Shaping System Change with Martin A. Noorkõiv
Martin A. Noorkõiv, co-founder of the newly created social impact consultancy Strateon, has partnered with Zero Waste Estonia in developing the content for the upcoming IV Estonian Zero Waste Conference: How We Change Systems, taking place in Tallinn on 16–17 October 2025.
Strateon is a boutique consultancy born from the nonprofit sector, focused on growing the societal impact of public institutions and civil society. Its team has led and supported more than 200 projects across Europe, working on environment, culture, democracy, social issues and more. Their core values — systems thinking, science-based approaches, and mission-driven leadership — align naturally with the theme of this year’s Zero Waste Conference.
Our conference content manager Kadri Kalle comments on this year’s focus: “Last year when we were looking into different smaller circular models and systems, the main realization was that there are still a lot of things holding those models back from spreading and becoming mainstream. It seemed logical then to look at this bigger picture this year. And we felt we needed the support of someone who has also a scientific and systemic insight into systems change theory, but at the same time understands the practical reality of it.”
For Martin, whose PhD work centers on systems change, it is not just a professional focus, but also a personal mission:
“Systems perspective is something I personally see as one of my lifelong missions. It’s not only about supporting exciting new initiatives, which we already talk about quite often, but also about looking at what holds society back from real change, and how we can actively dismantle those barriers.”
Why Systems?
Many conferences on sustainability highlight innovative projects, startups, and new technologies. While those are essential, this year’s Zero Waste Conference will go further. Together we will explore:
How new solutions can scale up and survive in a predominantly linear economy.
What prevents systemic transformation and how to destabilize the outdated structures that resist change.
How to shift public mindsets, helping societies better understand why these changes are needed — and how each person can contribute to them.
Because while people often theoretically support the circular economy, the reality is harder: our current economic (and political) system is based on principles that work against it. Without changing those foundations, true transformation remains out of reach.
What to Expect in Tallinn
The two-day event brings together experts, practitioners, and activists from across Europe:
Hands-on workshops where participants can dig deep into system change, from phasing out old structures to mainstreaming reuse models.
Panel discussions with voices from cities, academia, and international networks — including Zero Waste Europe, the University of Tartu, and the City of Tallinn.
A Living Library featuring organisations working on mindset change, producer responsibility, public health, and cross-sector collaboration.
Plenty of networking opportunities to build alliances for the future, both formal and informal.
As Martin puts it: “This is not just another conference. It’s a chance to rethink how transformation actually happens – and how each of us can support system change in practice.”
📍 Ülemiste City, Öpik Conference Center, Tallinn
📅 October 16–17, 2025
🎟️ Tickets are now available – join us and be part of the conversation on how to change systems for a truly zero waste future.
