On January the 1st of 2017, Dutch National Railway company NS made a monumental step towards a world in which we no longer compromise the wellbeing of future generations for the sake of our own livelihood. NS is switching to wind energy from newly erected wind farms for transporting all of its 600,000 daily passengers, which is leading to the company cutting carbon emissions equivalent to the electricity consumption of the entire population of Amsterdam — 1.2 billion kWh a year! This bold move worked out great for the company’s public image, as it was featured in news outlets around the globe. NS found itself being widely lauded as exemplary for how companies can contribute to reducing a country’s carbon footprint.