ABSTRACT
Anyone visiting the Netherlands for the first time is immediately struck by a strange phenomenon: bicycle mania. Not that bicycles are a novelty, but the Dutch have turned cycling into a national pastime and the bicycle into a cultural icon. There is also the very important issue of safety, both perceived and actual. The accident statistics show that the Netherlands is the safest place in the world to cycle. Since everyone cycles regularly, there is a prevailing empathy and safety awareness on the roads. According to Ogg, Polman stands out as a sustainability leader because he understands the changing global context and expresses empathy in a multi-stakeholder environment. Philips is another Dutch company that has been showing leadership. It is no coincidence that Michael Braungart, one of the co-originators of the concept, has taken up a position as Cradle to Cradle Chair at the Dutch Research Institute for Transitions (DRIFT) at Erasmus University in Rotterdam.
