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Sustainability in The Construction Sector

Fostering circularity for building materials: Insights from the front lines with USGBC’s Wes Sullens. 

Jeremy Sigmon is currently pursuing his MSc in water science, policy, and management with the School of Geography and the Environment. He joined Oxford with 15 years of experience in the U.S. green building industry which is where he met green materials guru Wes Sullens, director at the U.S. Green Building Council (USGBC) for codes technical development and all things related to greener building materials.

There are cranes in the sky, heavy equipment moving earth, and people in hard hats in every direction. These tend to be universal indicators of development and progress. Far too often, however, these images of buildings and construction also signal a whole lot of waste.

Globally, the building construction industry is one of the most consumptive, expected to nearly double its waste between 2012 and 2025 to 2.2 billion tons annually. The many billions of tons of materials that aren’t wasted are put into the buildings where we spend – think about it – far more than three quarters of our time. Where we spend our time is also where we consume (and waste) energy, water, food, and more. Consequently, buildings are where 40% of global energy-related CO2 emissions are generated, and are increasingly the focus for many professionals who find hope in the soaring global green building marketplace that is working hard to slash these and many other impacts while enhancing the Triple-Bottom Line: economy, equity, and environment.

Wes Sullens

Wes Sullens is one of the United States’ leading experts in the circular economy as it connects with the wasteful, yet fast-changing buildings industry. Before his current post at USGBC, he led sustainable buildings and materials efforts for the aptly-named authority for East San Francisco Bay Area governments called StopWaste. I sat down with him to talk about building materials and what circular economy enthusiasts can learn from current events in the global green building market.

Jeremy Sigmon (JS): How is circular economy thinking finding its way into the building design and construction sector?

Wes Sullens (WS): In some ways, the circular economy has always been here, though not by the same name. Recycling, efficiency through waste reduction, and reduced consumption have always been at the top of the sustainability list. The power of the circular economy, however, is harnessing business forces to implement these environmental objectives. When the economics are done right, it can quickly attract the attention of upper level management at any business. This win-win for business and environment has been the engine behind the fast-growing green building industry, led by USGBC and its LEED certification program. I see real potential for the circular economy to unlock solutions to some of our biggest waste-related problems. 

Importantly, there are key factors that need to be considered in building materials selection, such as climate and health impacts, that look beyond traditional circular economy thinking. Leadership in materials procurement today carefully considers all of these factors: carbon intensity, impacts on human and environmental health, and the ability for materials to be cycled indefinitely.

Ellen MacArthur Foundation and C2C Outline of a Circular Economy
Ellen MacArthur Foundation and C2C Outline of a Circular Economy

JS: Those are important things to consider, but it’s quite a lot! What’s being done to assist professionals with the evaluation process?

WS: Product labeling schemes are a big help, facilitating a far better understanding of what products are made of and the weight of their impacts. Environmental Product Declarations (EPDs) are a way to report lifecycle impacts from a product’s manufacture, use, and end of life stages. Health Product Declarations (HPDs) are reports that disclose the ingredients that make up a product.

It’s remarkable how little we know about even the most common building products and materials. Of course, we know if something is made from wood, plastic, or metal… but do we know where it came from or if the raw materials were procured sustainably? Were there harmful chemicals used during manufacturing that could be a problem in the supply chain, during installation, or in use? From a circular economy perspective, EPDs and HPDs help designers select for products and materials that can be cycled or cascaded into other uses once their current useful life is complete.

JS: Disclosing information doesn’t cut environmental and health impacts, does it? What’s the benefit?

WS: The promise of transparency is enabling better-informed decision making. Building designers have always been in the business of choosing between different designs and materials based on price, fitness, and quality. They want the most affordable material of the highest possible quality for the job at hand. Information on health and environment impacts offer another important dimension in this equation that has, until recently, been very opaque. Transparency on its own has led to improvements in building products. Manufacturers of products are now feeling pressure to use these labels, exposing potential inefficiencies and driving improvements.

