What is happening
Brussels-based investment company Shaping recently made a strategic investment in the British social ticketing platform Tickets for Good. This news, initially reported by De Tijd, highlights the growing interest in companies that create both economic and social value. Shaping, co-led by the well-known entrepreneur Piet Colruyt – a scion of the family behind the Colruyt Group – is renowned for its focus on impact investments. Tickets for Good differentiates itself by offering an innovative platform where unsold tickets are provided at a heavily reduced rate to low-income individuals, educational institutions, and charitable organizations, thereby making cultural events more accessible to broader segments of the population. Shaping's investment further positions Brussels as a hub for socially responsible entrepreneurship.
Background
Tickets for Good is not an unknown name in the social initiative sector. The platform has previously attracted the attention of prominent figures, including the world-famous singer Robbie Williams, who is also an investor. The philosophy behind Tickets for Good is twofold: to reduce the waste of unsold tickets in the cultural sector and, simultaneously, to increase accessibility to events for the underprivileged. The participation of Belgian investors such as Shaping and Piet Colruyt underscores a growing trend where corporate social responsibility (CSR) is becoming increasingly important in the Belgian business world, encouraged by policymakers at both federal and regional levels. This investment could further accelerate Tickets for Good's international expansion and increase its impact, potentially also in Flanders and Wallonia.
Impact Investing and Social Returns
Impact investments, like this one from Shaping, do not solely focus on financial returns but also on measurable social and ecological benefits. This type of investment is gaining popularity among affluent individuals and investment funds who wish to deploy their capital for positive change, as confirmed by recent reports from the National Bank of Belgium on sustainable finance. The investment in Tickets for Good fits perfectly within this framework by promoting cultural inclusion while maintaining a sustainable business model. The involvement of Belgian entrepreneurs and investment funds like Shaping demonstrates a growing ecosystem in Belgium for such initiatives, in line with European objectives as outlined in EUR-Lex directives concerning the social economy.
"Shaping's investment in Tickets for Good underlines a broader shift in the financial sector towards models that go beyond mere profit-seeking and genuinely create societal value." — De Tijd
What this means for Belgium
For Belgium, and specifically for the Brussels investment community, this investment is a significant signal of increasing engagement with international social enterprises. It demonstrates that Belgian capital providers are willing to invest in models that go beyond traditional profit maximization, which is essential for a resilient and inclusive economy. Shaping's expertise and network could help Tickets for Good establish a foothold in the Belgian market, which could eventually lead to more affordable cultural access for Belgians with limited resources. Moreover, it can serve as an inspiration for other Belgian companies and entrepreneurs, for example in cities like Antwerp or Ghent, to pursue similar societal goals. This development aligns with the ambitions of the city of Brussels to be a hub for innovation and socially responsible entrepreneurship, and contributes to a broader societal impact, as highlighted by the KMI (King Baudouin Foundation) in their studies on social cohesion.
