planetary boundaries

circular economy rebound

Rebound – is it undermining the circular economy dream?

We know the circular economy aims to reduce, reuse, remake and eventually to recycle – but what if there is another R – rebound – opening the door for companies to adopt circular strategies and still drive growth in consumption (and pollution and waste)? We explore rebound, ask how to avoid it, and suggest we should be aiming instead for a regenerative economy.