On May 25, 2023, Wanderful.stream presented IMPACT at MECC Maastricht. A final conclusion of the three-year INTERREG Euregio Meuse-Rhine project in which SMEs are guided to circular innovation starting from their own waste streams. With the help of designers, technologists and business developers, numerous companies came up with innovative circular solutions with far-reaching impact. But what exactly was that impact?
We answer this question based on the Theory of Change of the innovation pathways (Figure 1). A Theory of Change provides a structured overview of the actions taken by a project (in the sphere of control) and the interim changes (in the sphere of influence) and ultimate desired impact (in the sphere of interest) to which these actions could contribute. Through in-depth interviews with the SME contacts, trajectory managers and experts involved in 9 innovation projects (3 in each region) and online surveys for the other 13 trajectories, we mapped which elements of the Theory of Change were, partially or not realized in practice and why. Much can be learned from this for future projects to support the circular transition among SMEs.
THE SPHERE OF CONTROL (left)
In the realm of control are the actions of Wanderful.stream. Here in particular, the great added value of the multidisciplinary (MD) team of experts emerged, especially the designers were really able to open new perspectives. Furthermore, the role of the track managers also proved crucial in bringing the right experts together in a positive group dynamic on the one hand and taking on all project management tasks on the other so that the experts could fully focus on the content.
From the sphere of control, Theory of Change splits into two paths of change: for the SME and for the experts involved.
THE WAY OF CHANGE FOR EXPERTS (top)
For the experts, participation in Wanderful.stream led to new knowledge for everyone, a positive experience of multidisciplinary collaboration, and a larger network. These changes are colored green in the sphere of direct influence. Voor sommige experten (en dus in het oranje) leidde Wanderful.stream ook tot nieuwe business opportuniteiten.
These first direct changes could in turn contribute to an increased awareness among experts of, on the one hand, the added value of the circular economy for their own professional activity and, on the other hand, the added value of multidisciplinary cooperation to achieve innovation (sphere of indirect influence).
Wanderful.stream has contributed significantly to the circular transition of SMEs.
The ultimate long-term change that Wanderful.stream hopes to contribute to (sphere of interest) is behavioral change of the experts who make their own professional activity more sustainable and/or more committed to the circular transition. Half of the experts indicated this intention, but few if any concrete examples emerged. Moreover, this evaluation often took place after the innovation processes had ended; changes in the sphere of interest usually manifest themselves only in the longer term.
THE WAY TO CHANGE FOR SMEs (below)
For the SMEs, participation in Wanderful.stream led to three major immediate changes: time to work on their circular challenge (both internally and time from experts), expertise for Research & Development that they don’t possess themselves or have difficulty finding, and a larger network,including with partner companies to collaborate on circular solutions. These three changes further contribute to more knowledge about their waste streams or production process, and – like the experts – to a positive experience of multidisciplinary collaboration. Here the SMEs also especially emphasize the great added value of the design perspective.
Through the realization of time, expertise, knowledge and network, the innovation tracks contributed to the awareness of both experts and SMEs about the added value of the circular economy and of multidisciplinary cooperation.
In the sphere of indirect influence, the goal of the Wanderful.stream innovation projects lies first in the development of an idea or prototype for a circular solution for the SME’s waste streams. In one third of the pathways, a prototype could be developed, a further 40% of SMEs have ideas for a possible solution. In the trajectories where no solution could be worked out, knowing what cannot be done is also a very valuable outcome. Furthermore, as for the experts, Wanderful.stream could contribute to a increased awareness among SMEs and this in three areas: awareness about the value and potential of their waste streams, awareness about their role and potential influence in the broader circular economy ecosystem, and awareness of the added value of multidisciplinary collaboration to achieve innovation.
The ultimate long-term change that Wanderful.stream hopes to contribute to (sphere of interest) is, first of all, a sustainable circular solution to the SME’s waste streams. At the time of this evaluation, this had not been achieved in any of the trajectories; the duration of the trajectories was too short for this. Pathways can, however, contribute greatly to the likelihood that the SME will take further steps to implement a solution sustainably in three ways. First, support for circular economy throughout the company is crucial. At most SMEs, there was little internal communication about the Wanderful.stream journey, this is a missed opportunity. Second, Wanderful.stream can help initiate a partnership with another company as a basis for further steps. Here are some great examples. Third, in at least one-third of the pathways, Wanderful.stream provided a follow-up pathway, either through a new regional grant or through further collaboration with one of the experts involved.
As with the experts, Wanderful.stream also hopes to contribute to SME behavioral change. In the interviews and surveys, experts identified four elements needed for the circular transition: 1) Develop solutions throughout the production process, not just for upgrading waste produced, 2) Work multidisciplinary and integrate design, 3) develop new circular business models, and 4) collaborate on this within your value chain and/or sector. At the end of the Wanderful.stream innovation projects, there is no concrete evidence of this behavioral change. SMEs very clearly need long-term further support to take these steps in their circular transition.
Wanderful.stream has contributed significantly to the circular transition of SMEs. Through the realization of time, expertise, knowledge and network, the innovation tracks contributed to the awareness of both experts and SMEs about the added value of the circular economy and of multidisciplinary cooperation. These are important conditions for contributing, in the longer term and through further support, to the behavioral change necessary to achieve the circular transition.