Resources & Publications

The Circular Brands Workshop brings together the world of strategic innovation consulting and creative brand building. Where the common understanding and analysis of circularity starts from the supply chain perspective, Circular Brands makes marketing, branding and consumer culture the starting point for circular opportunities.

The power of brands

We live in an era of creativity, where we can redesign everything from the ground up – including how we do business. Brands have the power to do this. They have the opportunity to drive business innovation and change consumer culture and consumption. But how do we create brand & business growth whilst creating a positive impact on society?

We invite you to learn from circular leaders sharing their best practices, insights, experiences and tools to become the driver of a circular vision, able to envision and map a circular future for your brand. Learn how to apply design thinking methods to create a portfolio of circular brand opportunities with your team and join the growing network of circular brand pioneers.

Join the Circular Brands Workshop

Circular Brands is a one-day innovation workshop rooted in a co-creation approach. Brands can participate with a multidisciplinary team of creative, brand, design and marketing leaders, and other leading brands. The workshop is led by a team of circular experts, creative/design coaches and experienced innovation facilitators.

During the workshop brands will map and create a circular future vision, define brand-led business opportunities and develop brand concepts, products and services, and create a roadmap for implementation and circular leadership development.

Are you interested to join our Circular Brands Workshop? The Next edition will take place on the 11th of December in Amsterdam

Contact us for more information!

Circle Economy launches The Product-as-a-Service Question Kit

The circular economy offers great business opportunities. In 2015 McKinsey and the Ellen MacArthur Foundation estimated that it could even generate a net economic benefit of 1.8 trillion in Europe by 2030. But, the circular economy can never lift off without businesses putting the concept into action. And with innovative circular companies like Product-as-a-Service Models (PaaS) struggle to find financing, this remains a big barrier. On the other hand, we see that many financiers are starting to set ambitious targets to grow their circular portfolio. but to this day the PaaS love story between entrepreneurs and financiers has been lost in translation. 

The main issue is a lack of knowledge on both sides and the absence of a financial narrative for Product-as-a-Service models that fit within the risk parameters of financiers. More concretely, PaaS models are, sometimes falsely, perceived as risky due to the way businesses present themselves and how financiers assess risk. 

To close the knowledge gap between circular entrepreneurs and financiers, Circle Economy has developed the PaaS Question Kit: A comprehensive guide to PaaS business models. The Kit leads both entrepreneurs and financiers through a series of questions they need to ask themselves before starting their conversation. The ultimate goal of the PaaS Question Kit is to remove the knowledge barrier and open up more financing opportunities for circular companies.

After presenting the Kit to our network the initial responses from both sides have been positive. "The PaaS Question Kit gives a perfect overview of the advantages and the complexities of a PaaS business model. The questions and manual are an easy tool to use in preparation for financial interviews, both with financiers and end-users of our product" says Pim Dekkers, founder from Occony, a high-end circular furniture company.

Joost van Dun, Circular Economy Lead at ING Sustainable Finance commented: "Paas business models are seen as one of the most powerful business models of the Circular Economy. Within ING there is a clear ambition to increase our support to our clients who transition to this model. The PaaS Question Kit is a helpful tool in this process".

The PaaS Question Kit is available open-source. We would love to receive feedback from circular entrepreneurs and financiers alike to increase our understanding and make necessary improvements. We also provide tailored workshops and support to financiers and entrepreneurs on these topics.

We would love to hear from you! For more information, questions and comments please feel free to reach out to our finance team!

Explore the Kit

The circular economy offers great business opportunities. In 2015 McKinsey and the Ellen MacArthur Foundation estimated that it could even generate a net economic benefit of 1.8 trillion in Europe by 2030. But, the circular economy can never lift off without businesses putting the concept into action. And with innovative circular companies like Product-as-a-Service Models (PaaS) struggle to find financing, this remains a big barrier. On the other hand, we see that many financiers are starting to set ambitious targets to grow their circular portfolio. but to this day the PaaS love story between entrepreneurs and financiers has been lost in translation.

