About Us

A mission to change everything.

The 2030 Project is a grassroots initiative dedicated to transforming how the Netherlands handles recycling — built on evidence, action, and the belief that individuals can reshape systems.

Scroll to explore

The Origin

Started by one person.
Built for everyone.

The 2030 Project was founded by Michael-Christopher Suman — driven by a simple frustration: the Netherlands, a country known for its progressive thinking, was falling short on recycling. The infrastructure existed, the public will existed, but the gap between intention and action was too wide.

What started as research quickly became a roadmap. The Netherlands recycles only around 56% of its municipal waste — well below what its own sustainability targets demand. Plastic packaging recycling rates lag behind EU leaders. The problem isn't apathy. It's complexity, miscommunication, and a system that makes doing the right thing harder than it should be.

The 2030 Project exists to close that gap — through clear information, community engagement, and direct advocacy for better systems by 2030.

MS
Michael-Christopher Suman
Founder, The 2030 Project
"The Netherlands is smart enough to solve this. We just need to make the right choice the easy choice — for everyone, everywhere, by 2030."
56%
NL municipal waste recycled
2030
Our target year
17M+
People we're working for
1
Person who started it

The Netherlands

Why the Netherlands
and why now.

The Netherlands has everything it needs to be a world leader in recycling. Excellent logistics, high civic engagement, and one of the densest urban networks in Europe. The only thing missing is the push.

Dense urban coverage

Over 92% of Dutch residents live in urban areas — meaning a well-designed collection system can reach almost everyone with minimal infrastructure investment.

EU sustainability leadership

The Netherlands has signed up to ambitious EU recycling targets. The 2030 Project connects residents directly to those commitments — turning policy into action.

Community-ready culture

The Dutch have a long tradition of collective problem-solving and civic trust. The culture is already aligned — the 2030 Project provides the framework to act on it.

The gap between
ambition and reality

Despite genuine intent, the Netherlands is missing its own recycling benchmarks. Plastic packaging recovery sits below EU averages. Contamination rates remain high. These aren't failures of character — they're failures of system design. The 2030 Project is here to fix the design.

56%
Total recycling rateBelow the EU's 65% target for 2035
46%
Plastic packaging recycledEU target is 55% — still a gap to close
17M
Residents to engageEvery household is a leverage point
2030
The deadlineWhen the EU's plastic packaging targets become mandatory

What We Stand For

Our principles

Four commitments that guide everything we build, write, and advocate for.

01

Clarity over complexity

Recycling rules are confusing because they're rarely explained clearly. We break down every material, every code, and every local rule into plain language that anyone can act on — without a degree in waste management.

02

Systems, not shame

Recycling failure is a system failure, not a personal failing. We don't blame individuals for a structure that's badly designed. We focus on what needs to change at the infrastructure level and give people the tools to demand it.

03

Evidence, always

Every statistic on this site is sourced. Every claim is verified. We don't exaggerate the crisis (it's bad enough) and we don't minimise progress (it exists). Good decisions start with accurate information.

04

Local impact, global vision

Our focus is the Netherlands — but our model is replicable. Every improvement in Dutch recycling infrastructure, behaviour, and policy is a proof point for what cities worldwide can achieve before 2030.

The Roadmap

How we get there

1
Phase 1 — Awareness

Build the knowledge base

Create comprehensive, accessible guides to recycling in the Netherlands — covering plastic codes, local authority rules, common mistakes, and the real impact of getting it right. This site is phase one.

2
Phase 2 — Community

Grow a network of action

Connect residents, local businesses, schools, and municipalities around shared recycling goals. Host workshops, partner with waste collection services, and create local accountability through community reporting.

3
Phase 3 — Advocacy

Push for better systems

Engage with municipalities, the national government, and EU bodies to advocate for clearer labelling, better collection infrastructure, expanded deposit return schemes, and consistent rules across all provinces.

4
2030 — The Goal

Netherlands at the top

A Netherlands that exceeds all EU recycling targets, leads Europe in plastic packaging recovery, and serves as a model for what an engaged, well-informed public can achieve when given the right tools.

From the Field

The project in action

Project photo 5
Project photo 6
Project photo 7
Project photo 8

Join the project.
Shape what comes next.

Whether you're a resident, a business, a school, or a municipality — there's a role for you. The 2030 deadline is close. The time to act is now.

Start Recycling Right → Understand the Problem →