Linear economy vs. circular economy
Sustainability is more than a buzzword. Over the last few decades it has become more and more clear that our current economic model cannot last forever. The way we make things, move things, consume things, and even communicate is using up finite resources and creating pollution that is damaging the balance of nature. It simply cannot be sustained.
People have come up with different ideas to pull us out of the spiral, one one that’s gaining momentum is the concept of a “circular economy,” a way of making and consuming things that prioritises natural balance and the health of our environment.
But what exactly is a circular economy? How does it differ from the traditional linear model we've relied on for centuries? And how can manufacturers (like those of us making environmentally friendly toilet paper!) reimagine everyday products to be more circular?
What is a circular economy?
The fundamental idea of a circular economy is an economic system that reduces waste as far as possible and makes the most of resources.
They way that we produce and consume items today is often referred to as a “linear economy,” we take, we make, and we dispose. Resources are extracted, used to create products, and then thrown away after a short lifespan—often ending up in landfill or being incinerated.
The linear model is simple but based on a flawed premise - it assumes that resources are infinite and that there's always somewhere to dispose of waste. We know this isn’t true. Our planet's resources are limited, and the impact of waste on the environment - particularly plastics - is devastating.
Unlike the straight line of the linear economy, the circular economy is more like a closed loop. In a circular economy, the people who design products don’t just look at how appealing they will be on the shelf, they think instead about how they will be broken down and disposed of at the end of their life. That shiny new phone, bottle of shampoo, or pair of trainers needs to be designed so that the materials it’s made of can be reused, remanufactured, or recycled into new products.
Three principles for a circular economy:
Design Out waste and pollution: Products are designed to minimise waste and pollution from the outset. This means considering the entire lifecycle of a product, from raw material extraction to production, use, and eventual disposal.
Keep products and materials in use: Instead of a "take-make-dispose" model, a circular economy promotes the idea of keeping products and materials in circulation for as long as possible. This can be achieved through repairing, refurbishing, remanufacturing, or recycling products.
Regenerate natural systems: A circular economy seeks to support and regenerate natural systems, rather than depleting them. This could involve using renewable energy sources, enhancing biodiversity, or restoring ecosystems.
Examples of a circular economy
That’s the basic idea, how can it be put into practice? Examples of more circularity are popping up across various industries, providing encouraging signs of change. Clothing brands like Patagonia, for example, are offering repair services and guides so that worn-out clothing can be brought back to being as good as new.
Packaging is another area where we can see much more circularity, as re-use schemes encourage people to bring back the packaging for their yoghurts, shampoos, rice and everything else so they can be refilled.
In Brighton we’re lucky enough to have a doorstep “tech takeback” service that will pick up your old laptops and desktop computers for free, make sure everything’s wiped, and either refurbish them or break them down for reusable parts.
And The EU's "Right to Repair" initiative should mean that electronics made and sold in Europe have a much longer life ahead of them in the first place. It aims to make it easier for consumers to repair their electronic devices, with manufacturers required to provide spare parts and repair manuals. This not only extends the life of products but also reduces the environmental impact of producing new ones.
At Naked Sprout, we make single-use tissue items. The toilet rolls, kitchen rolls, and facial tissues we produce will typically only be used once, so how do we introduce more circularity into their design?
Design: Our products are stripped back to the essentials. We don’t bleach them, we don’t wrap them in plastic or extra dyed paper, and we don’t use any harsh chemicals to treat our pulp. If we think about the principle of designing out waste and pollution, these gaps are significant. Using colourful wrapping, fragrances, or bleach, means designing in extra stages of manufacturing and waste that may make products more appealing, but are simply not necessary.
Materials: Our recycled toilet rolls provide a great example of circularity. Our factory is home to a state-of-the-art recycling facility powered by renewable energy. This facility sorts and processes waste packaging materials - cardboard and kraft paper that’s been used to transport and package goods. Once all the non-paper elements like staples and glue have been removed the raw cardboard and paper is ready to start a new life as unbleached recycled toilet rolls. All of our own packaging, of course, is recycled, and it can be recycled as well. Nothing from Naked Sprout needs to go to landfill.
Regeneration: Wherever we can we work in harmony with local environmental systems, with local sources of biofuel and renewable energy providing the power we use to manufacture our rolls. Part of that biofuel for instance, is made up of twigs and leaves swept from the forest floor in the area around our factory. This sweeping is necessary to prevent wildfires, and the tiny scraps of material that come out of it, which don’t have any other apparent use, provide heat we can use for our furnaces.
Conclusion: keeping it moving
The transition to a circular economy represents a big shift in the way we think about consumption and production. The journey is still in its early stages but the benefits are clear: less waste, more resources, and a model of living that can actually be sustained.
Manufacturers can support the shift by designing waste out of our products, ensuring goods and materials can be in use for as long as possible, and supporting natural systems, rather than just taking from them. And as consumers, we can all support the shift by choosing products that are designed with circular principles in mind.
So, next time you're shopping for a new gadget, outfit, or piece of furniture, don’t just think about how it looks on the shelf, take a minute to consider how long its going to last, and what the end of its life will look like. Let’s all embrace a more circular way of living, and keep things moving!
Want to try tissue products designed with sustainability in mind?
