This paper focuses on the current environmental debate within Dutch society. A major recent development has been the establishment of the National Environmental Policy Plan. In the plan the government recognises that it cannot solve environmental crises through regulation and government measures alone. This paper considers the role of social sectors, and discusses innovation in policy consisting of greater communication with the relevant social actors. The limited reaction of Dutch industry, especially the chemical industry is analysed, and the paper concludes that better tools to measure environmental improvements in industry are needed.