One thing I've noticed working in climate is that we often talk about recycling as if it's the end goal.
It isn't.
The real opportunity is designing products and supply chains that make recycling economically viable in the first place. If recovering a material costs more than extracting a new one, we've designed the system backwards.
Circularity isn't just a sustainability challenge, it's a business model challenge.
The companies that win won't necessarily be the ones with the most recyclable products. They'll be the ones that make keeping materials in circulation the most profitable option.