The main issue is a lack of knowledge on both sides and the absence of a financial narrative for Product-as-a-Service models that fit within the risk parameters of financiers. More concretely, PaaS models are, sometimes falsely, perceived as risky due to the way businesses present themselves and how financiers assess risk.

To close the knowledge gap between circular entrepreneurs and financiers, Circle Economy has developed the PaaS Question Kit: A comprehensive guide to PaaS business models. The Kit leads both entrepreneurs and financiers through a series of questions they need to ask themselves before starting their conversation. The ultimate goal of the PaaS Question Kit is to remove the knowledge barrier and open up more financing opportunities for circular companies.

The Coalition Circular Accounting (CCA) brings knowledge partners together to co-create solutions in overcoming the barriers to transition from a linear to a circular economy. In order to better reflect the financial reality of circular companies, it is vital to adjust existing economic principles and reporting rules. The CCA, co-financed by Nederland Circulair, is a collaboration between Circle Economy, NBA, Dura Vermeer, ABN AMRO, KPMG, Province of Overijssel and scientists affiliated with Erasmus University, Open University, University of Groningen, Nyenrode Business University and Avans University of Applied Sciences.

NEW PRINCIPLES
The circular economy is characterised by principles including reuse and value retention. In many cases, these principles require innovative business models in which parties form long term collaborations, and in which material cycles are closed. New, circular business models require an adjustment of economic principles and reporting rules.

COALITION CIRCULAR ACCOUNTING
The NBA, together with Circle Economy, has taken the initiative to set up the Circular Accounting Coalition. The aim of the coalition is to jointly identify accounting challenges in the circular economy and to work together to co-create solutions and best practice in overcoming these barriers, e.g. valuation issues in circular products during and after their lifespan. Members of the coalition include senior financial decision-makers (CFO, finance manager), users (financiers, shareholders), and advisers/auditors (accountants) alongside science and advisory experts. The NBA's Annual Reporting Committee will act as a consultative group.
Findings will be consolidated in a quarterly open-source white paper.

'Circularity, the energy transition, sustainable entrepreneurship or sustainability are about economic lifetimes, cost price determination, valuation issues, depreciation periods, residual values ​​and business models. That is 100% our profession'.

Fou-Khan Tsang, chartered accountant and booster Green Brigade NBA

CASE DURA VERMEER
The first case study is a pilot project from Dura Vermeer and the Province of Overijssel to operate a "Road-as-a-Service". The idea is that Dura Vermeer becomes the economic owner of the road and takes care of the maintenance while the Province pays a periodic fee for the use of the road. A crucial point is determining the residual value when entering into the contract and (being able to) include this residual value in accounting and financing. This
leads to the question: How can the residual value of the road be determined and what effect does this have on the revenue model and on the profit and loss account? The above parties will work on this case until November

Transitioning to a circular economy requires new business models that focus on optimising the lifespan and value of products. To unlock the value of a circular economy, we need to identify current barriers in accounting and valuation standards and redesign rules where needed.

Fieke de Haan, Lead Circle Finance Program, Circle Economy

RESULTS
The Coalition will deliver the following concrete results:

• Practical and applicable knowledge for financials and accountants.
• A memo (white paper) to be shared with the most important knowledge of the case.
• An Agenda with challenges that will be addressed in upcoming editions of the Coalition Circular Accounting.

MORE INFORMATION OR PARTICIPATION?
If you are interested in participating in the Circular Accounting Coalition or would like to know more, please do not hesitate to contact the project manager Aglaia Fischer

The construction sector consumes 42 billion tonnes of resources annually, making it the most material-intensive sector. The construction sector also produces about one-third of all global waste, most of which is not recycled or reused, but ends up in landfills. This is a known problem faced by actors across the industry value chain. Changing one of the largest industries in the world is no easy feat, but change is already happening. 

