Why do circular business models fail to scale? Relying on a narrow business case

Circular business models can drive new revenue streams, build brand strength, customer loyalty, and market traction, while also unlocking value through resource efficiency, cost savings, and reduced risk to supply chain volatility. But there is often too much focus on short-term gains in revenue or sustainability and waste reduction metrics, while overlooking their full business value. In the third part of our mini series on the Ellen MacArthur Foundation’s new report: How not to fail: Avoiding 10 common pitfalls when scaling circular business models , we hear how, when circular business models are pitched primarily around sustainability, internal commitment is lower. Pippa is joined by the report’s lead researchers, Maddy Oliver and Ella Hedley, to explore why circular business models rarely scale without a strong, broad financial case. They also talk about the need for more commercial collaboration. Find out more by listening to episode 196, HolyGrail: see it, sort it, scale it , to learn how one business-led partnership came together to align on the technology and achieve scale. If you enjoyed this episode, please leave us a review or a comment on Apple Podcasts, Spotify or YouTube. Your support helps us to spread the word about the circular economy.

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Why do circular business models fail to scale? Relying on a narrow business case is an episode from The Circular Economy Show by Pippa Shawley.

This episode is 00:18:07 long.

This episode was published on Oct 28, 2025.

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