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Scaling the Circular Economy Requires a Digital Revolution

Claudia Baldwin



This article was originally published on Circle Economy.

Technology can be a tremendous force for good. When leveraged for the right purpose it can improve the state of the planet at an incredible rate.

Ivonne Bojoh, quoted above, is no stranger to working on pioneering technology. With a background in digital start-ups across Europe and Southeast Asia, she joined Amsterdam’s Circle Economy as Head of Digital. Her goal? To push the pedal on circular economy adoption across the globe, embedding digital tools in the process. In a space long dominated by consultancy, pushing the digital agenda across the circular economy landscape is indeed pioneering — and necessary. But we’re in a race against climate breakdown, and to beat it, we need your — everyone’s — help.

Circle Economy, an impact organization based in Amsterdam, wants to boost global circularity from its current 8.6 percent to 17 percent. A 17 percent circular world could, according to analysis, vastly reduce global resource consumption and reduce greenhouse gas emissions by 39 percent, thereby limiting warming to well-below 2 degrees. Integrating circular strategies into global systems — across businesses and national and local governments — will allow the world to transition away from the harmful linear economy practices that have dominated for years and led us down a destructive path. The current global focus on phasing out fossil fuels is — while incredibly important — is not enough to truly mitigate climate change.

And there is no question about it: climate breakdown is no longer knocking politely at our doors, it’s broken down the barricades and placed itself dominantly at the head of the table. To expel it, we need to scale the knowledge and best practices that we have in our holdalls to new heights. Circle Economy is well-positioned to drive this scale-up as it harbors 10 years worth of circular economy knowledge.

“From frameworks to methodologies, we know what works and what doesn’t when it comes to implementing circular change. All of this knowledge is being leveraged from one client to the next. By leveraging technology we can distribute knowledge, data insights and provide tooling anywhere, anytime and without limits,” said Bojoh.

Circle Economy is set to launch a new digital platform to accelerate the circular transitions for businesses, cities and nations around the world. And what does success look like? By the end of 2023, “we aim to have 300 businesses, 1,000 cities and 70 nations actively using the platform to gain insights, promote action and connect with each other and track their progress towards a circular economy.” The platform to drive this impact? Our latest launch is named after the Japanese term for “go for it”: Ganbatte. Because we have no time to lose.

Climate breakdown is no longer knocking politely at our doors, it’s broken down the barricades and placed itself dominantly at the head of the table.

The future is digital; the future is circular

The fourth industrial revolution has spurred technical breakthroughs and digitalization across sectors. With climate breakdown being the most pressing issue of our time, technology has importantly shaped the sustainability and climate mitigation agenda, from renewable energy power grids to carbon tracking technology, and so much more. This has created an exciting landscape where everything is becoming connected, software-based, data-generating and automated.

We must take advantage of this to make the most of Circle Economy’s 10 years of circular knowledge — a gold mine.

Circle Economy’s Circularity Gap Report work with nations, for example, has garnered rich findings to guide action. In Norway’s report, specific circular interventions across business and industry could increase Norway’s circularity from 2.4 percent to nearly 50 percent, and cut the country’s carbon footprint by 63 percent. Meanwhile, in the Netherlands, the analysis located context-specific action that could help the country reach its goal of a fully circular economy by 2050. In Prague, the local City Circle Scan led to the implementation of a large-scale biogas plant, city-wide consumer goods sharing services and a single-use plastic ban, as well as the eradication of pesticides and synthetic fertilizers from all 1650HA city-owned land.

Ultimately, Circle Economy has supported over 80 businesses, 30 cities and 20 nations. It also boasts the largest online repository of circular case studies demonstrating on-the-ground action, data structures for over 4,000 cities and a monitor tracking the number and range of jobs that form a circular economy. “It’s time to funnel this knowledge into a digital form so that it can reach thousands of more stakeholders,” Bojoh noted.

And now is a unique window of opportunity. Businesses, cities and nations around the world are looking to turn their COP26 promises, pledges and policies into action. What they need is a tool that can guide them toward best practices, based on on-the-ground knowledge and up-to-date data.

This is where Ganbatte comes in.

