Circular Economy: Between Ambition and Inertia

The push for a circular economy has captured widespread interest, promising a revolution in how businesses operate. Yet, many organizations are stuck between idealistic visions and slow real-world change, causing both excitement and frustration in equal measure.

Navigating the “In-Between” State

This research explores why circular economy progress often stalls, examining the symbolic and practical barriers that create either inflated expectations or paralyze action. The authors introduce a new framework to help businesses move beyond rhetoric, highlighting pragmatic strategies that can drive genuine transformation and avoid getting trapped in either extreme.

The Path Forward for Business Leaders

For leaders aiming to accelerate circular practices, the message is clear: success requires balancing ambition with practical steps, recognizing both the hype and hurdles. By addressing real barriers head-on, companies can lead the way toward meaningful change—turning circular ideals into operational reality and long-term competitive advantage.