Are we focused on adding more fuel to get the circular economy going – when, really, the problem is too much friction?Those terms stuck with me a few years ago, from a book helping people to get new ideas going, and succeeding, by looking more closely at the 'frictions' that create resistance. The book, The Human Element is written by organisational psychologist Loran Nordgren and David Schonthal, a specialist in entrepreneurship, design, and innovation.They say that most people working to create change focus on increasing the appeal of the idea itself – we’re convinced that if we add enough value, people will say “yes.”' Whilst it’s definitely helpful to ‘sell the sizzle’ of our idea, to help move it forward, we tend to overlook the power of all the concerns, confusion, and other factors getting in the way of the change – the friction.Of course, fuel is necessary for success. Frictions, on the other hand, are difficult to spot. We are naturally convinced that our idea, our project, our new service, is the best thing since sliced bread. So it’s hard for us to see what’s getting in the way for our audience, customers, or investors. Understanding and overcoming frictions requires empathy. We have to see the world, and our idea within it, from the perspective of those affected.Over the last series of podcast episodes, we’ve talked about quite a few fuels and frictions relating to the circular economy. Reflecting on those conversations helped me see some recurring themes, including:Systems thinking, and the need for seeing a connected whole instead of separate parts, or sub-sectionsCulture, language and how we understand and interpret the circular economyMindsets – what’s our worldview, and does this mean we’re stuck in our ways?Information technology, especially ‘legacy’ software systems.In this episode, I’m going to pull out some of the fuel and friction insights shared by our guests.
International speaker, author and strategic advisor, Catherine Weetman helps people discover why circular, regenerative and fair solutions are better for people, planet – and prosperity.
Catherine's award-winning book: A Circular Economy Handbook: How to Build a More Resilient, Competitive and Sustainable Business includes lots of practical examples and tips on getting started.
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Read on for more on our guest and links to the people, organisations and other resources we mention.
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Books, films, people and organisations we mentionedThe Human Element, by Loran Nordgren and David Schonthal https://www.humanelementbook.com/post/our-instincts-about-innovation-and-change-are-working-against-us‘Friction finder’ diagnostic quiz, created by the authors of The Human Element https://kellogg453.outgrow.us/friction_finder-1 (hosted at at the Kellogg School of Management in the US where the authors are Professors)Rubén Abruña’s award-winning documentary “Holy Shit: Can Poop Save the World?” streaming options including Vimeo, here: https://holyshit.global/Earth4All and Global Commons Alliance have published The Global Commons Survey, conducted by Ipsos UK, which reveals a deep-seated concern among citizens of the world's largest economies about the current state and future of our planet. https://earth4all.life/news/causing-environmental-damage-should-be-a-criminal-offence-say-72-of-people-in-g20-countries-surveyed/Richard Milne, The relentless rise of second-hand, FT Weekend (31/8/2024) [currently NOT behind a paywall] https://www.ft.com/content/9b07bad3-af81-4cd2-a98a-a750fcee9d2eClayton Christensen’s book – The Innovators Dilemma https://claytonchristensen.com/books/the-innovators-dilemma/ - here’s a good overview on Medium https://medium.com/datadriveninvestor/why-do-big-companies-fail-the-tale-of-disruptive-innovation-74ba76cfd70dhttps://www.citytosea.org.uk/the-future-is-returnable-a-circular-approach-to-hot-drinks/City to Sea’s ‘blueprint’ for running a successful cups scheme https://www.citytosea.org.uk/the-future-is-returnable-a-circular-approach-to-hot-drinks/Other podcast episodes we mentionedEpisode 120 Priorities are changing: people find life is better when we care for and share things - circular economy strategies make that better for business, too https://www.rethinkglobal.info/120-priorities-are-changing/139 Peter McCafferty: supporting circular businesses. Peter McCafferty of Zero Waste Scotland’s Circular Economy Business Support Service discusses the fuel and friction of the circular economy https://www.rethinkglobal.info/139-peter-mccafferty-supporting-circular-businesses/138 Rubén Abruña: keeping our poop in the loop! Award-winning documentary film maker Rubén Abruña highlights regenerative solutions to the massive problems of human sewage. https://www.rethinkglobal.info/138-ruben-abruna-keeping-our-poop-in-the-loop/137 Dr Martin Stuchtey: rethinking how we invest in nature. Geologist, economist & entrepreneur Prof. Dr. Martin Stuchtey is challenging & rethinking industrial, farming & economic systems https://www.rethinkglobal.info/137-dr-martin-stuchtey-rethinking-how-we-invest-in-nature/136 Julia Brenner of Melta: creating value from food waste. Julia Brenner is a soil scientist and co-founder of Melta, a company dedicated to transforming food waste management and soil health https://www.rethinkglobal.info/136-julia-brenner-of-melta-creating-value-from-food-waste/135 