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Written by Sarah Grison, Circular Value Institute
The built environment is a massive player in the global waste crisis. It’s responsible for nearly one-third of all waste generated worldwide. Think about that for a moment—every year, around 100 billion tonnes of raw materials are pulled from the Earth just to keep the construction sector running. And what happens next? A huge chunk of these materials end up in landfills or incinerators after just one lifecycle.
We’re depleting resources at breakneck speed, while simultaneously drowning in waste. The traditional “take-make-waste” model—where materials are extracted, used, and discarded—is failing us. It’s not just an environmental problem; it’s an economic one too. Add climate change, biodiversity loss, and labor shortages into the mix, and it’s clear: the way we build, use, and reuse materials has to change.
The good news? There’s a better way. The circular economy offers a smarter, more resilient approach—one that prioritises resource efficiency, long-term value retention, and environmental sustainability. Instead of treating materials as disposable, we can design buildings and products that stay in the loop, getting reused, remanufactured, and repurposed, over and over again.
This idea isn’t new. But scaling it? That’s where the real challenge lies. That’s exactly why we started the Blueprint Project (BPP)—to bridge the gap between ambition and action. We believe businesses and the financial sector have the power to disrupt the market and fast-track the growth of circular business models. The key? Making circular strategies profitable, measurable, and scalable.
Shifting to a circular economy sounds great—but how do you measure progress? How do you know if your company is truly making an impact, or just greenwashing?
Many businesses struggle to quantify circularity. Sure, structured methodologies like ISO 59020 track material flows, but at the corporate level, circularity metrics remain vague. If companies don’t have a reliable way to measure circular performance, how can they make informed decisions?
Enter the Circular Value Index (CVI)—our solution to this measurement gap. The CVI is a structured, data-driven methodology that assesses the circular potential of a product within a business model. In other words, it helps businesses and investors understand a product’s true circular value in a real-world, profitable context.
When we first launched the Blueprint Project, we focused on buy-back models—where companies repurchase used products to reintroduce them into the market. But after running workshops with thousands of material suppliers, we quickly realised buy-backs were just one piece of the puzzle.
Businesses needed a way to evaluate multiple circular business models, each with different implications depending on product type, market, and operational setup. That’s why we expanded the CVI methodology to support a range of models, including:
Since launching, we’ve worked with over 5,000 industry experts and applied the CVI methodology to nearly 100 real-world cases. The response? Overwhelmingly positive. Businesses love how simple, scalable, and action-oriented the CVI is. It’s not just about tracking materials—it’s about making circularity a core business strategy.
Our goal from the start was simplicity. The CVI had to be something that R&D teams, production managers, finance departments, sales teams, and even end-users could all understand and apply.
We created a methodology based on three key variables and 18 factors—breaking circularity down into a practical, easy-to-use formula. But while the CVI is designed to be accessible, it still requires some level of expertise to apply effectively across different products, industries, and business models.
Figure: formula to calculate the circular value index
We also learned that data alone isn’t enough. Companies needed results that were easy to communicate. That’s why we developed a user-friendly tool that presents CVI insights in a clear, engaging, and decision-ready format. Now, whether you’re a CEO, investor, product designer, or sustainability officer, you can quickly see how circular your products are—and what steps to take next.
Having a great circular business model is one thing. Getting funding? That’s a whole other challenge.
Traditional financiers—like banks—struggle to invest in new business models and products without a proven track record. That’s why we’re introducing The Material-as-a-Service Company (MASCO)—a dedicated vehicle designed to finance circularity and de-risk investment in circular products.
Figure: Visual representation of the buy-back business model, where a circular discount is offered, made possible through external financing by MASCO
MASCO isn’t just about funding—it’s about accelerating market adoption of circular materials. It’s built on leveraged financing, allowing circularly valuable products to scale faster and more effectively. But MASCO also goes further:
One model gaining traction is circular leasing—a smarter, more flexible alternative to traditional leasing. With MASCO, customers at the end of their lease term can:
This flexibility means MASCO can support different circular business models, guaranteeing that materials stay in the loop while optimising CAPEX and OPEX for end users.
And the best part? The first MASCO has already been founded in Belgium! It’s now gearing up to make its first investments in circularly viable materials for the built environment.
Let’s be real—the shift to a circular economy isn’t a choice anymore. It’s an urgent necessity. Businesses, policymakers, and industries must work together to change the system, before the system breaks down entirely.
The good news? Tools like the Circular Value Index (CVI) and financing solutions like MASCO are making circularity tangible, actionable, and profitable.
So, the real question is: Are you ready to take the next step?
Together, we can transform the built environment and make circularity the new normal. Let’s build a future that doesn’t waste resources—but values them.
It’s time to change the system. Let’s make it happen.
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