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What is Circularity Solution?
Circularity Solution helps companies measure material flows, eliminate waste, and build circularity that boosts their triple bottom line. We're an independent advisory firm specializing in circularity strategy, waste system diagnostics, and sustainability program development. We work within your existing operational and regulatory constraints to build circularity as a core business strategy—strengthening your operational resilience and accelerating your net-zero progress.
The firm was founded in 2023 by Ben W. Cherry, an entrepreneur and sustainability leader with a track record of building purpose-driven ventures. Ben leverages his 20+ years of operating experience to help organizations integrate circular economy principles into their operations. Previously, as Co-Founder of Universal Waste Management, Inc., Ben scaled a circular enterprise to multi-million-dollar revenue, diverted 44.5 million pounds of waste from landfills, and offset 65,000+ metric tons of CO₂e (Scope 3 emissions) across its 16-year history. He also brings civic leadership to the practice, serving as Vice Chair and Founding Member of the Sustainability Advisory Committee for the City of San Ramon, California.
Advisory Services
Circularity Solution quantifies material flows and devises innovative strategies to eliminate, narrow, slow, or close material loops, helping you to track your waste, use less stuff, and save and/or make money. By combining expert advisory with proven change management frameworks, we identify opportunities across 5 main pillars:
Elimination & Reduction: Stopping waste at the source.
Diversion & Recovery: Capturing maximum value from existing resource streams.
Compliance & Risk Mitigation: Navigating evolving corporate and municipal regulatory landscapes.
Cost-Saving Optimization: Aligning waste reduction directly with the bottom line.
Data-Driven Decision Making: Providing clear metrics and advice to advance and report on your 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 legacy "take-make-waste" linear system and embracing an emerging 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 can create a competitive advantage.
Circularity Data
Despite growing interest and conversations surrounding circularity, global progress is moving in the wrong direction. According to Circle Economy's Circularity Gap Report, the world’s circularity rate declined from 9.1% in 2018 to just 6.9% in 2025—a 24% decrease. This alarming trend was driven by the perpetuation of "business as usual" combined with rising consumption rates, fueled by a rapidly expanding global middle class.
Turning the tide means we need to more than double the circularity rate to 17% by 2032. In practical terms, that means ensuring at least one out of every six businesses is fully circular. For this to happen, we must maximize efficiency in resource conservation, waste diversion, and asset utilization, while harnessing bold innovation, transformational strategies, and scalable circular business models.
To understand the full economic cost of this trajectory, Circle Economy introduced a new measurement framework in 2026 called "The Value Gap." Rather than tracking the global circularity rate like in the past, this approach calculates the monetary value unrealized by continuing the linear economic model, expressed as a percentage of GDP. Their analysis found that approximately 31% of GDP value is currently being lost. Or, for every $3 of economic value created, about $1 is forfeited.
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 that operations leaders and sustainability teams can act on without losing the room. It keeps the focus on Reduce and Reuse as the high-leverage moves while acknowledging that Recycle and Recover still have their place in the circular system.
In practice, this often involves simple improvements like 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 uncover operational efficiencies, risk mitigation opportunities, and new revenue streams, ultimately protecting margins, strengthening resilience, and unlocking long-term enterprise value.
Transform your enterprise through the lens of sustainability.
A Better Solution
In nature, waste simply does not exist. Embracing circularity requires a shift in our mindset; we must recognize that we live in a closed system. Circularity is about maximizing resources. "Waste" is often a misnomer, usually stemming from a lack of imagination.
At its core, circularity begins with a simple question: What if that thing you considered waste wasn't really waste?
Once you start asking that question, you begin designing systems where waste is no longer a given.
The Circularity Solution approach involves seeking source reduction opportunities, phasing out non-recyclable materials, designing products with reuse in mind, and exploring radical alternative business models. The ability to foster a collaborative environment is key: bringing your employees and supply chain partners into the process creates essential feedback loops that drive continuous improvement. And the right technology ties it all together, giving you the data transparency and supply chain efficiency that make circularity work.
That's why every element of our approach is designed to help your organization eliminate, narrow, slow, or close the loop on its materials.
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, philosophers understood nature’s power: nature wastes nothing, depletes nothing, and continuously regenerates itself.
These ancient quotes remind us that circularity isn’t just an environmental strategy. It’s a return to patterns that have sustained the planet for millennia. The challenge is to design systems that honor this enduring logic; systems that flow like the Tao and transform like Nature herself.
Contact
We bring real-world experience transforming waste into value, alongside the expertise to develop circular solutions tailored to your organization's needs. Contact Info@CircularitySolution.com today to discuss embedding circularity as a non-negotiable business strategy, building operational resilience, unlocking long-term enterprise value, and advancing progress toward 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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