Distinguished Alumni Awards

Pioneering sustainability practices in the audio industry

MBA, 2012

Caroline Cawley reduces her company’s impact on the environment and people through science-based action, and brings sustainability topics to the table everywhere she goes. In her role as Head of Corporate Sustainability at Bang & Olufsen, Caroline has led the development and implementation of one of the most innovative product sustainability programmes in the consumer audio industry. 

Caroline helped define and advocate for cradle-to-cradle circular product development strategies and business models, as well as lower impact material cycling approaches, including designing for longer product lifetimes (known as product longevity), without compromising the brand's commitment to elegant industrial design and audio quality. She has also led the efforts at B&O to demonstrate a commitment to transparency in an industry that has often been criticised for generating e-waste, through annual sustainability reporting.   

Caroline worked in the environmental services sector before her RSM MBA. “During my MBA studies, I discovered corporate sustainability, and how I could apply my existing environmental knowledge to new challenges,” says Caroline. Being part of forward-looking organisations and working with dynamic and passionate people has enabled Caroline to lead projects that have improved the sustainability performance of products, and the climate impact of organisations.  

A recent highlight has been the integration of the sustainability strategy for Bang & Olufsen into its corporate strategy. Caroline says: “We’re a small company for our industry, and are known for our design, technology, and innovation. Hopefully, we will inspire a movement in the industry with our product longevity and circularity focus too.” 

Caroline was nominated by fellow RSM alumna June Ip (MBA 2012).

Scaling up regenerative farming 

MSc Business & Society Management 2006

Fennie Lansbergen started her career in microfinance, which was starting to make impact at the time. At Qredits, she was the first employee to start a microfinance bank in the Netherlands. “I loved the combination of making an impact and making the business case work,” says Fennie.

For Enviu, Fennie tested and built impact business models, mainly in Africa. She co-founded the People's Pensions Trust Ghana Limited, providing micropensions to improve standards of living of Ghana’s informal sector. Fennie continued the path of social ventures. Her focus shifted from global financial inclusions in developing countries, to reducing food losses in Kenya, which led to the field of regenerative farming and transitions. 

Fennie realised the same methods would be a good solution for farmers in the Netherlands. Combining her knowledge in microfinance and regenerative functions, she co-founded Oogst with Joost van Schie to ease the transition to regenerative farming.

Farm shop Oogst (‘Harvest’) provides a fair price and bigger market for farmers and food makers who work with nature, meaning they produce food that builds life and diversity on their lands. Oogst shops are in city centres, making it “fun and easy to shop for local produce,” says Fennie. The shops are partially unmanned, so they’re almost always accessible.  

Fennie says RSM taught her how to build startups, and sparked her interest to make an impact. “We need to take care of our home, the planet. Regenerative food can be a big part of the solution for many of the crises we are in.”

Fennie was nominated by members of the RSM alumni team.

Changing behaviour towards responsible food consumption

Master in Management 2016

Frank Holleman encourages people to make sustainable food choices and significantly reduce their carbon footprint. His startup Fork Ranger is a nuanced, science-backed and actionable guide for anyone who wants to be part of the solution for climate change.  

Frank studied communications and business, and taught himself graphic design skills. “RSM showed me that business can be used to solve sustainability problems, but I was still searching for ways to make a meaningful contribution to tackling the climate crisis.” 

When Frank discovered that people’s dietary choices make a huge impact, he put all his skills, education, and passion together to build up Fork Ranger with co-founder Mareike Brühl, starting in 20198. They believe that most people are willing to transition to greener food choices and lifestyle changes if it’s easy and enjoyable.  

Since then, Frank has published a top-selling cookbook with climate-effective recipes, created a free app, frequently posts informative and engaging pieces on LinkedIn, and speaks regularly at conferences and organizations, including a TEDx event. 

His unwavering commitment to sustainability through innovation, education and advocacy has made an impact on people and communities worldwide. “People tell us they’ve changed their ways. Bridging the intention-behaviour gap is one of the biggest challenges for climate action and we’ve found a model that works,” says Frank about the positive feedback he gets. “Overconsumption isn’t only one of the root causes of our environmental issues but also doesn’t make us happier. By translating science into digestible infographics and recipes, people understand what actions make a difference and also have the tools to put knowledge into action.”

Frank was nominated by members of the RSM alumni team.

