From ambition to a strategic compass for social impact

Dura Vermeer wants to go further than developing and constructing buildings. With the Social Impact programme line, the ambition was already clearly stated. The challenge, however, was how to make this ambition truly guiding for the entire organisation. Not as an abstract ideal, but as a practical compass that informs everyday choices, projects and decision-making.

BRAND The Urban Agency supported Dura Vermeer in developing a shared vision of social impact across the organisation. A vision that doesn’t disappear into a drawer, but comes to life internally, initiates action, and offers practical guidance. What does social impact mean for Dura Vermeer in concrete terms, and how do we make it leading in daily practice?

The challenge

Social impact was already present within Dura Vermeer, but interpreted differently across divisions and teams. There was no shared language, no common framework, and no clear perspective for action. The core challenge was therefore twofold:

• To develop an organisation-wide vision of social impact that provides direction and is distinctive.
• To translate that vision into concrete, applicable themes and goals, closely connected to the daily work of employees.

The approach

The process began with a series of one-to-one interviews with key figures throughout the organisation. Across multiple divisions and business units, we explored how people viewed social impact and where they saw the greatest needs. The response was remarkably consistent: no new words or models, but clarity. No extra tasks or responsibilities, but conscious choices within Dura Vermeer’s own sphere of influence. What does this mean for my work, today and tomorrow?

From there, we developed the vision through a co-creative process with employees from all levels of the organisation. Because impact is not created on paper, but in practice. Using a prototyping approach, we iteratively developed and improved intermediate versions. Each iteration was reviewed, discussed and refined. This ensured that the vision not only aligned with Dura Vermeer’s culture and way of working, but also felt genuinely owned by the organisation.

The decisive insight was that social impact is not an extra layer or a separate theme. It is already deeply embedded in how Dura Vermeer thinks and operates. It is part of the DNA. This also meant that the term “social impact” itself could ultimately be released. The focus lies on strengthening society within the sphere of influence of a development and construction company like Dura Vermeer. Central to this is creating places where people can live healthy, socially safe and connected lives. In everything Dura Vermeer does, people come first. The result: everyone benefits, from construction site to neighbourhood. Alongside the sustainability ambition of “NetZero”, Dura Vermeer wants its projects to be “socially positive”.

The outcomes were captured in a visually strong and strategic Urban Canvas: Socially Positive. A tangible compass that provides direction, inspires, and supports everyday use.

The result

In December 2025, the draft vision was validated with the management and executive board. The Urban Canvas was delivered in January 2026. Since then, it has served as a shared reference point across Dura Vermeer. The compass is not an end point, but the starting point for further implementation within the organisation.

“We found the process extremely valuable. The space to continually question and sharpen our thinking made this journey truly exceptional. It led to genuine depth and a result that is widely supported. Our thanks to Rinske for her inspiring and highly engaged guidance.”

Ellen Kuiper, Dura Vermeer

The impact

For the first time, Dura Vermeer has a leading and widely supported framework for social impact. This leads to greater consistency, sharper decision-making, and clarity on where Dura Vermeer does—and does not—have influence. The shared compass gives all employees a common language that connects departments and disciplines. It also strengthens the organisation’s external positioning, showcasing “the Dura Vermeer way”. Social impact is no longer abstract; it is now a concrete part of how Dura Vermeer works, chooses and communicates.

Developing a social impact vision and ready to translate it into concrete choices and daily practice? Get in touch and schedule an exploratory conversation.