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Rethinking taxation

Or, why taxing baby food might not be such a bad idea

August 27, 2025

9 min read

August 27, 2025

9 min read

Photo: Dreamstime.

Tax collectors, it seems, are creatures of habit. Across Europe, finance ministries cling to revenue systems better suited to an age when most commerce happened in brick-and-mortar shops, workers stayed put for decades, and the biggest environmental concern was urban smog. The digital economy, climate crisis, and yawning inequality demand fresh thinking. Instead, European governments tinker at the margins of fundamentally broken systems.

Take the bewildering gulf between Europe’s fiscal winners and losers. Estonia has managed to craft the continent’s most competitive tax code—a neat 22 per cent corporate rate that kicks in only when profits get distributed, paired with a flat 22 per cent personal rate. Compare this to France, where bureaucrats have constructed a Rube Goldberg contraption of levies that burdens the average worker with a 47 per cent tax wedge whilst generating disappointingly modest revenues.

The French approach might satisfy political theatre, but it hardly serves economic sense.

The problems run deeper than national quirks. Europe’s value-added tax (VAT), supposedly the gold standard of efficient revenue collection, leaks like a sieve. VAT accounts for roughly a fifth of total European tax revenues, yet the gap between what governments should collect and what actually flows into treasuries remains embarrassingly wide. Politicians love to carve out ‘essential’ goods from standard rates (who wants to be seen taxing baby food?) but such noble gestures systematically undermine the tax’s elegant design.

Flat taxes: Miracle cure or snake oil?

Over the past two decades Central and Eastern Europe has been a laboratory for radical tax reform, with several countries gambling on flat-rate systems that promised to boost growth and compliance. The poster children were intriguing: Bulgaria and Romania settled on a tidy 10 per cent rate, reasoning that simplicity would trump sophistication.

The results prove that good intentions don’t guarantee good outcomes. Bulgaria’s 10 per cent rate sounds wonderful until you discover it applies to virtually all revenue—the tax office barely recognises business expenses. This creates an administrative dream but an economic nightmare, effectively taxing turnover rather than profit. Romanian officials proved rather more clever, allowing smaller companies to pay just one to three per cent on sales up to 250,000 euros (recently reduced from 500,000 euros)—a concession that acknowledges business reality but is generous to the extreme.

In both countries, income tax remains (for now) 10 per cent, but in Romania especially, hefty social security and health contributions leave taxpayers out of pocket.

Estonia deserves particular attention because it got there first and adapted when circumstances changed. Having pioneered flat taxation in the 1990s, Estonia recently bumped its rate from 20 per cent to 22 per cent whilst preserving its most innovative feature: corporations pay tax only when distributing profits. Individuals pay only income tax—employers meet the social security burden.

As a result, this hybrid approach continues to deliver results, keeping Estonia atop international competitiveness rankings.

The lesson from these experiments isn’t that flat taxes work magic—they don’t. Rather, it’s that tax design matters more than tax philosophy. A badly designed flat tax beats a well-designed progressive system about as often as a chocolate teapot holds boiling water. What counts is whether the system distorts economic decisions, not whether it fits ideological preferences.

Missing the target

European tax systems seem determined to burden the wrong activities whilst ignoring obvious revenue sources. Capital gains taxation offers a perfect example of this muddle-headedness. Romania and Bulgaria tax capital gains at 10 per cent (with inheritance tax levied at rates that might just as well be inexistent), whilst Denmark, Norway and the Netherlands impose some of Europe’s steepest rates. Such variations practically invite wealthy investors to relocate their portfolios, whilst punishing long-term investment in the most arbitrary fashion imaginable.

Property taxation presents an even starker example of misplaced priorities. European countries collectively manage to extract just 0.45 per cent of their private capital stock through property taxes, compared to America’s 1.8 per cent. This represents a spectacular waste of fiscal opportunity. Land, after all, cannot pack up and relocate to a lower-tax jurisdiction—it’s the closest thing to a perfect tax base that exists. Nevertheless, European politicians seem allergic to exploiting this advantage, preferring instead to squeeze mobile factors like labour and capital.

The current European fascination with wealth taxes borders on the farcical. Just three countries—Norway, Spain, and Switzerland—bother with comprehensive wealth taxes, and for good reason: these levies generate a pathetic 0.3 per cent of total tax revenue whilst consuming 0.1 per cent of GDP. Administrative costs often exceed the revenue collected, creating the absurd situation where governments spend more chasing wealth than they actually capture.

