Launching a New Era of Business Resilience at Dubai Silicon Oasis

The Circular Economy Is Not Broken, We Just Haven’t Built the Right Systems Yet

The circular economy sounds like the perfect solution. Instead of throwing things away, we reuse them, regenerate materials, and minimize waste. But if it’s such a great idea, why is global circularity going in the wrong direction?
According to the Circularity Gap Report, the global economy was only 9.1% circular in 2018. In 2023, that dropped to 7.2%. Clearly, something’s not working.
At The Surpluss, we believe it’s not about lack of awareness or technology, it’s about how circularity is integrated (or rather, not integrated) into the real world of business, finance, and trade. So, how can we make it actually work?

1. It needs to be a financial strategy, not just a moral one

Let’s face it, most businesses still see waste as something to get rid of, not a resource to work with. But things are shifting. The EU’s new Digital Product Passport is a good example. It allows businesses to track and prove the value of materials throughout their lifecycle.
When circularity is built into procurement, legal frameworks, and internal operations, it becomes part of business strategy, not just a sustainability label.

2. We can’t just recycle, we have to rethink design

Recycling sounds good, but less than 10% of plastic waste actually gets recycled. Much of it ends up downcycled, not reused in a meaningful way.
We need to think bigger. What if products were designed from the start to be disassembled, reused, or regenerated? That’s what real circularity looks like, and with upcoming “right to repair” laws, this shift might happen sooner than we think.

3. Data is still a huge barrier

You can’t fix what you can’t see. Right now, most businesses don’t have the data to understand their material flows. That’s changing with AI, IoT, and blockchain solutions, but it’s still early days.
Appointing a Chief Circularity Officer can help organizations treat waste as a resource and unlock real value from things they previously discarded.

4. It has to be seamless for consumers

Let’s be real, most consumers aren’t going to change their habits unless it’s easy. Even the most aware shoppers default to convenience.
That’s why the best circular solutions are the invisible ones. Businesses need to build circularity into their systems, like take-back logistics, reuse programs, or packaging-free models, without relying on customers to do the heavy lifting.

5. Circularity has to work with trade and geopolitics

Circularity isn’t just an environmental issue, it’s economic. Countries like China dominate in critical materials and recycling, while the EU and US are making major policy moves to support circular trade.
Businesses should pay attention. Choosing suppliers and partners that support circularity is becoming a competitive advantage, not just a good deed.

Where do we go from here?

The circular economy won’t work if we treat it as a side project. It has to be baked into how we measure success, manage operations, and navigate global trade. That means tracking real metrics, aligning with global standards, and viewing waste as inefficiency, not inevitability.
Circularity isn’t failing because the idea is flawed. It’s failing because we haven’t built the systems to support it yet. But with the right shifts, we can move from good intentions to real-world impact.

Redefining Resources: The Key to a Sustainable and Profitable Future

DUBAI, United Arab Emirates, March 24, 2025 (EZ Newswire) – Rana Hajirasouli, PhD, founder of The Surpluss, envisions a future where sustainability is not just an add-on but the foundation of profitable business.

Despite growing awareness, global circularity has declined from 9.1% in 2018 to just 7.2% in 2024. This decline highlights the problem: the circular economy is still treated as a secondary concern rather than an integrated business strategy. Hajirasouli argues that for circularity to scale, companies must move beyond sustainability as a moral obligation and view it as an economic advantage—driven by regulatory compliance and financial incentives.

The Business Case for Circularity

One of the biggest misconceptions about the circular economy is that it compromises profitability. In reality, waste is an untapped economic asset. “Waste is a mispriced asset. The key to closing the circularity gap is to financialize surplus materials—treating them like commodities rather than liabilities,” says Hajirasouli.

Emerging innovations like Digital Product Passports (DPPs) track materials throughout their lifecycle, creating a market for secondary resources. The European Union is already mandating DPPs for batteries by 2026, with textiles, electronics, and construction to follow by 2030. This shift will make waste a financial liability, forcing businesses to rethink their supply chains.

Additionally, global trade regulations are not aligned with circular principles. The World Trade Organization (WTO) does not categorize circular materials separately, meaning recycled and refurbished goods are often taxed higher than new products. This imbalance discourages recirculation and favors raw material extraction.