The circular economy also benefits from transparency. With transparency, we can: select products based on lifecycle impacts; avoid additives that make materials less recyclable; and choose products made from reclaimed, rather than virgin sources. Without this kind of transparency, we’re in the dark!

JS: So, who’s doing this? Are there signs that it’s working?

WS: For a few years now, LEED has rewarded green building project teams that source building products and materials that carry one of these transparency labels. Uptake started slowly, but it’s been growing worldwide. The materials content in our newest version of LEED (LEED v4.1), which launched in March of 2019, has already attracted tremendous interest. LEED v4.1 rewards project teams that select products optimized for circularity, low-carbon, and less toxic ingredients. Manufacturers are redesigning products to excel in these three areas – one example is a new carpet product made from reclaimed fishing nets that were formerly polluting the oceans. Building owners are demanding these products, too. On their new flagship project in Silicon Valley, Google has undergone possibly the greatest scrutiny of material ingredient data of any project on the planet. These are tremendous market signals that are transforming the world of materials.

JS: What parting words of wisdom do you have for students of the circular economy and social enterprise?

WS: The ecological challenges facing our planet can seem daunting, but movements like green building and the circular economy have sparked imagination and innovation in the big, old, and often lagging construction industry. This is an exciting time and there are great, inspiring and really fun people working hard to find creative solutions. It’s time to look beyond the recycling bin… Join us!

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What’s new in the war on food waste?

An interview with Winnow’s Marc Zornes. 

Image source: World Economic Forum/REUTERS/Ben Nelms

Jeremy Sigmon is currently pursuing his MSc in water science, policy, and management with the School of Geography and the Environment.  He joined Oxford with 15 years of experience in the U.S. green building industry which is when he had his first of many inspiring sustainability conversations with global food waste expert and entrepreneur Marc Zornes, co-founder of Winnow, one of the top 100 fastest growing companies in Europe.

Whether in our homes, at the market, in transport from farms, or at the restaurant, food is so often wasted.  In developed countries, most of the waste occurs in kitchens or is left on the plate, since the food supply chain has been generally optimized so that minimal food is wasted from farm to market.  In less developed countries, the inverse is true: food may spoil at ports, in transport, or at the market due to inefficient supply systems, but the food that is purchased by consumers is usually consumed.

With a fast-growing global population and increasing pressures on global resources exacerbated by climate change, some have begun looking at increasing the end-to-end efficiency of our food system, from farm to fork, as an essential way to ensure we can feed the world today and tomorrow (see also McKinsey’s Resource Revolution, which Zornes coauthored).  What’s more, Marc Zornes has also discovered that fixing the problem is good for the environment and profitable, too.  I sat down with him to learn more about it.

Jeremy Sigmon (JS): Food waste appears to be a much bigger issue than I had previously imagined, and you think a lot about it.  What keeps you up at night?

American-born, London-based, international food waste warrior, Marc Zornes, founder of Winnow.

Marc Zornes (MZ): Food waste is one of the biggest environmental issues we have today.  We now know this because our data on the scale of the problem are getting clearer.  30% of all food that is grown is never eaten.  This is a $1 trillion problem that will grow to $1.5 trillion by 2030.  What keeps me up is how we scale solutions to address this issue.  This is one of the clearest win-win opportunities in environment and business.  We save money by throwing away less food, it is better for the environment, and it’s morally the right thing to do.  Fortunately, there are a growing number of solutions out there that can be scaled to address this issue.

JS: How is circular economy thinking finding its way into the food industry?

MZ: The Ellen MacArthur Foundation just released a major report that explores this topic: ‘Cities and Circular Economy for Food’.  For starters, nature’s food system is circular.  The question is how to reorient the industrial food system we’ve built.  Fundamentally, this begins with redesigning systems that radically minimize waste.  We then need robust systems for nutrient recovery rather than disposal.  Landfills release lots of methane gas and – for safety reasons – are actually not designed for decomposition.  We’ve found nutrient-rich cabbage in a landfill still trying to decompose decades later.  We need a coherent, systems approach to ensure we neither waste food nor lose its nutrients.

