Research prof. dr. Metka Stare and assist. dr. Iris Koleša from the Centre of International Relations at the Faculty of Social Sciences (University of Ljubljana, Slovenia) participated at the RESER 2022 conference ‘Looking back to move forward: the past, present, and future of Service Science’. The conference that took place in Paris (France) between 8 and 10 December 2022 attracted approximately 60 researchers from the field of service science. Metka and Iris presented the ‘Servitization as a facilitator of sustainability’ paper (also co-authored by prof. dr. Andreja Jaklič from CIR). The paper illustrates the potential of servitization for circular change in emerging markets and highlights that a reactive approach to servitization can promote a proactive approach to the latter in the long term.