Special Reports · Interview

The Realities of the Green Transition: A Conversation with Lotten Kronudd

Post-2026 sustainability compliance, the Omnibus I package and why credible, evidence-based advocacy matters in the EU bubble.

By Aida Iordache · October 7, 2026

Featuring Lotten Kronudd, Partner, ADS Insight | Managing Director, ADS Insight Scandinavia

As Brussels refines its environmental frameworks and pushes for absolute green compliance, industries face heavy pressure to adapt their supply chains. To break down these shifting dynamics, The Gazette sat down with Lotten Kronudd, Partner, ADS Insight | Managing Director, ADS Insight Scandinavia - a premier Brussels-based strategic advisory specializing in sustainability, circular economy, and international trade. In this exclusive conversation, we explore the practical realities of the green transition post-2026, the structural changes brought by the Omnibus I package, and the critical importance of credible, evidence-based advocacy within the EU bubble.

The Nordic Green Model in Brussels: ADS Insight has a strong footprint in Scandinavia, a region known for pioneering sustainability. From your perspective, how successfully are Nordic green innovations and circular economy models currently influencing the broader EU legislative framework in Brussels?

Lotten Kronudd: The Nordic influence on EU environmental policy is unquestionable, but it works less through grand gestures and more through demonstrating that circularity and competitiveness aren't opposites. Our Scandinavian clients have spent years building sustainable and circular business models, and that practical track record is exactly what EU officials are looking for.

You can see it in how the Commission's upcoming Circular Economy Act is being framed explicitly around free movement of secondary raw materials and stimulating demand for high-quality recycled content. That's a very Nordic logic: treat waste as a strategic resource, not a liability, and trade it.

So I'd say Nordic models are influential, but not automatically. The ideas travel; the regulatory detail (standards, end-of-waste criteria, demand-side measures) is where our work comes in. Let's take the restrictions on black mass exports outside of Europe as an example. As much as it is of key importance to strengthen European competitiveness and access to critical raw materials, a robust ecosystem of European buyers is just as important for this to work. Legislation needs to go in parallel with business development for European competitiveness to stand a chance, and that's precisely where good advocacy is essential.

Navigating the Green Transition Post-2026: With the EU pushing forward with stricter corporate sustainability and transport regulations, what do you see as the biggest compliance or advocacy challenge for businesses trying to align with the European Green Deal mandates this year?

Lotten Kronudd: The biggest challenge this year when it comes to corporate sustainability is managing a moving target. 2026 has been the year of simplification, with the Omnibus I package that amended both the Corporate Sustainability Reporting Directive (CSRD) and the Corporate Sustainability Due Diligence Directive (CS3D) entered into force in late February, with the revised, slimmed-down reporting standards adopted in July.

For some it is a relief as reporting costs were reduced, but to many it is not as simple as that. Firstly, the planning whiplash shouldn't be underestimated. Companies that invested heavily in CSRD readiness now have to recalibrate against narrower scope and shifted timelines. Second, the legal floor is dropping faster than market expectations. Investors, procurement authorities and other clients may still demand the value-chain and human-rights disclosures that the revised directives no longer strictly require. So the real compliance question isn't “what's the minimum the law now asks?” It's rather “what do my stakeholders and my own climate commitments still require, regardless?”

Both points I raise above are critical also in more general terms. In our circles, industry more than anything calls for long-term predictability, and often it is not the EU legislation that is setting the bar but rather customers and business partners.

The Role of Boutique Public Affairs: As a certified B-Corp consultancy, ADS Insight prioritises purpose-driven advocacy. How does this distinct sustainable approach change the way you facilitate dialogue between private industries and EU policymakers compared to traditional, volume-driven firms?

Lotten Kronudd: We sometimes joke about how ADS Insight has been a B Corp long before we knew B Corp existed, so being certified B Corp certainly isn't a marketing badge for us. We have always been picky about who we're willing to work for and how. As a boutique, purpose-driven consultancy, we're structured around deep, long-term relationships in a focused set of sectors - sustainability, transport, energy, health, circular economy - where we have a deep understanding of our files.

Practically, I can only confirm that that changes the kind of dialogue we facilitate. When an industry client comes to us, we're not just carrying their message to a policymaker. Rather, we are testing whether the position is credible and durable, because our name is attached to it over years, not one campaign. Policymakers know that, and it buys a quality of access that some other types of lobbying can't. EU legislators exchange views with us because they trust that our input won't waste their time.

This model means sometimes saying no to organisations looking for help, but in the EU bubble where greenwashing scepticism is high and institutions are stretched, credibility is a scarce currency. A firm that's accountable for its own impact is simply more believable when it argues for someone else's.

This interview is part of The Gazette's Special Autumn Report on EU Regulatory Compliance and Strategic Advocacy. We thank Lotten Kronudd and the team at ADS Insight for their time and insights.