How can sustainable consumption become irresistible? That was the question at the heart of Circular Monday co-founder & Global Lead Alexandra Davidsson's keynote at Climate Change Summit 2026 in Bucharest, Romania.
On October 14, Alexandra Davidsson took the Blue Stage at the Palace of Parliament in Bucharest, sharing the story of how a Swedish counter-movement to Black Friday grew into a global initiative connecting more than 1,500 businesses, organisations and changemakers across 60 countries.
Her keynote, "Can sustainable consumption become irresistible? From an idea to a global circular movement," explored what it takes to turn awareness into action, challenge established consumption habits and make circular alternatives part of everyday life.
What began in Sweden in 2017 as White Monday has evolved into Circular Monday, an international movement promoting repair, reuse, sharing, renting and upcycling as alternatives to buying new.
In 2025 alone, the campaign generated a potential reach of 108 million people across 58 countries, without paid advertising.
As Circular Monday approaches its 10th edition on November 23, 2026, its mission remains clear: to demonstrate that circular consumption is not only better for the planet, but can also create value for businesses, communities and individuals.
At a time of increasing pressure on natural resources, disrupted supply chains and growing demand for more resilient economies, circular solutions are becoming more relevant than ever.
Alexandra's keynote brought the consumer perspective into the climate conversation, highlighting the importance of making sustainable choices accessible, attractive and practical.
The transition to a circular economy requires more than technological innovation. It also requires people, businesses and communities willing to rethink how we produce, consume and value resources.
Discover the story behind Circular Monday, the lessons from building a global movement and the opportunities ahead for circular consumption.
Watch Alexandra Davidsson's keynote at Climate Change Summit 2026
Climate Change Summit 2026 took place in Bucharest, Romania, bringing together international leaders, innovators and changemakers to explore solutions for a more sustainable and resilient future.
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Circular Monday is a global non-profit initiative to normalize circular consumption.