Concrete Example of Transition to the Circular Economy

The Sustainable Solutions Association, along with Stratos and Eco Synergy, is launching the informational campaign “Second Life. Models of Circular Economy”, a series of video reports showcasing examples of good practices for transitioning from a linear business model to a circular one.

The campaign specifically targets the business environment and will present each month an inspirational model of a company or organization that has managed to implement certain circularity measures in the sectors with the greatest impact on the economy: Agriculture, Automotive Industry, Construction, Food and Beverages, Packaging, Textiles, Electrical Equipment, Waste, Wastewater. The first episode, “From Waste to Raw Material, Through Innovation,” launched on April 23, 2024, addresses a sector relevant to the entire economy and society: waste. It highlights two crucial measures in supporting the circular economy: research and innovation.

The nine video reports will be available on the sustainability platform eEco.ro, the main awareness project of the association.

Context: Why Is Such a Campaign Necessary?

Our economic model is predominantly linear, based on the principle of “Produce-Consume-Dispose.” In this way, most products are used. This translates into huge quantities of waste, pollution, a lot of resources consumed, and ultimately, the risk for companies to be unable to continue their activity due to a lack of resources. Therefore, we consume more annually than the planet can regenerate.

The circular approach involves decoupling economic growth from the use of raw material resources, by extending the lifecycle of products, whether it’s about sharing objects, renting, reusing, repairing, renovating, or recycling.

At the European Union level, the degree of circularity is 11.7%. Meanwhile, the goal, by 2050, is for the entire economy to become circular.

“Stratos and Eco Synergy support this promotional initiative with a clear objective: to identify and popularize models that can inspire other companies in the transition from a linear economic system to a circular economy. Stratos, as a contributor in developing the Strategy and Action Plan regarding Romania’s Circular Economy, has taken on the role of actively involving and supporting the business environment in this process. We aim to see literature transformed into the pragmatic practice of the business environment,” says Luminița Roșca, General Director of Stratos and Eco Synergy.

Situation in Romania

Only 1.3% of Romania’s economy is circular, according to the European Court of Auditors. To increase this percentage, we have a Strategy for Circular Economy, launched in 2022, and an Action Plan for this strategy, launched in 2023. These initiatives confirm that the necessary theoretical basis exists. How we move from theory to practice is the key question, which this campaign aims to answer.

Teodora Ghenciu, president of the Sustainable Solutions Association: “As an NGO, we cannot enact laws. We cannot provide money or tax facilities for companies that want to make the shift to a circular business model. Nor can we build the much-needed infrastructure. That is often the job of local authorities. But what we can do is show that this necessary transition can indeed be achieved. It should not remain just a strategy on paper. And especially, we want to show how it can be done. How others have done it and how we can be inspired by them. We want everyone to continue their part, and thus, we can achieve the goal of climate neutrality by 2050, which Romania has committed to before the EU.”

Who Are the Campaign Initiators

The Sustainable Solutions Association is an environmental NGO launched in October 2022, with the purpose of increasing awareness of climate change among companies, authorities, and citizens, by presenting solutions that inspire action. The main tool used is imagery. Video campaigns designed by specialists in directing, documentary filmmaking, and communication, which touch those sensitive points that push people toward change.

Stratos is an environmental consultancy company with over 10 years of experience in the market, which supports and guides businesses in Romania to contribute proactively and responsibly to a sustainable future. The company has contributed, as a consultant, to the creation of Romania’s Strategy for Circular Economy and the development of the Action Plan for implementing this strategy.

Eco Synergy is an organization that implements extended producer responsibility in the field of packaging and packaging waste, with national coverage. The purpose of the organization is to accelerate the transition to the circular economy, developing a sustainable economic model in the field of recycling packaging.