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Known as the "Circular Economy Queen of Sweden," Elin Bergman is a force behind the Nordic region’s circular transition. As the COO of Cradlenet and Co-founder of the Nordic Circular Hotspot, she’s spent over 16 years championing sustainable innovation across business and policy landscapes. In our ‘9 Questions With’ series, Elin shares her journey from WWF to becoming a top LinkedIn Green Voice, offering an inside look at what it takes to lead systems-level change in today’s climate-challenged world.

When Elin Bergman was told she was “too driven” for a traditional role, she didn’t dial it back—she doubled down. Today, that drive fuels a movement that’s reshaping the very foundations of business across the Nordics.

Known as the Circular Economy Queen of Sweden, Elin is the COO and spokesperson for Cradlenet—Sweden’s leading business network for circular economy—and Co-founder of the Nordic Circular Hotspot, a force connecting circular changemakers across five countries. With 16+ years of experience spanning WWF, the Haga Initiative, and top sustainability consultancies, she now operates at the intersection of policy, innovation, and corporate strategy.

In this candid edition of ‘Nine Questions With’, Reblue Ventures' interview series with the world’s boldest sustainability leaders, Elin gets real about what’s coming next: why linear models are a liability, why the boardroom needs a circular lens now—not later, and why playing it safe could cost your business everything.

Her message to business leaders is clear: sustainability isn’t soft—it’s the most strategic shift your company will ever make.

Read the full interview to explore how Elin is driving systems-level change—and what it means for the future of competitive, resilient businesses.

Team Reblue: Elin, you've mentioned your early fascination with nature documentaries and how that sparked your initial interest in environmental issues. But you also spent time in the entertainment industry. Looking back, how did your experiences in the gaming and film world, especially working at 20th Century Fox, shape your perspective on consumption and ultimately fuel your passion for sustainability?

Elin Bergman: Well, it wasn't exactly my experiences in the gaming and film world that changed my perspective on consumption and fueld my passion for sustainability so much, I already had all the knowledge I needed of how bad overconsumtion was. But I somehow justified working in these, to many dream jobs and sectors, just because if was very prestigious and exciting. But reality hit me after a while and just couldn't justify it for my self anymore. When I saw the film with Al Gore "An Inconvenient Truth" it just confirmed what I already knew, I needed to quit this industry and start working to save the planet instead. Nothing else made sense to me. 

“This is not about saving the planet. It’s about saving your license to operate.”

Team Reblue: You've spoken about how Ellen MacArthur's sailing analogy resonated with you. What other unexpected life experiences have shaped your understanding of circularity and resource management? I'd love to hear about the moments that really changed your perspective.

Elin Bergman: My mother has also been a big influence on my life she used to pull me in my stroller on the "no-nuclear" marches, always cheered on the indigenous people and indigenous people in films, and became an early member of environmental organizations, such as WWF and Greenpeace. She made me aware of the intelligence of people living in harmony with nature and how unsustainable we in the global north are acting and living. 

“If your business model isn’t aligned with circularity, it’s already outdated.”

Team Reblue: Love how you've owned the "Circular Economy Queen of Sweden" title! How has this identity helped you open doors and advance the cause of circularity in ways you might not have expected? 

Elin Bergman: Haha yes. It kind of started as a fun joke, the title was given to me in a podcast and then it just stuck. It does open doors to some high level Keynote and moderator assignments. It's harder to get anyone more high level on stage than the queen - right?

“Linear thinking is the biggest liability in today’s boardroom.”

Team Reblue: In today's challenging economic climate, how do you make the case for circularity to those who might view it as a luxury they can't afford? I'm particularly interested in how we can make this transition feel accessible to everyone.

Elin Bergman: This is the beauty of circular economy - it does not only saves resources and the environment it also saves money if done right! If everyone instead of buying their own cars starts sharing them instead and just use them when there is a need we wouldn't have many of the problems that we currently have and we would only need 10% of the cars we have today. Which means no traffic jams and no parking problems. And everyone could save enormous amount of money by not having to own and maintain a car. And this is just one example in one sector. The problems is that there is a lack of political leadership to make this happen, regulations need to change and current linear business models makes it hard for companies to change. Companies need to earn less on their linear business models than their circular and it's not possible today when the economic system is built on subsidizing the fossil industry. 