JS: I understand you’re focused on commercial kitchens.  What’s your approach?

MZ: We focus in on commercial kitchens because they have a big economic opportunity in food waste prevention.  Kitchens throw away about 15% of the food they buy, and the majority of the waste happens before it even gets to a plate.  By providing analytics on the waste generated and supporting the production planning process of the kitchen, we ultimately help cut the value of food waste in half or more.  This leads to big cost savings for the kitchen – from 3% to 8% of what they spend on food.  Of course, this is also a very attractive investment.  We deliver a 200% to 1,000% ROI to our clients in the first year.

Winnow Vision, released in March, is the newest weapon in the war on food waste, and powered by artificial intelligence.

JS: I just read about a new Winnow technology that could be a game-changer.  Tell us more!

MZ: The original ambition of Winnow was to use artificial intelligence (AI) to measure and analyse food waste in kitchens.  In order for food waste monitoring and measurement to be seamlessly integrated into a very busy commercial kitchen, you really need a fully automated system. When I founded Winnow in 2013, this automation wasn’t possible, so we built a system that asked staff to identify the food wasted on a touchscreen tablet.  Winnow Vision, our latest product, is the realisation of that original ambition.  Winnow Vision is a camera-based system that looks into the bin and uses computer vision to identify all food being wasted.  It really is a game-changer for our business and a great, practical example of AI for good.

JS: What parting words of wisdom do you have for students of the circular economy and social enterprise?

MZ: There’s a massive opportunity in helping the world transition to a low-carbon, more circular economy.  My biggest advice: if you have something you believe in that needs building, build it.  We don’t have a lot of time and we need more solutions to scale.  It’s hard work for sure.  That said, it’s the most rewarding work I’ve ever done.

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Slowing down fast fashion: a dress to save the planet

Greta Thompson is a third-year undergraduate in Materials science studying at the Queen’s college, who has worked within the Oxford Climate society, Oxford Energy society and is a member of the Oxford Foundry’s student advisory board. Interning at Solarcentury and involving herself in events run around Oxford has allowed her to explore her passion for the sustainable energy and power sector and its role in mitigating anthropogenic climate change. Events at the Saïd Business School and Skoll Centre got her hooked on the exploration of ethical business and the concept of the circular economy, leading her to secure funding to run her own event series on green entrepreneurship this year, in order to combine these newer interests with those relating to clean energy.

Alex and Andy Dewis are the founders of Pineapple Partnerships, a certified B corporation that maps the profiles of social impact based businesses in order to connect them with relevant partners to accelerate their success. They came to the Circular Economy Lab group to run a workshop on their plan for a business that would complement Pineapple’s inventory of projects. The Poly dress would change the way the fashion industry operates, through reusing resources and doing more with less, essentially embodying the long-term aim of Pineapple – to propel society to its meeting of the SDGs. It provided a lively discussion around the theme of sustainable fashion and design. Here is Greta’s take on the workshop and its important underlying mission.

If you’ve ever attended a marathon, you may remember the rivers of mushed up plastic water bottles lining the gutters of the street. You may have even sent out a quick prayer to the goddess of the green wheelie bin, requesting their safe arrival at recycling heaven rather than the wasteful perils of landfill. (See example)

But the environmental impact of this single-use plastic fuelled marathon is reduced to a mere sprint when compared to the never-ending course of fast fashions own race: to produce the most stuff. It is a race run by industry giants kitted out in chemicals, cotton and mass-produced sequins rather than lycra, who have substituted jelly babies for a new kind of fuel: our demand for variety and volume, which they work to constantly grow.

But this crowded competition is all about quantity, consumption, and low cost – and it has no finish line. According to Elizabeth Cline (author of Overdressed: The Shockingly High Cost of Cheap Fashion) Topshop introduces 400 styles a week on its website, so it’s no wonder that the Ellen MacArthur Foundation estimates $500 billion of value lost every year due to clothing underutilisation and the lack of recycling of clothes .

