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Circular and efficient material use faces challenges stemming from present practices. The current way of managing waste needs revising if material circularity is to increase. Earlier studies on key factors promoting the circular economy (CE) have been theoretically oriented, whereas this study aims to increase understanding of the critical factors faced by practitioners in the transition towards a CE. Practitioners from 25 pilots promoting waste prevention and recycling in various industries were interviewed on the barriers and success factors encountered when implementing pilots. The practitioners were further categorised as developers and intermediaries. Our study showed that different actor groups do not share a similar vision on the barriers. Developers lack systemic thinking, as they primarily only recognise the barriers close to their own development activities, whereas intermediaries identify barriers further along the material supply chain and in different barrier categories. In a CE, the role of waste management is to promote the retention of material value in the cycles through recycling. The findings show that this can be promoted by illustrating the economic benefits of a CE, better sharing of waste-related data, and increasing the dialogue and cooperation between key players. Furthermore, harmonisation of regulations and their interpretations is needed. The waste management sector could take a more diversified role in the implementation of a CE, such as by providing waste processing services for the needs of the manufacturing industry. The study highlights the idea that overcoming barriers requires recognition of their interlinkages and actions at different levels. • Circularity is hindered primarily by socio-cultural, economic and institutional factors. • More accurate and open data on waste is needed to boost innovative business. • Different actor groups do not share the same vision on the barriers. • Developers of circular products and activities would benefit from systemic thinking. • There is a lack of operators enhancing the processing of waste-based materials. [ABSTRACT FROM AUTHOR]