Ecological equals economical - A deep dive into circular business models

Ecological equals economical - A deep dive into circular business models

Join us and engage in a meaningful conversation about the business benefits of a circular economy and the opportunities that come with it.

Image: Minna Hemmilä, Sitra.
  • September 30, 2021 at 6:00 pm - 7:30 pm
  • Online

We are in the middle of a green transition, which brings with it multiple new business opportunities and innovative business models. Existing businesses are urged to change from linear, take – make – waste – models to circular ones and new businesses need to start designing their ideas into reality with the circular economy principles in mind.

The green transition is not only necessary, but there is also pressure by governments, international and local regulations, the public and investors to challenge current ways of designing, making and using products and services.

Finland is one of the leading countries in implementing circular economy The circular economy An economic model which does not focus on producing more and more goods, but in which consumption is based on using services – sharing, renting and recycling – instead of owning. Materials are not destroyed in the end, but are used to make new products over and over again. Open term page The circular economy practices and has one of the world’s most ambitious goals with plans to be climate neutral by 2035. Some features to demonstrate Finland’s drive in circular economy are that in 2016, Finland was the first country in the world to publish a national roadmap to a circular economy; it has invested significant amounts in innovation and research and, impressively, only one percent of the waste generated in Finland is sent to landfills.

Join us and engage in a meaningful conversation about the business benefits of a circular economy and the opportunities that come with it. The event will be opened by President of Sitra Jyrki Katainen followed by keynote speech from Department of Commerce, Office of Finance and Insurance Industries. Finland’s Ambassador to the United States Mikko Hautala and Susanna Mäkelä, Senior Director, Government Affairs at Microsoft will gather us by a fireside chat.

Further, we will present three successful Finnish businesses that are already part of the green transition and demonstrate that circular business models can be just as profitable as linear ones and can be implemented broadly. All three companies also took part in an academic study that highlighted the economic side of circularity and the findigs will be discussed by both the company representatives and the professors that analyzed the cases.

After this webinar part, all participants will have an opportunity to network with each other. Finally, the CEO of Business Finland Nina Kopola will conclude the event.

The event runs from 11 am to 12:30 pm (New York, EDT), 8:00 am to 9:30 am (Los Angeles, PDT) or 6 pm to 7:30 pm (Helsinki, EEST).

The webinar is an official side event of World Circular Economy Forum, held virtually in Canada this year, and is targeted to all sustainability and circular economy companies, researchers, and policy makers. Participation requires registration by 29.9.2021.

The event is organised by Business Finland, The Finnish Innovation Fund Sitra, Ministry for Foreign Affairs in Finland and Circular Economy Catalysts: From Innovation to Business Ecosystems (CICAT2025) project of Finnish Universities.

Opening words

Jyrki Katainen, President of the Finnish Innovation Fund Sitra

Keynote speech: ESG investment trends and opportunities

Patrick Zimet, International Trade Specialist in the U.S. Department of Commerce

Fireside chat

Finland’s Ambassador to the United States Mikko Hautala and Susanna Mäkelä, Senior Director, Government Affairs, Microsoft

Stories from Finland: How ecological became economical

Neste Oyj: Petri Lehmus, R&D, Vice President
Kiilto Oy: Raija Polvinen, R&D, Vice President
Touchpoint Group Oy: Noora Salonoja, CEO

Each company case presentation will be commented by professor Leena Aarikka-Stenroos from University of Tampere and professor Hanna Lehtimäki from University of Eastern Finland

Virtual networking in smaller groups
Closing remarks

Nina Kopola, CEO of Business Finland

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