Opportunities for sustainable entrepreneurship are great in the Netherlands, despite political uncertainty

Omnicom PR Group (OPRG) today publishes a white paper that provides direction to the Dutch business community in the field of sustainable entrepreneurship in these politically uncertain times. Rob Jetten, Minister of Climate and Energy, received the white paper and underlined the important role of entrepreneurs’ own input in the sustainability policy of the Netherlands.

Sustainable transition continues in new ways

The most important conclusion of the white paper is that the transformation to a sustainable economy continues despite the new relationships in the House of Representatives and the uncertainty that this entails. It turns out that trying to do things better is no longer enough. Companies must do business sustainably in new ways.

‘We notice that companies have questions about the new political reality of our country and what that means for their sustainability strategy. Research shows that further sustainability is slowing down in the Netherlands. Last year the smallest increase in sustainability in 5 years was measured. It would be a shame if the business community were to wait longer because there are enormous opportunities now, as our report shows,” says Marjolein Rigter, Director of Reputation Management at OPRG.

Room for own initiative in a new cabinet

‘A new cabinet that will soon take office has a lot of ambition, but not everything has yet been crystallized when it comes to sustainability. There are gaps in terms of vision and expertise that companies can help fill. So don’t wait for regulations, but exert influence yourself and share your plans and wishes with The Hague,” says Eli Schim van der Loeff, Public Affairs Lead at OPRG.

Focus on local initiatives

Perhaps – after the recent election results – the government will take a step back when it comes to sustainability in the near future. But the white paper shows that there are clear opportunities for sustainable initiatives that deliver economic benefits to businesses, consumers and especially those who support local and regional initiatives. ‘Netherlands first’ could also be a new way of thinking in sustainability investments by entrepreneurs.

Bridging to new partners

There is a need for fresh, pragmatic ideas that bridge the gap between sustainable business growth and the interests of ordinary Dutch people. It is also important that the business community opens itself up to new partners. Collaboration generates the most impact. Looking for like-minded people and daring to look beyond the ‘usual suspects’. Also consider the financial sector, NGOs, your own value chain, competitors and science.

Research methodology

In November 2023, discussions were held with sustainability spokespersons of the largest national parties at that time. The discussions focused on a central question: ‘What will happen next with sustainability after the House of Representatives elections?’ In January and February, sustainability experts from science, business and the financial sector shared their views with the researchers. The playing field before and after the elections thus came into focus, with the researchers investigating bridges to solutions and change that fit the new Netherlands. Communications consultancy OPRG helps clients navigate through the changing world with the aim of achieving business growth: ‘Guiding change for growth’.

Photo: From left to right Eli Schim van der Loeff, Marjolein Rigter, Rob Jetten