The new lens in strategy.

Circular business isn’t just a new product or service.

It’s a fundamentally different economic system that requires a new way of evaluating, measuring and investing in what we do.

Circular what - ?

Yes, the Circular Economy.

Currently, we live in a linear model where most things were designed for a take-make-waste economy; once disposed, they’ll end their life cycle.

An average lifespan of a plastic bag is 10 minutes before it’s tossed away yet it’ll take another 500 years to decompose - and this is just scratching the surface.

To tackle this, an alternative way of creating value is circular. Mimicking biological ecosystems where waste doesn’t exist, the aim is to shift into a regenerative economy where resources are kept in use for as long as possible.


Our mission is to create real-world strategies that thrive both economically and environmentally,
with no trade-offs.

So that the right thing to do is also the smart thing to do.

We start by asking the right questions.

How renewable or bio-based are your material inputs?
What are the things being done to recover your resources?
How long is your product’s average life cycle in consumption?
What are possibilities of increasing utilisation of your product?
What are the opportunities in servitising your product?

“We’d be the first ones to admit that shifting business towards a regenerative model can feel daunting: too early, too risky, even unnecessary.

But now more than ever, the price of not acting should be weighed through the lens of your product's future existence. Not 100 years down the road, not 30, this very decade.

We’d like to challenge you to think about this: in 5 years of time, who is your customer, and what are they paying you for? What kind of talent are you attracting? And how are you diversifying your supply against shocks?

These types of questions energise us. And through combining systemic design with regenerative strategy, we hope to inspire you to think much, much bigger.

Our position between the east and the west shows us there is a rapidly growing demand for circular offerings: market, talent, capital and policy. And as the role of business is already changing along with shifting patterns in consumer behavior, it's not the time to be wishy-washy about sustainable action.

The question then, is not what or why - but rather, how?

As decision makers, we carry the possibility, and responsibility, of leading the way. And for that, we can't think of a smarter way to future-proof your product than going circular.”


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