Organisations are often held back from entertaining circularity as a business model option due to a belief that they will cannibalise their current business. However, what is this assumption was wrong? What if it was actually holding your business back from creating new revenue streams, attracting new customers and moving into new markets?

It's not your imagination, these products are getting smaller…..Shrinkflation has been a big headline over the past week.

We often hear the statement that "customers aren't interested in sustainability," what they usually mean is: "I haven't figured out how to make it interesting yet." The businesses winning with sustainable models share two things: 🥇 They build brand equity first – sustainability is the substance, not the sales pitch. 🥇 They spot opportunities others miss by refusing to accept "that's just the way it is"

Trail's 'demystifying the case for circularity' series seeks to look at some of the biggest perceived obstacles in businesses transitioning to a circular economy, and aims to show examples of organisations which have embraced a circularity mindset to, create, shift and grow markets.

Circular business models show businesses how to create, deliver, and capture value sustainably. From extending product life to offering service-based models, CBMs unlock profit, resilience, and positive environmental impact.

For too long, business has relied on a linear economy. Circular business models change this by redefining how value is created, delivered, and captured.

The world faces economic stagnation and ecological breakdown. The circular economy offers a smarter model, cutting waste, regenerating nature, and creating business opportunity.