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Ellen MacArthur Foundation

The Ellen MacArthur Foundation welcomes you to The Circular Economy Show, a podcast about a new way to design, make, and use things, and how we can build an economy that's fit for the 21st century.

The Circular Economy Show Podcast

Scaling the circular economy requires more companies to launch circular products and services, but many competitors transitioning towards the circular economy face similar barriers to scale.

One way to address this is commercial collaboration, where businesses work together on issues that are not tied to their competitive advantage.

In this episode, we’ll hear from Sarah Dodge and Mark Buckley from the Ellen MacArthur Foundation about how this can help to scale a circular economy.

We’ll also explore how one initiative has helped address a bottleneck in post-consumer recycling. 

Hear how companies from the Ellen MacArthur Foundation's Plastics Mission worked together to develop a unified vision and enable high-quality plastic waste sorting at scale with HolyGrail 1.0. This evolved into HolyGrail 2.0, where joint investment in R&D was crucial in helping it get from concept to market in just a few years.

To discuss the project, Sander Defruyt, Lead of Strategy & Thought Leadership for the Plastics Mission, is joined by Gian De Belder, Technical Director of Packaging and Sustainability at Procter & Gamble, and Margherita Trombetti, Project Manager at the European Brands Association (AIM).

Watch or listen to the full episode to learn how:

 • Cross-value chain collaboration was essential to align on the technology and achieve scale
 • Growing interest allowed participation to grow from 31 companies in HolyGrail 1.0 to 176 in 2.0 
 • The European Brands Association (AIM) facilitated the governance, confidentiality, and communications of 2.0

Learn more about this business-led partnership, which was funded through member contributions and philanthropic funding from the Alliance to End Plastic Waste and the City of Copenhagen.

Explore the full commercial collaboration collection

If you enjoyed this episode, please leave us a review or a comment on Spotify or YouTube. Your support helps us to spread the word about the circular economy.

HolyGrail: see it, sort it, scale it

It was a busy summer for the circular economy. In this episode, Seb brings you up to speed with some of the headlines and all in less than 10 minutes!

Listen in to hear about:

- The latest EU policy breakthrough: EPR for textiles

- How new business models continue to gain traction across the retail sector

- Why a group is advocating to scrap VAT on repairs in the UK

- Why all of the news around critical minerals makes the circular economy an even more urgent solution around the world

- What happened at the latest round of Global Plastics Treaty negotiations in Geneva

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Explore the articles Seb mentioned in this episode:

1) EPR in EU (Vogue Business)

2) Wider circular economy momentum in retail (The Conversation | BBC News | Trellis

3) VAT on repair (The Guardian)

4) Critical minerals geopolitics (circular economy link) (BBC News | Hindustan Times | BBC News)

5) What plastics treaty talks mean for circular economy and high ambition countries and businesses (BBC News)

Circular Snapshots: EU policy breakthrough

As Climate Week NYC kicks off, what’s momentum like for the circular economy in North America?

In this episode, Pippa’s joined by Danielle Holly, Executive Lead for North America at the Ellen MacArthur Foundation, to explore how circularity is moving from theory to practice across the continent — and why that matters for business leaders looking ahead.

They discuss:

 • Circular economy progress in the US, Canada, and Mexico and why it’s a non-partisan issue
 • Why the language matters less than the on-the-ground action
 • Supply chain resilience, critical minerals, and business opportunity

Find out more about the Ellen MacArthur Foundation’s work in North America by signing up to the newsletter

The view in North America and Climate Week NYC

Waste and pollution aren’t accidents—they’re the result of design. Which means we can design them out.

Design is where it all begins – and where real change can happen. In this episode, host Pippa sits down with Joe Iles, Head of Design Activation at the Ellen MacArthur Foundation, to discuss what circular design really means. 

