With a growing focus on sustainability, the construction industry is shifting toward circular practices to reduce waste and make better use of resources. The 2nd Reincarnate Discussion Forum, held on March 5, 2025 was organised by Erasmus University Rotterdam and 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, material tracking, and embedding public value in decision-making.
Pablo van den Bosch, Director at Madaster, started by discussing the need to shift away from the linear “take, make, waste” model. He emphasized that waste exists because materials lack identity, making reuse difficult. By registering materials in a digital materials cadastre, Madaster enables property owners, investors, and policymakers to track and manage materials efficiently for reuse. He noted that while circularity creates public value, the challenge lies in aligning this long-term benefit with short-term economic incentives. Without clear regulations or financial advantages, many stakeholders struggle to adopt circular practices.
Following Pablo’s insights, Brian van Laar, PhD researcher at TU Delft, introduced his work on decision-making in adaptive reuse projects. He explained how public value is widely acknowledged but often not structurally embedded in the process.
His research focuses on minimizing the loss of ambition – a phenomenon where sustainability goals get diluted throughout the construction process. To counteract this, he introduced a scenario development framework that helps map conflicting stakeholder values, ensuring sustainability objectives remain intact from planning to execution.
Marc van den Berg, from the University of Twente, presented three key insights on creating public value in circular construction. He explained that demolition happens when a building’s lifespan is miscalculated, leading to unnecessary waste. Instead of treating buildings as disposable, they should be seen as material banks with elements that hold reuse potential. However, unlocking this potential requires effort– materials don’t become reusable on their own but need planning, manpower, and structured processes.
He outlined a three-step approach: identifying reusable materials, harvesting them efficiently, and distributing them for reuse.
Using the example of a Dutch theater, he highlighted how wooden flooring was successfully salvaged, while other materials were lost due to lack of demand. He concluded that digital tools can support reuse efforts, but only if they integrate well into industry workflows.
Closing the speaker presentations, João Gonçalves, Associate Professor at Erasmus University Rotterdam, explored the relationship between public value and the values of the public.
He posed a crucial question: should circular solutions be aligned with current public priorities, or should the public be educated and influenced to value circularity more? He introduced four strategic approaches – market-driven incentives, rational discourse, radical disruption, and community-driven action– as different methods to shift public perceptions. João highlighted that circularity adoption depends not just on technical feasibility but also on the way sustainability is framed, communicated, and valued by society.
During the discussion, participants raised concerns about regulatory challenges, economic feasibility, and stakeholder engagement. A key question from the chat addressed CE marking for reused construction products, highlighting the difficulty of bringing secondary materials to market under current regulations. Speakers acknowledged the challenge, noting that while certification is crucial for safety and compliance, it often creates barriers to material reuse. The discussion also touched on financial incentives and whether market-driven solutions or stricter regulations would be more effective in accelerating circular adoption.
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