To be fully circular by 2050, we must do business fundamentally differently.
- The function of a product is sold rather than the product itself
- Paid is for use rather than ownership
- Material remains the responsibility of the one with largest influence on it
The value chain partners must collaborate as a whole, as the circular chain is only as strong as its weakest link.
Whether a product is suitable for maximum use – a long life of intensive use – depends largely on the quality and replaceability of its parts and thus on the entire chain.
Ideally, all parties are aligned to share responsibility for the functioning of the product and are compensated for their part in it.
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