Across Europe there is growing consensus that the circular economy is not just an environmental choice but an economic necessity. Reports, strategies, and political statements consistently highlight the urgency of shifting away from the linear model towards a circular one. Yet, real political lobbying efforts in favor of the circular transition remain weak. Why?
The answer potentially lies in the deeply rooted structure and behavior of the linear economy. The industries, policies, our consumption habits, and even our educational systems have been built for decades around a model in which materials flow in one direction—forward—until they become waste. Any deviation from this established path threatens existing revenue streams, logistical systems, and familiar patterns of behavior. These linear economy “defence mechanisms” slow down progress and make circular innovations appear more challenging than they actually are. (Huhtamäki, 2025)
This is where the role of research and development becomes crucial. Universities and research institutions have the capacity to draw attention to these structural bottlenecks. They can highlight where change is needed, demonstrate how change can happen, and provide data-driven evidence that circular models are not only possible but desirable and feasible. Yet even more powerful are R&D projects that operate internationally, connecting different regions, different cultures, and different approaches to circularity.
How university R&D projects foster structural change
University-led R&D initiatives create spaces where new ideas can be tested without the constraints typically faced by industry or government. These projects provide a safe environment for experimenting with systems, evaluating impacts, and imagining what future economic structures could look like.
When these projects involve international partners, the impact becomes wider. Seeing how another country is piloting a new model for waste management or consumer engagement invites natural reflection:
“Why isn’t this implemented in my country?”
“Could we adapt this model to our region?”
“What barriers would we need to overcome at home?”
This external comparison becomes a powerful motivator. It creates inspiration and a sense of possibility that can translate into local lobbying efforts. Partners begin to push new ideas in their own municipalities or institutions, advocating for pilot programs, policy reforms, or new collaborations. The project becomes more than an academic initiative—it fosters the political and behavioral change.
Kajaani University of Applied Sciences (KAMK) is actively involved in two impactful projects: THREADS, funded by Interreg Northern Periphery and Arctic, and ReMode, funded by Erasmus+. Both projects address one of the most pressing sustainability challenges globally: textile circularity. (Interreg Northern Periphery and Arctic, 2026 & Remode, 2026)
The textile sector illustrates the barriers to circularity perfectly. Despite clear recognition that textile waste, overconsumption, and unsustainable handling practices are harmful, the industry remains largely unprepared for upcoming legislation such as Extended Producer Responsibility (EPR) and the EU Eco-Design for Sustainable Products Regulation. Consumers, too, lack awareness about the real impact of their purchasing and disposal habits. Education and training in the textile and fashion sectors have not yet fully adapted to the skills and competencies needed for a circular future. (ECESP, 2025)
THREADS and ReMode tackle these challenges through joint research, pilot activities, and new educational models. The projects:
- Raise awareness of the impacts of unsustainable textile consumption.
- Explore ways to reduce textile waste and promote reuse and recycling.
- Prepare industry stakeholders for new EU legislation.
- Develop educational content that supports future circular competencies.
- Encourage behavioral change among consumers through practical demonstrations and real-world pilots.
Moreover, these projects don’t work in isolation. They build international consortiums—networks of universities, companies, municipalities, and NGOs that share knowledge and compare strategies. This transnational perspective is essential, especially for regions where circular initiatives are still emerging. (Interreg Northern Periphery and Arctic, 2026 & Remode, 2026)
Collaboration as shared responsibility
The green transition cannot be achieved by one actor alone. It requires collaboration across entire value chains—from consumers and producers to policymakers, educators, and waste-management operators. International R&D projects demonstrate how this collaboration can work in practice. They connect stakeholders who otherwise might not interact. They provide the framework for testing new ideas.
Ultimately, promoting circularity is not only about technology or legislation. It is about rethinking systems and behaviors. It is about challenging the deeply embedded habits of the linear economy. And it is about demonstrating—through evidence, pilot actions, and international partnerships—that better alternatives not only exist but are already being developed.
Projects like THREADS and ReMode highlight the urgency of change, inspire new discussions, and encourage local actors to push for more sustainable practices. In a world where linear economy defence mechanisms still slow progress, these collaborative efforts offer a pathway toward the systemic transformation.
References:
ECESP (2025). Coordination Group webinar Circular textile policies, implementation, challenges and the role of Circular Economy Act, 10 September 2025: Circular textile policies: implementation, challenges and the role of the Circular Economy Act | European Circular Economy Stakeholder Platform
Interreg Northern Periphery and Arctic. (2026). THREADs (Textile and Habiliment Reuse for the Environment and NPA Area Development). Retrieved Feb 2, 2026, from https://www.interreg-npa.eu/projects/threads/
Huhtamäki, T. (2025, November 26). Raising the true systemic dilemmas – My story as a changemaker [Keynote address]. We Make Transition! Impact Event – Let’s keep doing sustainability transitions!, We Make Transition! Project, virtual and physical meeting.
Remode. (2026). Retrieved Feb 2, 2026, from https://remode-project.eu/