What is Real Circularity ?

Real Circularity™ is a practical, whole-systems approach to turning circular economy theory into real-world action. Rather than treating circularity as simply recycling or “closing loops,” it aims to create systems that are both circular and sustainable, keeping products, materials and their value in beneficial use for as long as possible while considering environmental, social and economic outcomes. Inspired by Nature’s regenerative cycles, Real Circularity encourages us to move beyond linear “take–make–waste” models, understand how products and businesses connect to wider systems, eliminate harmful unintended consequences, collaborate across industries, and continuously redesign what we do so that each iteration creates greater value and benefit for people, planet and future generations. As the book puts it, the emphasis is on moving “from ideas to implementation” and “from understanding intellectually to practising behaviourally.”

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For the deeper frameworks, practical examples and approaches behind the concept, Real Circularity: The Practices and Approaches to Turn Theory Into Reality by Ken Alston and Rachel Sheila Kan is worth reading in full.

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By Definition 

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''“Real Circularity™ is the science and practice of sustainable circularity. It iterates toward safe, infinite cycles across products, business models, finance, ethics, customer adoption, and physical systems, never siloed, always systemic.”

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Link to Real Circularity page & website