Global Competition and the Race for Circularity

For many governments, circularity is no longer just about sustainability—it’s about economic sovereignty. The EU is reshoring supply chains to reduce dependence on foreign resources, while the U.S. is investing in semiconductor recycling to strengthen domestic resilience. “By 2035, geopolitical competition may accelerate circular adoption faster than sustainability policies,” Hajirasouli predicts.

Industries like electronics, textiles, and packaging must transition toward modular design and high-value material recovery. As planned obsolescence faces bans in several regions, early adopters of circular supply chains will gain a competitive edge in global trade.

Technology and the Future of Circular Trade

By 2028, corporations may appoint Chief Circularity Officers (CCOs) to oversee resource flows in real time, leveraging:

• AI-driven material tracking
• Blockchain-backed resource passports
• Industrial IoT solutions

The Surpluss is already working to make circularity profitable through multisectoral collaboration. “Carbon markets work because carbon has a price. Circularity doesn’t yet—but when it does, the entire economic system will change,” says Hajirasouli.

Embedding Circularity Into Trade and Finance

While consumer awareness of sustainability is growing, circular products still make up only 8% of global consumption. The most successful models will be those that require minimal behavior change, such as:

• Default circular supply chains in e-commerce
• Automated take-back systems
• Subscription-based models that reduce ownership burdens

Ultimately, Hajirasouli believes circularity must be embedded into financial markets, trade agreements, and automated supply chains. “When industries cannot afford to operate without it, circularity will no longer be a ‘choice’—it will be the foundation of the global economy,” she concludes.

About The Surpluss

The Surpluss is a multi-award-winning, female-founded, B-Corp-certified climate-tech company that enables businesses and governments to trade excess materials, assets, and utilities profitably. Our intelligent B2B platform connects companies to partners who can reuse their surplus, reducing waste, improving resource efficiency, and enhancing profitability.

We're thrilled to announce that The Surpluss has officially become a B Corporation (B Corp)! This prestigious certification recognizes our commitment to using business as a force for good, considering not just profit, but also social and environmental impact.

What is BCorp?

B Corp (or Certified B Corporation) is a designation that a business is meeting high standards of verified performance, accountability, and transparency on factors from employee benefits and charitable giving to supply chain practices and input materials. In order to achieve certification, a company must:

Why Did We Apply?

We applied for B Corp certification in 2023 because we believe in the importance of aligning our business practices with social and environmental responsibility. Being a B Corp certified company reflects our commitment to making a positive impact on the world.

It has been a true team effort. We want to give a special thanks to Sania Mahmood (CSO), and Vinay Kumar (CFO), for working tirelessly to help us reach this another milestone. We also want to thank Nadine Zidani from MENA Impact | Certified B Corp™ for all the help, advice, and support she provided during our BCorp journey.

Sania's Insight:

"I, along with my fellow team members were deeply invested in the process of being a B Corp Certified. It has been both challenging and rewarding. This certification isn't just about meeting a standard; it's about incorporating our values and demonstrating our dedication to sustainability, social responsibility, and ethical business practices. Seeing that we have achieved the certification, I'm very much proud of the step we've taken towards becoming a force for good in our industry and beyond." - Sania (Chief Synergy Officer)

Vinay's Insight:

"As we are coming across currently, where ‘greenwashing’ is commonplace from companies seeking to capitalize on the latest trends, B Corp helps us track how authentic we are about being better as a business. It keeps us grounded in something measurable, and helps us prove we’re genuine.

It’s also a great way to help our customers sort through the authenticity of claims pertaining to commitment of impact." - Vinay Kumar (Chief Financial Officer)

What are the Benefits of B Corp Certification:

Becoming a B Corp offers numerous advantages:

• Enhanced Transparency: B Corps undergo a rigorous assessment process, ensuring transparency in our social and environmental practices.
• Attracting Talent & Customers: Today's workforce and consumers value purpose-driven businesses. B Corp certification signals our commitment to these values.
• Collaboration & Innovation: The B Corp community fosters collaboration and knowledge sharing, accelerating positive change.

What's Next?

This is just the beginning! We're committed to continuous improvement. Soon, we'll be releasing our first impact report outlining our goals for the coming year and further amplifying our positive impact.

Despite a lack of B Lab presence in our region, the growing momentum of B Corps in the region proves there is an appetite for impact-driven businesses. Particularly, in the context of the UAE and their enriched ecosystem and visionary agendas for 2030 and beyond.

Stay tuned for more updates on our BCorp journey!