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In today’s high-stakes sustainability environment, many companies proudly speak the language of circularity, but far fewer actually embed it into their business operations. Circular goals often get stuck at the compliance level, focused on CSRD checkboxes rather than creating measurable business value.
In a recent episode of Circularity: Why Bother?, Roy Vercoulen, founder of Circular IQ, and Bex McQueen, Sustainability Lead at Profile Group Limited, unpacked what it really takes to move beyond buzzwords and embed circular thinking into the DNA of an organization.
Their discussion offers a practical blueprint for sustainability managers ready to shift from reporting to real change.
Why Should Companies Embed Circularity—Now?
Circularity isn’t just about reducing waste—it’s about redesigning value. Bex McQueen shared how Profile Group has started to weave circularity into strategic decisions across departments, moving from abstract ideals to measurable actions.
“You have to translate circularity into something tangible. We started with what we had; data, teams, and ambition, and made sure those three lined up.”
– Bex McQueen
Using tools like the Circularity Transition Indicator (CTI), Profile Group was able to:
✔ Set baselines
✔ Measure material flows
✔ Prioritize interventions based on impact
And this is where Circular IQ plays a pivotal role. Their platform enables businesses to embed circularity using reliable, actionable data, making it easier to measure, compare, and act with confidence. For companies aiming to operationalize circular strategies, data clarity is no longer optional—it’s essential.
From Paralysis to Progress: Humanizing the Data
One major challenge for businesses? Circularity can feel too abstract—wrapped in jargon, disconnected from operations.
Bex explains that humanizing the data was key.
“You can’t argue with the facts. But facts only matter when people understand why they matter.”
– Bex McQueen
When sustainability metrics are made relatable to teams, from procurement to logistics, they become actionable. With Circular IQ, companies can visualize the impact of their decisions in real time. This helps internal teams not just see the data, but feel accountable to it. And that’s where real change begins.
The Power of Champions and Quick Wins
Embedding circularity isn't just about tools—it’s about people.
Profile Group focused on identifying sustainability champions across departments. These weren’t always subject matter experts—they were simply engaged employees who were willing to lead by example.
“Once you empower a few passionate people, they create a ripple effect. Culture doesn’t change from the top—it spreads from within.”
– Bex McQueen
This mindset aligns with Circular IQ’s platform design: enabling collaboration across teams and departments to create ownership, not silos.
Quick wins can accelerate internal momentum:
✔ Replace virgin bump-ons in the glass division with circular alternatives
✔ Pilot a repair initiative or take-back program
✔ Improve tracking on recycled vs. virgin material use
These early successes prove that circularity is not just a sustainability initiative—it’s a lever for operational excellence and innovation.
Telling the Right Story to the Right People
Even with good data and quick wins, the message still has to resonate with leadership. That means sustainability managers need to shift from compliance language to business language.
“You have to connect circularity to what keeps executives up at night—cost, resilience, risk, and growth.”
– Roy Vercoulen
Circular IQ makes that translation possible. Their platform helps sustainability professionals convert technical insights into business-relevant stories. This storytelling capability is what turns data into decisions, and skeptics into sponsors.
Practical Takeaway: Start Where You Are
Bex leaves listeners with a reminder that perfection isn’t the goal—progress is.
“Start where you are. Don’t wait for everything to line up. Use the tools available, build relationships, and take the next right step.”
– Bex McQueen
Circularity becomes achievable when you focus on:
• Building partnerships internally
• Starting with available data
• Using tools like CTI and Circular IQ to guide next steps
• Demonstrating impact—early and often
Final Thoughts: Circularity Needs a Business System, Not Just Good Intentions
Embedding circularity isn’t a feel-good initiative—it’s a business imperative. As Bex McQueen and Roy Vercoulen emphasized, the key to success lies in combining people, processes, and platforms.
And this is exactly where Circular IQ becomes the enabler.
Circular IQ isn’t just a reporting tool—it’s a system for making circularity actionable, measurable, and valuable.
With Circular IQ, sustainability teams can:
✔ Translate ambition into operational strategy
✔ Identify high-impact circular opportunities
✔ Improve data quality and consistency across departments
✔ Create performance dashboards for decision-makers
✔ Align circularity metrics with business goals like cost reduction, compliance, or innovation
Whether you're just starting out or stuck in a sea of disconnected sustainability efforts, Circular IQ gives you the clarity and control to move forward with confidence.
“We created Circular IQ to make circularity scalable and credible—because sustainability without good data is just storytelling,” says Roy Vercoulen.
Your Next Step: Make Circularity Work for Your Business
If you’re ready to stop talking about circularity and start embedding it, Circular IQ is your platform and partner.
- Start where you are—with the data you already have
- Engage your teams with insights that matter
- Deliver results that resonate with leadership and customers alike
Circular IQ is how you make circularity make business sense.
👉 Learn more about how to embed circularity
👉 Or get in touch to start your journey with a demo tailored to your needs.
Circularity is no longer a future goal. It’s your competitive edge—today.