A digital platform can disseminate knowledge — fast — and amplify it

“We need to act now and share our knowledge–and fast. The best way to do this is to use a digital platform as an amplifier. It is an essential distribution platform for our hard-earned knowledge,” said Bojoh. The magic here lies in the sheer number of people a digital tool can reach.

With a digital platform that holds thousands of datasets from around the world, 1,000 cities could effectively search for, identify and implement circular solutions concurrently. Ganbatte will consist of three levels to support the implementation of an action-focused circular economy:

Explore: Set a baseline for circularity on the business, city or nation level.
Scan: Identify levers for change.
Act: See how to take effective action.

But time is not on our side and we need your help

In bringing Ganbatte to market, there are three challenges, Bojoh explained. “First: time is not on our side. We need to develop and launch powerful digital tools as soon as possible to ensure businesses, cities and nations have the opportunity to implement the recommended circular strategies. This is imperative in light of the climate targets that we must reach to protect our futures.”

Secondly, Ganbatte will offer case studies collected from around the world. “To ensure we can distribute the rich knowledge out there, we need everyone out there who has tried, succeeded or failed with any circular strategies to share their stories so others can learn from it,” Bojoh said.

And finally: funding. Ever since the Paris Agreement came into effect, climate tech investments have surged around the world, growing nearly five times from $6.6 billion in 2016 to over $32 billion in 2021. “We need to ride this wave,” Bojoh said. We are grateful for the support we have received from trusts and foundations, and continue to seek support for our multi-year roadmap.

We know that a global circular economy can mitigate the worst impacts of climate breakdown: our hurdle now is translating theory into action on a world-wide scale. Information needs to be accessible to all businesses, cities and nations — not just those that can afford it. Ganbatte can take us beyond a one-by-one approach that just scratches the surface of work to be done — driving us firmly onto the path toward a future-proof world.

Learn more about Circle Economy’s digital portfolio and data capabilities

Circle Economy’s digital tool collection is large — and growing. From measuring the number of circular jobs and skills that exist in countries, cities or sectors with the Circular Jobs Monitor, to an open-source online library — the largest in the world — of circular economy case studies in the Knowledge Hub to an online tool for businesses to measure circularity in the Circle Assessment Tool. We also drive the formation of data alliances which organize and increase access to data, as well as encourage cross-sectoral collaboration. Learn more on our digital page.

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Episode 327: Meet Carbontech Startup Air Company

Claudia Baldwin



This week’s run time is 29:34.

Turning carbon into value (18:55)

Gregory Constantine, co-founder and CEO of Air Company, talks growth plans for his startup — a leading carbon use company specializing in consumer goods such as vodka and fragrance made from air.

*Music in this episode: Lee Rosevere: “And So Then,” “4th Ave. Walkup,” “I’m Going for a Coffee” and “Let That Sink In.”


To make sure you don’t miss the newest episode of GreenBiz 350, subscribe on iTunes or Spotify. Have a question or suggestion for a future segment? E-mail us at [email protected].

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The Sustainability Scorecard, Reviewed

Claudia Baldwin



A version of this article originally appeared in our Circularity Weekly newsletter. Subscribe to the newsletter here.

I was invited to read a new book and interview one of the authors. As someone who has long enjoyed reading books about sustainability, it was very flattering to be sent a copy of a new book, “The Sustainability Scorecard,” by Paul Anastas and Urvashi Bhatnagar, and asked to provide my thoughts in a review.

Many of our Circularity Weekly readers are probably familiar with Paul Anastas. A hero of mine since graduate school, Anastas is a deep thinker, a brilliant chemist and an engaging speaker. I was far less familiar with Urvashi Bhatnagar. Fortunately for me, I had the opportunity to chat with Bhatnagar over the phone about her book and immediately became a fan. A healthcare executive and population health expert with a keen eye toward sustainability, Bhatnagar brings a different perspective to “The Sustainability Scorecard” that pairs quite well with Anastas.