Circle Economy has teamed up with ROCKWOOL one of the frontrunners, committed to change the sector. ROCKWOOL recognises the potential of the circular economy and has decided to join Circle Economy's member community. They aim to address the global environmental and social challenges caused by the industry while simultaneously creating new commercial opportunities. The concept of a circular economy is not new to ROCKWOOL. For instance, the group upcycles secondary materials from industries such as the utilities and metallurgical sector. ROCKWOOL also recycles its own waste in closed loops and designs products for extended life spans and nearly indefinite recycling thereby leveraging the natural recyclability and durability of stone wool. 

"Our membership with Circle Economy can help us better understand the opportunities we have in our value chain and help us connect with other stakeholders so the impact can be wider,”

Dorte Vigsø, Sustainability Manager, ROCKWOOL Group.

To further improve ROCKWOOL's operations, Circle Economy assessed the company's value chain and identified opportunities to increase impact. Applying a system mapping methodology to measure and assess circularity across ROCKWOOL’s value chain, from resource extraction to end of life, Circle Economy identified a range of opportunities to build on existing activities. It also showed that ROCKWOOL has the potential to become fully circular in the future. 

"We need better incentives to improve the management of demolition and construction waste. Investigating ROCKWOOL's value chain helped us understand the structural issues holding back the industry. Far-reaching collaboration across the value chain and with legislators is needed to move forward."

Marc de Wit,  Director Strategic Alliances, Circle Economy

Looking at the industry as a whole, a lot still needs to happen. The collaboration with ROCKWOOL uncovered three key levers to improve circularity: (1) Increase the sourcing of non-virgin and regenerative materials for both raw materials and energy supply; (2) Develop more high-value and circular product applications that can be integrated into modular, adaptive building components; (3) Reclaim more waste from the construction sector through ROCKWOOL’s internal recycling and partnerships with other players. 

The biggest steps towards circularity can only be taken with the support of and collaboration with legislators and value chain partners. Circle Economy found multiple opportunities for ROCKWOOL to improve the circularity within its own operations. However, structural barriers in legislation and other parts of the value chain impede the development of the necessary recycling infrastructure for construction and demolition waste to become fully circular. ROCKWOOL and Circle Economy call on both legislators and value chain partners to join forces in developing pragmatic solutions to overcome the identified barriers. Doing so will drastically improve economic incentives for a circular utilization of construction and demolition waste thereby unlocking the full potential of the circular economy model. To start the dialogue, ROCKWOOL is open to discuss the opportunities identified in the report via sustainability@rockwool.com and through their Circle Economy membership.

The construction sector consumes 42 billion tonnes of resources annually, making it the most material-intensive sector. The construction sector also produces about one-third of all global waste, most of which is not recycled or reused, but ends up in landfills. This is a known problem faced by actors across the industry value chain. The collaboration with ROCKWOOL uncovered three key levers to improve circularity: (1) Increase the sourcing of non-virgin and regenerative materials for both raw materials and energy supply; (2) Develop more high-value and circular product applications that can be integrated into modular, adaptive building components; (3) Reclaim more waste from the construction sector through ROCKWOOL’s internal recycling and partnerships with other players.

The report Circular Jobs in Belgium provides insight into the nature and amount of jobs in the country’s circular economy. The research, supported by the Belgian King Baudouin Foundation, presents a baseline measurement on employment in the Belgian circular economy.

Bern has kickstarted its transition towards a circular economy, together with Circle Economy and ecos. As part of the Circular Cities Switzerland project, city officials and local urban changemakers have undertaken a Circle City Scan; a collaborative innovation process to identify practical strategies that are best positioned to support the circular economy. 

The projects have worked towards systematically preparing the ground for Bern to implement compelling and viable circular economy projects, such as a circular shopping centre to promoting circular lifestyles, adopting circular (as-a-service) business models for furniture in municipal office, as well as developing a digital marketplace for secondary construction materials to boost local value creation through material cycling.

The documents below present the methodology, results and conclusions of each phase of the Circle City Scan process.