In this episode hear about: 

 • How it differs from the traditional approach
 • Where the creative crossovers are
 • Why designers hold the power to shape a better system

Find out more about circular design

This conversation originally featured in episode 172: Circular design essentials: What every designer needs to know, published in February 2025.

If you enjoyed this episode, please leave us a review on Apple Podcasts or a comment on Spotify or YouTube. Your support helps us to spread the word about the circular economy.

How designers can hardwire their skills for a circular economy | Circling Back

Amid rising emissions, rising temperatures, and the rapid rollout of material-intensive renewable energy systems that promise to curb them both, climate mitigation and adaptation are a central priority for China’s government. 

In this episode, host Seb talks to Lei Chen from the Ellen MacArthur Foundation’s China team. They go behind the headlines to look at:

 • The role China could play in accelerating global circular transitions
 • Why the circular economy could offer China a ‘triple win’ in achieving its climate ambitions. 

China probably isn’t the first place that comes to mind when you think of a circular economy. But maybe it should be. 

Read more in ‘The circular economy: a ‘triple play’ solution for achieving China’s climate objectives’

This conversation originally featured in episode 166: China, climate, and the circular economy, published in November 2024.

We hope you enjoyed the fourth of our five-part Circling Back series. If so, please leave us a review or a comment on Spotify or YouTube. Your support helps us to spread the word about the circular economy.

The circular economy: a ‘triple play’ climate solution for China | Circling Back

Could rethinking our cities through a circular lens be the key to future-proofing Europe whilst offering exciting investment opportunities?

Join us in the third of our five-part Circling Back series of the Circular Economy Show, to hear host Lou Waldegrave speak with Julia Okatz from Systemiq and Joss Bleriot, Executive Lead for Policy and Institutions at the Ellen MacArthur Foundation.

They discuss how circular economy strategies can, by bringing nature back into our built environments, help us adapt to extreme weather—cooling down cities, restoring green space, and building resilience into every street—while generating substantial economic, environmental, and social benefits.

From Paris to Berlin, and cities across the continent, Europe’s urban centres are feeling the effects of heat domes and climate stress. But, the circular economy offers a powerful, nature-positive way forward.

Find out more about circular cities.

This conversation originally featured in episode 159: How to build a nature-positive circular economy for Europe, published in September 2024.

If you enjoyed this episode, please leave us a review on Apple Podcasts or a comment on Spotify or YouTube. Your support helps us to spread the word about the circular economy.

Are circular cities the key to future-proofing Europe? | Circling Back

The circular economy can no longer be sidelined as a ‘nice to have’. Not only can it future-proof individual business operations, it can also help entire industries stay competitive and resilient in a fast-changing world. 

In this episode we’re going back to the beginning of the year, when Seb caught up with Lindsay Hooper, CEO for the Cambridge Institute for Sustainability Leadership and Joe Murphy, Executive Lead of the Ellen MacArthur Foundation’s business network. Together, they discuss why the end of the ESG hype bubble, far from being the end of business-led action, could mark a real shift in corporate circular economy approaches. 

Join us to hear about: 

 • How the commercial and competitive case for the circular economy is becoming more compelling by the minute 
 • And, at the same time, what still needs to happen to shift market-level dynamics at scale

Learn more about CISL.

This conversation originally featured in episode 170: ‘What should businesses do to scale a circular economy?’ published in January 2025.

If you enjoyed this episode, please leave us a review on Apple Podcasts or a comment on Spotify or YouTube. Your support helps us to spread the word about the circular economy.

The competitive case for circular economy: From peripheral to pivotal | Circling Back

In this episode we’re bringing together two top-of-mind topics: the scramble for critical minerals, and how circular economy strategies can help us secure and stabilise their supply.

 

Humans have been mining metals and minerals for thousands of years. Today, critical minerals like lithium, cobalt, nickel, copper, and rare earth elements are essential for not only renewable energy products like wind turbines and EV batteries but the infrastructure and systems needed to power them.

