What is a circular economy?

Gee whiz, 114 definitions of a circular economy?

There are 100+ definitions of a circular economy (also referred to as CE, circular transiton, circularity), a number of frequently returning principles, but above all a great diversity in objectives, contexts and system levels. Some say circular economy is a way to address sustainability without ever having to say the word “sustainable,” and others say it’s an old concept that’s come back into fashion. What does this mean for the development of circular economy as a concept, strategy and for a straightforward communication?

There are so many different definitions in use, because the concept is applied by diverse groups of researchers, professionals and practioners in varying contextss (Kirchherr, Reike & Hekkert, 2017). A company thinks from a very different perspective than a government or a city. A philosopher of science emphasises a different aspect of the concept than a financial analyst. A consumer doesn't care at all about the right definition. This variety of definitions also makes it more difficult to make circularity in general measurable and communicable.

The significant momentum gathered by the concept holds the promise that CE may be able to reach beyond current sustainable development efforts. However, a distinction is needed between ideal and subverted CE definitions. If subverted definitions start dominating, CE implementation will only result in incremental improvements at best, with the circular economy concept then not delivering on its promise of fundamental change. The CE concept may then ultimately end up as just another buzzword in the sustainable development discourse.

It is difficult to find meaningful coherence between literature, cases, projects, insights, multiple interpretations, one's own experiences etc. Conceptualisation (in whatever form you pour it) has an important role in this to find that coherence and those involved, to sharpen the story and clarify the message, in short: to gain more insight into the ultimate task. 

The idea is that a good conceptualisation will help not only the one in charge, but also all parties involved. Insights would lose value if they are not transferable, memorable and playable. Here, the idea of 'intelligent simplification' (Hans Vermaak, 2009) helps: namely, that the concepts developed remain complex enough not to lose their essence and usability, but at the same time are simplified in such a way that you do not immediately make the parties (you want to reach) drop out.

In any case, it makes sense to think carefully from the start about which goals and parties you want to serve, or how deep or far your interventions can or should go? The story has to fit well with the expectations and assumptions of the parties involved to be acceptable, but at the same time it has to deviate enough to take the next step.

Keep it simple and consistant

Surprised we didn't show these figures immediately? What we cannot deny is that this simple and direct communication is at least transferable, memorable and playable. At the same time, we must not lose the essence and usability of the concept by oversimplifying it. Above all, what our sketch clarifies is that the cicular economy is more than a recycling economy (also read: Recycling and the circular economy: what's the difference?)

Messaging the circular economy resonates with your audiences

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Forgotten messages about circular economy

Don't ignore the elephant in the room. Circular marketers won't point it out, so who will?

The forgotte 45% > also read "How does the circular economy tackle climate change?"