Chasing efficiency ghosts

Efficient taxation rests on a simple principle: cast the net wide, keep the rates reasonable, and resist the urge to fiddle with exemptions. VAT embodies this philosophy in theory, yet European implementations resemble Swiss cheese more than solid fiscal foundations. Research consistently shows that VAT exemptions and reduced rates fail to achieve their stated social objectives whilst often proving regressive. A recent analysis suggests that eliminating reduced VAT rates across the EU would allow standard rates to fall below 15 per cent—a win for both efficiency and taxpayers.

Income taxation suffers from similar delusions. Progressive rates can certainly redistribute income, but not when the system becomes so Byzantine that avoidance becomes a national pastime. Denmark’s 55.9 per cent top rate and Austria’s 55 per cent might sound impressively egalitarian, yet both apply to tax bases so riddled with deductions and exemptions that effective rates tell a different story entirely.

Corporate taxation faces comparable challenges, though here competitive pressures have forced some discipline. Hungary’s nine per cent rate, Bulgaria’s 10 per cent, and Ireland’s famous (or infamous, depending on your point of view) 12.5 per cent have dragged European corporate rates steadily downward. Rather than lamenting this ‘race to the bottom’, policymakers might consider whether lower rates coupled with broader bases actually collect more revenue whilst causing less economic damage.

Smarter choices ahead

Fixing European taxation requires abandoning comforting myths about painless revenue collection. All taxes impose costs—the trick lies in minimising economic damage whilst raising necessary funds. This points toward some uncomfortable truths: consumption taxes work better than income taxes, property taxes beat capital gains taxes, and externality taxes trump subsidies for preferred activities.

Land taxation deserves the most urgent attention. Unlike businesses or wealthy individuals, land plots cannot relocate to Dublin or Luxembourg when tax rates rise. Estonia (again) recognised this logic early, becoming Europe’s only country to tax land rather than buildings—a policy that maximises revenue whilst minimising economic distortion. Other European countries would benefit from similar boldness, using land value capture to fund local services whilst reducing taxes on genuinely mobile factors.

Carbon pricing represents another missed opportunity. Climate goals demand rapid decarbonisation, yet most European governments rely on regulations that impose crushing compliance costs rather than market-friendly price signals. A comprehensive carbon tax, with revenues recycled through lower income taxes or direct cash transfers, would achieve environmental objectives whilst improving overall economic efficiency.

The digital economy poses fresh challenges that existing tax frameworks simply cannot handle. Tech giants routinely shift profits to low-tax jurisdictions, leaving traditional businesses to bear disproportionate tax burdens. The Organisation for Economic Co-operation and Development’s global minimum tax initiative offers hope, but more fundamental reforms are needed to align tax obligations with genuine value creation rather than clever legal structures.

Politics trumps economics

Tax reform confronts an ancient political problem: those who lose from change mobilise more effectively than those who benefit. Eliminating deductions creates vocal opponents amongst current beneficiaries, whilst efficiency gains remain invisible to most voters. This dynamic explains why tax codes grow more complex over time rather than simpler.

Successful reformers understand this challenge and package changes accordingly. Estonia’s corporate tax revolution succeeded partly because it arrived alongside broader market reforms that generated compensating economic growth. Similarly, any serious move toward fiscal efficiency must address legitimate distributional concerns whilst delivering tangible benefits to ordinary taxpayers.

Brussels could play a constructive role by harmonising tax base definitions whilst preserving rate competition. This would prevent the current arms race toward ever-more-sophisticated avoidance schemes whilst reducing compliance burdens for multinational businesses. Such an approach respects national sovereignty over tax rates whilst promoting genuine fiscal competition rather than accounting gymnastics.

Politicians must also resist virtue-signalling through tax policy. Wealth taxes might poll well with progressive voters, but their dismal performance record suggests that direct transfers funded through efficient taxes would better serve egalitarian goals. Similarly, ‘pro-family’ tax credits often benefit middle-class households more than struggling families, whilst reduced VAT rates on ‘necessities’ typically advantage the wealthy who consume more of everything.

Tomorrow’s fiscal reality

Reimagining European taxation means acknowledging that industrial-age tools cannot solve post-industrial challenges. Tomorrow’s tax systems must fund generous social programmes whilst maintaining competitive economies, address climate change without crushing growth, and ensure fairness whilst respecting capital mobility.

