For Episode 40 of the Bao Podcast, we welcome Noor Huitema-Hellemans, co-founder of Copper8, a consultancy helping organizations rethink value, governance, and collaboration.Based in Amsterdam, Copper8 challenges businesses to move beyond short-term profit and focus on long-term impact. Their work bridges research and practice, supporting clients in sectors like construction, finance, and manufacturing to drive systemic change.In this episode, we explore what it takes to lead a purpose-driven company, how to align financial and environmental value, and why true transformation starts with asking the right questions.

Copper8 (https://www.copper8.com/)

LinkedIn Noor Huitema-Hellemans (https://www.linkedin.com/in/noorhuitemahelleman/)

Ellen MacArthur Foundation (https://ellenmacarthurfoundation.org/)

Planetary Boundaries Documentary on Netflix (https://www.netflix.com/)

CSRD - Corporate Sustainability Reporting Directive (https://finance.ec.europa.eu/capital-markets-union-and-financial-markets/company-reporting-and-auditing/company-reporting/corporate-sustainability-reporting_en)

Mahatma Gandhi (https://nl.wikipedia.org/wiki/Mahatma_Gandhi)

Time stamps:

0:00 Intro

1:55 Noor’s motivation for systemic change

4:30 From traditional consultancy to founding Copper8

8:50 Choosing impact over growth: the 15-person team limit

13:00 Bridging research and practice to accelerate change

26:20 Circularity beyond materials: financial and environmental value

34:10 The role of legislation and market awareness

38:15 Who should reach out to Copper8?

43:50 Outro