With a growing focus on sustainability, the construction industry is shifting toward circular practices to reduce waste and make better use of resources.The webinar Adopting Circular Innovation Tools in the Construction Industry, held on January 28, explored strategies, success stories, and the engagement of stakeholders in this crucial transition. Organized by Erasmus University Rotterdam as part of Reincarnate, this discussion forum brought together key industry experts to share insights on implementing circularity effectively.

Carmen Serna, Project Manager at AUSTRALO, opened the session by introducing the Reincarnate Project, emphasizing its role in promoting circular strategies within the construction industry. She outlined the agenda, which included insights from experts on waste reduction, circular business models, and overcoming barriers to innovation adoption.

Discovering the Value in Circular Waste Reduction: Achievements and Failures – Karin Wannerberg

Karin Wannerberg, Project Manager at Ragn-Sells, discussed how their waste management company is evolving into a material supplier for the circular economy. She highlighted the company’s commitment to reducing environmental impact through resource recovery and compliance with sustainability regulations.

A key theme of her presentation was the importance of data in circular solutions. She referenced Thomas Rau’s quote: “Waste is material without an identity”, explaining that accurate data collection on materials can transform waste into valuable resources. She also pointed out the limitations of current EU regulations, which define waste as any material discarded by the holder, creating obstacles to efficient material reuse.

One of Ragn-Sells’ success stories is their closed-loop flat glass recycling system, which maintains high-quality glass throughout the cycle. This initiative has significantly reduced CO2 emissions and demonstrated the potential of sustainable resource management. However, Wannerberg acknowledged that secondary raw materials are currently more expensive than virgin materials, a barrier that must be addressed through policy changes and increased industry commitment.

Adopting a Circular Value Business Model: Weighing the Benefits and Challenges – Klaus Luig

Klaus Luig, an architect and circular economy researcher (3L), provided insights into how circular business ecosystems can drive sustainability in construction. He stressed that architects must rethink traditional design processes to prioritize material reuse.

Klaus introduced the concept of Business Ecosystems (BES), which integrates suppliers, orchestrators, and stakeholders in a networked approach to sustainability. He highlighted the importance of collaboration between architects, material suppliers, and regulatory bodies to ensure that reused materials meet industry standards.

Additionally, he identified key challenges in the adoption of circular business models, including:

  • A lack of clear roles and monetization strategies within ecosystems.
  • The need for industry-wide standardization.
  • The difficulty of scaling up successful circular initiatives.

He emphasized that transitioning to circularity requires a paradigm shift where materials are seen as assets rather than waste. He encouraged industries to view secondary raw materials as added value rather than a financial burden.

Overcoming Resistance and Barriers: Communicating Value of Circular Innovations to Abstainer Stakeholders – Selma Toktas

Selma Toktas from Erasmus University Rotterdam focused on the soft barriers preventing companies from adopting circular innovations. While technical and supply chain issues are often cited, she pointed out that cultural, financial, and communication-related barriers play an equally significant role.

She categorized the key obstacles as:

  • Perceived risk, as companies fear potential reputational damage due to uncertainty around circular solutions.
  • Financial concerns with high upfront costs deter investment despite long-term savings.
  • Organizational inertia as established business models resist change, making transition efforts more challenging.
  • Lack of awareness with many stakeholders not fully understanding the benefits of circular innovations.
  • Regulatory uncertainty as inconsistent policies and lack of standardization create confusion.

Selma introduced the Communication Value Circle, a framework that helps companies strategically communicate the benefits of circularity. She stressed the need for clear messaging that highlights the long-term advantages of sustainable practices, builds trust with stakeholders, and fosters industry-wide leadership in circular innovation.

During the Q&A session, guided by João Gonçalves, participants raised concerns about the cost-effectiveness of secondary raw materials compared to virgin resources. Karin Wannerberg acknowledged this challenge but noted that increased demand and streamlined processes would eventually lower costs. Klaus Luig reinforced the idea that industries must recognize the added value of circular materials, particularly as resource scarcity intensifies.

Carmen Serna concluded the session stating this was the first discussion forum in a series, with more to come in the upcoming months on other key topics.

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