Circular Economy

  • 90%

    of raw materials used in manufacturing in Europe become waste before the product leaves the factory.*

  • 80%

    of products made in Europe get thrown away in the first six months of their existence.**

  • $700M

    is the annual material cost savings in the fast-moving consumer goods industry with the implementation of a new circular economy.***

* Cambridge Judge Business School Circular Economy Centre (CEC); ** Cambridge Judge Business School Circular Economy Centre (CEC); *** Ellen MacArthur Foundation Circular Economy

Circular Economy

The exploitation of ecosystems has long-lasting consequences for the future provision of natural resources and ecosystems. This may negatively affect access to food, increase health problems and risks of natural disasters, and more. The circular economy aims to offset consumption by limiting the environmental impact and waste of resources and increasing efficiency at all stages of the product economy.

Though conscious consumerism is rapidly gaining pace, information on how to apply sustainable solutions in daily life is still unequally distributed or unavailable. Everyday household products will also have to go through a transformation that involves society, governments, and businesses in for circular economy. The Circular Economy challenge seeks to find solutions that enable responsible consumption, repair, reuse, and recycling products.



Key question to answer:

How might we encourage conscious consumerism and create a circular economy around the household by enabling responsible consumption, repair, reuse and recycling of products?

Hack the Normal Sustainability invites participants to develop new products, services, and business ideas with commercial potential in the below areas while driving awareness about the chosen issue.

Total prizes
up to
€ 50.000

  • Cash prizes for the first 3 winning teams of each challenge.

  • The opportunity to attend the pre-accelerator program.

  • Additional prize for the teams that attend in the Home Appliances category.

  • The opportunity to meet with Beko’s and partners’ top management.