New Optimist & Co is a collaborative lab for circular progress.

A space where ideas are tested in public, ambition is shared, and perspectives come together to move circular change forward.

We exist to push circular ambition beyond individual efforts. Not by adding another initiative to the landscape, but by connecting knowledge, talent, capital and lived experience in ways that create real momentum.

Our work starts with questions. Not because answers don’t exist, but because the right questions reveal where systems stall, where behavior hesitates, and where opportunities for progress are hidden. By making these tensions visible, we create shared insight, and shared ownership.

Some questions evolve into conversations.
Some conversations evolve into collaborations and projects.

New Optimist & Co is not a membership model. It is a place to contribute. Whether through an answer, a counter-question, a lived experience, an experiment or a doubt, contribution is what moves the work forward.

Amsterdam-based, working wherever circular ambition seeks to scale through collaboration and adoption.