This article uses Nonaka's knowledge spiral concept to analyse the activation of the knowledge square as conceived and implemented in work package #4 (WP4) of the EURECA-PRO 2.0 European University Alliance, focusing on SDG12, Responsible Consumption and Production. It presents actions fostering research, innovation, transformative services to society and training, and analyses the potential for synergy between these four pillars based on the four phases of Nonaka's SECI model (Socialisation, Externalisation, Combination, Internalisation). It shows the need to move from the static concept of the knowledge square to the dynamic concept of the knowledge spiral, and outlines recommendations for steering WP4.