Circular Reality Scan 2026: Belgians and Dutch believe in recycling, but don’t act consistently enough

Tomorrow is Global Recycling Day, yet new research shows there is still work to be done. The Circular Reality Scan 2026 by Ipsos reveals that consumers and companies in Belgium and the Netherlands consider themselves recycling frontrunners. At the same time, the study, commissioned by waste-to-product company Renewi, exposes a structural gap between what people say and what they actually do, particularly at the point of purchase.

We say the right things, but don’t always do them

People and companies consider recycling important. In practice, consistent behaviour is limited and purchasing decisions often undermine intentions.

• Belgium: 95% of consumers say recycling is important; only 25% say they always sort correctly. Among companies, 92% say recycling is important; only 14% say they always sort correctly.
• Netherlands: 90% of consumers and 80% of companies deem recycling important; only 15% of consumers and 17% of companies say they always sort correctly.

Purchasing behaviour widens the gap

What we buy matters, and here the gap is most visible.

• Belgium: 8 in 10 say recycled content is important, but only about half of consumers actually check for it when buying; many companies find it important, yet a smaller group truly prioritises it in procurement.
• Netherlands: only 10% of consumers almost always check for recycled content; 35% of companies strongly consider it, and just 31% have a formal circular procurement policy.

Younger generations don’t always live up to their green image

Younger consumers are associated with a green mindset, but the Scan shows less consistent practice.

• Belgium: 18–24 yearolds attach less importance to recycled materials than 55–70 yearolds (75% vs 88%); only 10% of young people say they always sort correctly (vs 37% among older adults).
• Netherlands: fewer 18–24 yearolds call recycling “very important” than 55–70 yearolds (29% vs 51%); sorting is less consistent among the young.

SMEs lag behind larger companies in embedding circularity, despite strong intentions

The business picture mirrors consumers: intentions are there, but operational embedding lags, especially among SMEs.

• Belgium: 71% of companies have no sustainability lead; structured impact data collection is limited (typical barriers include “we already do the maximum”, extra cost, and lack of time).
• Netherlands: 64% of companies have no one responsible for sustainability; SMEs collect substantially less environmental data than large companies.

Regulation drives behaviour, knowledge gaps slow it down

So where does this ‘recycling paradox’ come from? The Circular Reality Scan points to a significant knowledge gap. Many Belgians and Dutch lack a clear understanding of what is truly sustainable or circular: more than eight in ten do not know how much of their waste is actually recycled. In addition, many struggle to recognise recycled products or question the credibility of recycling claims.

The research also shows that where clear rules or incentives are in place, behaviour does follow. In short, voluntary action alone is not enough. Smart policy, regulatory pressure and clearly defined roles are needed to translate good intentions into consistent and widely supported impact.

“We think we’re on the right track, but the numbers tell a different story,” says Harld Peters, CEO of Renewi. “If we want to meet our climate and circularity goals for 2035 and 2050, we need to translate good intentions into consistent behaviour, with better information, smarter guidance and clear rules.”

Why this matters now

Both countries face ambitious circularity targets and growing pressure on resources. The Scan shows that belief without consistent action will not get us there: consumers and businesses need clearer guidance, incentives and accountability to close the gap.

About the Circular Reality Scan 2026

Belgium: representative survey among 1,000 consumers (18–70) and 200 companies (≥10 employees; procurement/sustainability profiles), conducted by Ipsos for Renewi in February 2026.

Netherlands: representative survey among 1,000 consumers (18–70) and 200 companies (≥10 employees; procurement/sustainability profiles), conducted by Ipsos for Renewi; results released around Global Recycling Day (18 March 2026).

The full Circular Reality Scan 2026 is available for consultation via this link.