SMEs are important part of community, reaching many sustainable development goals (SDG) without naming and promoting it. They can be empowered to do more. SMEs should make the SDGs a prominent selling point to demonstrate why consumers should buy from them to reduce waste and recycle. If a consumer sees an SME engaged in the SDGs (goal 8,9 and 12), they will be motivated for further support. Their relationship affects the final success in business, which is supported by results of literature review. Like buying organic or recycling, SMEs should allow consumers to contribute to a sustainable world. The main point of the paper is to compare Czech and Polish approach to circular economy by quantitative evaluation based on primary research (Czechia, 210 respondents) and qualitative context comparison in Poland.