The concept of a circular economy was first cited in the 1930s to make a contrast with old linear forms of production. The earliest recorded use with environmental connotations, however, was not until 1989, when the Los Angeles Times hastily wrote that companies must begin moving away from the 1950s throw-away society “in the next decade” if they were to survive. Full marks for analysis, if not predicted timelines.
The intervening 30 years has seen huge ramping up of action on the issue, driven in part by cost pressures on finite resources and more recently by consumer interest in ‘pre-loved’ products, not least from social media influencers. Whole new businesses have started, think Depop, BackMarket and eBay to name just a few.
Our writers this month show how pervasive this thinking has become – looking at a sector (healthcare), along the value chain (marketing), and in reporting and governance (CSRD). We even put a humble toaster under the spotlight. The emphasis, as ever, is on simple actions to move away from ‘take-make-waste’ business models.
And yet the juggernaut of consumerism powers ahead. No one company can break the cycle alone. By all means lean into TikTok trends, intensify efforts to eliminate costly waste, be alert to expanded producer responsibility rules – and of course, never covertly lobby against them – but also work with partners and across sectors to set bold aspirations, while never overclaiming. Above all, embrace effective regulatory reform, internationally, to change the rules of the game within which business can compete and innovate.
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