The circular economy transition and the new markets

- rhetorical analysis of two circular economy reports

Abstract

The circular economy (CE) has become a significant policy aim in Finland which influential policy actors have promoted in their speeches. Speeches aim to draw actors from the level of sociotechnical practices to actualize the CE. One way to draw actors is the talk about new markets created by the CE. I have analyzed the structuration of the new market creation argument in two CE promotion reports: Take a Leap into Circular Economy! Together towards new growth by Confederation of Finnish Industries (EK) and Leading the cycle. Finnish road map to a circular economy 2016–2025 by Finnish Innovation Fund (Sitra). In both reports new markets are created from same components, but reports argumentation differs significantly. Even though both reports aim to create agency to actualize CE. Take a Leap into Circular Economy emphasizes cooperation between actors, does not value differently home and export markets and claims CE is inexorable development. Leading the cycle emphasizes export markets in expense of home markets, competitiveness and it does not articulate the CE as an inexorable megatrend. According to my interpretation those differences derive from the different purpose frameworks of reports and difference between the societal actor positions of EK and Sitra.