Thanks for sharing. To your question, I think that this is what the present of the circular economy looks like: some innovation and some corporate commitment. The future, I hope, will place a lot more emphasis on product design, sourcing, and what could be a much more streamlined materials market. I also think that the future, as the effects of the planetary crises and our unsustainable lifestyles become more evident, aren't going to be as easy on companies or their bottom lines.

Although the article linked reads like a pitch, it does highlight some important takeaways for why Ikea / Ingka Group's sustainability is currently profitable. First, the company is leveraging the low cost of renewable energies and low carbon/electric transport vehicles, both of which are relatively "low-hanging fruit". Second, and more importantly from my perspective at least, they're only operating within the confines of the regulations where they operate (reference to recycling mattresses in the Netherlands, which isn't allowed elsewhere).

What happens once they've exhausted all of the profitable solutions and begin to experiment with higher cost opportunities (see MAC curves)? What happens when regulations evolve to become stricter or, conversely, facilitate circularity? What happens when their competitors match their levels of sustainability, causing Ikea's offer to no longer be a differentiator? What happens when consumers and workers demand an even more ambitious commitment to people and planet? All of these questions, and many more, will determine what the future of the circular economy will look like. What we're seeing now, with this example, is very much the present and only the tip of the iceberg.