Europe, with a circularity rate of 11.2% in 2022, is still far from achieving the goal of doubling its circularity rate by 2030. The old continent still operates under a predominantly linear model, where products have a relatively short lifespan, and business models primarily revolve around mass production, often sacrificing product quality, leading to quick deterioration. Additionally, there is a strong dependence on natural resources for raw materials, food, and fuels, and the associated environmental impacts. Given this situation, it is urgent to accelerate the transition to a more circular economy. These are the conclusions and some reflections gathered in the report “Accelerating the circular economy in Europe. State and Outlook 2024,” recently published by the European Environment Agency (EEA), which outlines the state of Europe’s transition towards a circular economy.

According to the report, waste management is, without a doubt, the most mature aspect of the circular economy in Europe because it has been the subject of sustained environmental policies over the years. Although waste generation has been slightly decoupled from economic growth, recycling rates have stagnated over time, and a significant reduction in waste generation by 2030 is highly unlikely. Therefore, considering the impact of material extraction and processing, the EEA states that it is essential to prioritize reducing resource use and moving towards a less material-intensive economy.

One way to achieve this is by improving the quality of recycling: “Waste management should focus on obtaining high-quality recycled materials that can compete in the market with virgin raw materials.” Additionally, extending the lifespan of existing products and promoting changes in consumer behavior is crucial. This includes favoring products with less environmental impact and shifting current business models towards ones based on reuse, sharing, and offering products as services. To achieve this, legislative changes will be necessary to motivate changes in user behavior and purchasing habits, which are heavily influenced by marketing.

Overall, the report argues that this will require “a robust global governance framework on resource use and the circular economy” because “Europe alone cannot halt the unsustainable use of resources on a planetary scale.”