The rapid development of renewable energy sources, which has been going on for the last two decades, allows now the elimination of the coal use for power generation. Nevertheless, coal will continue to be used in key-industrial sectors, such as steel and cement production, which are crucial for maintaining the living standards of modern society. The future remains doubtful for coals of poor quality characteristics, such as lignite, which is used almost exclusively for power generation purposes. The present study aims to show that, even in the case of lignite, the transition to a zero-carbon economy must be decoupled from the mines closure. In this context, a combined SWOT–AHP analysis was conducted in order to compare seven potential non-energy uses of the lignite produced in the mines of Western Macedonia region, based on six criteria that are in line with the framework set by the European Union for the selection of the best technologies for every site-specific case. This comparison showed that the most promising technologies are related to the production of organic fertilizers and soil amendments, raw materials and products for the construction industry, activated carbon, and graphene. These technologies may contribute to the achievement of socioeconomic and environmental targets that are critical for the just transition of Western Macedonia region to a new, sustainable productive model.