Host: Roy Vercoulen, Founder of Circular IQ
Guest: Bex McQueen, Sustainability Lead at Profile Group Limited
In this episode of Circularity: Why Bother?, host Roy Vercoulen is joined by Bex McQueen, Sustainability Lead at Profile Group Limited, to explore how organizations can go beyond ambition and begin embedding circularity into the core of their operations.
Bex shares Profile Group’s hands-on journey embedding circularity in their core-business. From setting clear targets to fostering internal champions. Together, she and Roy unpack the real-world challenges of implementing sustainability at scale, and why cross-functional collaboration, data reliability, and leadership commitment are all essential ingredients for success.
From Strategy to Practice
Profile Group’s approach is rooted in translating circularity from concept to measurable action. Bex explains how setting baseline measurements and adopting tools like the Circularity Transition Indicator (CTI) help create a clear direction for change. Instead of relying on sustainability slogans, the organization uses hard data to define goals, track progress, and hold itself accountable.
Humanizing Data and Setting Targets
One of the standout insights from Bex is the importance of humanizing data—turning raw numbers into something that resonates with people across the business. She stresses that making sustainability feel relatable encourages wider engagement, making it easier to embed circular practices across departments and teams.
As she puts it: “You can’t argue with the facts.”
Building Culture Through Champions
Embedding circularity is not just about tools and targets; it’s also about people. Bex highlights how identifying and empowering sustainability champions throughout the organization created a ripple effect—shifting mindsets, sparking conversations, and encouraging grassroots innovation.
By working with cross-functional teams, Profile Group created momentum and made circularity everyone’s responsibility, not just a sustainability department mandate.
Overcoming Resistance and Unlocking Value
Resistance to change is inevitable, especially in organizations used to linear ways of working. Bex and Roy discuss how reframing circularity as an opportunity for cost savings, innovation, and long-term resilience helped bring skeptics on board.
One key phrase rings true: “A problem shared is a problem halved.”
Data, Reliability, and Smarter Decisions
Reliable data is foundational to effective decision-making. Bex explains how Profile Group focused on improving data quality to make smarter trade-offs and prioritize high-impact areas. Tools like CTI were critical in identifying opportunities for reducing waste, improving material flows, and strengthening business cases for change.
Advice for Sustainability Leaders
For those starting out or feeling stuck, Bex’s advice is clear: Start where you are, build partnerships, and look for quick wins that demonstrate value. Success doesn’t require perfection—it requires progress, dialogue, and a willingness to experiment.
Circular Solutions in Action
The episode closes with examples of innovative circular products that go beyond compliance to add functional and emotional value—a powerful reminder that circularity is not just about minimizing harm, but about maximizing opportunity.
Call for help: glass-protectors
The glass business uses bump-ons to protect glass during handling and transport. These bump-ons are currently made from virgin materials, and PGL has figured out they have quite an impact. Therefore they are searching for a recyclable and more circular option. If you have suggestions for suitable alternatives, please email Bex McQueen at be*********@********co.nz.
Your input can help PGL enhance its circular performance. Thank you for your support!
Resources
- Circular Startup Index: https://www.ellenmacarthurfoundation.org/resources/business/circular-startup-index,
- Embedding explained: https://circular-iq.com/embed-circularity-with-circular-iq/.
- Future post resource: https://www.futurepost.co.nz/,
Keep the Conversation Going
Circularity is a shared journey—and one that gains momentum through dialogue, experimentation, and collaboration. If this episode sparked ideas or questions, we invite you to subscribe, share your reflections, or even reach out to join us on a future episode. Whether you're a sustainability manager, innovator, or curious listener, your insights are welcome in shaping the future of circular business.
