Activating circular business concepts

The circular economy provides many business opportunities. The future will be challenging in terms of more expensive commodities, resource scarcity, more environmental problems, climate change mitigation and adaptation and tougher legislation. This provides compelling reasons for companies to start using circular business models.

Circular economy has received significant attention, and the following seven elements have been identified as important aspects for business to address:

  • Prioritize renewable resources
  • Prolong product lifetime
  • Use waste as a resource
  • Design for the future
  • Collaborate to create joint value
  • Rethink the business model
  • Incorporate digital technology


Pure are certified Circulab-instructors. The Circulab is an approach developed in order to help organizations seize the economic, social and environmental opportunities of the circular economy. Our experience is that companies have little knowledge about what circular economy means for their company. We provide answers to many of the questions businesses ask through training, in-house workshops, and in presentations we hold at events and conferences. Circular economy is still in its infancy and there are few companies that have tested circular business concepts. One reason for this is that is usually challenges their current business model and adopting the principles of circular economy often require a different mindset.