"I believe that a successful circular business is primarily driven by purpose, without compromising on profit: the two should work in conjunction with each other, rather than in contrast. It is important that addressing a sustainability goal (a "purpose") is not an unnecessary 'box-ticking' exercise. In the corporate world, the argument is that the risk of inaction (continuing 'business as usual' ) will ultimately cost them more (both carbon and money) than the cost of acting now. This is mainly due to long term resource scarcity".

In the context of startups, it is even simpler: inaction will ultimately cost someone a lot of money so it allows us to build our entire business model on addressing these long term risks! Also, this is about future proofing, building resilience. If your business is such that it somehow doesn't address ANY of the sustainable development goals, then there is a very high risk that it simply becomes obsolete over time …"