Frank van Oort views broad prosperity as a new mindset—one that complements existing economic models. For him, it’s not just about measuring prosperity in terms of income or productivity, but also about recognising the value of social cohesion, environmental sustainability, and personal wellbeing. His mission is to understand the trade-offs and connections between these dimensions, and to help build an economic system that doesn’t come at the expense of our planet or society. With this broad approach, he aims to contribute to a more sustainable and inclusive future for the Netherlands—and South Holland in particular.
Two Interconnected Worlds
At the heart of Frank’s research lies the interaction between the economy, sustainability, and how people experience their living environment. “Broad prosperity isn’t just about income or productivity,” he explains. “It’s also—perhaps even more so—about what people value in life: health, safety, and happiness. That interconnectedness is the core of the broad prosperity concept, which has increasingly gained traction in recent years.Government institutions, for instance, now monitor broad prosperity indicators through the Dutch Statistics Office and the Netherlands Environmental Assessment Agency.”
The Complexity of Broad Prosperity
Frank stresses that broad prosperity isn’t only about measuring different factors—it’s about understanding the complex trade-offs between them. How do economic growth and environmental impact relate? Can we foster growth without harming the planet? And how can we ensure that growth doesn’t come at the cost of inclusion and social justice? Frank puts it like this: “Our current economic model often assumes that growth and pollution go hand in hand. Through so-called ‘compensation systems’, the negative side effects of growth—like environmental damage—are typically offset by economic gains, such as higher incomes. But what we really need is a system without compensation. One in which we realise inclusivity, sustainability, and economic growth simultaneously. That’s where the European concept of ‘green growth’ and the Green Deal come in. Europe is striving for a balance between growth and sustainability, while countries like the US and China still focus on the old model of maximising growth, offering only limited compensation for those who suffer the consequences. Greener and more inclusive policies may come at a higher price, but they also make us happier. And that, too, is economic value.”
Restructuring in South Holland
In South Holland, the transition to broad prosperity presents a unique challenge. While traditional industries like the (petro)chemical sector and horticulture still dominate the region, there’s a growing need for restructuring. “This region is heavily reliant on mature industries that are steadily losing jobs due to mechanisation and automation,” says Frank. “These sectors are highly productive and important to the wider Dutch and European economy, but they urgently need to modernise in order to stay aligned with shifts in the global economy. At the same time, new sectors are emerging—ones that require different skills, such as artificial intelligence, life sciences, and health. The same applies to sustainable energy production, mobility, and the circular economy.”
Frank sees potential for South Holland to learn from the Eindhoven region, which—despite having different areas of expertise—is further along in the process of economic diversification. “Not everyone will have access to the new sectors, jobs or skillsets. If people are left behind, inequality will increase—and that’s exactly when broad prosperity trade-offs become essential.”
Frank is Professor of Urban and Regional Economics, linking economics with liveability and sustainability. He has worked in academia, government, and at the Netherlands Environmental Assessment Agency. He advises on broad prosperity, including health, safety, and clean air. Frank is Editor-in-Chief of TESG and serves as editor for leading journals on regional development and economic geography.
Behaviour on Both Individual and System Level
A key aspect of broad prosperity is that it’s not only about tracking indicators—it’s also about influencing behaviour, both on an individual and systemic level. As an ambassador for broad prosperity, Frank promotes this idea widely, particularly in his conversations with companies and policymakers. “We need to convince people and businesses of the long-term benefits of sustainable and inclusive growth,” he says. “That means companies should go beyond profit maximisation and start factoring in environmental impact and social inclusion. These aspects must become part of the equation.”
This calls for a revision of our current economic model—one that creates more space for sustainable investment. “A good example is the E-line in South Holland,” Frank continues. “It’s a successful infrastructure project with clear environmental and employment benefits. But it also increases social inequality, as property prices along the route have risen—benefiting only homeowners.”
Political Challenges
One of the biggest hurdles facing broad prosperity is building widespread support for the ideas it represents. “There are still a lot of misconceptions,” Frank notes. “Politicians and policymakers tend to cherry-pick indicators to support their own agendas, which means the real tensions between goals—like growth, inclusion and the environment—are often overlooked. Broad prosperity requires that we fully understand both the trade-offs and the connections between various indicators.”
Gaining public support is equally vital. “How do we convince people of the need for long-term investment in sustainability when short-term pressures often take priority? It certainly helps if we can demonstrate that broader prosperity also brings economic advantages—like the development of green technologies that give European countries a competitive edge over economies like China and the US.”