 

As part of our Circling Back series, over the next five weeks, we’re revisiting some key conversations from our archive that feel especially relevant right now. Join us in Episode 189 to hear:

From Ke Wang at the World Resources Institute about why the circular economy is central in the energy transition

How economics and competitiveness are driving that transition, and examples of where that is already happening in practice

As the rollout of renewable energy scales at pace, e-waste continues to increase, and the first generation of EV batteries and wind turbines start to reach the end of their lives, we have a window of opportunity to build a better system, based on the principles of a circular economy.

Find out more about the Ellen MacArthur Foundation's work on Critical Minerals

This conversation originally featured in episode 174: Material security in a circular economy, published in April 2025.

If you enjoyed this episode, please leave us a review on Apple Podcasts or a comment on Spotify or YouTube. Your support helps us to spread the word about the circular economy.

Stabilising the supply of critical minerals | Circling Back

Building circular business models - where products are rented, repaired, resold and remade - is key to transforming our economy from a take, make, waste linear system, to a circular one. 

In this episode of the Circular Economy Show, we’re seeing what this looks like in practice with Canadian outdoor clothing and equipment company Arc’teryx.

Pippa heads to Arc’teryx’s flagship store in London to learn how the business is bringing repair in-store. Seb speaks to Katie Wilson, the company’s Director of Social and Environmental Sustainability, to hear about the strategic decisions behind this pivot.

In this episode hear about:

 • How Arc’teryx’s in-store ReBIRD service centres work for the business and customers
 • How ReBIRD is fostering deeper customer loyalty and making products accessible to new customer bases
 • The strategic decisions behind Arc’teryx’s shift to circular business models
 • The operational hurdles of implementing circular business models at scale

Arc’teryx is a participant in the Ellen MacArthur Foundation’s Fashion ReModel. Listen to episode 187 to find out more about the demonstration project, or visit the website.

Explore the guide to scaling circular business models for fashion leaders

Learn more about ReBIRD

The Circular Economy Show will be back in a few weeks. Let us know what you’d like to hear more about in future episodes by leaving us a review, or emailing podcast@emf.org.

“It’s a no-brainer”: Arc’teryx on bringing repairs in-store

How do we keep clothes in use at their highest value and make money without having to make new clothes? In this episode of The Circular Economy Show, we explore the Ellen MacArthur Foundation’s demonstration project, the Fashion ReModel, and hear from one of its participants: H&M Group.

Pippa is joined by Chloe Holland from the Foundation’s fashion team to discuss how The Fashion ReModel participants are working to scale circular business models like resale, rental, repair, and remaking. We also hear from Sara Eriksson, Business expert, Circular business models at the H&M Group, a participant of The Fashion ReModel.

Listen to this episode to hear about: 

 • The ambitions of The Fashion Remodel, including how its participants are embracing the long-term strategic advantages of circular business models
Sellpy • , the H&M Group resale platform
 • Some of the challenges of applying circular economy principles to fashion in a linear economy 
 • The role of policy and finance in making circular business models commercially viable at scale

Find out more about the Ellen MacArthur Foundation’s The Fashion ReModel.

If you enjoyed this episode, please leave us a review or a comment on Spotify or YouTube. Your support helps us to spread the word about the circular economy.

How H&M Group is exploring circular business models in The Fashion ReModel

The idea that stories are powerful is an uncontroversial idea. But what does it really mean to harness story to shift mindsets and inspire positive action towards a circular economy inside and outside of an organisation? 

In this episode, hear from Poppy Mason-Watts, Chief Growth Officer at WaterBear and Alex Cramwinckel, Global Circularity Strategy Lead at Heineken to find out:

 • Why storytelling is such an important part of the circular champion’s toolkit
 • What brands can do to bring this to life in a circular economy
 • How this extends to supporting the internal transformation of organisations to make them circular ready

To receive more information about Campus, send an inquiry email to campus@emf.org.

How storytelling drives the circular economy transformation inside and out

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