Tuomo Laine: unlocking circular business models. Tuomo Laine is CEO & co-founder of Twice Commerce, which provides software to help its clients unlock a range of circular business models https://www.rethinkglobal.info/135-tuomo-laine-unlocking-circular-business-models/134 Jane Martin of City to Sea: powering refill & reuse on-the-go. Jane Martin of City to Sea is preventing plastic pollution by making it easy and affordable for people to reuse and refill on-the-go https://www.rethinkglobal.info/134-jane-martin-of-city-to-sea-powering-refill-and-reuse-on-the-go/133 Re-Action – repurposing: a new life for unwanted stuff. Jen Dickinson and Beccy Evans use creativity and craft skills to breathe new life into unwanted outdoor gear, clothing and workwear https://www.rethinkglobal.info/133-re-action-repurposinga-new-life-for-unwanted-stuff/132 Re-Action - repairing: from radical to renaissance. 3 businesses helping people discover that repairing means caring – Sheffield Clothing Repair, Snowdonia Gear Repair, Vicky Bikes https://www.rethinkglobal.info/132-re-action-repairing-from-radical-to-renaissance/131 Re-Action – Sharing: Serving more people with less stuff. 3 startups providing convenient, affordable access to high-quality outdoor gear: Cirkel Supply, Tentshare & KitUp Adventures https://www.rethinkglobal.info/131-re-action-sharing-serving-more-people-with-less-stuff/Playlist: getting started with the circular economy...Want to know more about the what the circular economy really is, and how it can help your business? Here's a playlist to help you get to grips with the concept, how it creates value, and the common myths (spoiler alert - it's much more than recycling!)#1 What is the circular economy: A quick intro to explain what the circular economy is and why it’s important. We explore how it helps create better products and services, and at the same time helps to make a better world. I break it down into my 5 circular economy components, helping you think about each part of your business.#2 The linear economy and your risk checklist: We dig a bit deeper into the way we do business now, the linear economy, and why that’s creating problems for business, society and our living planet. Also, we’ll look at the risks that emerge from those big-picture issues, and how they might affect your organisation.#90 Does circular mean it's sustainable? Catherine Weetman is worried that companies are using circular economy solutions to grow their business (and their footprints).#101 Circular is better for people, planet and profit! How three simple strategies can help you get started with circular and regenerative solutions that are better for people, planet and profit.#120 Priorities are changing: people find life is better when we care for and share things - circular economy strategies make that better for business, too.And here's Catherine's guide: What is the circular economy? Want to dig deeper?
Why not buy Catherine’s award-winning book, A Circular Economy Handbook: How to Build a More Resilient, Competitive and Sustainable Business.
D'autres épisodes de "Circular Economy Podcast"
184 Victor Ljungberg of Meadow: refillable, recyclable packaging solutions
What if a circular packaging solution could fit seamlessly into existing systems, provide a better user experience, and deliver important sustainability benefits?
Victor Ljungberg is Co-Founder and Chief Executive Officer of Meadow, a Stockholm-based startup that is collaborating with major packaging companies to provide refillable, recyclable solutions for big brands.
Meadow's packaging solution transforms aluminium beverage cans into refillable cartridges combined with reusable dispensers. The system aims to reduce single-use packaging and plastic waste, by leveraging aluminium's high recyclability and low material use. Meadow’s system focuses on convenience and premium user experience, and is designed to be scalable and compatible with existing supply chains.
Victor Ljungberg is an entrepreneurial leader with a background in marketing and sales, and a passion for social impact. Victor is also a founding board member at Sparks Generation, a social impact platform that helps young people discover and explore their passions, to avoid isolation and fight mental illness.
The MEADOW KAPSUL™ offers a lightweight, user-friendly alternative to linear packaging across multiple industries, including personal care, beauty, food, and beverages. We’ll hear how partnering with global leaders like Ball Corporation enables Meadow to deliver scalable, sustainable packaging solutions that combine environmental impact reduction with enhanced consumer experience.
183 Sean Petterson of Supersede: recycled plastic structural board that outperforms wood
Sean Petterson explains how Supersede delivers a true 1:1 replacement for plywood and OSB that outperforms wood on durability, safety, cost stability, and supply predictability, without the need for manufacturers to change how they build.
Sean Petterson is Supersede’s Co-Founder and CEO, and after beginning his career in construction, Sean has developed and secured multiple patents in manufacturing systems, material science, and applied technologies, with a focus on scalable production and real-world deployment. His experience spans polymer engineering, high-volume manufacturing, and commercialization of hardware and software systems.
