Britain now has Simpler Recycling, bringing waste reuse and reduction to the top of the agenda. But as one sustainability expert explains, closing the loop doesn’t have to be this difficult.
The circular economy has never suffered from a lack of ambition. Across the UK and Europe, businesses, policymakers and innovators are aligned on its potential to cut emissions, reduce waste and build more resilient supply chains.
Yet progress remains slower than it should be.
The issue isn’t a shortage of ideas or technology, it’s something far more fixable; we’re overcomplicating it.
Too often, the circular economy is presented not as a practical framework, but as something dense and difficult to navigate. It’s weighed down by jargon, fragmented rules and inconsistent processes. The result is that the very people who need to drive change, businesses, property and facilities managers, local authorities and the public, are left feeling disconnected.
And when something feels inaccessible, behaviour change stalls.
Complexity starts with language
A big part of the challenge is how we talk about circularity.
Terms like ‘biodegradable’ and ‘compostable’ are often used interchangeably, yet they lead to completely different outcomes once waste leaves site. That confusion has real consequences.
A study by the University of Sheffield found that while 51% of respondents said they trusted composability claims, only 22% understood what actually happens to that waste once it is collected.
The gap between perception and reality is significant, and it slows progress.
Inconsistent systems create friction
Even when the concepts are understood, the systems themselves are far from consistent.
Local authorities across the UK operate with different rules, different collection models and different capabilities. What is widely recycled in one area may be rejected in another.
Instead of a clear, predictable system, we’ve created a postcode lottery.
For property managers and business owners, particularly those managing high volume, multi stream waste, this creates real operational challenges. It increases administrative burden, complicates contractor management and makes it difficult to build a clear picture of what’s happening on site.
This is made worse when data is fragmented across contractors, spreadsheets and manual processes. Without a single source of truth, it becomes almost impossible to track contamination or identify where resources are being lost.
Digital waste tracking platforms like GreenScope, developed by Green Space Innovations, are starting to close this gap by giving organisations real time visibility of their waste flows. But without clearer, more consistent standards, even the best data can only go so far
The solution is simpler than we think
These systemic issues do more than create inconvenience, they stall progress that should already be reducing costs, cutting emissions and limiting waste.
If we want to accelerate progress, we need to refocus on what drives outcomes on the ground.
That means stripping away unnecessary complexity and focusing on practical, measurable steps that organisations can adopt today.
When circularity becomes an everyday operational tool rather than a distant sustainability concept, it becomes easier to embed, easier to measure and easier to scale.
Practical solutions already exist
In many cases, the solution isn’t complex at all.
On a local and operational level, designing out waste, reusing materials and optimising resource flows can reduce costs, support internal carbon targets and unlock efficiency across organisations. In many cases, the solution isn’t complex.
We are already seeing examples of organisations processing food waste on site and reusing it locally, removing the need for transport and turning waste into a resource. Others are introducing simple reuse systems or making small operational changes that reduce waste at source.
These solutions exist today, but they are not scaling at the pace they should. Too often, they remain isolated examples rather than standard practice.
Data turns good ideas into real progress
This shift needs to be supported by accurate, measurable data.
Understanding key metrics, from cost savings to carbon impact, allows organisations to quantify their progress and make better decisions. It also strengthens the business case, turning circularity from an ESG initiative into an operational advantage.
When circularity is positioned as intuitive and cost effective, rather than complex and compliance driven, it gains traction at every level of an organisation.
It’s not broken, it’s overengineered
The circular economy hasn’t fallen short, it has been made harder than it needs to be.
If we simplify language, reduce friction and create more consistent systems, progress can accelerate quickly.
This requires collaboration between landlords, occupiers, local authorities and service providers, sharing data, aligning approaches and focusing on what works in practice.
Circularity will only scale when it’s simple, not when it’s perfect.
By focusing on clarity, consistency and practical next steps, we can unlock the environmental and economic benefits the circular economy has always promised, and start delivering them today.
Nicky Rifat is CEO and Co-Founder, Green Space Innovations, a company delivering data-based sustainability solutions for the built environment.
Image: Bhautik Patel / Unsplash
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