The core strategy of fast fashion is to get you to buy more by keeping things cheap. Keeping them cheap means low-quality goods, low environmental standards and low wages for workers. There’s nothing vaguely circular or sustainable about this model. But what if a fashion company shifted its business proposition from maximising orders to maximising trust? What if they could foster a healthy relationship with the customer that outstripped the perks of next day delivery and unlimited returns? What if they could slow down fast fashion?

Alex and Andy Dewis may have a plan to achieve just that. Their Poly dress, modelled on a range of timeless vintage designs, aims to transform their customers relationship with fashion by ‘doing more with less – helping everyone and harming no-one’. The Poly dress would be for life – not just for Christmas (or that birthday party you have ‘nothing’ to wear to) and of course be created by a company of the highest moral fibre.

Their key belief is that making fast fashion sustainably sourced does not necessarily slow it down. Just changing where we get the materials from to make our clothes is not enough to curb the harm to our planet and people. No, no, rather than change the fabric or the production standards used, Alex and Andy know that in order to create true impact they need to change our minds.

Consequently, they have big plans for implementing a culture of re-use, upcycling and other eco-friendly practises, so that their dresses can become a loved wardrobe staple, continuously under modification for the desired occasion or mood of the wearer. More a companion than a piece of cloth, the Poly dress can accompany you through the development of your style and the inevitable faux pas along the way. The hope is that buyers will be able to respect the journey the dress has taken, the hands it has passed through to reach them, and its own character that shifts in tandem with the owner throughout the years.

During the workshop, we had the opportunity to discuss the various hurdles that Poly faces in coming to fruition, where microfibres, an Oxford-based pilot and inspiration from Elvis & Kresse (who make luxury lifestyle accessories from old firehose) were all discussed. I was particularly struck by what we regularly returned to as the main issue – the inability to pick one out of the numerous ways that Poly could be achieved! It was very encouraging to be able to discuss such a wide range of possibilities for the business model, and although perhaps it won’t be simple to refine all the ideas Andy and Alex have, synthesising them into a single model sounds like a lot of fun, and suitably similar to stitching a quilt. It was a wonderful glimpse into a futuristic business that had completely rethought the focus of the industry they would occupy, working right at the root of a sustainability issue that is currently getting out of hand.

It is exciting to think that the Poly dress could be the break-away runner in an entirely new race. This race would be much slower and made up of less participants: rather than a 100m sprint to the bin, items of clothing are instead given the support and love to keep traveling round and round the track, again and again. It would close the loop on clothes production and slow down fast fashion (maybe even disqualify it?) putting us one step closer to achieving a circular economy.

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Plastics, are they really that bad?

Eileen Chen is a 2018-19 MBA student at Oxford’s Saïd Business School and a Canadian marketer with four years of experience in the consumer packaged goods industry. Her marketing experience included managing an e-commerce website and developing data-driven recommendations through consumer insights for Keurig Canada. Her current career aspirations are to use marketing’s power to inspire behaviour change in sustainable consumption. Eileen recently attended a talk led by Dr Jake Backus, here she explains her thoughts on the timely but trending topic of plastic.

Did you know that “single-use” was 2018’s word of the year? (Source)

Dr Jake Backus, founder of Empathy Sustainability, Common Ground (sustainable co-working space in Oxford), and previous Sustainability Director at Coca-Cola Europe, delivered a speech to Oxford students on “Plastics & Ocean Plastics – what’s the problem and what’s the solution? Emotion has galvanised action, but is it the right action?”.

Only 14% of materials are collected for recycling, which means we are losing $80-$120 billion in value – recycling is not only a sustainable solution, but one which can financially make sense. We learned about the nuances of material recovery, and how counterintuitively, plastic is not entirely bad. For instance, 60% of the energy used to create plastic can be recovered in recycling it.

Another myth Dr Backus debunked was that, although bioplastic and compostable solutions sound better, most can only biodegrade in industrial composting facilities which are few and far between.