This requires embracing some uncomfortable realities. Consumption taxes will play larger roles despite their regressive appearance, because well-designed transfer systems can address distributional concerns more effectively than distortionary tax preferences. Property taxes will rise significantly, despite homeowner objections, because such levies cannot be gamed through clever planning. Some economic activities will face light taxation not from ideological preference but practical necessity—heavily taxing mobile factors simply drives them elsewhere.

Countries that master this balancing act—efficiently collecting revenue whilst spending wisely and redistributing intelligently—will thrive in an increasingly competitive global economy. Those clinging to familiar but dysfunctional approaches will discover that good intentions cannot substitute for effective policy.

The fiscal future has already arrived in scattered locations across Europe. Estonia’s innovation, Ireland’s pragmatism, and Switzerland’s competitive federalism offer glimpses of what’s possible. The question facing other European nations isn’t whether to modernise their tax systems, but whether to learn from successful experiments or persist with approaches designed for a world that no longer exists. Given the stakes—nothing less than economic competitiveness and social cohesion—the choice ought to be obvious.

Photo: Dreamstime.

Reinvantage Insight

Reinvantage Insight

The byline Reinvantage Insight is used to denote articles to which several members of the Reinvantage insight and analysis team may have contributed.

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Case study: Global technology company

1. The Client

A global technology company operating across EMEA, with a regional HQ in Istanbul. The company manages 20+ markets, handling everything from brand campaigns to strategic partnerships.

Role we worked with: The EMEA Head of Marketing (supported by two regional managers).

2. The Challenge

Despite strong products and a respected global brand, the regional team was struggling with:

  • Misaligned strategy across markets → campaigns executed with inconsistent narratives.
  • Slowed growth → lead generation plateaued despite increasing spend.
  • Internal friction → marketing, sales, and product teams disagreed on KPIs and priorities.

Traditional fixes (more meetings, more reporting) only created more noise.

3. The Sprint

We ran a 10-day Remote Reinvention Sprint with the regional HQ team.

  • Day 1–3: Intake → Reviewed decks, campaign data, and plans.
  • Day 4: Sprint Session (90 mins) → Breakthroughs:
    • Sales and marketing had different definitions of “qualified lead.”
    • 40% of spend was going into low-potential markets.
    • The team assumed the problem was lack of budget, but it was actually lack of alignment.
  • Day 5–10: Synthesis → Insights distilled into a Clarity Brief + Insight Canvas.
4. The Breakthrough

The Sprint uncovered that the issue wasn’t budget, but fragmentation.
Three sharp insights unlocked a way forward:

  1. Unified KPIs bridging marketing + sales.
  2. Market prioritisation → shifting budget to 5 high-potential markets.
  3. Simplified narrative → one EMEA core story, locally adaptable.
By just realigning resources and focus, the client could unlock an estimated £250,000 in efficiency gains within the next 12 months — far exceeding the Sprint’s value guarantee. The path to higher returns was already inside the business, hidden by misalignment.
5. From Sprint to Action (4 Pillars Applied)

With clarity secured, Reinvantage didn’t suggest “more projects.”

Instead, we used the Sprint findings to create laser-focused next steps — drawing only from the areas that would deliver the most impact:

  • Readiness → Alignment workshops for sales + marketing teams. New playbooks clarified “qualified lead” definitions and reduced internal disputes.
  • Foresight → A market-opportunity scan identified which 5 countries would deliver the highest ROI, removing the guesswork from allocation.
  • Growth → Guided the reallocation of €2M budget and designed a phased rollout strategy that protected risk while maximising return.
  • Positioning → Built a messaging framework balancing global consistency with local nuance, ensuring campaigns spoke with one clear voice.

Because the Sprint had stripped away noise, these actions weren’t generic consulting ideas — they were directly tied to the breakthroughs.

6. The Results
  • +28% increase in qualified leads across the region.
  • 30% faster campaign rollout due to streamlined approvals.
  • Budget efficiency gains → €2M redirected from low-return to high-potential markets.
  • Internal cohesion → marketing + sales now use a single shared dashboard.
The client came in believing they needed more budget.
The Sprint revealed that what they really needed was clarity and alignment.

With that clarity, the four pillars became not theory, but practical tools to deliver measurable impact.

The Sprint guaranteed at least £20,000 in value — but in this case, it helped unlock more than 10x that within six months.

Case study: Regional VC fund & accelerator

1. The Client

A regional venture capital fund and accelerator focused on early-stage tech start-ups in the Baltics and Central Europe.

