Circular Experience builds real connections at the World Circular Economy Forum 2025

By Arlene Carvalho, from Circular Movement

A true marathon of dialogue, connections, and thought-provoking ideas that reinforce the global circular economy conversation. That’s how we can define the World Circular Economy Forum (WCEF 2025), held this month in São Paulo. Circular Movement not only followed the entire event but was also part of the official program, with another edition of Circular Experience, held during Circular Day—an initiative led by InvestSP.

"It was four days of rich content, with highly qualified participants, inspiring talks, and flawless organization that helped us understand how the circular economy has become a central element in the strategies of organizations and governments," says Vinicius Saraceni, Executive Director of Circular Movement.

The Acceleration Session 3: Circular Experience – Hands-On Workshop took place last Friday and brought together representatives from various sectors in a dynamic that blended theory and practice through collaboration. The session began with a keynote by Professor Dr. Flávio Ribeiro, who introduced the principles and applications of Circular Design.

Next, a panel discussion titled "Circularity in Action: Design, Innovation, and Market Opportunities" brought together experts who enriched the debate with different perspectives: Giancarlo Montagnani from Dow, a founding partner of Circular Movement; Patrícia Acioli from Scania; and Marcelo Souza from FOX Industry. They highlighted the strategic value of the moment and the importance of collaboration in scaling circular solutions in Brazil.

Giancarlo Montagnani, Sustainability Manager at Dow and founding partner of Circular Movement, emphasized the importance of initiatives like Circular Experience at WCEF 2025 in advancing circularity.

“We were able to connect with our value chain and with other sectors — like in the panel, where we were joined by companies from different fields. That brings new insights on how we can collaborate even more across networks.”

Marcelo Souza, CEO of FOX Industry, spoke about some of the key circular economy challenges discussed during the event.

“The biggest challenge for the circular economy is breaking the short-term profit mindset. It requires reshaping business models, cash flows, strategies, and projects. So, it's a big transformation.”

Professor and consultant Flávio de Miranda Ribeiro, ambassador of the Circular Movement, added that public policies are key to ensuring fair conditions and enabling scale.

“The most engaged companies often start things off and move forward in a pioneering way, but after a certain point, that progress plateaus. That’s when regulation becomes essential—to bring everyone onto the same page. So we can move forward in a more cohesive and scalable way, giving all players the same level of competitiveness.”

Hands-on learning

The program also included a hands-on workshop using the Circular Experience methodology, led by Professor Dr. Edson Grandisoli, Education Coordinator and Ambassador of Circular Movement. Participants analyzed real waste materials to reflect on product redesign based on the 7Rs of the Circular Economy. In a collaborative setting, they co-created solutions to foster more circular and resilient models.

For Fabrícia Morais, Communication and Sustainability Consultant at Scania, combining theory with practice is essential for engaging and inspiring participants. 

“By merging theory and hands-on learning, we open up paths for reflection, inspiration, and a deeper understanding of how each person can take part in the transformation we talk so much about,” she said.

Marina Provetti, Senior Sustainability Analyst at Magalu, joined the practical activity at the electronics disassembly station and emphasized the value of the experience. “We got to see firsthand the challenges recyclers face and the opportunities we have when designing for the circular economy. For those of us working on strategy, it offers insight into the daily reality of those who actually get their hands dirty,” she explained.

Circular Movement’s presence at WCEF 2025 reaffirmed its commitment to promoting applicable circular solutions for everyday life and business, strengthening both dialogue and action on circularity in Brazil.

Natália Biesiada, Circular Economy Coordinator at InvestSP, highlighted the value of the two-year partnership with Circular Movement. “The way the initiative communicates circular economy concepts is key to engaging businesses and attracting more investment.”

Fábio Mendes, Business Communications Lead at Dow, expressed pride in the company's role in this journey.

“Dow is incredibly proud to be a founding partner of Circular Movement. We’ve been on this journey for five years, since the Movement began — first as an educational platform, and now as a major catalyst for the circular economy.”

Circular education in focus

Another highlight at WCEF 2025 was the acceleration session “Circular Economy from Educators to Educators – Preparing More Sustainable Generations”, led by SENAI-SP (São Paulo’s National Industrial Training Service). The session reinforced the strategic role of education in the transition to a circular economy.

Among the guest speakers, Professor Dr. Edson Grandisoli of Circular Movement offered reflections on how to embed circular principles across all levels of education — from primary school to higher education, including vocational and technical training. He emphasized education as a pillar for creating changemakers across different areas of society.

“SENAI’s session was courageous because it was the only one to explicitly and meaningfully address the issue of education. We need circularity education to overcome the challenges ahead,” said Grandisoli.

The World Circular Economy Forum 2025 made it clear that transitioning to a more resilient and regenerative economy depends on collaboration, innovation, and education. Through debates, workshops, and strategic partnerships, Circular Movement’s active participation underscored the need to bridge theory and practice to accelerate solutions. The event showed that circularity is already a global priority and that Brazil is becoming increasingly involved through initiatives that drive real change in markets, industries, and education.

Continuing this dialogue and collaboration is essential to ensure the circular economy moves beyond being a concept and becomes a reality in all areas of society.

Download WCEF 2025

Next week, we’ll be discussing the highlights from the four days of WCEF in a special edition of Circular Talks. The download will be on Wednesday, the 28th, at 11 a.m. Stay tuned to our social media and don’t miss a single detail of this conversation!