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As many CEOs as women in listed Dutch companies may be called Peter. But there are signs that start-ups have a desire for change.

A survey of 40 diversity heroes, a partially government-sponsored initiative, found that women occupy 40% of the leadership role. Female CEOs accounted for 25% of the total sample, compared to 15% for Fortune 500 companies.

In a session to begin research at The Next Web Conference in Amsterdam, diversity hero founder Gillian Tans and Just Eat Takeout Global Director Terence Giamo said diversity measurements are the beginning of change.

“What is measured is controlled,” Guiamo said. “For me, diversity is a mix, but inclusion is a skill.”

A snapshot of a company representing approximately 30,000 employees in the Dutch digital industry shows that women are more likely to attend if they play a leadership role. Women accounted for 38% of the total staff.

Much fewer companies are tracking the ethnic background of their staff, but the numbers collected are that the largest group (49%) are native Dutch, followed by about the fifth Western immigrant, 2%. It suggests that people in the world describe themselves as “second generation Dutch”.

Prodiversity organizations claim that diverse businesses are likely to understand customers and improve performance, and are looking for new businesses to create balanced staff from the start.


Trinny Woodall, founder of Trinny London’s make-up and skin care brand, however, said it was difficult to raise investment as a female founder. After presenting to VC in ’29 [venture capitalists]I found someone who started to understand the idea – and there was one man and two women in the room, “she said.

Diversity Hero, which conducted a startup survey with the Dutch technology stimulator Techleap and the NLdigital Union, said it has a long way to go.

“We are working on the entire Dutch digital and technology ecosystem to drive change and support the organization to maximize it, including participation from underrepresented groups,” Tans said. I am. “The results of the first annual benchmark show that it’s time to enhance our game.”

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