The Circular Economy - 2013 Report - State of Texas Alliance for ...

Foreword
A new term has emerged in recent years to describe our modern era—the
Anthropocene. It rightly implies that in this age humans became the dominant
force shaping our physical environment. It is evident that an economy that extracts
resources at increasing rates without consideration for the environment in which it
operates, without consideration for our natural planetary boundaries, cannot continue
indefinitely. In a world of soon to be 9 billion consumers who are actively buying
manufactured goods, this approach will hamper companies and undermine economies.
We need a new way of doing business.
The concept of a circular economy promises a way out. Here products do not quickly
become waste, but are reused to extract their maximum value before safely and
productively returning to the biosphere. Most importantly for business leaders, such an
economy can deliver growth. Innovative product designers and business leaders are
already venturing into this space.
I don’t believe business can be a mere bystander in the system that gives it life. This is
why decoupling economic growth from environmental impact and increasing positive
social outcomes are two priority objectives that lie at the heart of my vision for corporate
strategy. Businesses need to reinvent themselves, and the circular economy framework
provides very promising perspectives, as outlined in the present report.
I welcome this important contribution to the debate regarding the nature of ‘economic
things to come’. In 2012, the Ellen MacArthur Foundation report ‘Towards the circular
economy’ contributed significantly to our understanding of the opportunity for
durable goods. This year’s report again takes the business point of view to explore the
opportunity of the circular economy for fast-moving consumer goods. Building on all
the academic work of recent years and a large base of industry examples, it establishes
needed thought structures, identifies the major levers available, and calls out the
economic opportunity.
I envision a 21st century where innovation, values, and sheer drive will help harness the
power of regenerative processes, and this new report inspires our thinking on how to
create prosperity that is not at the expense of tomorrow’s opportunities.
Sincerely,
Paul Polman
Chief Executive Officer, Unilever