About Me
Berend Aanraad
Building a sustainable future requires not just better strategies, but better leaders — those willing to grow from within to transform the systems around them.
My Story
In 1996, my life almost ended.
A near-death experience shook me to my core, forcing me to confront the deeper questions: Why am I here? What truly matters? Emerging from that moment, I knew my life had to mean something beyond personal success or comfort. I made a promise – to myself, to future generations, and to the Earth – to dedicate my life and career to creating positive impact, supporting others to make real change happen, and working toward a future where both people and planet can thrive.
I realized that lasting change doesn’t happen just by fixing problems. It requires shifting mindsets, building inner strength, and reconnecting with what truly sustains life. From that clarity, I set out to weave purpose and action together – to serve a mission larger than myself.
In the years that followed, I stepped into roles that allowed me to turn this promise into reality. I founded the Sustainable Enterprise Foundation (SEF), helping organizations discover market opportunities by aligning with sustainable development. I developed one of the first sustainability databases to support procurement officers in making better, impact-driven choices, connecting scientific principles with practical business action.
Later, at the International Center for Sustainable Excellence (ICSE), I led the development of a cross-sector innovation hub in Eindhoven, bringing together businesses, governments, and knowledge institutes to accelerate sustainable transitions. We organized congresses, launched initiatives that reduced industrial waste, and inspired thousands of professionals to rethink their approach to value creation.
In 2010, I founded The Natural Step Netherlands, bringing the globally respected Framework for Strategic Sustainable Development (FSSD) to Dutch businesses, municipalities, housing associations, and NGOs. Over more than a decade, I had the privilege of coaching and mentoring executives, building communities of practice, delivering keynote presentations around the world, and designing training programs that reached thousands – all rooted in systems thinking and a deep commitment to meaningful, lasting change.
Through all of this work, I witnessed a truth: strategies alone don’t create transformation – people do. True sustainability requires inner leadership – the resilience, authenticity, and vision to challenge existing systems and to lead with heart and courage.
In 2024, my journey took a new step forward with the launch of FutureFit Collab – a global online community for sustainability changemakers and experts. With training programs, coaching, knowledge-sharing, and strategic partnerships across Europe and Southeast Asia, we are growing a movement of bold, future-fit leaders. One of the milestones I am especially proud of is the launch of FutureFit Collab Philippines, extending our reach into a vibrant region full of energy and possibility.
Today, I continue to walk the path that began nearly three decades ago – serving individuals, teams, and organizations who dare to dream bigger, lead differently, and build a future where life in all its forms can flourish.
My mission remains clear:
Empowering people to turn vision into action, and action into lasting impact – for future generations, for society, and for the Earth we all call home.
Why Work With Me?
I bring a collaborative, considerate approach to every partnership, rooted in trust, authenticity, and a shared commitment to meaningful impact. I believe real change happens when we combine bold vision with practical action – and when we work together with openness, humility, and a drive for excellence.
If you’re looking for someone who listens deeply, challenges constructively, and helps you unlock the best in your team, your organization, and yourself, I would be honored to support your journey.
Together, we can turn sustainability from an ambition into a reality – creating lasting value for future generations, society, and our planet.