KLARTEXT: Does ‘circularity’ go round in circles?
A discussion on breaking down old structures and developing new business cases to put ideas into practice.
Let’s speak plainly… on to Round 02! KLARTEXT is our dialogue series, through which we aim to engage with our stakeholders on current sustainability issues – whether environmental or social – from a sustainability perspective. The aim is to foster cross-sector dialogue and generate ideas from a wide range of perspectives. Why? To share experiences, broaden our horizons, learn new things and critically reflect on our own actions. Because at KLARTEXT, we’re not about always agreeing with one another. On the contrary: we want to create space for different opinions and use them to help us develop further.
From coffee to the circular economy
The first event took place in Berlin in April, focusing on coffee. The second event in the KLARTEXT series followed last week, this time on the topic of the circular economy. We invited five experts to Hamburg to explore together how the circular economy can work in the mass market. Because one thing is clear: to make better use of resources, it is essential to consider how we can close material cycles, make products more durable and use materials for longer.
On breaking down old structures and developing new business cases for putting ideas into practice
The circular economy is seen as the key to sustainable business – everyone’s talking about it, but how many are actually taking action? And what does it take to change old structures? Because the truth is: in reality, new customer needs clash with marketing and sales, materials science with procurement and quality, and new business models with processes and guidelines that have evolved over time. How can we ensure that this friction between new ideas and old structures is not merely confined to pilot projects and niche markets, but instead leads to a transition across the mass market? Under the title ‘KLARTEXT. Is circularity going round in circles?’, we held an open discussion on precisely these questions in a small-scale setting, using a panel and interactive fishbowl format. Participants included:
Karoline Reperich from the Tchibo Circularity team acted as the event’s host. A graduate in sustainability studies, she has been supporting the journey of Tchibo towards circularity since 2017. She works on circular business models and was responsible for launching Tchibo Refurbished, amongst other initiatives.
Experts on the panel:
Stefan Biel, Head of Product Development, Design, Data | tesa: He has more than 20 years’ experience in innovation, research and development, and product development in global markets. In his current role at tesa, he focuses on sustainable innovation, technology scouting and future consumer behaviour.
Victor Büchner, Founder of the circular start-up re_source, a decision-making intelligence platform for selecting circular packaging materials: an expert in the circular economy, specialising in particular in circular materials and business models based on the cradle-to-cradle principle, and a judge for the German Sustainability Award.
Anna Goldhofer, co-founder and managing director of CRITICAL FRIENDS gGmbH, an organisation dedicated to sustainable economic transformation, which trains people in companies to become drivers of change through its CHANGEMAKER AKADEMIE. As a ‘critical friend’, she supports transformation processes where new ideas – such as circular economy concepts – encounter established structures, whilst keeping a close ear to the industry.
Kristina Kölling, Head of Environment & Circularity in the CR team at Tchibo: She is responsible for environmental protection and the circular economy at Tchibo. Together with her team, she founded the Circular Solutions Lab four years ago, a collaborative space for innovation in the field of the circular economy.
Heiko Tullney, Visionary Leader | INDEED Innovation: An experienced Executive Director with over 20 years’ experience. As an expert in the circular economy, strategic innovation and design management, he has worked for various renowned companies, where he developed innovation strategies and sustainable products.
Key lessons and insights
However diverse the perspectives may be, everyone agreed on a number of key lessons:
Circularity is transforming products and businesses: the circular economy requires a fundamental shift in thinking within organisations. Circular projects succeed when they are integrated into business systems and structures, and when costs, responsibilities and revenues are allocated in line with the value chain.
Customer benefits rather than the need to explain: Responsibility for circular products lies primarily with companies. Customers cannot be ‘trained’ to change their behaviour. It is crucial to take customers’ needs seriously, rather than making circularity itself the central selling point.
Circularity as an economic foundation: In the long term, sustainable and circular criteria should become a non-negotiable foundation for product development. Existing infrastructure should be utilised wherever possible and further developed for circular applications.
The courage to break new ground: Change takes time and can happen gradually. It is crucial to start with concrete measures, gain experience and continuously improve existing solutions. Small, consistent steps can lead to fundamental changes in the long term.
“It was a well-rounded event in terms of content, which also featured critical discussions. A real added value for broadening one’s horizons, stepping out of the sustainability bubble, and learning to argue and then make up again. We can all learn together from the friction between new ideas and old structures to create forward-looking business!”
Karo Reperich, Circularity-Team
“We cannot bring about change on our own. That is why dialogue with others is all the more important. Events like this help us to foster a broader discussion, because it is precisely these kinds of conversations that help us move forward!”
Kristina Kölling, Head of Environment & Circularity, Tchibo
Have you seen our new pattern cards yet? The new version is now available!
In our ‘Circular Solutions Pattern Cards’, you’ll find a systematic analysis of Tchibo’s circular economy initiatives in areas such as packaging innovation, circular product design and repair services.
