Since Dec 2020, new price tags can be found throughout Amsterdam that include the true and complete costs of the goods being produced and purchased. Amsterdam is becoming a “Doughnut City,” creating an economic reality where businesses and their customers are accountable to the true costs of goods and services being created and purchased.

Similar to the Pay What It’s Worth pricing system, Amsterdam’s approach and the “Doughnut Economics” they’re embracing are examples of people re-examining dated economic theories to help usher us into a more socially empowered 21st century.

Explore the principles behind “Doughnut Economics” more in this Time article: