Host: Roy Vercoulen, Founder of Circular IQ
Guest: Ilse Kwaaitaal, Director at Impact Hub Netherlands
In this episode of Circularity: Why Bother?, host Roy Vercoulen welcomes Ilse Kwaaitaal, Director at Impact Hub Netherlands, to discuss the often elusive task of making circularity actionable within business environments. Drawing from her work with both emerging startups and large corporates, Ilse shares practical insights on how entrepreneurial thinking, collaboration, and a willingness to experiment can break the inertia that many organizations face when trying to operationalize sustainability goals.
Ilse and Roy explore the tools, mindset shifts, and leadership dynamics required to overcome the “perfection trap”—the idea that many businesses delay action while waiting for ideal conditions that may never come. The episode offers a refreshing take on how imperfect first steps can still lead to meaningful change.
Impact Hub’s Role in the Circular Economy
Impact Hub Netherlands plays a unique and essential role in fostering circular innovation. By supporting startups, scale-ups, and intrapreneurs within larger corporations, the organization acts as a connector between innovative solutions and real-world business challenges. Central to their approach is the R-ladder framework—a tool used to evaluate circular strategies ranging from recycling to refusal.
Ilse explains how this framework helps businesses locate their current position and develop realistic, stepwise strategies for climbing toward higher-impact circular practices. The focus isn’t just on idealistic goals, but on identifying tangible steps companies can take today—starting from where they are, not where they wish they were.
From Frustration to Innovation
One of the recurring themes in the conversation is how many circular startups originate from a sense of frustration with waste or inefficiency. Whether it’s creating lending libraries for short-use baby products or devising new models for shared ownership, these entrepreneurs are driven by real-world problems and a desire to create value—not just comply with regulation.
Ilse highlights how larger companies can adopt similar mindsets by creating space for experimentation, even if short-term returns aren't guaranteed. As Roy notes, leadership is key—not to have all the answers, but to make room for trial, error, and ultimately learning.
Collaboration Over Isolation
Circularity doesn’t happen in a vacuum. Ilse stresses the importance of partnerships, especially between large corporates and agile startups. At Impact Hub, over 50 successful collaborations have already proven that the right solution is almost always out there—it just needs to be found and scaled.
A standout example is Sollas, a packaging company seeking a see-through paper alternative. Through Impact Hub’s global network, a solution was found and implemented. This exemplifies how open-minded collaboration can lead to rapid innovation and real impact.
Making Circularity Measurable
Ilse underscores the importance of data—particularly in understanding material composition and evaluating trade-offs in circular strategies. Sustainability is multidimensional, and tools like Circular IQ help companies prioritize where to act first. Whether assessing CO₂ emissions, recyclability, or material scarcity, data empowers more strategic, credible, and impactful decision-making.
Advice for Hesitant Businesses
Ilse’s message to companies still on the sidelines is clear: start small, start now. Rather than waiting for perfection or ideal conditions, businesses should see circularity as an opportunity and engage with entrepreneurs who are already developing innovative solutions. Even simple conversations can spark action.
She also recommends Ubuntu, a platform where businesses can input challenges and receive potential circular solutions. It’s a valuable first step for organizations unsure of where to begin.
A Circular Example That Adds Value
When asked to name the most inspiring circular product she’s seen recently, Ilse mentions Kulu, a company that creates a coating from recycled jeans to refurbish furniture. It’s a prime example of going beyond repair to add aesthetic and emotional value—making circularity desirable, not just responsible.
Keep the Conversation Going
Circularity is a shared journey—and one that gains momentum through dialogue, experimentation, and collaboration. If this episode sparked ideas or questions, we invite you to subscribe, share your reflections, or even reach out to join us on a future episode. Whether you're a sustainability manager, innovator, or curious listener, your insights are welcome in shaping the future of circular business.
To learn more about integrating circularity into your organization’s structure and decision-making, explore the latest resources on our landing page. And be sure to check out Ilse’s recommended tool, Ubuntu, to connect with innovators already building the solutions of tomorrow.
