For Jodie Bricout, the journey into the circular economy was a shift in perspective. “Instead of just looking at ways to minimize harm, I wanted to understand why we were creating waste in the first place and how we could completely rethink the system,” she said. As Aurecon’s Design Director and Circular Economy Leader, Bricout leads the transformation of business models, advocating for a shift from the traditional “take, make, waste” approach to one that designs waste out of the equation entirely. Her work spans continents, from spearheading sustainability initiatives in Europe to shaping Australia’s national circular economy framework. But beyond policy and strategy, her focus remains on tangible impact: how businesses can reimagine supply chains, maximize resource efficiency and future-proof themselves in a time of climate and economic uncertainty.
People often think of waste as something they see in a bin, but waste is so much more than that – it’s wasted resources, wasted energy, wasted potential.
With the mounting pressures of climate change, volatile supply chains and shifting consumer expectations, circular business models have become a clear strategic imperative. Companies that embrace circularity not only reduce costs and emissions but also unlock new revenue streams and strengthen resilience against supply chain disruptions. Yet, the transition requires more than good intentions; it demands a fundamental rethink of how materials flow through businesses and entire industries. In this conversation, Bricout shares insights from her global experience, the challenges and opportunities of circular supply chains and the steps businesses must take to accelerate their transition into a truly regenerative economy.
How do you define a circular economy, and why is it critical for businesses to adopt circular supply chains and business models in today’s world?
Jodie Bricout: For me, the circular economy is about thriving in a world where resources are limited. It’s about designing waste out of the system, keeping materials and products in use for as long as possible, and regenerating natural systems rather than depleting them.
This is more than just a nice sustainability initiative – it’s becoming a business necessity. Climate change is pushing companies to rethink their carbon footprints, and circular strategies play a huge role in reducing emissions beyond just switching to renewable energy. Businesses also need to build resilience because supply chains are more fragile than ever. We saw this during COVID-19 when materials weren’t available, entire industries struggled. Circular approaches, like localizing supply chains and reusing materials, can make companies far more adaptable.
Circular economy is not something that one company can do alone; it requires entire supply chains to shift.
And then there’s the financial side. Businesses can cut costs by reducing waste disposal fees, improving material efficiency, and finding value in things that would normally be thrown away. Circular models also open up new revenue streams, whether it’s leasing products instead of selling them, offering repair services, or innovating with sustainable materials.
The old linear model of “take, make, waste” just doesn’t make sense anymore. Businesses that embrace circularity are going to be the ones that succeed in the long run…
Read the full story in the February 2025 issue of Impact Leadership magazine.
