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Circular-ish: embracing the messy reality of circular economy innovation

The circular economy idea is out there. In the past ten years, it’s gone from being a niche idea to an undeniable trend. Many are captivated by the potential for change in the way they live, work, or innovate. And many more are feeling the urgent need for a circular economy, as the ‘burning platform’ moves from metaphor to real life. So whether through passion or necessity, the idea isn’t going away — it’s the end of the beginning.

What happened to the big, beautiful vision of a circular economy? The vision of a future in which we have redesigned everything so waste has been eliminated in the first place rather than cleaned up.

Some efforts are more circular than others

Circular design requires a systemic approach, stepping back to take a wider view before putting strategies in place.

The journey to a circular economy

The Process of Design Squiggle by Damien Newman,



Features and thought-leadership on the circular economy

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Ellen MacArthur Foundation

We work to build a framework for a circular economy that is restorative and regenerative by design.