If the circular economy isn’t circulating, let’s move beyond the narrative

For years, the circular economy has been portrayed as the perfect solution to sustainability issues: a system capable of reducing waste, cutting emissions, and ensuring economic growth without depleting the planet (EMF, 2013; 2015). A kind of magic potion that could transform waste into resources and generate an endless virtuous cycle. But the reality is quite different: today, the circular economy is not circulating enough.