles seem to dominate? During an inspiring Knowledge session led by Dr. Gertjan de Groot, we explored the world of 'Boundary Spanners' — the bridge-builders who tackle societal challenges with creative solutions. In an era where collaboration is essential, the role of the boundary spanner is more important than ever. Luckily the room was full of them.

What is a Boundary Spanner?

A Boundary Spanner is a professional skilled in bridging domain boundaries within complex urban challenges. Their role involves making collaboration between diverse stakeholders — with different interests and goals — both productive and forward-moving. This is precisely the type of work we engage in at Amsterdam InChange.

During the session, participants were asked to reflect on the types of boundaries they encounter in their professional practices. The responses ranged from financial constraints and cultural norms to conflicting interests and the limits of what people are accustomed to.

Three Dimensions of Boundaries

According to Dr. Gertjan de Groot, every boundary encountered in collaborations has three key dimensions:

• Social dimension – Relationships between people: who knows whom? How does "us" relate to "them"?
• Cognitive dimension – Differences in knowledge, ideas, interpretations, and beliefs.
• Material dimension – Aspects like ownership, authority, resources such as money, and capacity.

Bridging these boundaries requires different actions for each dimension. An interesting example discussed during the session involved a collaboration within the municipality, where three groups were working together. As one group grew closer, the gap between them and the other groups widened. This illustrates how overcoming boundaries can sometimes create new ones.

Dealing with Boundaries

Participants were also asked the question: "How do you deal with the boundaries you encounter in your professional practice?" Some of the responses included:

• Actively listening and staying alert to keep everyone involved.
• Understanding the other party’s perspective by asking questions and making issues discussable.
• Respecting differing opinions and recognizing when a boundary is reached.

The discussion led to the insight that boundaries are not inherently problematic, but they can become an issue if the other party is not included in the process. A boundary protects something, and it's essential to understand what exactly it is protecting.

Mechanisms to Bridge Boundaries

So how do you cross these boundaries and bring people closer together? Dr. Gertjan de Groot outlined four mechanisms to effectively bridge boundaries:

• Intermediating between boundaries (connecting, translating, acquiring).
• Developing joint practices.
• Creating boundary objects.
• Establishing a shared language and mindset.

The key takeaway here: don't rely on just one mechanism. Experiment with multiple ways of collaborating.

Research Conclusions

The session concluded with several insights from the research on boundary spanners:

• Bridging boundaries often also means creating new ones.
• Intermediation is essential (connecting, translating, and acquiring).
• Without boundary-spanning practices, collaboration simply won’t work.
• Boundary objects have a limited lifespan.
• Deviate from traditional ways of working.
• Experiment with all four mechanisms; don’t rely on just one.
• Boundary spanners must be consciously competent; although there's a wealth of individual knowledge, there's still too little shared understanding.

Dr. Gertjan de Groot is also working on turning this into a game. They are currently looking for partners to collaborate on its development and implementation. The required investment is €5,000 per partner.

Do you want to learn more about Boundary Spanners or get in contact with Dr. Gertjan de Groot about the game? Leave a comment below and we’ll connect you with him!