The main solutions offered were to encourage reuse and recycling, as much of the energy used to manufacture virgin plastic can be recovered in the recycling process and because they utilize existing waste management systems. There is much opportunity for nudging behaviour change in compelling ways, in order to incentivize consumers and businesses to act. For example, one of the issues is that recovering plastic has low value – what if we governments assigned artificial values to plastic? Beijing, and a few other cities, started accepting plastic bottles as train fare; can this model be scaled further?

To summarize, his top 5 priorities (in order) are:

  1. Avoid – if you don’t need it, stop it
  2. Reduce
  3. Reuse and refill
  4. Recycle
  5. Create energy from waste
  6. Avoid landfills and oceans

Thank you Dr Jake Backus for the educational and engaging talk!

Image source

The Circular Economy Skills and Challenges – Paola Migliorini

In celebration of the start of the Saïd Business School’s Circular Economy module this Trinity semester, students involved in the programme have interviewed key practitioners in the rapidly emerging field. This blog series aims to document key practitioner’s stories; perspectives on what skills are relevant to a successful career and what they see the future holds for the circular economy and its many players.

For this edition Edward Hornsby (MSc Environmental Change & Management, School of Geography & the Environment) sat down at the Portuguese Embassy in Brussels with the inspiring Paola Migliorini, Team Leader for Circular Economy at the European Commission, Directorate-General Environment.

Paola Migliorini Head shot

Paola Migliorini

If you were looking for major players in the circular economy in Europe you would probably be hard-pressed to find a more influential figure than Paola Migliorini, Team Leader of the Circular Economy Unit for the EU. Her work is focused on ensuring the European Commission’s 2015 “Closing the LoopCircular Economy Action Plan continues to lead the way in developing innovative, zero-waste economic pathways. Much of her time therefore, is spent engaging with industry leaders, promoting landmark policy efforts – such as this January’s EU-wide “Strategy for Plastics” – and subsequently creating and implementing effective monitoring procedures for cutting edge policies.

Exciting and impressive stuff, and a position that no doubt many budding environmentalists might dream of occupying one day. However, nothing in Paola’s background necessarily suggested she’d end up leading one of Europe (if not the world’s) elite task forces concerned with developing the circular economy. “I have had a circular career” she jokes, “I started as a translator… I was always interested in translating messages… simplifying and communicating them.” Originally she wasn’t even that interested in the environment she confesses to us: “I wasn’t such an idealist. Living in the mountain, [the environment] it was a given.”

While, unsurprisingly, she is now “passionate about these issues”  what set her off down this green path? Good news for those MBA students looking to make a difference in their future career; she says much of the allure in her work is down to her entrepreneurial past and general interest in business. Her personal history, particularly a combination of having a family and managing her own company, gave her the push to engage with environmental issues. It was “a fight I saw needed an explanation” – but in a manner that best allowed her to apply her business acumen.

Skills

So what specific skills does Paola feel have lent themselves to her success?

Well, she emphasizes, the circular economy can be for everyone. At the end of the day it encompasses everything we produce and consume and so there are many niches within which to apply different skills and excel. However, at its centre there is a “duality between environmental protection and the economy” and Paola is certain that her long standing interest in business, and especially her “work for 10 years in the private sector” played a major role in her journey.

Notably, much of her experience has been in fields outside the environment. As mentioned, she originally trained as a translator and her role in the commision was as a policy Généraliste. While, the company she founded and worked on for 8 years was focused on issues with big data and antibiotics treatments. This variety she feels may have worked to her advantage, providing her with an outside perspective and business focus giving her an edge in the EU Directorate-General for Environment. Everyone in her unit, Paola points out, has an interest in the environment, but not so many are as focused “on resources” as her. This “little twist” has been a key difference she feels.

She also enthuses about being a “big picture person”. While she is still interested in the gritty “technical details” of an issue, she is comfortable stepping back, taking on a management role and delegating. In the “policy arena” at least – sometimes those with “just the technical expertise, [they] don’t get the bigger picture”.

