How do we turn sustainability from a cost driver into a competitive advantage? While bio-based circular alternatives still often carry a “green premium”, the question is no longer if customers are willing to pay more – but who, when, and how much? This session brings together a unique mix of leaders across the circular value chain – from feedstock providers to innovators and pricing strategy experts – to explore what truly drives willingness to pay and how to unlock that value to scale sustainable product portfolios.
Hosted By Arne Hüttenbrink, Manager – Sustainability Strategy & Transformation, Deloitte
Featuring
Mat Wielopolski, Manager Sustainability & Climate, Deloitte
Isabel Alvarez-Martos, CEO & Co-Founder, Cellugy
Annika Huomo, Business Development Manager – Renewable & Biobased Polyolefins – Base Chemicals, Borealis
Eléonore Möller, Global Sustainability Program Manager, Specialty Polyamides & Oleris, Arkema
This panel discussion was filmed live at World Bio Markets on 10-11 June 2025.
