Companies working together essential to meet consumers’ demands for circular products
Consumers are calling for more circular goods. Achieving full circularity requires close collaboration among various stakeholders, including producers, recyclers, and decision-makers. Electrolux Group is one of the companies working with Stena Recycling to expand the market for products made from recycled materials and boost the transition towards a circular economy.
Stena Recycling's consumer survey Circular Voice reveals that a majority of consumers want sustainable products, but many feel that the current range of circular goods is inadequate. Vanessa Butani of Electrolux Group suggests that increasing the supply requires established collaborations among different players capable of scaling up the market for sustainable solutions.
The imperative of knowledge-sharing and collaborative sustainability in design
"A crucial prerequisite for both corporate and societal circular development is knowledge-sharing and collaboration. This, in turn, requires joint efforts with a focus on sustainability, emphasizing the importance of getting it right from the start and considering recyclability in the design stage. Through effective collaborations, we can enhance quality, lower costs, and increase value for consumers – three vital pieces of the puzzle to meet consumer needs and preferences today and tomorrow. Partnerships among various stakeholders are essential for achieving full circularity."
Vanessa Butani, VP of Group Sustainability at Electrolux Group
On November 14, 300 decision-makers participated in the Circular Initiative event, this year focusing on "Scaling up". The event highlighted collaborations in circularity, with Stena Recycling and Electrolux Group – alongside major players such as ABB, Vestas, IKEA, and Alfa Laval – sharing insights on partnerships leading to circular solutions. According to Sara Davidsson, Sustainability Director at Stena Recycling Sweden, collective initiatives are expected to become more prevalent in the future.
Embracing collaboration for circular innovation
"More and more companies realize that collaboration is the fastest and most effective way forward. Simultaneously, there are many companies that are pioneers in their fields and want more. Knowledge-exchange between companies is key to achieving innovative and technical advancements for circularity. Circular Initiative showcases good examples of this and aims to inspire more."
Sara Davidsson, Sustainability & Compliance Director at Stena Recycling
Circular VOice 2023
5,064 consumers aged 18-65 in Norway, Sweden, Denmark, Finland, and Poland participated in the survey conducted by Origo Group in May 2023.
Circular Initiative 2023
Circular Initiative is a business-driven forum bringing together industry leaders for new, sustainable ideas and collaborative development. This year's theme was "Scaling up," focusing on realizing innovative ideas and initiating the production of promising new products.
Stena Recycling
Stena Recycling plays a crucial role in the transition to a circular economy by providing recycling services and comprehensive solutions for efficient resource management. With nearly 3,000 dedicated employees and 166 facilities in seven countries, Stena Recycling annually collects and handles six million tons of waste and end-of-life products from over 100,000 customers across various industries. The recycled raw materials, including ferrous and non-ferrous metals, plastic, and paper, are further sold as materials for manufacturing new products. Stena Recycling is a part of the Stena Metall Group and operates in Sweden, Denmark, Norway, Finland, Poland, Italy, and Germany.
About Electrolux Group
Electrolux Group is a leading global home appliance company that has been improving the lives of millions of people for over 100 years. Constantly striving to lead the way towards a more sustainable society through products and operations, the group, with leading household brands such as Electrolux, AEG, and Frigidaire, sells approximately 60 million products to households in around 120 markets each year. In 2022, Electrolux Group had a turnover of SEK 135 billion and around 51,000 employees.
How important is it to you that there is a wide range of products for a sustainable/climate-smart lifestyle?
1 – Not at all
5 – Very important
|
|
Total |
Poland |
Denmark |
Sweden |
Norway |
Finland |
|
1 |
4% |
3% |
6% |
5% |
8% |
5% |
|
2 |
5% |
4% |
7% |
5% |
9% |
6% |
|
3 |
20% |
17% |
24% |
24% |
26% |
25% |
|
4 |
31% |
30% |
32% |
34% |
34% |
36% |
|
5 |
39% |
47% |
31% |
31% |
24% |
28% |
How important is it to you that companies use recycled materials in products?
1 – Not at all
5 – Very important
|
|
Total |
Poland |
Denmark |
Sweden |
Norway |
Finland |
|
1 |
3% |
2% |
5% |
4% |
8% |
3% |
|
2 |
4% |
3% |
7% |
4% |
7% |
6% |
|
3 |
17% |
13% |
24% |
19% |
23% |
20% |
|
4 |
34% |
30% |
37% |
41% |
38% |
41% |
|
5 |
42% |
51% |
27% |
33% |
25% |
30% |
Do you believe that there is a sufficient range of products for a sustainable/climate-smart lifestyle?
1 – Not at all
5 – Very important
|
|
Total |
Poland |
Denmark |
Sweden |
Norway |
Finland |
|
1 |
4% |
5% |
1% |
4% |
2% |
3% |
|
2 |
13% |
13% |
8% |
17% |
8% |
14% |
|
3 |
34% |
35% |
28% |
34% |
30% |
36% |
|
4 |
28% |
26% |
36% |
28% |
33% |
32% |
|
5 |
21% |
21% |
28% |
17% |
28% |
15% |
Latest news
![Stacked cars]()
2026-08-14Automotive circularity becomes mandatory: What the new EU rules mean
![Major advances toward full-scale recycling of wind turbine blades - Image: Vestas]()
2026-05-12Major advances toward full-scale recycling of wind turbine blades
![Vestas visiting Stena Recycling in Halmstad Sweden]()
2026-04-29Stena Recycling and Vestas strengthen collaboration on blade circularity at industrial testbed
![Hand of Stena Recycling employee touching material.]()
2026-04-17Stena Recycling’s Climate Impact Report for 2025 is published
![A Stena Recycling expert prepares to discharge a lithium-ion vehicle battery.]()
2026-02-04Stena Recycling expands major investment in electric vehicle batteries – invests over SEK half a billion
![Close-up of gloved hands working on electric vehicle battery modules during inspection or recycling process]()
2025-12-02Stena Recycling in partnership to scale a national circular battery value chain in Sweden
![Annual report 2024/2025 Stena Metall]()
2025-11-26Stena Metall’s annual reports for 2024/2025 now available
