Target Circular: Data-driven path to circularity

What if circular business decisions were based on data rather than assumptions? This is what the Northern Periphery and Arctic project Target Circular wanted to test out. The main idea is simple: to use evidence and data to help decide how to pursue a more circular economy. With partners from Finland, Norway, Iceland and Ireland, the project created practical tools that, with over 100 trained business advisors, can help small and medium-sized businesses take the step towards circularity with more confidence.

 The approach of this project was also recognised outside the programme area when it was selected as a finalist in the Interreg Slam storytelling competition. The competition celebrates European cooperation and the impacts achieved through inspiring narratives.

Not just assumptions

Intuition can be a useful starting point when exploring new opportunities. Target Circular wanted to show that, rather than relying on intuition alone, it is good to combine it with evidence. Because of this, the project used the Strategic Clarity method to support this approach. This method teaches business owners to act like scientists by forming ideas about their business models, testing them with data, and checking the results before making big changes or investments.

“For me, it has been about getting all my thoughts down on  paper and then being able to structure the material. That way you get a good overview and see causal connections that you previously weren't aware of,”  says Christine K. Hansen from the Seafood Innovation Hub.

By encouraging owners to constantly test their own ideas, this data-based mindset can help them explore opportunities and make more informed decisions about their transition towards a circular economy. Businesses are now better able to test their own ideas and explore opportunities for achieving circularity in ways that fit their circumstances.

Train the Trainers

Instead of just supporting a few companies once, the project focused on a "train-the-trainers" model to build long-term capacity across the programme area. The project worked closely with Business Support Organisations (BSOs) and their expert advisors to build a network of experts who could guide companies in circular decision-making. By the time the project ended, more than 100 advisors had been trained across the project area.

For us business developers, it has been both exciting and rewarding to help develop and implement a new methodology together with startups,” says Ann Kristin, business developer at Norinnova.

The network helps to keep the expertise within the region, allowing advisors to support additional businesses beyond the project's lifetime. It also makes practical guidance more accessible and helps ensure that support reflects the specific needs of businesses in northern and Arctic regions.

Coming up

 Even though the project has officially ended, there is still something to look forward to. With the public vote for Interreg Slam coming up on social media in late 2026 and the final results due in early 2027, everyone will have the opportunity to vote for Target Circular and help highlight how data-driven approaches can help small businesses become more sustainable.

Target Circular, Supporting Sustainable SMEs to Success

Target Circular is an Interreg NPA project which ran from 2022 to 2025. It was implemented in partnership with organisations from four different countries: Ireland, Finland, Norway and Iceland. More information about the project and its goals can be found on the official project website. > https://www.interreg-npa.eu/projects/target-circular/home/ 

____

Photo credits: Interreg NPA Target Circular project; Interreg Slam is an initiative of Interact