Obviously it was a massive disappointment to leave without an agreement. The draft text tried to please everyone but by doing so, it ended up pleasing no one. In some ways it is reassuring that we didn’t settle for something weak and ineffective. Now the red lines are all visible, negotiations can resume from a clearer position. It’s going to take real political courage to not water down standards and layout strong implementation mechanisms. Companies will be helped by harmonised rules, binding targets and transparent reporting There must be sufficient support for countries and companies making the transition – a robust financial package could be the lynchpin that brings more countries on side. We also have to face the reality that full global consensus may be impossible. With over 120 countries ready to act and a handful unwilling to move, the world cannot be held hostage to inaction. That’s why the ambitious majority must show bold leadership. It could be that voting may be needed to break the deadlock and create a treaty that countries can actually implement.

At the EU level, we already have a strong foundation – policies like the Circular Economy Action Plan and the Single-Use Plastics Directive are pushing the market in the right direction. But there’s still room for improvement, particularly in harmonising rules across member states and speeding up enforcement. As the United States retreats from some climate commitments and environmental policies, the EU can use the circular economy as a strategic advantage: boosting resilience, reducing resource dependency, and increasing value-for-money. “Made in the EU” should come to signify not just high quality, but also high sustainability. A strong, circular European market would also safeguard us against growing global supply chain disruptions driven by geopolitical tensions.

One misconception I often hear is that circular plastics simply means “more recycling”. It doesn’t. Recycling is only one piece of the puzzle – and not the most efficient one. True circularity means redesigning products and systems from the ground up: that starts with design – creating products that are reusable and recyclable (and that incorporate recycled material), setting up take-back systems, closing material loops, and developing new business models that focus on reuse, repair, and shared ownership. This isn’t about doing more of the same. It’s about doing things differently. That’s why collaboration across sectors is so essential.

For me, one of the most exciting developments right now is the rise of reusable packaging systems. We are seeing innovative pilots emerge – from digital product passports that track materials, to take-back schemes and closed-loop logistics. Collaboration between universities, start-ups, and established companies is creating fertile ground for breakthroughs. The Netherlands has all the right ingredients: advanced infrastructure, strong consumer awareness, and a collaborative innovation culture. And yet, here is the paradox: the Netherlands is often seen as a world leader in circular solutions and recycling innovation, but when it comes to actual deployment and upscaling of reusable packaging, we lag behind France and Germany. If ever there was a country more suited to scaling reusable systems – densely populated, high-income, with short transport distances – it’s ours. This is an area where we urgently need to catch up and show the same leadership we’re known for in other fields.

My advice is to think long-term and work collaboratively. Start by engaging with partners across your value chain – no company can do this alone. Invest in skills, R&D, and digital systems that allow you to track, reuse and recover materials. And above all, balance your environmental ambitions with commercial realities by building a strong business case: circular solutions can cut costs, create new revenue streams, and open up new markets if designed well. The Dutch context offers huge advantages: technical know-how, a collaborative culture, and growing consumer demand for sustainable products. This is not just about risk management – it’s a competitive opportunity.

Dutch businesses are already leading the way in areas like recycling technologies, design for circularity, and digital innovation to trace and recover materials. We have a strong reputation for dialogue, consensus-building, and open knowledge-sharing – and that collaborative spirit is one of our greatest strengths. But we must also be honest: dialogue alone is not leadership. True leadership is turning words into action. We need to move faster from pilot to practice, and especially in reusable packaging, we must catch up to our neighbours.

If Dutch companies unite behind a shared vision, supported by clear policy incentives, we can position the Netherlands as a global hub for circular plastics expertise – attracting investment, talent and international partnerships. We have the knowledge, the infrastructure and the innovative culture. Now we need the courage to act.

The Netherlands stands at a crossroads. The challenges are real, but so are the opportunities. If we embrace circularity at scale, we can future-proof our economy, strengthen our resilience, and prove that sustainability and competitiveness can go hand in hand. That is the future I believe in – and the future we at Searious Business are working every day to achieve. Want to discuss the opportunities for your business? Drop me a line at connect@seariousbusiness.com