Supersede is an advanced materials company transforming how structural building products are designed, manufactured, and deployed across marine, RV, specialty vehicles, and construction.
Supersede’s products are made from extruded industrial plastic waste, reducing supply chain risk, avoiding import tariffs and providing consistent pricing and reliable availability. Currently, Supersede is focusing on the boatbuilding, recreational and specialty vehicle markets, with additional verticals--including housing construction--coming soon.
Sean explains how Supersede’s combination of durability, circularity, and operational efficiency makes sustainability economically compelling for its clients – it solves multiple problems and improves on the existing alternatives for performance and price.
We’ll hear about some of Supersede’s many innovations, including micro-plant production units and its offcut buy-back programme, and how its local approach appeals to employees, clients and feedstock providers.
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182 Dr Jack Barrie: how ‘coalitions of the doing’ can help us manage global materials
We’re all seeing how geoeconomic tensions are affecting the supply of key resources, including mined minerals and fuels together with food and other biological resources.
My guest, Dr Jack Barrie, is the lead author of a recent World Economic Forum white paper, The Future of Materials Systems: cooperation opportunities in a Multipolar World. In the context of today’s world of competing regions and powers - where the multilateral system is really struggling to make progress – Jack and his contributors set out to answer an important question: how do we keep progress going?
Dr Jack Barrie is an independent global advisor and researcher specialising in the circular economy, with more than 15 years’ experience working at the intersection of policy, international trade, and material value chains.
Most recently, Jack led the Global Materials Collaboration at the World Economic Forum, developing scenarios for international cooperation on materials and circularity to support economic resilience, climate action, and nature-positive outcomes. He has held several global advisory roles, including as a member of the UK Government Circular Economy Task Force and as a specialist advisor to UNECE on ESG traceability of sustainable value chains in the circular economy.
Jack is also a member of the World Business Council for Sustainable Development’s Global Circularity Protocol. He holds a PhD in circular economy innovation policy from the University of Strathclyde, alongside further degrees from the University of Cambridge, the University of Edinburgh, and Aalborg University.
We’ll discuss the findings of the World Economic Forum white paper, including its key recommendations and how we make those tangible. Jack also shares some surprising insights about how governments are using the circular economy, and why he sees some of those strategies as deeply problematic.
181 Dr. Meital Peleg Mizrachi: the rebound effects of second-hand fashion platforms
When we look closely, we can see that circular solutions can end up compromising - or even cancelling out - sustainability benefits. In this episode, we’ll discuss research into the psychological concept of moral licensing, and the rebound effect.
Dr. Meital Peleg Mizrachi works at the intersection of sustainable fashion, consumer behaviour, and public policy. She is a postdoctoral fellow at Yale University and an adjunct professor at the University of Connecticut, and her research focuses on the environmental and social implications of global fashion systems, including overconsumption, second-hand markets, and regulatory frameworks.
Meital explores how policy design, behavioural insights, and economic structures shape sustainable consumption patterns. She is a board member at the Sustainable Fashion Consumption Research Network, and her work has been published in leading academic journals and featured in global media outlets.
We’ll discuss unintended consequences of circular economy solutions in fashion, including the rebound effect associated with second-hand consumption.
We’ll also talk about her research into the global flows of used clothing with fieldwork in Ghana.
180 Building the business case for circularity: the ripple effect
We’re thinking about the business case: how the circular economy addresses the problem—reducing negative impacts from business—and how it provides benefits – or, in business terminology – how it provides “value”.
One way of looking at that is to think about the return we get on our manufactured assets—all the products and packaging we send out through the factory gate.
When we look at value, we can think about different aspects, including creating value and retaining existing value in products and materials, as well as how our solution might avoid the destruction of value, compared to existing, linear alternatives.
We'll look at why it's important to design solutions that solve real problems and make a positive impact along the whole supply-chain for 3 dimensions of affected parties: including the business, its workers, supply chain partners and investors, as well as future generations.
But those who we need to support this, to buy into the business case, and to buy the product or service itself, may not be aware that there is a problem. For example, does everyone know how chemicals in plastics and other products are affecting human health?
And, even if they're aware of the problem, they may not think that solutions a possible, or know where to find them. As we'll hear, that's where behavioural change and Schwartz's concept of the ‘buyer’s journey’ come in.
179 Dimitri Naczaj: using behavioural science to bridge the “say-do” gap
Dimitri Naczaj is a behavioural scientist and founder of Bellegarde Scientific Consulting, a research-based consultancy applying behavioural science to the challenges of the circular economy. His work focuses on understanding and changing human behaviour towards sustainable habits, such as sorting for recycling, repair and reuse, and participation to return programs.
