To address the climate crisis, we need solutions that impact all aspects of development. In the lead up to COP29 in Azerbaijan, this blog series reflects on climate action and approaches around the region.

Plastic waste is a crisis present in every part of our world, from the deepest ocean trenches to the very blood flowing through our veins. We consume the equivalent of a credit card’s worth of plastic every week. Yet, despite growing awareness and individual efforts, the problem is worsening.

While policies and personal initiatives are important, for the drastic systemic change needed to reverse our current trajectory, we also need bold, cross-sector collaboration to tackle this growing environmental and health disaster.

A linear (wasteful) economy

At the heart of the issue lies our linear, wasteful economic model: take, make, dispose. The way we produce and consume is simply unsustainable. 

Governments and organizations have been championing the fight against plastic waste, but the shift to a sustainable, circular economy also requires active participation from one of its driving forces: the private sector. For example, a small cut in virgin plastic use by a large corporation could have a far more significant impact than the combined efforts of millions of individuals recycling.

Businesses, after all, are the ones producing the single-use plastic products that litter our oceans and landfills. As such, they hold the key to innovating how we produce, use and manage resources.

From responsibility to profitability

Convincing businesses to embrace sustainability requires time, knowledge-based dialogue and relationship-building. The real challenge lies in shifting their perspective—from seeing sustainability as an added cost to recognizing it as an opportunity for long-term growth and innovation.

In recent years, we’ve seen a growing shift in consumer and youth demand, prompting businesses to rethink their operations and adopt more sustainable practices. Young people in particular are driving this movement, using social media and youth-led initiatives to raise awareness and push for greater accountability. This wave of public pressure has undoubtedly influenced companies to explore more eco-friendly business models. 

Small and medium-sized enterprises (SMEs) are already pioneering innovation in this space, leading the way with breakthrough technologies in alternative materials and eco-friendly production processes. However, many of these businesses face the challenge of scaling their efforts due to limited resources or investment opportunities.

A key challenge remains: aligning operations with circular economy principles often raises production costs. And at the end of the day, finances still drive consumer behavior, as many prioritize saving money over sustainability. Many businesses don't have the privilege to pay the price of sustainability.

Larger companies have immense potential to drive sustainable innovation and create new markets, but taking the first step toward transformative change can often be challenging. This is where the role of global frameworks and governments becomes crucial.

Global frameworks aren’t enough without localized solutions

By the end of 2024, UN Member States are expected to finalize an ambitious global deal to end plastic pollution. The deal is widely regarded as the most significant legally binding environmental agreement since the Paris Agreement on climate. The decisions made during these negotiations have the potential to radically transform how we produce, consume and dispose of plastics.

But like any global framework, the real impact of this agreement will depend on how effectively it is translated into localized, actionable solutions. Governments have a pivotal role in making it easier for companies to align their operations with circular economy goals without sacrificing competitiveness. This means fostering a conducive environment but also establishing clear and binding legal frameworks to operationalize global frameworks on the local level and set boundaries for companies that do not align with sustainability goals.

Partnerships: A cross-sector effort 

Encouragingly, we’re starting to make progress in the Europe and ECIS Region. UNDP's Waste to Wealth: Rethinking Our Economic Path and Embracing Circularity event in Istanbul, supported by the Government of Türkiye and in collaboration with the Danish think tank Circular Innovation Lab, connected representatives from big corporations, SMEs, start-ups, foundations, think tanks, business associations and public institutions from across Europe and the region. Their participation was a strong indication of their commitment to addressing circular economy solutions in the plastics sector.

At the heart of the circular economy transformation is the need to prioritize eco-friendly solutions right from the design stage.

Green chemistry is a prime example of this approach, showing how safer materials and production methods offer viable alternatives to harmful plastics. Another solution is bioplastics integrated into existing products without complicating recycling processes—an approach already adopted by forward-thinking companies. One such innovator, Biolive, showcased their use of olive pits for bioplastic production, a solution that companies like Unilever (also in attendance) have already started integrating into their supply chain.

Innovative waste management strategies, such as Belinda Animal’s insect-based methods to break down materials like Styrofoam, were highlighted alongside industry-led initiatives like refill stations and plastic-free incentives.

Our discussions revealed that the biggest barriers companies face in adopting circular economy solutions include high costs, regulatory challenges and a lack of public awareness and market demand. Many businesses are eager for stronger collaboration with policymakers to overcome these obstacles, and UNDP is uniquely positioned to bridge this gap.

With its long-standing partnerships with governments, UNDP can drive the necessary policy support for this transition, creating an environment where businesses can more easily adopt circular practices and contribute to sustainable change. At the same time, businesses must continuously invest in raising public awareness to help shape consumer perceptions, which will, in turn, drive market demand for sustainable products and practices.

Cross-sector collaboration is essential, and the event concluded by establishing an informal regional network as a platform to identify needs, share knowledge, innovation and good practices, and foster ongoing cooperation in the transition to a circular economy.

Partnerships are the key to a circular future

The challenge ahead is clear: businesses must lead the change, reducing their plastic footprint and shaping a future where plastic waste is not an environmental burden. 

Through its Global Plastics Offer, UNDP partners with businesses to innovate across all operations, helping them integrate a lifecycle approach. With this approach, companies identify and assess the potential impacts of their plastic products, services and alternatives on climate, nature, health, jobs and the economy, at every stage of the value chain. Together, we are addressing plastic waste holistically, challenging traditional methods and promoting sustainable practices to tackle the root causes of plastic pollution. 

If you'd like to be part of our regional network on the circular economy, register here to join where ideas meet action in driving the transition.