Ideas derived from a circular economy are now becoming reality in the form of businesses that can help reduce costs, innovate, and lead in a rapidly changing world – whether in transforming landfill, or intercepting, upcycling, and repurposing before things even get there.
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By Jack Dyson, SAP Brand Journalist
Trash is getting a makeover. Once seen as the final gasp of a product’s life, waste is the unlikely catalyst for exciting innovation and opportunity in sustainability. Forget toothless recycling programs or abstract sustainability pledges—the circular economy is gathering impetus as it makes real, tangible change in industries as varied as construction, retail, and entertainment.
At the heart of this movement are not just clever technologies but also bold ideas that extend the lifespan of creativity and craftsmanship. Ideas which are now becoming reality in the form of businesses that can help reduce costs, innovate, and lead in a rapidly changing world – whether in transforming landfill, or intercepting, upcycling, and repurposing before things even get there.
A Second Act for Creativity: The Story of Used Creative
In the IRL experience world of theater, retail, festivals and campaign, stunning visual installations often steal the show. But what happens after the applause dies down? The reality is grim.
Creative sets and installations are often dismantled and tossed into landfills. This waste isn’t just confined to the materials lost. It’s also about the loss of talent, time, effort and artistry that went into making them in the first place.
Enter Used Creative, a purpose-driven UK startup that’s redefining what happens after the curtain falls. Founded by Jo Kotas and Tin Brown, long-standing leaders of the creative and advertising industry, Used Creative offers a marketplace where businesses and individuals can give creative assets a second life.
Kotas explains: “Anyone who creates events or makes creative sets, feels absolute pride in their creation for a moment. But when it comes to its end, it’s landfill or recycling, and you just always feel a little bit sickened. We saw this as something that crossed sectors, and decided to design a solution. The USED Creative Circular Marketplace is more than a platform; it’s a movement to rethink waste and inspire sustainability. We’re here to make repurposing the new norm.”
Their solution is as simple as it is revolutionary: a curated marketplace for buying and selling creative assets. Businesses can list items after their projects conclude—whether it’s a lavish Christmas installation or a theatrical set—and connect with others looking for high-quality, ready-to-use creative materials and items.
For example, a 6.5-meter-high Christmas tree built for retailer Habitat was sustainably crafted using perspex and steel. Parts of it were recycled, while the decorative globes found new homes via Used Creative’s platform.
This isn’t just recycling—it’s upcycling, with the added bonus of storytelling. As Brown says, “We like to think of it as giving the materials a new story: ‘I used to be an exhibition at the Royal Opera House’; ‘I used to be a Selfridges display’.”
Since its launch, Used Creative has attracted over 100 sign-ups from global brands and top creative agencies. While they’re ironing out logistics to make the marketplace fully automated, early traction has proven there’s a massive appetite for this kind of service.
Mining Value from Waste: From Landfills to Innovation
While Used Creative is transforming how we handle creative waste, other frontiers in the circular economy is tackling something even bigger: landfills. Waste to Energy is one wave, converting non-recyclable waste to energy.
But when it comes to building back up, companies such as Biomason are leading the charge, using microorganisms to turn recycled aggregate into bio-based concrete without needing to be heated to very high temperatures. This alternative to traditional concrete drastically reduces CO₂ emissions, addressing one of the construction industry’s biggest environmental challenges.
The opportunity here is staggering. The global construction industry consumes billions of tons of concrete annually, accounting for 8% of the world’s greenhouse gas emissions. Innovations like Biomason’s don’t just reduce the environmental impact—they completely reimagine how materials are made and used.
For businesses, these trends signal that the time for circular thinking is now. Those who embrace it won’t just stay ahead of regulation—they’ll capture market share, drive innovation, and build community reputations as sustainability leaders.
The Circular Economy: Numbers That Matter
The circular economy is more than a feel-good concept; it’s a massive opportunity – and not just for the biggest brands. For decision-makers, the business case is compelling:
- By 2030, the circular economy could unlock $4.5 trillion in economic benefits, according to Accenture.
- Consumers are demanding action, with 73% of shoppers willing to pay more for sustainable products, up from 50% in 2022 (IBM).
A New Model for Creativity and Commerce
Used Creative’s founders sum it up best: “The challenge has always been about making sustainability practical and scalable. It’s not about tree-hugging; it’s about creating a business that works for everyone—creatives, buyers, and the planet.”
By normalizing circular practices, businesses can move beyond the rhetoric of sustainability and make it part of their DNA. Whether it’s through mining landfills for bio-materials or giving seasonal installations a new lease on life, the circular economy is proving that there’s more than one way to rewrite the rules of value creation.
The question for senior leaders is no longer if they’ll embrace circularity but how they’ll do it. After all, trash is just treasure waiting for a second act.