Building on this, she feels being able to communicate effectively is absolutely key. By highlighting big picture concepts, you can open other people’s eyes to new possibilities. Ultimately, when you can share ideas well you can inspire and promote the change which is central to making the circular economy grow. She highlights her recent work in Treviso, Italy as an example. This involved explaining to engineers from “fantastic frontrunner” companies – who were too engrossed in their own silos – how their solutions were scalable, and how important their contributions were to the larger system and its transformation.

Perhaps this ability to comprehend the big picture is at the heart of building a successful circular economy. To achieve a zero-waste world you have to be able to understand a vast system and see where waste can be reimagined into something new. This idea fits well with Paola’s second piece of advice that ”listening” and “asking” play equally important roles in good communication. When dealing with complex systems and looking for novel solutions you have to be able to listen, particularly to those with greater technological insight, to understand what is possible.

Challenges

So as someone at the leading edge of a changing world, what does she see ahead for the circular economy?

Excitingly for budding entrepreneurs, one of the “central narratives of the circular economy is job creation” and the numbers she hears being thrown around are both large and “at a wide variety” of skill levels. This is optimal for those trying to attract support from policymakers, funders and even consumers. She says the world is crying out for “symbiotic” businesses who can take one company’s rubbish and turn it into another’s resources. The world and its businesses need to wake up to the realisation that “waste is the new resource” as it was in the “world of our grandparents”.

In this vein she feels that, from a business standpoint, when looking to make an impact both financially and environmentally it might be good to start thinking local again. From an “EU perspective, the variety of the economic situation; the cultural situation; the climate situation is such that… common objectives have to be translated into different situations”. A “consensus of objectives” with unique paths might then be the future for the European economy, with the answers from industry becoming increasingly tailored and dispersed.

“But”, she says, there is always a question of “balance and uncertainties”. “Disruptiveness is a constant” in any healthy economy and the “circular economy is a disruptive model.” Importantly though it is not the only player in the game right now; “superconnection and digitalisation… can do a lot for dematerialisation” and recycling and 3D printing almost certainly will have an “impact on job creation” she says. But in which direction is unclear. From an EU perspective will it be a positive influence, liberating the workforce and enriching populations? Or another driver of inequality and discontent?

One thing’s for sure though, the problems we face are enormous and the “world cannot go on being so inconsiderate”. Constantly “building a new garage to hold more stuff” is no longer a viable answer to the world’s problems, Paola extolls. So, as we don’t “want to build a world of constraints” and restrict each and everyone’s fundamental freedoms, it is up to us to get imaginative and start bringing new solutions to the table. This reality lies at the heart of both Paola’s work for the EU and what we are hoping to do with the start of the new Circular Economy module: to foster imaginative new solutions for complex global issues involving waste and resource use. Perhaps then, one final succinct but powerful piece of advice from Paola may be useful for those taking part in this semester’s module and beyond: “Explain, listen … and make it happen”.

Check out circulareconomycircus.com to stay updated on everything Circular Economy. 

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The Circular Economy Skills and Challenges – Karolina Kalinowska

In celebration of the start of the Saïd Business School’s Circular Economy module this Trinity semester, students involved in the programme have interviewed key practitioners in the rapidly emerging field. This blog series aims to document key practitioner’s stories; perspectives on what skills are relevant to a successful career and what they see the future holds for the circular economy and its many players.

On a recent trip to Brussels, Frances Christodoulou (MSc Environmental Change & Management, School of Geography & the Environment) caught up with Karolina Kalinowska, a policy officer with the European Commission who has spent a year working on the European Union’s Circular Economy Strategy.

Head shot of karolina kalinowska

Karolina Kalinowska

Karolina is keen to tackle society’s big challenges through international policy. With an academic background in human and environmental sciences, Karolina applied to the EU Commission’s blue book traineeship. Accepted into the Directorate-General for the Environment, she was assigned to the Circular Economy unit. This unit was tasked to implement the EU’s flagship Circular Economy Package, a scheme adopted in 2015 to enable Europe’s transition to a more circular, sustainable economy.

