We’re all circular sometimes
In some ways, and in some instances, consumers are already practicing the behaviors of a circular economy.
Thanks to electronics trade-in programs offered by brands like Apple and Dell, many people understand that an old phone, computer or tablet still holds value, noted Stuart Ahlum, co-founder and COO at textile recycling startup SuperCircle.
When shoppers bring those products back to the manufacturer or an electronics retailer to earn a discount on their next purchase, that action is part of a more circular system.
Newer language around circularity “is definitely going to take time to filter into the mainstream,” Ahlum said. But brands have a role to play through educational content, adopting end-of-life reporting and supporting extended producer responsibility initiatives.
“While the language of circularity might be new, the concept is already really clearly understood in practice, especially when trade-in credits are involved,” he added.
It starts with a redesign
To build an entirely circular economy, however, brands and their customers have to extend those sustainable practices across every industry. And that’s a lot less simple than tossing something in a recycling bin.
Becoming circular “requires a complete system redesign from sourcing, supply chain, manufacturing, packaging, distribution, retail consumption and recovery,” said Phil White, co-founder and chief strategy officer at sustainability-focused agency Grounded World.
“Brands and retailers have been built to ‘make, take and sell’ not ‘collect, reuse and resell’ … so you can imagine the gargantuan shift in operations, go-to-market strategy and consumer behavior change that is required,” he added.