Social Impact Factory –
Kauwgomballenfabriek

Willem Fenengastraat 2

1096 BN Amsterdam

hello@theovervieweffect.nl
+31 6 11 02 89 77

Meet the founders:
Lena Hülsmann.

 

An introduction

Meet Lena.

As we’ve just launched, we’d like to take this opportunity to properly introduce you to the faces behind The Overview Effect. Every week, we’ll be spotlighting a different team member through a quick interview to give you a feel for their expertise and journey. We’re kicking off with our co-founders. This time in the Spotlight: Lena Hülsmann.

 

How did you get into the world of sustainability and eventually become a co-founder of The Overview Effect?

My journey into sustainability started during my studies in International Business Administration and Innovation Management. I was especially drawn to courses like Business Ethics, CSR, HR Management, and Supply Chain Management. They made me question: “How can a company operate more responsibly and sustainably, rather than just focusing on profit?”

After graduating, I joined Sustainalize, a sustainability consultancy, where I had the opportunity to co-found and develop the German branch. Later, when Sustainalize was acquired by ERM, I realized I still had a strong desire to build something new with a positive, people-centered culture. That’s when I teamed up with Olivier and Koen, and with insights from others in my network (thanks to everyone who helped shaping ideas!), The Overview Effect was born.

 

What’s the most challenging aspect of sustainability today, and how does The Overview Effect tackle it?

To truly enable sustainable business and a socially responsible society, we need a system change, including how we define value itself. It’s a huge challenge—the current structures are incredibly complex. Think of the financial system, where pensions often rely on fossil fuel investments. Starting points aren’t always clear, and change also requires people to shift their thinking (like re-evaluating how much we actually need in terms of goods). Companies and individuals both have roles to play, and at The Overview Effect, we focus on helping companies make this transition by providing them with a broader perspective on sustainability and hands on support throughout this transition.

 

If you could change one thing about how companies approach sustainability, what would it be?

I’d change the priority that companies, their boards, and shareholders give to sustainability relative to their focus on profit and shareholder value.

Where do you see The Overview Effect in five years, and what’s your personal mission within that vision?

In five years, I imagine a close-knit team of passionate people working with clients on meaningful system change. We’ll be learning, challenging the status quo, and finding joy in what we do together. My mission is to inspire, support, and guide others—both in the TOE team and within client organizations—to think and act differently for a better future.

What personally inspires you in your work at The Overview Effect?

My partners, Olivier and Koen, the team, clients and my network—all those who are committed to making a difference. I’m continually inspired by our clients who are raising awareness within their organizations or even entire industries. This kind of work isn’t easy and requires perseverance. I believe everyone has something valuable to teach. I’m also energized by the freedom we have to shape The Overview Effect as we envision it. This creative freedom really drives me.

 

What unique contribution do you bring to The Overview Effect, and how does your experience help the company?

I’m usually optimistic and tend to see opportunities first—often focusing on the bigger picture instead of risks. It’s not a stereotypical “German” trait! Olivier balances this well with his more cautious, Swiss approach, while Koen’s critical eye keeps us grounded. I’m energized by business development and market exploration, areas where I lean on my experience co-launching Sustainalize Germany with Olivier. I’m also persistent and not easily discouraged. My typical motto is, “It’ll work out—and if not, we’ll adapt.” But I do have some classic German traits: I’m structured in my approach and keep a good overview of what’s happening.

 

If you could change one thing about our planet from an ‘overview effect’ perspective, what would it be?

I would change how people view the planet—as a simbiosis between us and the Earth, rather than something we own. I’d erase the borders and boundaries we’ve drawn on maps and hopefully eliminate the mental barriers that come with them.

 

Have you ever had an ‘overview effect’ moment in your life, a time when your perspective changed completely?

It was more of a gradual process for me. One moment that stands out was a presentation at university on economic growth, where we watched a video illustrating what would happen if a hamster grew indefinitely—it would eventually explode. That really hit me; it showed we couldn’t keep expanding at the planet’s expense. And, as cliché as it sounds, the birth of my two children strengthened my desire to protect the natural world and its incredible diversity.

Get to know all of us.

Curious to meet the rest of the passionate experts driving change at The Overview Effect? Get to know the team and discover how we’re making sustainability happen.

 

About The Overview Effect

Do you have a question or do you want to discuss how The Overview Effect can support your sustainability journey? Reach out to Lena and start the conversation today!