FUEL A MOVEMENT for Societal Change with Your Brand

April 18, 2016 | Dirk van der Beek

What if you could create a powerful movement for positive change with your consumers, centred around your societal purpose? Join us, a Certified B Corp, at StartDock, Herengracht 420 in Amsterdam, on May 27, 2016 for an inspiring workshop to unleash the power of your brand and the people you serve, to fuel both your business and the change you want to be.

Purpose-driven companies and organisations do not just want to be the best in the world, they also want to be the best for the world. We realise the world is interdependent and that change cannot be brought about by just one party. To make a difference, we need to collaborate with diverse stakeholders, including the people we serve with our products and services. Our brands need to generate a movement for positive change.

At the workshop we will explore the key characteristics of brands that have been successful in creating a movement, based on the tactics used by successful activists. Characteristics such as leveraging social tensions, empowering active participation and making a measurable contribution. At the end of this workshop, you will have a (rough) strategy on how to leverage the power of your crowd and turn your brand into a movement brand. You will also receive a copy of Innate Motion’s latest book “Activists Dare to Care, Brand your activism for social change” (paperback, 2015 by Christophe Fauconnier and Marjolein Baghuis).

Our brand humanisers, Dirk van der Beek and Cecilia Arocena, will facilitate the workshop so if you are an executive of a purpose-driven company/organisation, including a B Corp, that wants to take their brand to the next level and create a powerful movement for change, be sure to register for our workshop.

You can find out more about the workshop programme and register here.


Posted By Dirk van der Beek

Being born and raised on a farm on the Dutch island of Texel has coded Dirk’s path. At the age of 7, his dream was to be a farmer. Educated at the Wageningen University of Agriculture, Dirk forwent a farming career and began one in marketing instead. At Campina, Nestlé and Friesland Foods, he embraced psycho-dynamic thinking in guiding his brands. He continued his career in the marketing services industry at Censydiam and Lowe Advertising. Founding Innate Motion and becoming a business humanizer signifies a fundamental shift in his life journey. Building our no bricks, no borders, no bosses company is an exciting challenge. Serving leaders to transform their businesses and brands by putting people first offered opportunities to travel across continents and cultures. Growing capabilities in engineering behaviour change, building brands as idea centric movements, contributive design and company change journeys. At home the nest is empty. While Floris, Maurits and Lisanne are pursuing their own journey Dirk enjoys this new life stage with his wife and fellow entrepreneur Petra.

Contact Dirk


+31 653 812 830