Kees Klomp, is founder of the Thrive institute, author, lecturer, researcher and speaker.

The Purpose Economy is a completely new socio-economic system. It is not a trend or hype, it is a new norm, 'the new normal.' The old normal was to value companies strictly from a financial performance perspective: profit. The new normal will be to value companies from an integral performance perspective: benefit. Purpose-driven companies combine and integrate financial, societal & personal performance. In other words: purpose-driven companies create multiple profit. They are good for business, good for society and good for employees. Purpose is fundamentally different from Corporate Social Responsibility or Sustainability. For the focus of successful purpose-driven companies such as Tony's Chocolonely, Dopper, Fairphone, Greenfox, TOMS, The Ocean Clean Up and The Vegetarian Butcher is not on minimizing harm but on maximizing help. Purpose-driven companies are in the business of impact, of changing the world for the better. This is why purpose-driven companies have a completely different scope and style of business. It is extremely important to teach students this new scope and style -and the new skills needed for this- as it will dominate the business world and the economy in the decades to come. 

Jan Jonker is professor of Sustainable Entrepreneurship at Radboud University in Nijmegen.

In recent years, he has also held the Pierre de Fermat chair at the Toulouse Business School in France and the Emile Francqui chair at the Free University of Brussels. His work focuses on three related themes: the emergence of the WEconomy, the development of new sustainable business models and transaction systems with more than money alone, but ls with energy, mobility or waste. With the help of many people, he wrote, among others, the bestsellers "Sustainable Thinking, Doing" (2010), "New Business Models" (2015) and "Circular Organization" (2018). In recent years, his research increasingly focused on the transition to a circular economy and the role business models can play in that respect.