10:00–10:10 – Welcome, Maria Hørmann, Lifestyle and Design Cluster
Opening remarks, introduction to the objectives and framework for Meeting #13.
10:10–10:30 – Host Keynote: The Mater Journey, Ketil Årdal, CEO, Mater
Mater’s transition from early circular ideals to industrial-scale circularity.
A strategic perspective on how business model, materials, and production have evolved from 2006 to today.
10:30–10:45 – Circular Furniture Network: Key Milestones & the Road to Circular Furniture Network 2.0, Maria Hørmann, Lifestyle and Design Cluster
A brief overview of the network’s development, learnings from the four project tracks, and the challenges of cross-brand collaboration. Presentation of the strategic direction for the next phase, positioning CFN as a professional project engine within Lifestyle and Design Cluster.
10:45–11:15 – Strengthening Future Collaboration Models
Steering Group for Circular Furniture Network: Louise Mørk (HOUE), Trine Mulvad Steffensen (MUUTO), Kristine Juul Pedersen (FERM LIVING) & Jonas Ekholst (NINE UNITED)
A facilitated discussion on performance, barriers, and learnings from past projects.
Exploration of how to establish stronger project formats and prioritise key strategic themes for the next phase.
11:15–12:00 – Knowledge Session: Cluster Capabilities & Strategic Project Insights
Heidi Svane and Nanna Freja Simonsen, Lifestyle and Design Cluster
Introduction to the cluster’s structure, funding models, membership types, and project portfolio – and how these capabilities support Circular Furniture Network as a project engine.
Key insights from:
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R’evolve: European collaboration on circular transition and Communities of Practice.
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Data for Business: How data drives value creation and responsibility in circular business models.
Includes a Digital Product Passport exercise focused on first, second, and third lifecycle scenarios.
12:00–13:00 – Lunch
Afternoon Theme: Greenwashing or Green Realism? How to communicate sustainability with legitimacy and clarity
13:00–14:00 – Communicating Responsibility: Managing Complexity and Expectations, Line Schmeltz, Danish School of Media and Journalism (DMJX)
Why sustainability communication is uniquely complex and often challenging for companies.
A research-based review of common pitfalls, credibility risks, and how to apply evidence-backed communication principles to strengthen trust.
14:00–14:15 – Break
14:15–15:30 – AI, Accountability & the Commercial Organisation’s Role in ESG, Steffen Max Høgh and Holger Enevoldsen, SustainBusiness
Part 1:
Presentation of the sustainability communications report developed using the AI solution Allasia.
Key patterns, exaggerations, and risk indicators identified across corporate sustainability narratives. Discussion on how technology can enhance the quality and accuracy of ESG communication.
Part 2:
Why the sales organisation is critical to embedding ESG and generating commercial value.
How customer expectations shape sustainability dialogue, where sales teams are vulnerable to greenwashing, and which competencies future-proof credibility. Interactive discussion on how companies can strengthen the commercial role in the green transition.
15:30–16:00 – Closing Reflection, Facilitated by Line Schmeltz and Steffen Max Høgh
Key takeaways, internal barriers and enablers, and priorities for implementation in the next phase of Circular Furniture Network.
16:00 – Closing Remarks & End of Day
