This report explores different ways to understand the relation between business model innovation and a circular economy. The aim is to provide both guidance for companies, entrepreneurs and organisations working with circular economy and a structure to understand very different approaches and their outcomes.

We need to move away from linear material flows in society towards more circular flows. However, some unsustainable companies and governments are using the incremental interpretation of the concept. 

Methods such as take-back systems and exporting plastic waste undermine the idea of circular economy as a meaningful tool for sustainability. 

This approach distracts attention from their unsustainable business models and from smaller companies with truly sustainable business models.