The fund had raised a new round and was under pressure to deliver stronger returns while also building its reputation as the go-to platform for founders.

Role we worked with: Managing Partner, supported by the Head of Portfolio Development.

2. The Challenge

Despite a promising portfolio, results were uneven.

Key issues:

  • Scattered portfolio support → no consistent playbook for start-ups, every partner did things differently.
  • Weak differentiation → founders and co-investors saw the fund as “one of many” in the region.
  • Stretched team → too many small bets, not enough clarity on which companies to double down on.

The leadership team knew something was off, but disagreed on whether the issue was pipeline quality, market conditions, or internal capacity.

3. The Sprint

We ran a 10-day Remote Reinvention Sprint with the partners and portfolio team.

  • Day 1–3: Intake → Reviewed pitch decks, pipeline funnel data, and start-up performance reports.
  • Day 4: Sprint Session (90 mins) → Breakthroughs:
    • No shared definition of a “high-potential founder.”
    • Support resources were spread too thin across the portfolio.
    • The fund’s positioning was more reactive than proactive — it didn’t own a distinctive narrative in the market.
  • Day 5–10: Synthesis → Insights consolidated into a Clarity Brief + Insight Canvas.
4. The Breakthrough

The Sprint revealed that the challenge wasn’t pipeline quality — it was lack of focus and positioning.

Three core insights provided the turning point:

  1. Portfolio Prioritisation Framework → defined clear criteria for where to double down.
  2. Founder Success Playbook → standardised support model for portfolio companies.
  3. Differentiated Narrative → repositioned the fund as “the accelerator of reinvention-ready founders.”
These shifts alone gave the fund a path to add an estimated £2M+ in portfolio value over the following 18 months, by concentrating capital and resources where they could move the needle most.
5. From Sprint to Action (4 Pillars Applied)

With clarity from the Sprint, Reinvantage created a tailored support plan:

  • Readiness → Coached partners on using the new prioritisation framework and trained the team on deploying the Founder Success Playbook.
  • Foresight → Ran scenario analysis on regional tech trends, helping the fund anticipate where capital would flow next.
  • Growth → Guided resource reallocation across the portfolio and supported new co-investor pitches for top-performing start-ups.
  • Positioning → Crafted a sharper brand story for the fund, positioning it as the reinvention partner for globally minded founders.
6. The Results
  • 10 portfolio companies onboarded to the new Playbook → greater consistency of support.
  • Raised follow-on capital for 3 top start-ups with the new prioritisation framework.
  • +26% increase in inbound deal flow from founders citing the fund’s new positioning.
  • Stronger internal cohesion → partners aligned on where to focus resources.
The client thought the problem was pipeline quality.
The Sprint showed it was actually lack of clarity and focus inside the firm.

By applying the four pillars, Reinvantage helped turn scattered effort into concentrated value creation.

The Sprint guaranteed at least £20,000 in value; here it set the stage for multi-million-pound upside in portfolio growth.

Case study: International impact Organisation

1. The Client

A large international impact organisation focused on entrepreneurship and economic empowerment.
The organisation runs multi-country programmes across Eastern Europe and Central Asia, often in partnership with global donors and corporate sponsors.

Role we worked with: Senior Programme Director, responsible for regional coordination.

2. The Challenge

The organisation had launched a flagship regional initiative supporting women entrepreneurs, but the programme was underperforming.

Key issues:

  • Fragmented delivery → each country office interpreted the programme differently.
  • Donor frustration → reporting lacked consistency and clear impact metrics.
  • Lost momentum → staff energy was spent on administration rather than scaling success stories.

Traditional programme reviews had produced long reports, but no real alignment or action.

3. The Sprint

We ran a 10-day Remote Reinvention Sprint with the regional leadership team and representatives from two country offices.

  • Day 1–3: Intake → Reviewed donor reports, programme KPIs, and field feedback.
  • Day 4: Sprint Session (90 mins) → Breakthroughs:
    • Donors cared about quantifiable outcomes, but reporting focused on stories.
    • Staff were duplicating efforts across countries, wasting time and resources.
    • The initiative lacked a clear theory of change — everyone described its purpose differently.
  • Day 5–10: Synthesis → Insights distilled into a Clarity Brief + Insight Canvas.
4. The Breakthrough

The Sprint revealed that the issue wasn’t donor pressure or programme design — it was a lack of shared framework and alignment.

