The Week of the Circular Economy: an accelerator of the transition

The Week of the Circular Economy is an initiative of Het Versnellingshuis (also known as the Netherlands Circular Accelerator), a programme that is helping the business community become circular. The Versnellingshuis is a collaborative partnership between the Dutch Ministry of Infrastructure and Water Management, MVO Nederland, Het Groene Brein, the Confederation of Netherlands Industry and Employers (VNO-NCW) and the Dutch Federation of Small and Medium-sized Enterprises (MKB Nederland). ABN AMRO has been a partner in the Week of the Circular Economy since 2018, with Circl serving as its operating base since 2019.

Times have changed

The event was held for the seventh time from 7 to 12 February and took place online owing to the coronavirus measures still in place at the time. Participants could choose from over 200 sessions organised throughout the country on topics including circular building, behavioural change, bio-based materials, innovative entrepreneurship, recycling and agriculture. Whereas the event has drawn between 300 and 400 participants in the past, over 4,000 people took part online this year.

Times have certainly changed, says Niina Pussinen, co-initiator of Circl: “A few years ago, we would start an event like this by explaining what circularity is. Now it’s about giving people a road map for taking action.”

“The event caters for entrepreneurs and professionals looking to make the first step or take their organisation to the next level,” says Bart den Otter, programme manager at Circl. “We’ve clearly moved past having to explain the basics. Everyone just wants to get on with it.”

Product-as-a-Service Desk

ABN AMRO, too, held sessions during the event, highlighting the transition from three angles: systemic change, the business perspective and the personal perspective. The bank scheduled keynote addresses, panel discussions and breakout sessions all focusing on these perspectives. A Meet & Match session was also organised to help circular entrepreneurs find funding.

ABN AMRO took a new step in circular finance and advice when it launched its very own Product-as-a-Service (PaaS) Desk during the week. The desk offers legal and financial support to entrepreneurs offering their products as a service. Despite contributing to a more circular economy, PaaS often still runs up against legal constraints, since funding applications are still assessed primarily on the basis of a traditional linear model.

“The bank already funds a great many sustainable initiatives, but the launch of the Product-as-a-Service Desk is a clear sign that things are really changing,” says Niina. “The linear model, in which consumers buy products, use them and throw them away, just doesn’t make sense any more. People are increasingly seeing this for themselves, and companies are now taking action.”

At the end of the week, a survey reported that 90 per cent of participants planned to apply the insights they had gained within their organisations. A tool called “My Action Book” developed by Circl specifically for this year’s event was downloaded over 1,000 times. The book helps entrepreneurs and managers develop their own personal road map for ensuring a circular future.

Where to start?

Obviously, the first step is often the hardest: where to start? Fortunately, there’s plenty of help available. Participants were encouraged to talk to suppliers and clients throughout the week so that new insights, opportunities and initiatives would materialise. Businesses can also join ABN AMRO’s Impact Nation, a programme linking companies with sustainable ambitions and relevant partners to achieve a concrete result together in just 100 days’ time. “Impact Nation is an accelerator,” says Niina.

The Week of the Circular Economy is expected to have a similar effect, but on a larger scale. Bart explains: “It’s important to point out that there’s an economic tipping point at play here. If between 20 and 30 per cent of businesses become circular, the movement will be unstoppable, and the rest will follow automatically. How cool would it be if we could help reach that tipping point within five to ten years?”

Pressure from society, too, is mounting, as Niina points out: “Consumers are becoming more vocal, and legislation stricter. Banks are increasingly setting sustainability requirements for financing. That’s why businesses and companies need to invest in knowledge and skills now – so they’ll be fully ready for a sustainable, circular economy.”

The Week of the Circular Economy was held from 7 to 12 February 2022. Did you miss it? All the sessions are available online.