Facilitating sustainable waste management 

MSc Finance & Investments 2016 and MSc Business Information Management 2016

Joost Kamermans and Martin Kayser founded Seenons, an award-winning tech company that optimises waste collection and promotes circular economy practices. Seenons’ platform connects businesses and recyclers in a seamless and efficient network.

As a child, Martin aspired to be an inventor, but narrowed that down to building impactful ventures. His desire to make an impact derives from working in an orphanage in El Salvador, and he gained technological experience at Microsoft. Joost’s experiences as a strategy consultant at BCG provided him with insights into the systemic challenges of waste management and the potential for technology to drive significant improvements.

Seenons facilitates the efficient collection, sorting, and processing of waste, ensuring that recyclable materials re-enter the production cycle as valuable resources. “The positive environmental impact we’re creating is incredibly rewarding,” says Joost, adding that Seenons has diverted thousands of tons of waste from landfills and incineration, redirecting it towards recycling and reuse. “This shows that sustainable waste management solutions are not only necessary but also achievable.” 

Since launching in 2019, Seenons now has a huge team of employees. Its platform has been adopted by numerous businesses, transporters and processors. Seenons also encourages sustainable practices among businesses and communities, addressing the root of the problem, creating green jobs and fostering a sustainability culture. 

The alumni want to break the ‘take, make, dispose’ pattern that leads to environmental degradation. “We can lower our carbon footprint with responsible consumption, waste reduction and minimal resource extraction. It’s a professional and personal mission to leave a positive legacy for future generations,” says Joost. Martin agrees: “Our planet has limited resources, and they’re not equitably distributed. We must manage them wisely.”

Joost and Martin were nominated by members of the RSM alumni team.

Stimulating waste prevention in national policies 

MSc Global Business & Sustainability 2020

Madelon de Leeuw advises Dutch policy makers on national (ministry) and local (municipalities) levels on how to incorporate sustainable consumption and less production in their policies, for example by getting citizens to reduce food and diaper waste, buy second-hand items, and repair and share existing products.

Madelon’s MSc in Public Management and MSc Global Business & Sustainability expanded her knowledge of systems thinking, the circular economy, communicating about sustainability, and to see the business side of sustainability.

In her role at Rijkswaterstaat, the executive agency of the Dutch ministry of Infrastructure and Water Management, Madelon contributes to the implementation of its circular materials plan with a focus on circular textiles, health care waste and better waste separation. While she’s just started her career, Madelon has made waste prevention a common topic, and she notices it’s now discussed at national congresses about waste and circular economy. 

For new projects, Madelon sees what needs doing and gets stakeholders involved in achieving change. “It doesn't have to be difficult: we need to lower our impact on Mother Earth by consuming and producing less, and taking good care of the products and materials we already have,” she says, adding that she focuses on prevention of municipal waste through behavioural and systems change. 

“The topic of responsible consumption and production is overlooked when discussing climate change and the energy transition. If we produce less, we’d need less energy in the first place. It is absolute key in achieving various sustainability goals.”

Madelon was nominated by members of the RSM alumni team.

Cleaning the world with eco-friendly soap and detergent 

MSc Strategic Entrepreneurship 2013, and BSC BA 2016

Melvin Loggies and Jasper Gabriëlse founded Seepje when they were RSM students in 2013, inspired by a TV-show where they saw Nepalese women using natural ingredients to make soap. This sparked their vision to create eco-friendly cleaning products, striving for a clean soap world free of fossil fuels.

Seepje uses natural detergent and personal care products made with fairtrade ingredients, which are packed in refillable bottles made from recycled plastic. Their products retail across the Netherlands, Belgium and Switzerland in around 6,000 stores, offering clean and affordable products.

The alumni say RSM helped them understand fundamental business principles, and that they were inspired by guest lectures of great entrepreneurs to start their own business as a vehicle to have a positive impact on the world. Melvin and Jasper’s dedication to environmental responsibility and social change shows in their continuous advocacy for ecologically conscious and sustainable means of consuming. 

“Responsible consumption and production should not be a behaviour of only a small group in society. It’s necessary to alter climate change. The only way to do this is to create awareness on this challenge and make sustainable products accessible for everyone. We do this with products you actually enjoy using, and by spreading the message with a positive tone of voice,” says Jasper. 

“It’s a true moment of happiness when we see a random person picking our product from the shelves and purchasing it in a store. We’re entrepreneurs who really love our product, so we’re thrilled when people use it,” says Melvin.

Melvin and Jasper were nominated by members of the RSM alumni team.