While our economy has traditionally been focused on perpetual growth, a shift is gradually taking place. Thinker and author Paul Schenderling is at the forefront of this transition and a passionate advocate for broad prosperity—a concept that places human wellbeing at the centre, rather than economic gain alone. His work centres on the idea that we should not merely pursue economic growth, but real progress—progress that is both socially and ecologically sustainable. From this vision,
Paul has developed practical solutions and inspiring examples that encourage businesses, governments, and citizens to embrace meaningful change.
Fundamental Shift in How We Think
To give broad prosperity a real chance, a fundamental shift in economic thinking is required. “Instead of unchecked quantitative growth, we must strive for qualitative progress,” Paul stresses. “Growth doesn’t always have to mean more and bigger. Growth is fine—but only when it’s based on quality, not volume. We should focus on improving the quality of our products, our jobs, our environment and our daily lives, rather than increasing GDP or consuming more resources.”
“To do that,” he explains, “we need to impose strict limits on the five biggest drivers of ecological harm: greenhouse gas emissions, material use, land use, water consumption and toxic substances. Just as we’ve introduced global quotas for emissions and CFCs, we should extend that logic to these other impact areas. Setting clear boundaries pushes innovation to operate within the Earth’s limits—something that’s absolutely vital for our future.”
The Government as System Changer
Paul sees a pivotal role for government in leading this transition. “Governments should implement environmental levies that reflect the true ecological cost of products in their pricing. This would make polluting products more expensive than sustainable alternatives. Only then will there be real demand for green solutions.”
“Across Europe,” he notes, “a number of companies are already leading the way in sustainable production. That’s not just good for the planet—it also strengthens Europe’s economic competitiveness. Smart government policy can steer the market in the right direction, making sustainable products more attractive and financially viable.”
Paul is economist, advisor, and author of the bestseller ‘Er is leven na de groei’. As co-founder of Postgroei Nederland and Just Enough, he advocates for a fair and sustainable economy within planetary boundaries. He is senior advisor at Sufficiency on broad prosperity and the new economy.
From Volume Growth to Value Creation
Businesses, too, have a critical part to play. “They must broaden their focus beyond just reducing CO₂ emissions,” Paul argues. “The goal should be to reduce overall ecological impact—minimising raw material use, water and land consumption, and eliminating toxic substances. This typically calls for a different strategy: one that centres on qualitative rather than volumetric growth.”
He offers a striking example: “Take Van Wijhe Verf, a family-owned paint manufacturer that’s been around for over a century. It’s an industry often associated with high energy use and harmful chemicals. And yet, Van Wijhe became the first chemical company in the world to achieve B Corp certification—meaning they take their social and ecological impact as seriously as their financial performance. They produce paint using bio-based raw materials and operate climate-neutrally—25 years ahead of the national target. Sustainability and profitability can go hand in hand, if you commit to innovation, quality, and customer loyalty.”
The Power of the Consumer
A third key driver of change is the consumer. “We should never underestimate consumer power,” Paul explains. “Through the Just Enough product guide—developed in collaboration with an international network—consumers can now easily identify which brands produce responsibly. This transparency empowers people to make informed decisions. In turn, these choices pressure companies and governments to change. If we collectively start making more responsible choices, we can have a tremendous impact as consumers—driving the market toward more sustainable products and production processes.”
Personal Commitment
Paul’s commitment to sustainability didn’t come out of nowhere. As a child, he became aware of global inequality through stories from his uncle, who spent ten years working in Peru. “People in the global South often bear the heaviest burdens of our consumption,” he says. “That injustice sparked my interest in both social justice and environmental awareness. To me, broad prosperity is not just about improving our own quality of life. It’s also about doing right by people in the global South, whose voices are too often absent in international decision-making.”
