In an ideal world everything manufactured by people would automatically be either repurposed or reduced to its component parts and recycled for other uses, thereby presenting a sustainable, closed loop that wasted no resources. Being an imperfect world, unfortunately, results in our unwanted goods ending up in a landfill. Can we turn that situation around? After more than a century of linear thinking excitement is growing among environmentalists and business leaders about the revolutionary potential of the circular economy, which fights waste by aiming to extract the maximum value from commercial goods. Regenerative by design, a circular economy keeps products, components and materials at their highest utility and value, at all times. It offers fresh opportunities for businesses and communities to more effectively compete in a resource constrained world and provides a systems-based approach to preventing waste.