The circular economy is often positioned as the solution to some of the world’s most pressing environmental challenges—but what happens when the concept itself becomes the biggest barrier to adoption? In this thought-provoking piece, Benjamin Errett explores the growing disconnect between ambition and understanding. While businesses, governments, and sustainability leaders rally around circularity as the future, the reality is far more fragmented—filled with jargon, competing definitions, and limited mainstream awareness. And yet, beneath the complexity lies a powerful truth: many of us are already participating in circular practices without even realizing it. The challenge now isn’t just scaling circular solutions—it’s making them understood, relatable, and ultimately, adopted at scale.