The Circular Economy: How Businesses Can Drive Sustainability and Growth

In a world grappling with environmental challenges and resource scarcity, circular economy principles are emerging as the solution we can no longer ignore. Moving beyond the outdated “take, make, dispose” model of the linear economy, the circular approach reimagines how we design, use, and reuse resources—creating a more sustainable, waste-free future.

But here’s the exciting part: adopting circular practices isn’t just about saving the planet. It’s also about unlocking business growth, reducing costs, and building innovative services that meet the evolving needs of customers.

“Circularity isn’t about stopping—it’s about doing things smarter,” says Elin Bergman, COO of CradleNet and co-founder of Nordic Circular Hotspot.

So, what does this mean for businesses?

Why Circularity Matters Now More Than Ever

The traditional linear economy is unsustainable. Every day, massive amounts of resources are extracted, used inefficiently, and thrown away, creating pollution and waste. As Elin highlights, this model is no longer viable for the planet—or for businesses looking to thrive in a changing world.

• Legislation is catching up: Frameworks like the EU’s Corporate Sustainability Reporting Directive (CSRD) are already setting new benchmarks, requiring businesses to report their environmental impact and circular practices.
• Circular leaders are thriving: Companies like Swedish tech innovator Foxway are proof that circularity drives success. By refurbishing and reselling electronics, Foxway has become a unicorn business, showcasing the financial and environmental benefits of rethinking “waste.” (Want to discover more success stories and how these companies are leading the way? Join The CIO Circle and watch the full masterclass now).
• Consumer behaviour is shifting: Today’s customers—especially younger generations—value sustainability. They prioritise services over ownership and demand companies that align with their values.

“There’s more opportunity than you think in what we currently call waste,” Elin reveals.

What’s Holding Businesses Back?

Despite its immense potential, transitioning to circular practices requires a major mindset shift. Leaders must:

• Rethink success beyond short-term profits.
• Prioritise innovation over outdated systems.
• Start small by experimenting with circular services or creating new, resource-efficient business models alongside existing ones.

As Elin shares, companies that embrace circularity are not just saving resources but leading the way to a smarter, more resilient economy.

Where Do You Begin?

The beauty of the circular economy lies in its scalability. Whether you’re redesigning products to last longer, launching take-back schemes, or offering services instead of ownership, small steps can lead to profound change.

“It’s about being on the right side of history—and there’s no better motivation to start,” says Elin.

Want to Learn More?

How can your business move from linear to circular? What are the key steps to becoming a sustainable, future-proof organisation? And what role do leaders play in driving this transformation?

👉 Don’t miss this opportunity to future-proof your organisation and gain actionable insights. Join The CIO Circle and watch the full masterclass now.

Join us as we explore how circular principles can drive sustainability, business growth, and lasting impact.fox

This blog is inspired by insights shared by Elin Bergman, COO of CradleNet and co-founder of Nordic Circular Hotspot, during her masterclass with The CIO Circle.

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