Exciting news! Ville Grönlund starts as the CEO of Ethica from the beginning of February 2026. This marks a new era for Ethica, with more focused strategy and even more ambitious goals.
“Ville has been a key member of Ethica’s team for the past five years, working both as a senior consultant as well as our Head of International Markets. Ville knows Ethica and the global circular economy markets inside out, and he is just the right person to successfully lead Ethica to the next phase of our circular journey”, says Paula Fontell, Ethica’s founder and former CEO. Paula will continue working at Ethica as a Principal Consultant, focusing on leading key customer projects both in Finland and abroad.
The challenges with scaling up circular economy are very similar in all regions from Americas to Europe and Asia. There is increased awareness, promising pilots and new technologies, and also good understanding of the crucial role of value chain collaboration. What businesses are still asking, is how to make this both profitable and scalable business. This question is at the heart of Ethica’s circular business development work and where we will focus even more in the future. Last year alone, we have worked with over 100 companies globally, and we are ready to work with many more.
This is why our new strategy focuses on increasing impact and scaling up the circular economy and circular businesses globally, both in the private sector and through large-scale public-private partnership projects. During the last two years we have invested a lot on taking the first steps at international markets, building new relationships and exploring new opportunities.
”I personally want Ethica to be the partner that helps our clients turn ideas and plans into practical, commercially viable solutions that work in real business contexts. We have inspiring clients, unique experience and a team that can support scaling up circularity in many regions and across value chains”, says Ville.
If you are interested in learning more about how circular economy can contribute to the most important business KPIs, download our recent meta-analysis here. If your company wants to start scaling up circular design and business models, check out our Nordic Circular Design Programme, which will open up for next round of applications soon.
We are excited to continue working on our mission: to inspire and guide entire industries towards regenerative circular future.
Join us in welcoming Ville to his new role – we look forward to making a difference together with you!
