Circular Economy: an economic model for tomorrow

15.01.2025
News Study Program

Anna Köhl, co-founder of the management consultancy endlich.

Why the circular economy affects every industry and what consumers can do to become part of it – these and other exciting questions are discussed by Prof. Dr. Bert Neumeister from the University of Applied Sciences Kufstein Tirol in conversation with Anna Köhl.

Anna Köhl is co-founder of the consulting firm endlich. and supports people, companies and organizations in shaping sustainable change. In addition to her work in the business world, she gives lectures and talks, including in the bachelor's program in Energy & Sustainability Management at the University of Applied Sciences Kufstein Tirol. In a personal interview, she answered questions from Prof. Dr. Bert Neumeister from the master's program in Digital Marketing and provided exciting insights into her work:

PLEASE TELL US MORE ABOUT YOU AND YOUR WORK.

Köhl: I have been working intensively in the circular economy for about 10 years, as well as in business and a bit in science. As co-founder of endlich., I support companies, organizations, individuals and also regions in developing sustainable and circular business models. We do this through consulting work on the one hand, and through the endlich.academy on the other. We offer a wide range of online self-learning opportunities to get to the crux of the circular economy. I'm also still working on my PhD, although unfortunately I don't have much time for that at the moment. Hopefully more again some day. My goal is to make the transformation towards a regenerative economy tangible and achievable – for companies, consumers and society overall.

WHAT IS THE CIRCULAR ECONOMY AND WHY COULD IT BE AN ECONOMIC MODEL FOR THE FUTURE?

Köhl: In simple words: in a circular economy, all resources remain in the cycle. It is the opposite of the current linear take-make-waste economy, in which resources lose most of their value after a single use and become waste. It is about much more than recycling, but rather about intelligent product designs, sustainable business models and responsible consumption. It is a model for the future because it addresses economic, ecological and social challenges all at once: it reduces the pressure on natural resources, lowers CO₂ emissions and creates innovative business opportunities.

DOES THE CIRCULAR ECONOMY AFFECT EVERY SECTOR OF THE ECONOMY?

Köhl: Yes, absolutely! The circular economy affects every sector, from construction to food, fashion and technology. Each industry has its own specific challenges, but also its own potential for circularity. For example, the construction industry is focusing on durable materials and modular construction methods, while the fashion industry is seeing a rise in repairs and second-hand items. The wide range of applications is what makes the circular economy so exciting and relevant.

WHAT CAN CONSUMERS DO TO BECOME PART OF THE CIRCULAR ECONOMY?

Köhl: Consumers can actively contribute to the circular economy by making conscious purchasing decisions, repairing instead of throwing away, sharing instead of owning, and supporting sustainable companies. It's also about extending the lifespan of products, buying fewer new ones and recycling properly. Personally, I try to live the circular economy myself and I have to say, I enjoy it a lot! For example, two years ago I decided not to buy any new clothes and to develop a minimalist capsule wardrobe. Nowadays, there are great online offers for shopping for pre-loved or second-hand items, but I have also deepened friendships because I borrow clothes for special occasions like weddings. I think it's about seeing the circular economy as an opportunity rather than a constraint, on a large (corporate) and small (consumer) scale.

TELL US ABOUT AN EXCITING PROJECT YOU RECENTLY WORKED ON AS A CONSULTANT AT ENDLICH.CO.

Köhl: We have a consulting project in tourism that is super exciting. On the one hand, because the circular economy comes from the manufacturing industry and has only recently been applied to the service sector, and on the other hand, because the tourism industry often also faces structural problems. In the project, we are currently realizing that the circular economy has the potential to solve some of the existing problems and provide perspectives. For example, we are working with upcycling hotel rooms. Instead of completely renovating the rooms at great expense, only certain pieces are replaced and existing high-quality furniture is upcycled – for example, by sanding it down, painting it a new color or adding new handles. This saves both monetary and material resources.

Last year, we had a regional development project in East Tyrol, where we worked with open innovation and AI-supported idea generation. That was also a lot of fun.

WHAT DOES IT MEAN TO YOU TO THINK INSIDE THE BOX ABOUT YOUR APPROACH?

Köhl: Inside the box thinking means for me to think within the planetary boundaries. We live in a world with limited resources. Instead of ignoring this fact, we see it as an enrichment. Because in the limitation lies the potential of unlimited creativity and great opportunities. We understand the so-called planetary boundaries not as a restriction, but as a framework for innovation. In the sense of the mathematical principle of convolution: infinity can also arise in a finite space. It is about thinking in terms of circular systems and achieving a great effect through small, feasible changes – without prioritizing perfection, but rather acting pragmatically and in a solution-oriented manner.

WHAT DO YOU DO TOGETHER WITH THE STUDENTS OF THE UNIVERSITY OF APPLIED SCIENCES IN KUFSTEIN, TIROL?

Köhl: At the University of Applied Sciences Kufstein Tirol, I work with students to get to know the principles of the circular economy and apply them in practice. We focus on the core principles, circular design and business models. It's not just about theory, but also about creative and innovative approaches to implementing what has been learned, in the best case directly in the students' environment.

WHERE CAN STUDENTS FIND OUT MORE ABOUT YOUR PROGRAMS?

Köhl: On our website www.endlich.co and I also try to regularly post current developments on the circular economy on LinkedIn.