Three critical insights reshaped the path forward:

  1. One Unified Theory of Change → agreed narrative for why the programme exists.
  2. Core Impact Metrics → clear, comparable KPIs across all countries.
  3. Smart Resource Sharing → digital hub to stop duplication and accelerate knowledge flow.
By eliminating duplicated reporting and clarifying what success looks like, the client saw they could save the equivalent of £100,000 in staff time annually — while also unlocking stronger donor confidence and follow-on funding opportunities.
5. From Sprint to Action (4 Pillars Applied)

Armed with Sprint clarity, Reinvantage proposed a laser-focused support plan:

  • Readiness → Trained programme leads on using the new metrics and integrated them into existing workflows.
  • Foresight → Analysed donor trends and expectations, aligning the initiative with the next funding cycle.
  • Growth → Developed a funding case based on the new unified theory of change, securing higher renewal chances.
  • Positioning → Crafted a regional success narrative and storytelling toolkit, helping them showcase results consistently across markets.
6. The Results
  • 30% less time spent on reporting → freed capacity for programme delivery.
  • Donor satisfaction improved → positive feedback on the clarity of impact evidence.
  • Secured new funding commitment → one major donor increased their contribution by 20%.
  • Stronger internal morale → staff felt they were working with clarity, not chaos.
The client thought it needed better donor management.
The Sprint revealed it needed a shared foundation across its teams.

By anchoring on the four pillars, Reinvantage turned alignment into efficiency gains and fresh funding opportunities.

The Sprint guaranteed at least £20,000 in value; here it unlocked both six-figure savings and future-proofed funding.

Case study: National digital development agency

1. The Client

A national digital development agency tasked with driving the government’s digital transformation agenda, including e-services, citizen portals, and smart city pilots.

Role we worked with: Director of Digital Transformation, supported by IT and service delivery leads from three ministries.

2. The Challenge

The agency had strong political backing but faced hurdles in implementation.

Key issues:

  • Siloed projects → each ministry developed digital tools independently, leading to duplication.
  • Citizen frustration → services were digital in name, but still required multiple logins and offline steps.
  • Funding pressure → international partners demanded clearer impact in the short term.

The agency wanted to accelerate momentum but struggled to get alignment across ministries.

3. The Sprint

We ran a 14-day Immersive Reinvention Sprint with the agency’s leadership and digital focal points from three ministries.

  • Day 1–3: Intake → Reviewed strategy docs, donor reports, and citizen feedback data.
  • Day 4: Immersive Sprint Session (half-day) → Breakthroughs:
    • Each ministry had different definitions of “digital service.”
    • 20% of budget was going into overlapping pilot projects.
    • Citizens’ top frustrations were known — but not prioritised.
  • Day 5–14: Synthesis → Insights consolidated into a Clarity Brief + Insight Canvas.
4. The Breakthrough

The Sprint revealed that the biggest blocker wasn’t lack of funding, but lack of shared priorities.

Three practical insights stood out:

  1. One Definition of Digital Service → agreed across ministries.
  2. Quick-Win Prioritisation → focus on top 3 citizen pain points (ID renewal, business registration, healthcare booking).
  3. Shared Resource Map → pool budgets to eliminate duplication.
These changes alone allowed the agency to unlock £75,000 in immediate savings and deliver 2–3 visible improvements in the next quarter — meeting donor expectations and building citizen trust.
5. From Sprint to Action (4 Pillars Applied)

Based on the Sprint clarity, Reinvantage proposed a modest, targeted package of support:

  • Readiness → Facilitated inter-ministerial workshops to embed the “one digital service” definition.
  • Foresight → Analysed citizen feedback trends to shape the quick-win roadmap.
  • Growth → Supported the reallocation of funds to joint projects, reducing overlap.
  • Positioning → Crafted a communication plan highlighting early digital wins to donors and citizens.
6. The Results
  • 2 pilot services integrated into the central portal (ID renewal + healthcare booking).
  • Budget savings of £75,000 from eliminating overlapping projects.
  • Citizen satisfaction up modestly → call centre complaints on digital services dropped by 12%.
  • Donor confidence improved → short-term impact report received positive feedback.
The client thought it needed more funding and bigger projects.
The Sprint revealed it first needed clarity and alignment.

By applying the four pillars to a targeted scope, Reinvantage helped deliver visible results within a single quarter — proving progress to citizens and donors and laying the groundwork for deeper transformation.