Finland’s second-hand market for reusable products has grown rapidly into a €1.4 billion business opportunity, attracting companies that are looking for profitable and sustainable growth. At the same time, EU regulations and changing consumer preferences are encouraging businesses to move from traditional linear business models toward circular economy solutions.
The European Union aims to become a global leader in the circular economy by 2030. New regulations, such as the Ecodesign for Sustainable Products Regulation (ESPR), require products to become more durable, repairable, and recyclable. The EU also seeks to double the circulation of materials, creating both challenges and growth opportunities for businesses.
In Finland, in the Uusimaa region, the Circular Economy GO project (2024–2026), coordinated by Laurea University of Applied Sciences together with SYKLI Environmental College, supported companies in developing circular business models. The project network included around 40 companies from different sectors. Through workshops and networking events, participants had the opportunity to exchange experiences, identify new partnerships, and explore practical circular economy solutions.
Participating companies have identified several barriers, including tightening regulation, existing market structures, and organizational habits built around linear production. Successful transition requires integrating circular economy objectives into business strategy and performance measurement, ensuring that circularity becomes part of everyday decision-making rather than a separate sustainability initiative. By keeping materials in circulation for as long as possible, companies can reduce environmental impacts, improve resource efficiency, and create more resilient business models.
The fashion sector provides a clear example of circular economy opportunities. The growth of second-hand clothing businesses demonstrates that extending product lifespans can be both environmentally beneficial and commercially viable. High-quality products often retain resale value, and in some cases even appreciate over time.
Circular economy practices are not only environmental actions but also strategic business opportunities. They can reduce material costs, create new service markets, extend product lifecycles, increase customer value, and strengthen competitiveness. Collaboration between companies is highlighted as a key enabler for innovation and the wider adoption of circular economy principles.
To conclude, circular economy is becoming a significant driver of business renewal in Finland. Companies that embrace reuse, repair, recycling, and new service-based models can improve both sustainability and long-term competitiveness while responding to evolving EU requirements and consumer expectations.
Writer: Minna Nurmisalo, Laurea
English version translated and adapted from an original Finnish version with the assistance of Copilot.
1,4 miljardin euron markkinapotentiaali – yritykset hakevat kasvua kiertotaloudesta | Laurea Journal