The Rijksmuseum seeks support in gaining insight into its negative ecological and positive societal impact, in order to then translate its ambition regarding ecological awareness into concrete, actionable measures.
Context
The Rijksmuseum is aware of its social responsibility and its role in society when it comes to sustainability. It takes on this role by preserving cultural heritage for future generations. The museum also raises awareness among its audience, through its collection and buildings, about the sustainable choices that need to be made and the environmental impact on our planet. In addition, the museum notices increasing societal pressure regarding the choices it makes, for example in relation to partners.
The question
Support us in carrying out a baseline measurement to map the Rijksmuseum’s current impact, and subsequently: (1) formulate sustainability ambitions and objectives, (2) identify measures the organisation can implement, and (3) contribute to a strategic implementation plan for organisation-wide rollout.
Current situation and future
The Rijksmuseum wants to map its (negative) ecological impact across multiple themes—such as energy, materials, hospitality, mobility, and IT & data storage—and to explore how it can increase its positive impact, for example through the use of its collection and its role‑model function within the cultural sector. In addition, the museum aims to develop a concrete plan to reduce the measured impact and to engage employees from across the entire organisation in this effort.
The process
To embark on a process that truly creates change, it is necessary to address both the ‘upper stream’ (the hard side: measuring impact, identifying concrete measures) and the ‘lower stream’ (the soft side: behaviour change and transformation processes).
We therefore began by conducting interviews with staff from various departments of the museum and analysing existing data on its current environmental impact.
Next, we worked with the steering group—representing a broad cross-section of the organisation—to identify concrete measures based on the results of the baseline assessment.
We formulated a central sustainability ambition and linked it to concrete objectives for each theme.
In addition, we calculated the impact of a temporary exhibition, enabling us to formulate specific measures to reduce the footprint of exhibitions.
Throughout the trajectory, we actively supported the steering group—consisting of colleagues from all parts of the museum—by sharing our knowledge and experience. Our goal was to make ourselves redundant: to empower the steering group to independently implement the measures in the years ahead.
The results
At the beginning of 2025, the baseline assessment was completed and an ambitious yet realistic sustainability ambition was formulated for both the museum’s operations and its positive societal impact. For each theme, realistic objectives were defined and linked to practical measures to achieve the ambition. Throughout the process, various stakeholders from different departments of the museum were involved in formulating these objectives and measures, resulting in broad support for implementation. Several of these measures have already been put into practice, immediately preventing environmental impact.
” Through Copper8’s approach, we not only gained factual insight into our own footprint and what we can do about it, but we also increasingly understood that what seems sustainable is not always the best choice. Working together with Copper8 truly felt like a partnership, and their approach was refreshing, personal, and well aligned with who we are as a museum. We are incredibly pleased with the tools we have been given to continue becoming more sustainable.”
Are you ready to do good? For now and for the future
Together we build a future that matters. We make choices that work today and remain valuable tomorrow. We create structures that can withstand change. Because real progress begins with vision and courage
