Een kijkje achter de schermen bij een duurzame werkgever

Yuki Tol and Joaquim Moody, trend watchers for Smart Mobility at the Innovation Department of the Municipality of Amsterdam, delivered the Mobility Radar on future public Transport.Twee 'moonshots' geven je een,van zo'n 11 jaar) this March. In this first edition, the Amsterdam Smart Mobility program delves deeper into the city's mobility challenges. Will staff and funding shortages, the energy transition, and a growing demand for (accessible) transport options continue to impact the city's future public Transport system? Two 'moonshots' give us a glimpse into the future, showing what public Transport might look like in 2050.

The new concession for public Transport in Amsterdam is nearly ready and will commence in 2025 for a period of approximately 11 years. This is a good time to engage in discussions about the steps that need to be taken to achieve the goals and ambitions set for 2050. It is also crucial to determine what measures are necessary to address the developments that public Transport will face in the future. If the current system is continued, we are only one or two concessions away from 2050. Therefore, now is the time to start working on developments, innovations, and concepts that we want to include in the concessions for the 2030s and 2040s.

Exploring the future together
The Radar team has developed a workshop to engage with various organizations, experts, residents, and enthusiasts to discuss the Mobility Radar. In this workshop, participants jointly explore the trends and developments that can influence the future of mobility. It is a great way for participants to practice this way of thinking, and such a session also brings up topics and discussion points that the Municipality of Amsterdam can incorporate into its future explorations and concessions.
During our 24th Knowledge and Demo Day, Joaquim Moody hosted a work session for a diverse group of participants various organizations and domains. In three groups, we analysed an emerging public Transport challenge using the Mobility Radar approach and creatively thought about solutions. In the following paragraphs, I summarize what we discussed with the group.

Method
The starting point is a number of current challenges in public Transport: staff shortages, funding shortages, accessibility, the energy transition, and the growing demand for public Transport.

Each group selects one of the challenges and then 'dissects' it. Using a worksheet, you look at the following topics: What basic need underlies this challenge? What are examples of how or where you see this challenge currently? What macro changes play a role in the emergence of this challenge – in the long and short term? And how do these macro changes affect which basic needs are important and how they are fulfilled?

Next, you start creating a solution for this challenge and trend. Examples of solutions are: a service, a product, a regulatory adjustment, or an informative campaign. You also need to consider how you would deploy it and who exactly the target audience is.

Results

Accessibility
One of the groups analysed the challenge of public transport accessibility. This needs to be adequate for everyone, now and in the future. Accessibility involves affordability, the digital skills required, travel costs, and physical accessibility. This challenge mainly revolves around the basic needs of connectedness, independence, and control. The macro changes playing a role are migration (increasing number of people to be transported) and aging (more people wanting to travel independently but requiring extra assistance – particularly in digital and physical aspects). Therefore, more space and special assistance will be needed for a growing group of travellers.
The group proposed focusing more on 'micro public transport' and 'on-demand public transport' and making bus and train compartments more flexible. This would make people less dependent on a rigid system and travel environment. The group argued that air travel can serve as an example, where you can specify exactly where you want to sit, whether you need extra space, and if you require extra assistance. These needs deserve more attention in public transport as well. This can be tested with prototypes in train cars and buses and is intended for the target groups: the elderly, people with disabilities, and parents with young children.

Staff Shortages in Public transport
The challenge of 'staff shortages in public transport' is reflected in developments such as cancelled schedules, high work pressure, high absenteeism, strikes, and less social control in public transport (due to less staff). The basic needs affected by this challenge are the need for social status, financial security (for the driver), and a pleasant, healthy workplace. Macro changes playing a role include the large number of job opportunities in other sectors, increasing aggression and hardening in society, worsening public perception of public transport, and aging. As a result, working in public transport has become less prestigious, less safe, relatively less well-paid, and there is little influx of new, young employees.
The group proposed a campaign to improve the image of working in public transport. Currently, too few people choose this profession. However, with campaigns similar to those by the Defense Department, it could be made trendy and attractive again. Influencers or famous Dutch people could also play a role in this. The target audience to be enthused includes young starters and people considering a career switch.

