Circular Business Congress

On 19-3-2026, Kevin and Justin are attending the Circular Business Congress (Congres Circulair Ondernemen) at the Werkspoorkathedraal in Utrecht on behalf of New Circle. Around 800 entrepreneurs, policymakers and partners come together here to answer one central question: how do we make circular business scalable, profitable and the norm in the Netherlands?

The congress marks the start of the Circular Economy Week, during which people across the country work on concrete solutions for smarter use of raw materials and future-proof business.

We were there, and below we share what immediately struck us.

 

First impressions: a clear focus on action and collaboration

What struck us as soon as we walked in was the energy. Not a classic conference with nothing but presentations, but a place where entrepreneurs, start-ups and government bodies come together to take real steps.

Think of:

• various collaborations that are formed here
• concrete issues around raw materials and supply chains
• and a strong focus on: what next?

On arrival, it was immediately clear that a different mindset prevailed here. Everything had been thought through. The catering was fully vegan, the congress took place in an old factory that had been given a new use in a circular way, and the attendees clearly knew what they were talking about.

 

Why this congress matters right now

The timing of this congress is no coincidence. Companies are increasingly facing:

• scarcity of raw materials
• dependence on international supply chains
• and growing pressure to operate more sustainably

In that context, circular business is no longer an ambition but a strategic necessity for future earning capacity.

You can feel that here too: the conversations are no longer about whether, but about how.

 

These are the key insights from today

1. From ecological to economic.
   

   The sense of urgency is shifting from ecological impact to an economic mindset. In practice, this means:

 

• Companies switch faster once it becomes financially attractive

• Circular business is becoming less “idealistic” and more business-driven

• The focus is shifting to cost savings, efficiency and new business models

• Investments become easier when there is a clear ROI

• Sustainability is becoming a competitive advantage rather than an obligation

 

2. Circular maturity.
   

   Another important recurring point is that circular maturity is growing, but there is an implementation gap. In concrete terms, this means:

 

• Many organisations have the intention, but struggle to translate it into implementation

• The knowledge is there, but practical tools and capacity are lacking

• Circular initiatives often get stuck at the pilot stage instead of scaling up

• Internal processes and systems are not yet set up for circularity

• Leadership and ownership are often missing during implementation

 

3. Regional context is essential. 
   

   The third insight from the Circular Business Congress is that circular entrepreneurship requires a regional context. This matters because:

 

• Supply chains and collaborations are often organised regionally

• The availability of raw materials and partners differs from region to region

• Local laws and regulations have a direct impact

• Regional networks accelerate innovation and collaboration

• Solutions need to fit the specific environment and sector

 

Want to read more about the Circular Business Congress? Click here (in Dutch).