What circularity practitioners can learn from fast-moving consumer goods
Can we truly call a product circular if we have to wait two decades to see if the loop closes? True circularity requires return velocity—not just recyclable components. To build effective closed-loop systems, companies must stop waiting years for total product failure and start adopting the fast, rapid-learning generational cycles of fast-moving consumer goods.
Return Velocity over Recyclability: Why closing the loop quickly matters more for real-world circularity than designing components meant to sit in households for decades.
The "Fly vs. Elephant" Lifespan: Learning how shorter generational cycles allow businesses to rapidly iterate on offboarding experiences, return routes, and consumer engagement.
Incentivizing Early Returns: Practical strategies like buy-back guarantees and modular sub-cycles that transform discarded items into strategic insights before total product failure.
