Dutch Workers Call Out Corporate Greenwashing as Trust in Climate Promises Plummets
Netherlands, Sunday, 11 January 2026.
A striking 35% of Dutch employees believe their employers are misleading the public about their environmental efforts, according to new research from Populytics involving 583 workers. The study reveals a profound disconnect between corporate sustainability messaging and employee reality, with two-thirds wanting to contribute more to genuine climate action at work. Most telling: 30% are considering job changes due to their company’s lackluster sustainability efforts, while others report feeling unsafe to voice climate concerns in corporate settings.
The Silent Majority Emerges
The research, commissioned by Delft-based research agency Populytics and published on January 11, 2026, exposes a critical gap in corporate climate credibility [1]. The study found that 68% of Dutch workers consider sustainability important and want to contribute within their organizations, yet many feel silenced in corporate environments [2]. This disconnect has created what researchers describe as a “silent majority” of climate-conscious employees who feel compelled to wear “masks” at work, leaving their environmental values at home [1][2].
Financial Implications of Climate Commitment
The depth of employee frustration becomes clear when examining their willingness to sacrifice financially for authentic sustainability. The Populytics study revealed that 13% of respondents would accept a reduction of €500 in gross monthly salary in exchange for stronger sustainability policies from their employers [2]. Additionally, employees rated their companies’ sustainability efforts at an average of 6.7 out of 10, suggesting room for improvement across Dutch corporations [1]. The financial stakes are substantial, as 24% of employees report feeling unsafe to address their company’s lack of sustainable efforts, potentially creating hidden costs in terms of talent retention and workplace satisfaction [1].
From Shell to Social Movement
The study was commissioned by Arjan Keizer, a former Shell employee who left the energy giant in 2025 due to what he perceived as insufficient greening efforts [1][2]. In September 2025, Keizer co-founded “Medewerkers Voor Onze Toekomst” (Employees for Our Future) alongside Hein Brekelmans and three others, including former employees from ING, ABN Amro, and TNO [1][2]. The organization has rapidly gained traction, building a LinkedIn group with 363 members representing over 50 companies [2]. Keizer’s transformation from corporate insider to climate advocate was sparked by reading Greta Thunberg’s “The Climate Book” three years ago, which opened his eyes to the severity of the climate crisis [1].
Corporate Culture Shift on the Horizon
The movement aims to challenge the traditional shareholder-driven approach to corporate sustainability. As Hein Brekelmans, formerly of ABN Amro, explains: “Currently, shareholders primarily determine the sustainability policy of companies, and sustainability has not been a priority in recent years” [2]. The organization believes that employee pressure can create a cultural shift within corporations, potentially giving management leverage against shareholders focused solely on short-term profits [2]. To amplify their message, “Medewerkers Voor Onze Toekomst” plans to organize a “Dag voor onze Toekomst” (Day for Our Future) in spring 2026, with Keizer noting that everyone approached has agreed to participate [2]. The foundation is also seeking funding in 2026 to expand operations and conduct a larger follow-up study involving 1,000-2,000 employees, which would cost approximately €10,000 [1].