Much of the work and focus in the circular economy is based around disrupting standard linear economy business models of “take-make-waste” to ones where higher proportions of resources can be recycled with minimal disposal. Through using waste as a resource to be recycled rather than disposed of, and by prioritising regenerative resources, we can stretch the lifetime of our planet’s finite resources. Otherwise, in a world where success is largely measured by profits, most company directors are tied to legal requirements to maximise shareholder value. Stock markets reward relentless growth, and everyone chasing growth in a race that will exhaust those finite resources is not sustainable. How hard will it be to make the switch?