The Growing Demand for public transport
Finally, the third group presented their worksheet regarding the challenge of the growing demand for public transport (and the decline in public transport investments). This is reflected in the decline in service quality, travel options, and the fact that less equipment is available. This affects the basic needs of comfort, connection, and being able to be oneself). Macro changes exacerbating these challenges include the decreasing space for mobility, individualization as a societal development, and increasing travel costs. This leads to a kind of public transport anxiety, aversion, and aggression, which is already happening and is only getting worse, the group noted.

The group proposed recognizing the societal role of public transport more, which would lead to more respect and funding. We should also further 'de-peak' travel times by better aligning telecommuting days or departure times for employees. This can be tested with pilots in specific (travel) areas or with large employers. The target audience can be seen as all travellers together.

Follow-Up
Joaquim will use the presented analyses and solutions as inspiration for further research and use the feedback on the method and workshop to improve such sessions in the future. Enthusiastic participants also wanted to use this method for sessions with students and international delegations, illustrating its success!
During the upcoming Knowledge- and Demo Day, we will have another session on mobility with a similar approach, but this time we will work with the scenario studies made by the Province of North Holland. Thinking about the future using trends, scenarios, and moonshots is essential in every domain, especially when done with a diverse group and maintaining connection.

Creating social value for all is one of Amsterdam Smart City's core values. That's why we invited Dave van Loon and Marieke Doorninck from our partner Kennisland to lead a knowledge session on social innovation. In their words, social innovation can help us approach processes differently, encouraging people to think in new ways.

What is Social Innovation?

“Those who are closest to the issue know the most about it,” said Marieke. Therefore, Kennisland designs solutions for complex societal issues together with those involved. According to Kennisland, social innovation is about creating better outcomes for people, contributing to an inclusive and sustainable society. It involves the development and implementation of new strategies, concepts, ideas, and organizations that provide solutions for major societal challenges. Collaboration is essential in this process; it is not about individual actions but about collective efforts within a specific context. “Social innovation is not so much about finding the best solution,” emphasized Dave, “but about the process where the right people come together and collectively decide what the best solution is.” This also implies a shift in power: giving the lead role to others instead of those who have always had it.

Key Principles of Social Innovation Include:

• Creating social value (not just economic)
• Considering different perspectives and values
• Making policies and solutions through action
• Mobilizing involved citizens to build a socially sustainable future

Social innovation provides answers to complex social problems that cannot be solved by the government and business sector alone. The concept refers to new strategies, concepts, ideas, and organizations that provide solutions for major societal challenges. Additionally, it’s about creating a positive cycle of learning and improvement, involving all relevant actors in the issue.

Social Innovation In Practice

How does social innovation work in practice? Dave provided a successful example from Kennisland: ‘Amsterdam zoekt Schoolmakers' (Amsterdam is looking for Schoolmakers). This was a crowdsourcing campaign and incubator for new school initiatives. In this project, every Amsterdammer had the opportunity to submit a plan for a new school to accommodate the expected growth in student numbers. The challenge eventually resulted in over 124 initiatives for new schools and served as the starting point for a broader dialogue about education in the city. “This is a good example of social innovation because radical innovators and system representatives could learn from each other,” said Dave. A very interesting project that stimulates bottom-up innovation and shows what is possible.

During the session, other successful examples of social innovation were shared by the audience. One of these examples was the wellbeing dashboard, developed by students from the Hogeschool van Amsterdam in collaboration with residents of the ‘G-buurt’ in Amsterdam Zuidoost. This dashboard monitors the residents' wellbeing and actively involves them in co-creation sessions.

Social Innovation and Amsterdam Smart City

Collaboration is essential in addressing complex issues within the Amsterdam Smart City network. A good example of this is grid congestion. The problem is so complex that collaboration between grid operators, governments, energy suppliers, businesses, and citizens is necessary.

According to Marieke, it’s essential for people to truly feel the urgency of the problems. This sense of necessity motivates them to embrace social innovation and come to solutions together. She concluded the session by emphasizing that the great challenges of our time can only be addressed through collective efforts.

