Many actors see the EU’s circular economy (CE) as a promising narrative which steps outside dominant end-of-pipe solutions towards an encompassing vision for strategies across the supply chain. However, this study finds that the EU CE Action Plan maintains the status quo narrative instead of suggesting radical changes.

By focusing on stakeholder narratives, this analysis shows that the inertia is primarily due to CE proponents’ self-perception of being in a legitimacy crisis and their strategic arguments that have:

• concealed social conflict and potential trade-offs
• strengthened the agency of ‘status quo’ agents
• excluded alternative voices questioning the proposed CE narrative.

The paper discusses how to develop new environmental narratives outside the status quo.

Longstanding research on wood cascading has identified a variety of factors to enable more efficient, circular use of forest-based products in Europe.

This paper finds that two of the most critical barriers to wood cascading are:

• Competition between energy and material uses of waste wood in policy, market and infrastructure
• Inadequate information on and low quality of waste wood, including pollutant content.

It makes the following recommendations for policies and business:

• Redesign production processes to deal with contamination and increase quality
• Coordinate energy and waste policies
• Advance reporting standards about material composition of bioproducts
• Explore the best forms of involvement, awareness raising, communication and policies.