“The Sustainability Scorecard” provides a simple and straightforward method for identifying where a company currently is on its sustainability journey and a method to track progress. The book proves that sustainability makes economic as well as ecological sense and guides leaders in creating and scaling their own green supply-chain initiative. I’ve read a lot of sustainability books, and this one provides the most practical steps for corporate improvement. According to Goodreads, “Through repeatable, reliable processes that address operating model design and new key performance indicators to scaling, this book is a practical guide that leaders can rely on to make their existing systems more sustainable and profitable.”

What I learned No. 1: Entrenched systems are not so entrenched

To some degree, this takeaway from the book follows quite well on my piece from a couple Fridays ago. We often get the false sense that the status quo is the status quo is the status quo is the status quo (Wait, did I just type that a bunch of times? Whoops, leaving it in because it helps make the point). “Entrenched systems and globe-spanning companies may appear impossible to dislodge,” Bhatnagar and Anastas write, “but consider that none of the top-10 most valuable companies today were on that list in 1990. Many didn’t even exist in 1990. Big changes can happen within only a few decades.” Because of this, we need to overcome the learned behavior that we can’t make a difference because the behemoths in the economy will never change.

What I learned No. 2: The scorecard framework

Bhatnagar and Anastas have provided a straightforward and scalable model for firms to move directionally towards sustainability. The framework focuses on four areas:

Waste prevention
Maximizing efficiency and performance
Renewable inputs
Safe degradation of materials

While these endpoints are largely rooted in environmental sustainability, they also cross over into social wellbeing for workers, fence-line communities and product users — all very important considerations for any sustainability practice.

When I looked at the scorecard, I was struck by how it is simultaneously simple and in-depth. The four high-level goals manage to get to the heart of how to make more sustainable products and processes without overcomplicating things. The authors have developed a data-driven methodology that can be approached whether you are starting your sustainability work (Initiate phase), are down the path but still learning (Develop phase) or are an industry leader that’s been focused on sustainability for quite some time (Maturity phase). The key to this framework, and I think one of the key insights I pulled from the book, is that directionality is important. In other words, set a direction for your sustainability work that aligns with the best science available and start moving. Sure, the pace we are moving is important, but the direction is far more so.

What I learned No. 3: Perfection is unattainable

When I spoke with Bhatnagar about the book, she mentioned this was one of the sticking points in writing and publishing it. There is always a desire within any framework to define the perfect state, to show users how to grab the brass ring. Bhatnager and Anastas argue that sustainability doesn’t have a perfect state. Even if firms can achieve the best score in all areas of the sustainability scorecard (zeros for all categories in this case), there will always be work to do. The work could be remediating the issues the firm has created in the past or pushing upstream and downstream partners to improve their sustainability. In other words, firms should be reaching for perfection, but it should always be getting farther away as the science evolves and shows us what it means to be sustainable as an individual, a company, a nation and a global community.


When I look at this book and the Sustainability Scorecard as a whole, I am excited for the structure it can bring to corporate sustainability in all sectors of the economy. Having spent a considerable amount of time in the private sector trying to build sustainability programs, I can confidently say that these broadly applicable frameworks are always welcome as inputs to a sustainability strategy.

I’d encourage folks to pick up this book, give it a read and think about how you can apply the Sustainability Scorecard to your own work. If you set directional goals, track data and measure progress, you can ensure you are moving in the right direction. And remember, if you reach for the brass ring and fall, at least you tried.

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Episode 326: the Heat Index; a Historic Climate Policy Opp

Claudia Baldwin



This week’s run time is 44:51.

A sweltering European summer (21:05)

James Murray, editor-in-chief of BusinessGreen, chats about record-breaking heat waves in the U.K. and Europe are challenging infrastructure and economies, and reshaping the dialogue about climate risk.

Cognizant CSO reflects on climate change and employee well-being (30:20)

Sophia Mendelsohn, chief sustainability officer and global head of ESG at tech services firm Cognizant, addresses the company’s broad ESG strategy and why employee well-being needs to be considered in the context of climate change.

*Music in this episode: Lee Rosevere: “Keeping Stuff Together,” “Not My Problem,” “Snakes,” “Southside.”


To make sure you don’t miss the newest episode of GreenBiz 350, subscribe on iTunes or Spotify. Have a question or suggestion for a future segment? E-mail us at [email protected].

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