On 28 April 2025, SPARK participates in the Green Forward Regional Event in Amman, Jordan. The event is organised by Expertise France as part of the Green Forward initiative, funded by the European Union (EU), and jointly led by Expertise France, SPARK, and the United Nations Industrial Development Organization (UNIDO).

As we come together for this important gathering, we take a moment to reflect on the valuable insights shared during the regional launch event, which SPARK hosted as part of the IGNITE Amman conference in December 2024.

The green and circular economy is no longer a futuristic vision; it is now an urgent necessity. As industries, businesses, and governments face pressing environmental challenges, the transition to sustainable practices has become a major economic opportunity. Yet one of the fundamental questions remains: how can we make this shift a reality? 

At IGNITE Amman 2024, SPARK focused on creating spaces for networking and knowledge sharing, bringing together Business Support Organisations (BSOs), policy makers, governmental bodies, leading experts, and green MSMEs to discuss real solutions for advancing the green transition in the Southern Neighbourhood region. In this framework, SPARK hosted a panel and a workshop respectively named: “Green Forward in Action” and “Green on Action”, featuring key voices from the Middle East and North Africa region, all working on the frontlines of green innovation, sustainability, and industrial transformation.

The Green Forward initiative, funded by the European Union, is tackling the green transition at three levels:

1. Policy & advocacy (Expertise France – Macro level): Driving change through better policies and green incentives.
2. BSOs & ecosystem development (SPARK – Meso level): Strengthening business support networks.
3. Green entrepreneurship & MSME support (UNIDO – Micro level):  Empowering entrepreneurs & startups to lead in sustainability.

At both the workshop and the panel discussion, panelists and speakers shared their experiences in driving the green and circular economy locally and regionally. The discussions revolved around sustainability, challenges, and opportunities in the region’s transition toward a greener economy, and the critical role of public-private partnerships.

Below we list the key takeaways:

Key challenges: What’s holding back the green and circular economy transition in the Southern Neighbourhood? 

While Jordan has made significant progress in integrating green strategies, such as the Green Growth Plan and the Economic Modernization Vision, panelists agreed that the real challenge lies in implementation. Despite growing awareness, many businesses and institutions still struggle with the transition to green and circular economy models.

Key barriers include:

1. Lack of Awareness: Many businesses still view sustainability primarily as an environmental responsibility rather than a profitable opportunity. Both businesses and individuals often lack a full understanding of the economic benefits associated with sustainable practices.
2. Investment Gaps: Green technologies typically require significant upfront capital, which many SMEs struggle to secure. Access to finance and incentives for green businesses remain a major barrier.
3. Regulatory Complexity: While green policies are evolving, companies often find compliance challenging due to complex regulations. Although frameworks exist, enforcement and monitoring mechanisms are frequently weak.
4. Skills Gap: Many industries lack adequate training and capacity-building programmes to foster green innovation and support the transition.

Mr. Mourad Hentati, the Africa Regional Director of SPARK, highlighted the role of financial institutions in bridging these gaps, emphasizing the need for incentives and better funding mechanisms to drive green investments.

According to Mr. Maen Obied Ayasrah, Head of the Energy and Environmental Sustainability Unit at the Jordan Chamber of Industry:

The shift to a green economy must go beyond CSR. Businesses need to view sustainability as a profitable investment, not just a responsibility.

Green growth: Is it a priority in struggling economies?

Some may argue that sustainability takes a backseat in economically struggling regions, but panellists strongly disagreed. During the “Green Forward in Action” panel discussion, Mrs. Sulafa Mdanat, Country Representative of United Nations Industrial Development Organisation (UNIDO) in Jordan reinforced that:

Going green is not a luxury; it is a necessity.

Industries that fail to adapt will struggle to survive under global regulations like the Paris Agreement and the Kigali Amendment. Lebanon’s transition to solar energy amid an electricity crisis serves as a prime example of how necessity fuels green innovation.

Key Solutions: How to move forward? 

