Dutch Companies Urged to Lead in Circular Economy Initiatives
Eindhoven, Monday, 9 June 2025.
Biljana Pesalj asserts that businesses should integrate circular innovations beyond CSR, stressing real transformation over superficial visibility.
Inaugural Lecture at Fontys University
Biljana Pesalj, who will deliver her inaugural lecture as Lector Circular Transitions at Fontys University of Applied Sciences on 16 June 2025, has called for companies in the Netherlands to lead the charge in circular economics. She emphasizes the importance of using sustainability reporting as a strategic roadmap, rather than treating it as a mere checklist. This move aims to shift the paradigm from value extraction to value creation across the entire value chain, a focal point in her research agenda [1].
Corporate Responsibility Beyond CSR
During a recent conference, Pesalj highlighted the urgent need for firms to move sustainability efforts beyond the restrictive confines of Corporate Social Responsibility (CSR). She argues that the current approach often constitutes Greenwashing 2.0, where superficial efforts fail to achieve genuine systematic change. Instead, she stresses innovation as a pivotal component that requires genuine integration into business operations, urging companies to redefine their systems to truly address ecological, social, and economic impacts [1].
EU Directives and Broader Implications
With the expansion of the EU Directive on Corporate Sustainability Reporting (CSRD), hundreds of Dutch companies will be required to increase transparency regarding their environmental and social impacts. Pesalj warns against a narrow interpretation of these directives, underscoring the potential risk of confusing compliance with transformation. She advocates for using these requirements as a catalyst for substantive change rather than mere procedural adherence [1].
Prominent Examples of Progress
The Brainport Eindhoven region is poised to be a frontrunner in sustainable innovations, harnessing its technological prowess and collaborative infrastructure. Concrete examples include ASML going beyond compliance measures, alongside startups pioneering circular models and collaborations among universities launching interdisciplinary programs geared towards sustainability transitions. These instances demonstrate how regional ecosystems can lead by example in fostering substantial progress towards the circular economy [1].