Rethinking value: What business models will survive the circular economy shift?

What does the circular economy really mean and how can businesses adapt before they’re left behind?

In a powerful guest column originally published in the circular economy special issue of Uusiouutiset (3/25), Tana Board Member and NG Nordic COO Kalle Saarimaa explores the real-world potential of circular business models—from repair and reuse to entirely new digital value creation.

“A circular economy is the opposite of a linear economy,” Saarimaa writes. “It’s about maximizing use, extending product lifespans, and returning materials to circulation.”

The column outlines five key model types already shaping the future of business, along with the challenges each faces—from outdated legislation to shifting consumer expectations. Most importantly, it urges companies to start innovating now—before a circular disruptor beats them to it.

Is your business model future-proof?
🔗 Read the full article here