“You can’t be future-proof with a 20th-century business model.”

Team Reblue: You've worked with both businesses and consumers toward sustainable change - where do you see the real leverage points for transformation? What has surprised you most about what actually drives meaningful change?

Elin Bergman: Change happens when there is strong and bold leadership. When the boards and management teams together decide to become circular then magic happens. If it is just one circular enthusiast in the company then it's very vulnerable for change and the plan can easily be abandoned if something with higher priority comes up. Meaningful change really happens where there is strong joint leadership but everyone in the company gets involved and are co-owning the circular action plan. Setting clear measurable circular goals are also 10 times more effective for change, we saw that in a new study we just made The Nordic Circular Economy Outlook. 

“Circularity is not optional—it’s inevitable.”

“A circular transition demands courage, not compliance.”

Team Reblue: Building networks like Cradlenet must be quite the adventure! What's been your secret sauce for getting different stakeholders to actually work together effectively?

Elin Bergman: Yes and it's a wonderful adventure! I think the best thing is truly believing in what you are doing and being passionate about it. Passion attracts and it makes other want to listen to what you have to say. Our member companies are wonderful and so engaged and they even recruit other companies to become members for us. It's a luxury situation! 

“The circular economy isn’t a CSR checkbox. It’s your next competitive advantage.”

Team Reblue: I'm curious about your thoughts on emerging technologies - how do you see AI transforming the work you're doing in circularity? What excites or concerns you most about its potential?

Elin Bergman: Well two days ago the news came out that EU launches InvestAI initiative to mobilize €200 billion of investment in to artificial intelligence and I'm both happy and scared by this. The potential with AI is enormous of course, but since the AI race started we seem to completely have forgotten all the risks with it. I wish the initiative would be more focused on solving the planets environmental and sustainability challenges we are facing, they are to some extent, but more on robotics, manufacturing, mobility and virtual worlds. AI could do wonders in circular economy, but if we instead used all that money just to change the inefficient energy and waste systems that would be even better. Just the amount of energy and water that is used right now for a single prompt of using ChatGPT is insane. 

“We’re beyond low-hanging fruit. Now it’s about redesigning the entire tree.”

Team Reblue: For those working in sustainability who sometimes feel overwhelmed by the scale of our environmental challenges, what wisdom would you share? How do you stay motivated and effective in your own work?

Elin Bergman: I myself actually never feel that way. I think I just get even more motivated when things go backwards like now after the election with Donald Trump. I live by the wonderful quote from my favorite movie "HOME" - It's too late to be a pessimist!

“Companies that treat sustainability as PR will be outrun by those treating it as strategy.”

Team Reblue: When you imagine the future you're working toward, what does it look like? And what personal legacy do you hope your work in circular economy creates?

Elin Bergman: In the circular society, there is no waste, all resources are taken care of and used again and again with as high value and quality as possible. Stores and e-commerce are two-way systems. They provide products to users and take back intact packaging and finished products that are then returned to the respective supplier. What cannot be reused is sorted and sent for upgrading, remanufacturing or recycling. The stores are paid for the resources they provide – a good deal because primary raw materials are much more expensive as they are subject to high environmental fees. Biological products and materials are produced without hazardous chemicals and, after having been circulated as widely as possible, can be safely returned to nature. Nutrients from sewage and industries are also recovered and returned to be used in farming again through separate systems and treatment plants. We are all, private individuals as well as companies as well as public services, both customers and suppliers or circulents. We buy, share, rent or borrow a resource, use it sustainably and then deliver it in some form to other actors in the ecosystems. By designing products from the start for a long life, they can be upgraded and repaired for decades preferably gaining value on the way.I hope my personal legacy is getting as many people, companies, decision makers and politicians as possible to understand the benefits with living in a circular society - it will be a thriving, green, healthy future where we can live in harmony with nature and we can relax since we don't have the stress of working ourselves to death to buy unnecessary things we don't need. And we will also have more time for the things that are actually meaningful in life, relationships, family, friends, experiences, learning, enjoying nature and having more fun!

Pic courtesy of Cradlenet.se