Roundtable
Boosting Demand for Sustainable Solutions:
From Green Premium to Industry Standard
11.45 AM to 13.15 PM | 14 October 2025
Context
Europe has made significant progress in sustainable technologies and circular business models, but scaling them remains a challenge for a number of reasons.
Demand is not growing quickly enough to accelerate industrial transformation and competitiveness.
Sustainable solutions still face a 'green premium' barrier due to higher upfront costs, uncertain market signals, and fragmented sustainability claims and lack of enforcement/level playing field.
Corporate procurement and supply-chain collaboration are becoming key drivers of market uptake.
Fragmented EU rules, inconsistent implementation and sustainability labels, and limited interoperability of product data systems create uncertainty.
Clear regulatory frameworks, digital product information systems, and aligned incentives can help make sustainability a competitive industry standard.
ABOUT THE ROUNDTABLE
This leadership roundtable aims to explore how companies, policymakers, and stakeholders can jointly boost market demand for sustainable solutions, transforming sustainability into a driver of industrial competitiveness and business growth.
The discussion will focus on:
Moving beyond the “green premium” through performance, efficiency, and business value, Balancing affordability and sustainability considerations
The role of the Industrial Accelerator Act and main implications for companies
The use of circular economy, digitalisation, and finance to create market demand
Strengthening collaboration across supply chains and industrial ecosystems