How to “establish” circularity in companies? At the “Sustainability Plan” conference held last week, Jorūnė Juodžbalytė, Head of Sustainability and Innovation at EIKA Group, discussed this, along with other experts. Sustainability leaders agreed that although it still takes time to implement the principles of the circular economy in practice, it is gradually becoming one of the most important directions of transformation in modern business.
J. Juodžbalytė’s comment:
“Both in Lithuania and in our company, we are talking about circularity more and more, but we are still basically in the experimental and testing stage. We are learning to identify materials that we can reuse, we are evaluating processes, calculating costs, economic benefits and CO₂ reduction opportunities. We are interested in how it works and how circularity can find a place in everyday activities.”
Today, the biggest challenge is a change in attitude and habits. Working differently is not easy: it takes more time, there are additional steps, and for some it seems that it is “not worth it”. If there is no economic benefit, it is very difficult to see the meaning in the long term. However, we already have practical examples in our activities – the concrete retaining wall of the former constructions left in the foundations of the “FLOW” business center saved not only tons of CO₂, but also a considerable amount of money.
Public attitudes are one of the most important catalysts for circularity. As long as we still believe that a reused item or material is less valuable, it will be difficult to talk about a true circular economy. The change starts with the understanding that giving a “second life” to an item is not a concession to quality, but on the contrary – a respect for what has already been created.
It takes time and education to make this idea a common practice. So that people feel pride, not shame, when they buy a refurbished piece of furniture, use recycled building materials, or share things instead of hoarding them. It’s not just about knowledge, it’s about examples – visible solutions. When society starts to see value not just in newness, but also in wise use, circularity will naturally become part of everyday life.
Several things are necessary for circularity to take hold. First of all, a clear vision of the state. Today, the circular economy is not concentrated in one hand or institution (for example, Romania has a Ministry of Circular Economy), individual activities are in separate ministries or departments. A lot of research has been done and studies have been prepared on how to deal with this activity, but they often end up in drawers. We need consistency and solutions that show that waste can become a resource. This would include regulation, demolition audits, and clear criteria for what is considered reusable material.
The second important element is the connection between business and science. If funding and responsibility were directed to the one who actually implements the solution, the result would be more tangible. Science needs to work not separately, but together with business – to solve specific problems that give rise to practical changes.
Another important condition is the right incentives. Sometimes even something as simple as faster approval for a real estate project that reuses materials can be a boost.
Today we see that circular chains are just taking shape. It is not easy – processes need to be changed, new cash flows emerge, new accounting. But we also have good signs: there are companies, associations that want demolition activities to be regulated, so that it is clear how to manage and use materials a second time. This shows that there is a desire to create a system, not just individual projects.
Ultimately, circularity is not about slogans, but about actions. Every small decision – to keep, to reuse, to fix rather than throw away – changes the whole system little by little. And when those decisions become everyday, then we can say that the circle really starts to turn.”