In collaboration with colleagues from the Directorate-General for Enterprise and Industry, Karolina was involved in high-level stakeholder meetings and workshops. Meeting with industry to discuss their needs and how the EU viewed the circular economy transition was central to her role.

“When you deal with any sort of transition it’s not easy, although it was surprising how much the industry was actually wanting to have this transition enabled,” Karolina explains. “Environmental protection is more and more on people’s minds. People recognise that business is a big part of environmental degradation, but also a means for safeguarding the environment. And industry themselves realise that resources are finite.”

By harnessing these ideas, the EU Commission aims to facilitate the transition to a circular economy. Building on concepts of eco-design and efficiency, the idea is to create an environment in which businesses and entrepreneurs are empowered to develop circular business models. “Closing the loop” helps businesses maximise the value of resources and wastes, while creating benefits for both the environment and economy as a whole.

Skills

As a policy officer with DG Environment, Karolina found her analytical and technical background very useful. However, her abilities to negotiate and apply “holistic thinking” were vital when it came to interacting with stakeholders and developing policies.

“For example the development of the Plastic Strategy involved months and months and months of public consultation, stakeholder meetings and really working with the sectors that would be affected,” says Karolina. “You need a balance of interests to push something through”. Having the skills to negotiate with different actors, while thinking holistically about the issues, are central to successful policy implementation.

On the job, Karolina developed the communication skills needed to deal with stakeholders pursuing different roles, purposes and ambitions. She learnt how to write “very concise briefings” to convey EU policy and key arguments, quickly and succinctly to varied audiences. She also developed stakeholder awareness, always “thinking from what angle should we approach these people; what are their interests?” Dealing with both NGOs and for-profit industry the “need to meet conflicting interests” was at the forefront of her work, making communication key.

Challenges

There are still many barriers to realising the transition to a thriving, circular economy. For businesses, Karolina identifies the challenges as “largely technical”.  Many companies have limited technical expertise to implement sustainable practices, and often “circular” solutions are not yet fully developed. Capital costs can also be a barrier, since often new technologies are “more expensive at the beginning, as…with technological transitions in general”. This is where the EU plans to act as facilitator and enabler by providing funds and financial support for research and innovation.

What are the challenges Karolina sees for policy makers pushing a circular economy agenda? At the fore is the need to manage conflicting interests and negotiate trade-offs in a political environment. In the EU, the need for 28 member states to cooperate and agree for policy to be implemented is a major challenge. The Council (comprised of the heads of member states) “aren’t willing and can be even less ambitious than…the private sector” when it comes to environmental policies, posing a massive challenge to progressing the circular economy agenda.

With enthusiasm for the circular economy growing and more business eager to get involved, Karolina worries about the possibility of “greenwashing”. Circular economy is a powerful concept with the ability to drive much needed change. However, “it can often be misunderstood; [used as] a catch-all phrase”, says Karolina, and as a concept has the potential to be hijacked by companies who wish to project a “green” image, while doing very little for the environment. But this doesn’t mean we should shy away from encouraging businesses to adopt “circular” practices.

And with all this talk of international policy and the European economy, has Karolina’s relationship with waste at a personal level been affected at all?

“Hugely,…inevitably you learn so much”, says Karolina. “And also when you realise that in Brussels the waste management is absolutely rubbish [*Ahem*], you start thinking about your own personal choices”.  Not being able to recycle most plastics, Karolina now tries to avoid single-use plastic, shops at the local, package free market and seeks out Eco-label products.

Small steps, to be sure. But even these small lifestyle choices show the potential and desire to implement a more circular economy. There is massive scope for creativity and innovation within this space and policy-makers and business alike are at the forefront of driving this change.

Disclaimer: The views and opinions expressed in this article are those of the author and interlocutor and do not necessarily reflect the official policy or position of the European Commission.

Check out circulareconomycircus.com to stay updated on everything Circular Economy.