The circular economy

This trend report describes the 'circular economy', a new model which reduces waste, and sets out some of the opportunities for brands.

The circular economy

Jessica Vaughn with Marian BerelowitzJ. Walter Thompson

Executive summary

Among some of the world's top corporate leaders, there's a growing understanding that traditional business models—built on the presumption of unlimited and cheap natural resources— must be reworked for 21st century realities. The alternative model that's taking shape represents a substantial departure from the "take, make and dispose" mindset: The circular economy envisions a smarter, more restorative way to create, use and dispose of products that designs out waste.

This framework weaves together emerging practices like collaborative consumption and older ideas like recycling and remanufacturing. The overall...

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