A circular economy has long been a very good idea. Rather than using raw materials to make products that are then thrown away, a circular system recycles products after use back into the manufacturing process. Also known as “closed loop” or “cradle-to-cradle”, it makes good business sense: procurement and sourcing is more secure and transparent, it’s cheaper and also happens to be much more environmentally friendly. But if that’s the case, why aren’t more companies doing it? And what can be done to move the circular economy into the mainstream?