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What is Circularity Solution?
We are an independent advisory firm specializing in circularity strategy, waste system diagnostics, and feasibility assessments. Founded in 2023 by Ben W. Cherry—an entrepreneur and sustainability leader with a track record of building purpose-driven ventures—we leverage 20 years of operating experience to help organizations integrate circular economy principles into their operations.
We work within your existing operational and regulatory constraints to build circularity as a core business strategy, strengthening operational resilience and accelerating net-zero progress.
Our Advisory Services
Transform your enterprise through the lens of sustainability. We help leaders quantify material flows and devise strategies to eliminate, narrow, slow, or close material loops. By combining expert advisory with proven change management frameworks, we identify reduction, diversion, compliance, and cost-saving opportunities that drive smarter internal decision-making and advance the triple bottom line.
Would your business benefit from expert circularity guidance and sustainability thought partnership?
Why Circularity?
If we continue consuming resources at our current rates, we will eventually deplete many of the natural resources that sustain us. To restore balance with the planet, we must thoughtfully determine the optimal scale of our activities. Sustainability is a journey, not a destination—one that can only be achieved through intentional, ongoing effort. That begins by moving away from the outdated "take-make-waste" linear system and embracing a new paradigm—called CIRCULARITY.
The United Nations Sustainable Development Goal #12, titled "Responsible Consumption and Production," aims to preserve natural resources for future generations. To realize the sustainable management and efficient use of natural resources, we'll need to substantially reduce our waste generation through prevention, reduction, reuse, regeneration, and recycling.
The concept of circularity emphasizes the finite nature of our planet's resources and highlights the need for circular systems that keep materials in use, eliminate waste, and regenerate natural capital. Circularity aims to decouple economic growth from the consumption of natural resources. The time to optimize these practices is now—early adopters are already discovering that circularity creates competitive advantage.
Circularity Data
Despite growing interest and conversations surrounding circularity, global progress is moving in the wrong direction. According to Circle Economy's latest Circularity Gap Report (2025), the world’s circularity rate continues to decline from 9.1% in 2018 to just 6.9% today—a 24% decrease. This alarming trend is driven by the perpetuation of "business as usual" combined with rising consumption rates, fueled by a rapidly expanding global middle class.
To shift toward a sustainable future, we'll need to more than double the current circularity rate to 17% by 2032. In practical terms, that means ensuring at least one out of every six businesses is fully circular. Achieving this will require bold innovation, transformational strategies, and scalable circular business models.
Ancient Wisdom, Timeless Truth
“Universal Nature has nothing outside herself, and yet the astonishing thing in her way of working is that, having fixed her own limits, she is ever changing into herself everything within those limits that looks as though it were going bad and getting old and useless, and out of these very things creating again others that are young, in order that she may need no substance from outside nor require any place to throw away what begins to decay.”
Marcus Aurelius - Meditations
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“The Tao is like a well: used but never used up.
It is like the eternal void: filled with infinite possibilities.
It is hidden but always present.”
Lao Tzu - Tao Te Ching
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Wisdom endures when it serves the whole. Long before circularity became a business term, ancient philosophers understood nature’s regenerative power. Nature wastes nothing, depletes nothing, and continuously regenerates itself. These quotes remind us that circularity isn’t just an environmental strategy; it’s a return to patterns that have sustained life for millennia.
The challenge is to design systems that honor this ancient wisdom—systems that flow like the Tao and transform like Nature herself.
Beyond Recycling
Beyond Recycling
Recycling has its place and plays a valuable function within a circular system. However, you've likely heard that recycling alone won't solve our environmental challenges; it's a backstop, not the solution. To achieve circularity, we'll need to transform how we think about waste and adopt a more robust, collaborative approach. Our preferred waste hierarchy is simple: Reduce first, Reuse wherever possible, Recycle what remains, and Recover only as a last resort. Every tier of this framework represents a deliberate choice to extract value from a material before it is lost. This simplified framework distills the spirit of the 10R model into "stickier" operational categories executives can act on—protecting margin, strengthening resilience, and unlocking long-term value while minimizing environmental impact.
In practice, this often involves better sorting practices and reclassifying byproducts as resources. For example, industrial sulfuric acid streams can be redirected into secondary markets where they serve as feedstock for cleaning and manufacturing processes. If you are unable to close the loop yourself, find others who can use your waste as inputs in their processes.
Organizations that approach waste as a systems design challenge consistently uncover operational efficiencies, risk mitigation opportunities, and new revenue streams.
A Better Solution
Circularity is about maximizing resources! The term "waste" is often a misnomer—usually stemming from a lack of imagination. In nature, waste simply does not exist. Embracing circularity requires a shift in our mindset; we must acknowledge that we live in a closed system.
A more effective approach involves seeking source reduction opportunities, phasing out non-recyclable materials, designing products with reuse in mind, and exploring radical alternative business models. We encourage collaboration with your employees and supply chain partners, which creates essential feedback loops that drive continuous improvement. And leverage technology to promote circularity through innovative smart solutions, enhanced product traceability, improved recycling processes, and optimized supply chain efficiencies.
It's all connected—to succeed in circularity, your organization must eliminate, narrow, slow, or close the loop on its materials.
Contact Us
Leveraging two decades of real-world experience transforming waste into value, we have the expertise to develop innovative circular solutions tailored to meet your specific needs. Contact us today Info@CircularitySolution.com to discuss how we help embed circularity as a non-negotiable core business strategy—building operational resilience, unlocking long-term enterprise value, and advancing progress towards your sustainability objectives.
Is your business ready to make circularity its competitive edge?
Based in the San Francisco Bay Area
Email: info@CircularitySolution.com
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