Sustainable Growth in a Regulated World

The challenge for companies developing sustainable solutions is often not inventing something new – but bringing it to market quickly, safely, and in full compliance with regulations. This is especially true for innovations aimed at reducing emissions from cement, which is responsible for around 8% of global Co₂ emissions. Replacing virgin raw materials with industrial sidestreams would be a sensible and impactful step.

However, a major hurdle is legislative. Many usable materials are still officially classified as waste. Under EU and Finnish law, they remain “waste” even they are chemically and technically suitable for use as raw materials in new products. As a result, companies looking to build circular economy-driven businesses must often navigate lengthy and demanding regulatory processes – either to obtain by-product status or to prove that a material has reached “end-of-waste” status.

But this shouldn’t be a deterrent – it should be a driver. I firmly believe that scaling sustainable solutions is possible, but requires a strategic mindset.

Start with active dialogue. Engaging early with authorities and political decision-makers helps build mutual understanding and identify pathways where regulation supports, rather than blocks, innovation. After all, legislation is not meant to stifle progress — its role is to ensure safety. When companies commit to transparent data sharing, collaborative research, and open communication, regulation can become an enabler, not an obstacle.

Scientific evidence is also critical. When material safety, performance, and environmental impact can be demonstrated through robust research and testing, the conversation shifts — from “waste” to “valuable raw material.” Creating clear standards allows companies to speak the same language and benchmark solutions in a transparent way.

International examples can be powerful, too. In some EU countries, specific materials have already been approved for use outside the waste framework. While these rulings may not be directly applicable in Finland, they offer valuable precedents. When safe and effective use can be demonstrated elsewhere, it becomes easier to open doors at home.

Flexible business models are another key to scaling. Not every company has to go it alone. Partnerships can allow industrial-scale piloting within existing processes and permits — as long as responsibilities are clearly defined. This collaborative approach can reduce administrative burden and accelerate commercialization.

Perhaps the most important asset, however, is the broader ecosystem. The mining and metals industries, construction sector, urban developers, and responsible investors are all actively seeking ways to reduce emissions. When these stakeholders commit to new business models, their collective voice carries more weight with regulators and policymakers.

That’s why it’s essential — both in Finland and across the EU — to recognize the untapped potential of materials currently labeled as waste. With proper quality and safety standards in place, many of these could become tomorrow’s sustainable raw materials. This isn’t just about advancing the circular economy — it’s a concrete climate action.

Scaling isn’t impossible, even when regulatory hurdles exist. In fact, it’s in these complex situations that the strongest and most defensible competitive advantages are born. A company that can prove its solution is safe, high-performing, and environmentally beneficial won’t just grow — it can help reshape an entire industry. Sustainable business isn’t about working around regulation — it’s about helping shape it.

Soila Söderström

SVP & General Counsel