About us

The research projects and activities behind “New Business Models” are supported by a core team that is expanded depending on the activity and complemented by a changing group of people. Led by Professor Jan Jonker and embedded and monitored by the Foundation Our Common Future 2.0 (OCF 2.0), they conduct research per project with a strong applied character and a main objective to have an impact on transition.
Projects are proposed and initiated by Professor Jan Jonker, the Foundation Our Common Future 2.0, or other partners. Depending on the nature and scope of the project, smaller or larger groups of people are formed who work together on the project at hand. It often concerns people who did not know each other before the project but share the same passion and want to contribute to fundamental changes in society. Almost always, they contribute for “free” with their time, passion, and energy in exchange for contacts, networking activities, co-authorship, and other intangible social benefits. In recent years, this has led to a growing OCF community of project participants that meet at events and conferences and know how to ‘profit’ from the social capital they have created together.
Keywords for the things we attempt to do are sharing, co-creation, and crowd thinking. Projects result in publications and (work) conferences often resulting in (paid) work for those involved.

OCF2_logo_RGBFoundation Our Common Future 2.0

OCF 2.0 encourages research into and knowledge transfer on sustainability projects particularly in regard to business strategy and models. Economic and ecological aspects are taken into account considering their organizational focus.  OCF 2.0 outlines promising approaches, methods, and pathways based on the vision being developed by the ‘crowd’ combined with actual scientific knowledge and insight.
The board of OCF 2.0 works closely in conducting research with Jan Jonker, Professor of Sustainability at the Radboud University Nijmegen (Nijmegen School of Management). Professor Jonker has been nominated at the prestigious Chaire d’excellence Pierre de Fermat at the Toulouse Business School (TBS) (France)for a period of two years (2014-2016).


Since the creation of OCF 2.0, many hundreds of people have participated in creating and writing publications (books and reports) and tools. These have been realized through crowdsourcing and with the help of sponsors. These publications and tools are meant for a broad range of people. On the one hand, there are those who are committed to creating sustainable production, stimulating greater social cohesion in a neighborhood, and developing a self-supply of energy. On the other hand, there are people in types of organizations and business wanting to create sustainable change from within.
The first publication was written with 450 people and appeared in 2011 as ‘Duurzaam Denken Doen’ (‘Sustainable Thinking Acting’). This book was based on the landmark publication ‘Our Common Future’, the so-called Brundtland report from 1987. OCF 2.0 was originally founded in order to rewrite this report. This first report became a huge success and has sold over 13,000 copies in the Netherlands.

Thinking about business modeling

Since its creation in 2010, OCF 2.0 has performed a series of studies that increasingly delivered the building blocks for the concept of “New Business Models”. To develop and complete that concept is the translation of the vision of sustainability that was introduced in its first publication “Sustainable Thinking Acting”. Along the way, it became increasingly evident that conventional business models obstruct realizing a transition towards sustainability into society. In a different society, a society focused more on sustainability requires a generation of new business models to be created in order to embed sustainability in transactions.

What have we done in half a decade?

Since its creation in 2010 the following projects have been completed:

  • Business Models for Circular Economy  read more