Karin Stoevenbeld
Karin Stoevenbeld, climate mayor of Amsterdam, driven entrepreneur, and pioneer in the field of circular economy, knows better than anyone how to turn ideals into tangible results. With her company DuurzameAanjager.nl, she helps organizations not only put sustainability on the agenda but also implement it in practice. Her approach is pragmatic: no big words, but achievable steps and concrete solutions to complex climate challenges.
Her entrepreneurial journey began in 2002 as co-founder of Interall Group, a company specializing in promotional gifts (known for the Wuppies). Wuppies – small, colorful creatures – were sold in large quantities, including through a successful collaboration with Albert Heijn. Despite the success, it remained a challenging market, where larger companies with bigger budgets increasingly took over. Karin also saw firsthand how polluting the promotional gift industry was.
Instead of joining the race to produce more and cheaper products, she chose a radical turnaround. She decided to produce only promotional gifts made from residual materials and built a European network of organizations that turn waste into valuable products. Her approach proved successful: she became the market leader in circular promotional gifts and multiplied her company’s profit.
She eventually sold the company to Clipper Gifts. After the sale, Karin stayed on as sustainability manager, and in that role, she developed the WoW Sustainable Collection – a fully circular product line aimed at making the promotional gift industry entirely sustainable.
At her current company, DuurzameAanjager.nl, she advises businesses on their sustainability strategy, including through practical courses on CSRD reporting. As climate mayor, she also inspires residents and businesses to live and operate more sustainably, showing that change is possible when you start small. As a regional connector at KlimaatGesprekken, she facilitates workshops in which people learn how to reduce their own climate impact and how to talk about it with others in a positive way.
Karin speaks from experience, with passion and conviction. She shares how waste can become valuable, how sustainability and profit can go hand in hand, and how both organizations and individuals can make a difference. She is available for keynotes, panel discussions, workshops, and consulting – always with a focus on circular economy, sustainable entrepreneurship, and climate communication. Her story leaves no one indifferent – it offers a perspective for action in a time when many people feel powerless.
Karin Stoevenbeld at the Climate Change Summit, 2023: