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A new playbook gives companies information on how to accelerate the circular economy

Ministry of Economic Affairs and Employment
Publication date 11.5.2023 9.21
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A new playbook ‘Circular Economy in Consumer Trade’ offers companies in the retail sector information, solutions and examples of how to introduce and implement the sale, rental, maintenance and repair of used products in brick-and-mortar shops and online stores and platforms. The retail sector plays an important role in enabling people to make sustainable consumer choices.

The ‘Circular Economy in Consumer Trade’ playbook has been prepared as part of the circular economy programme. It was commissioned by the Ministry of Economic Affairs and Employment and the Ministry of the Environment and prepared in close cooperation with the Finnish Commerce Federation. 

The playbook for SMEs operating in the retail sector describes the potential of the circular economy as well as the best practices and prerequisites for the sector to transition into a circular economy. The playbook aims to inspire especially those involved in the retail sector and to offer them practical tips on how to make use of the opportunities offered by the circular economy as part of their business.

“I am pleased that this tool has been created for those operating in the retail sector. The playbook will help the retail sector to speed up the green transition in consumer trade more effectively,” says Marja Ola, Chief Policy Adviser at the Finnish Commerce Federation. 

The playbook focuses on consumer trade and certain product groups, including clothing and household textiles, sports equipment, household appliances and electronics. However, all those operating in the consumer trade sector can benefit from the toolbox. The playbook provides consumers an overview of the circular economy services available now and the current developments in the sector.

“A number of retail companies have actively participated in the project to influence the content of the playbook, which shows that the circular economy is gaining momentum,” Ola adds.

Trade sector hopes the Government Programme will boost circular economy 

The EU is expected to introduce a number of measures to promote the circular economy. The mainstreaming of new business models is not easy because the operating environment in the sector is complex. 

“If Finland wants to accelerate the green transition among consumers, projects such as the Circular Economy in Consumer Trade will also be necessary in the future. Retail companies need support in implementing the circular economy transformation,” Ola says. 

“Although the retail sector already actively promotes the circular economy, we need to develop new tools and operating models, introduce financial incentives, communicate more effectively and strengthen our expertise. This is a tip for the parties negotiating the Government Programme,” she adds. 

Tyrsky-Konsultointi Oy, Ethica Oy, Properta Asianajajatoimisto Oy and Y4 Works Oy produced the playbook.

Sari Tasa, Senior Specialist, Ministry of Economic Affairs and Employment, tel. +358 29 504 8242, sari.tasa(at)
Heikki Sorasahi, Senior Specialist, tel. Ministry of the Environment, tel. +358 29 525 0165, heikki.sorasahi(at)
Marja Ola, Chief Policy Adviser, Finnish Commerce Federation, tel. +358 50 511 3189, marja.ola(at)