Do you want to learn more about social innovation or get in contact with Kennisland? Leave a comment below and we’ll connect you with Dave and Marieke!

Scroll naar beneden voor de Nederlandse versie

Growth is an end in itself, dictates the current economic model. For only growth would keep our economy going and be indispensable to further sustainability. At the same time, our planet is being depleted by this drive for green growth.

Is it time to abandon economic growth as a social ideal? And then what are workable, more social alternatives?
More and more business owners are opting for sustainable operations. They settle for less financial gain to do valuable work with positive social and environmental impact. The rise of the commons movement, housing-, energy- and food cooperatives, as well as social initiatives in health and welfare, show that people want to stand together for values other than financial gain.

Achievable and real alternatives

New economic models offer different perspectives for considering the economy as part of a society. They offer tools to make that economy more equitable and sustainable. Yet the new economic thinking is still often dismissed as unrealistic and unachievable. Only by trying out these theories in practice can we demonstrate that these are real alternatives.

New economic thinking, New economic acting

To experiment with new economic theory and models in practice, the Amsterdam Economic Board has started the New Economic Models exploration. In April, we introduced the living lab project “New Economic Thinking, New Economic Acting” at the Marineterrein in Amsterdam. In this we work on socio-economic experiments, together with AMS Institute, AHK Culture Club, And The People, Bureau Marineterrein, Kennisland, The Next Speaker and the knowledge coalition ‘Art, Tech & Science’.

The Marineterrein is the ideal place to do this because it is an official experiment site. Moreover, companies located here are often already working on circular and social projects. Cultural institutions and organisations at the Marineterrein, in turn, can represent what thriving without economic growth could look like and fuel our desire for a new economy.

Read the full Article

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Bouwen aan lokale mini-economie binnen planetaire grenzen

Groei is een doel op zich, dicteert het huidige economische model. Want alleen groei zou onze economie draaiende houden en onmisbaar zijn om verder te verduurzamen. Tegelijkertijd raakt onze planeet uitgeput door die drang naar groene groei.

Wordt het tijd om economische groei als maatschappelijk ideaal los te laten? En wat zijn dan werkbare, socialere alternatieven?
Steeds meer ondernemers kiezen voor een duurzame bedrijfsvoering. Zij nemen genoegen met minder financiële winst om waardevol werk te kunnen doen, met positieve sociale en ecologische impact. De opkomst van de commons-beweging, woon-, energie- en voedselcoöperaties en maatschappelijke initiatieven in zorg en welzijn, laten zien dat mensen zich samen sterk willen maken voor andere waarden dan financieel gewin.

Haalbare en reële alternatieven

Nieuwe economische modellen bieden andere perspectieven om de economie als onderdeel van een samenleving te beschouwen. Ze bieden handvatten om die economie rechtvaardiger en duurzamer in te richten. Toch wordt het nieuwe economisch denken nog vaak weggezet als onrealistisch en niet haalbaar. Alleen door deze theorieën in de praktijk uit te proberen kunnen we aantonen dat dit reële alternatieven zijn.

Nieuw economisch denken, Nieuw economisch doen

Om te kunnen experimenteren met nieuwe economische theorie en modellen in de praktijk, verkent Amsterdam Economic Board deze in de verkenning Nieuwe economische modellen. In april introduceerden we het proeftuinproject ‘Nieuw economisch denken, Nieuw economisch doen’ op het Marineterrein in Amsterdam. Hierin werken we aan sociaaleconomische experimenten, samen met AMS Institute, AHK Culture Club, And The People, Bureau Marineterrein, Kennisland, The Next Speaker en de kenniscoalitie ‘Art, Tech & Science’.

Het Marineterrein is de ideale plek om dit te doen, omdat het een officieel ‘experimentterrein’ is. Bovendien zijn de hier gevestigde bedrijven vaak al bezig met circulaire en sociale projecten. Culturele instellingen en organisaties op het Marineterrein kunnen op hun beurt verbeelden hoe bloei zonder economische groei er uit kan zien en ons verlangen aanwakkeren naar een nieuwe economie.

Lees het volledige artikel