Episode 1 : What is the circular economy?


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Welcome to the first official episode of The Circular Economy Playbook!

Delve into this first episode to find out what the circular economy is and to discover the five main circular economy business models.

According to the Ellen MacArthur Foundation, “a circular economy seeks to rebuild capital, whether this is financial, manufactured, human, social or natural. This ensures enhanced flows of goods and services.” The butterfly diagram mentioned in this episode illustrates the continuous flow of technical and biological materials through the ‘value circle’, and outlines the three key principles of the circular economy. The video below explains succinctly explains what the circular economy is and the opportunity it presents.

The Adidas FUTURECRAFT LOOP shoe which David Quass, talks about in this episode is a demonstration of a truly circular product. Find out more about Adidas’ inspiration, motivation and process for creating the shoe in the video below and on the Futurecraft site.


With thanks to our contributors:
David Quass – Director Business Model Innovation & Brand Partnerships on Global Brand Strategy team @ Adidas
Eifaz Ahmed – Director @ Apex Holdings Limited
John Atcheson – Co-Founder and CEO @ Stuffstr
Nadine Galle – Research fellow @ Metabolic and co-founder & CEO @ Green city watch

Hosted by:
Wayne Hubbard – CEO @ The London Waste and Recycling Board
Ali Moore – Head of communications @ The London Waste and Recycling Board

Produced by:
Isabella Nasak Kima – Corporate communications lead @ The London Waste and Recycling Board

6 episodes