Powerful recommendations were offered throughout the IGNITE Amman conference to accelerate the green transition, in response to the above mentioned challenges. Top priorities identified were:

1. Increasing awareness and education: In response to the 1st challenge, large-scale campaigns are needed to demonstrate how sustainability can drive profits, generate jobs, and unlock new markets. 
2. Incentivise green investment: Governments must introduce clear financial incentives in response to the 2nd challenge, such as tax breaks, grants, and green bonds, to make sustainability a smart business decision. 
3. Stronger regulations and enforcement mechanisms: Governments should actively push industries towards sustainable practices, in response to the previously mentioned 3rd challenge. A great example of this is the EU’s Green Deal, aiming for carbon neutrality by 2050, which is a game-changer not only for Europe but also for the MENA region. With regulations on plastics, batteries, and waste, the deal is pushing companies towards sustainable practices. Ms. Ingrid Schwaiger, Deputy Head of Unit Directorate General for Neighbourhood and Enlargement Negotiations, European Commission, described the Green Deal as:

a very ambitious initiative: a comprehensive package of policies and legislation designed to achieve the EU’s climate goals.

Ms.Schwaiger highlighted the significant economic potential of the green transition, noting that it could unlock up to USD 4.5 trillion in global economic benefits by 2030, according to estimates from the World Bank.

4. Developing green skills and training programmes: In response to the 4th challenge, one of the key solutions identified during the panel discussion is that universities, training institutes, and business support organisations (BSOs) must equip both youth and professionals with the competencies needed for green jobs. 
5. Strengthening public-private partnerships: A crucial driver of scale and impact through collaborations between governments, businesses, and international organisations to enable an inclusive and resilient green economy.

Green and circular economy: What are the key opportunities in 2025? 

Looking ahead, panellists taking part in the Green Forward in Action panel identified key opportunities for green growth in the MENA region. Solar energy remains one of the most promising areas, with the region’s geographic advantage positioning it as a leader in solar power investment. Sustainable agriculture and water management were also highlighted as essential for ensuring food security in water-scarce areas. Additionally, panellists underscored the importance of green manufacturing and carbon compliance. With the EU’s Carbon Border Adjustment Mechanism (CBAM) fully launching in 2026, 2025 represents the final year for businesses to prepare for this transformative regulation.

Business Support Organisations (BSOs): What key roles do they play in supporting green MSMEs through the green transition?

Business support organisations hold a critical role in helping MSMEs and startups navigate the green transition. Mr. Mohamed Abbas – Innovation and Entrepreneurship Consultant in Misr ElKheir Foundation presented the importance of training BSOs to support startups navigate green funding, certification processes, and market entry strategies. Mr. Abbas mentioned that beyond technical support, entrepreneurs also need a strong support network including incubators, accelerators, and knowledge-sharing platforms. Moreover, he highlighted that collaboration among BSOs , financial institutions, and policymakers is essential to building an inclusive and enabling green business ecosystem

As Mrs. Sallouha Bouzgarrou, the Green Economy Expert at CITET  Tunisia pointed out during the “Green on Action” workshop that Tunisia’s National Strategy for Ecological Transition is a strong step in the right direction. However, for green policies to be effective, they must be backed by financial support and enforcement mechanisms.

Innovative green businesses: an example for a big impact

As part of the “Green on Action” panel, speakers shared some inspiring examples of green businesses and personal initiatives. From eco-lodges embracing solar power and water recycling to rooftop rainwater collectors in water-scarce Tunisia, small yet impactful changes are making a difference. One standout initiative was FabricAID, a social enterprise that recycles garments, making fashion accessible to lower-income communities while reducing waste.

During the Green Workshop, Mr. Hamzeh Buqaei, Executive Director – Al Hussein Technical University in Jordan emphasized, youth unemployment is one of MENA’s biggest challenges, and the green economy can provide the jobs of the future. Green transition isn’t just about the environment, but it’s about economic opportunity.

Final takeaway: What are the next steps? 

As IGNITE Amman 2024 concluded, the message was clear: collaboration across sectors, regions, and industries is vital. Governments, businesses, and consumers must move beyond discussions and take actionable steps towards a greener future: The transition to sustainability is not just an environmental imperative but an economic opportunity that nations and businesses must seize today.

The Green Forward programme goes beyond discussions, prioritising tangible actions and measurable outcomes. It offers opportunities for capacity building, networking, collaboration, knowledge sharing, innovation, policy engagement, and impactful awareness campaigns.