Reflection

Donations

Business model

A - landscape ambitions first B - landscape oriented solutions C - local versus global: solutions and stakeholders D - transparency of agreements E - level of shared interests between stakeholders

From each of the 12 landvestor practices, specific inspiration and lessons can be drawn. Regarding them as a group, we make three generic observations.

1. Vision and values first The most successful private landscape investment initiatives have a very clear communication regarding their principles and aims, and how they want to achieve them. Values that are often mentioned are quantitative and qualitative ambitions for landscape development, landscape or ecology oriented solutions, local versus global stakeholders, transparency and consistently shared interests stakeholders.

2. Trade-offs are key Individuals can afford high levels of idealism, but have usually a smaller impact, while multinational companies need to make practical choices besides their good intentions but have a huge impact with anything they change in their business. In other words, it’s OK

throughout the initiative and its to make trade-offs, but in most initiatives, a better discussion would be helpful regarding what can be expected from which kind of stakeholder, and to determine when we’re looking at greenwashing or a genuine contribution. Meanwhile, the government needs to keep showing the good example, like it did in Room for the River, where investment for water safety was combined with landscape development and recreational routes.

3. Institutions can realize the potential Crowdfunding

Citizens and companies are able to come up with attractive and innovative concepts for landscape investment. Often, these will run into difficulties regarding the legal or planning context, or insecurity of finances in the startup phase. Governments can stimulate private landscape investment initiatives by making the right (fiscal) laws and creating financial incentives. Or they can embed private landscape investment in larger landscape development plans and area funds. Private initiatives aim for healthy urban living, sustainable agriculture and other goals that fit perfectly in governmental policies for landscape and environment. Banks and other financial institutions can help out by establishing landscape-friendly products, such as green loans and mortgages. Large institutions also have the influence to demand better quality of (agricultural) products and working conditions.

“The more you want money from the private sector, the more you have to invest into marketing and emotion. It is very important to picture your ideas, to translate landscape and its benefits for your target group”.

- Kjell Schmidt, director RegionalPark RheinMain