Circular washing prevents meaningful reductions in consumption

Becoming circular is an increasingly popular business idea—and while this is a positive development, companies wrongfully advertising themselves as contributors to a circular economy—‘circular-washing’—must be avoided. Nonetheless, companies that truly incorporate more circular practices can both economically and socially profit from such a sustainable business model, including a spark in GDP growth and an increase in job availability, as well as contributing to climate breakdown prevention. Keeping materials in use and closing loops can also mitigate pressing issues such as the use of conflict minerals—minerals mined in circumstances that violate human rights—and critical materials—high-demand materials used in many different products with hidden risks in supply and few substitutes. The benefits are clear—and while companies looking to 'go circular' is certainly progress, adopting only one circular strategy—such as recycling—will provide limited environmental benefits. When companies put their efforts solely on increasing their circularity—without the equally-important priority of cutting environmental impacts—they enter the territory of so-called 'circularity for circularity's sake'.

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