Dimitri and his colleagues design evidence-based interventions that make circular systems work in practice, on a behavioural level. Since his Ph.D., Dimitri has worked extensively on electronic devices, including collection, repair and reuse.
As Dimitri explains, behavioural science helps us find ways to bridge the "say-do" gap, the gap between intentions and actions, so we can encourage circular and sustainable behaviours.
Dimitri outlines three ‘moments’ of circular economy behaviours: before using, while using, and after using, and explains how our choices are influenced by a variety of factors including environmental awareness, or personal values, and information transparency.
We discuss how behavioural science can support circular options such as repairing, sharing and returning products at the end of life, and if you’d like to learn more, Dimitri recommends three books to read.
178 Simon Cook of Reset Scenery: embedding circularity into the creative industries
Simon Cook is co-founder of Reset Scenery, a Scotland-based organisation working at the intersection of the creative industries and the circular economy.
Simon has over 25 years in set construction and more than a decade focused on circular practice, and works to reduce waste in the creative industries by reclaiming, repurposing and rethinking scenic fabrication. Through Reset Scenery’s circular programmes, material recovery systems and industry advocacy, Simon champions practical, scalable approaches to sustainable fabrication for stage, screen and live events.
Reset Scenery supports the Stage, Screen & Events sectors through reclaimed material redistribution, circular material management strategies and lower-impact construction approaches aligned with initiatives such as the Theatre Green Book.
Simon and his co-founder, Matt Doolan are focusing on how to change the whole system – how best can they intervene or educate, and where in the system; how do they help people see the benefits, and make the circular option more affordable and accessible than the scenery that’s designed NOT to last.
Simon explains some of the ways they embed circular principles directly into design and build processes — helping productions reduce embodied carbon, material waste and disposal costs without compromising technical standards.
We’ll also hear about Reset Scenery’s circular design support for schools, helping build long-term skills and sector resilience through practical, hands-on sustainable practice.
177 Dan Dicker: moving the dial on reusable cup systems
Dan Dicker is the founder and CEO of Circular&Co, a Cornwall-based Circular Design brand on a mission to eliminate single-use waste.
With a background in product design and innovation, Dan has spent over 20 years championing circular economy principles, designing products and systems that keep materials in use for longer. Alongside consumer products, he leads Circular&Co’s work on reuse and returnable cup systems, partnering with venues, events and organisations to drive real-world change and deliver genuine environmental impact.
Dan explains how Circular&Co’s design skills are creating reuse and returnable cup systems, which are breaking the mould by not requiring an app, or a deposit, and are achieving extremely high levels of reuse by being super-convenient for the cup users, for cafes and for the local community.
We hear how the systems work across a range of use scenarios, and how Circular&Co are using rich data sets to design efficient and effective systems for logistics and cleaning, and to help potential clients make a compelling business case.
176 Katie Allen – why healthy clothing starts with healthy soils
Katie Allen, a regenerative farmer, maker and educator, who is creating healthy textiles, plant dyes and leathers and helping fashion students and others discover what soil health means for us, our food and our clothing.
Katie Allen farms organically at Great Cotmarsh, in the UK. The farm produces lamb and beef in a 100% pastoral system and is implementing projects to improve soil health, increase biodiversity and embrace agroforestry. Under the brand ‘Katie Cotmarsh’, she creates award-winning knitwear using the fleeces from the flock and cultivates colour by growing plant dyes.
Katie has developed a beautiful classroom space on the farm, to connect the future generation of designers with the story behind soil and give them a new perspective of what true circularity looks like, particularly in the face of an ever shifting climate and demand for new cradle-to-cradle models for fashion design.
Katie tells us how she was first inspired by the Fibershed movement, and what it means to create a local, regenerative clothing supply-chain.
175 Stephen Fitzpatrick: remanufacturing as a strategic capability
Stephen Fitzpatrick is Director of the Digital Factory at the National Manufacturing Institute Scotland, based at the University of Strathclyde, and Director of the Remake Value Retention Centre, a new £10m initiative commissioned by UK Research and Innovation (UKRI).
A key focus of Stephen’s work is developing solutions that enable a circular economy, particularly in high-value, high-integrity sectors.
‘High-integrity sectors’ are industries that require strict adherence to safety and reliability standards, often because the potential consequences of failure are huge – we can think about aerospace, automotive, nuclear power, wind, and other industries where ensuring safety, performance and up-time is critical.
Stephen believes that combining digital technologies with remanufacturing is crucial, both to maximise the life of existing products, and to support designing and manufacturing new products in a way that optimises circular opportunities and value.
Stephen leads a multidisciplinary team of 75 engineers and scientists, specialising in Digital Manufacturing, Design Engineering, Additive and Repair Manufacturing, Robotics and Metrology Systems.
