Unlocking profits and purpose with circular models

As businesses and consumers grow more conscious of the need for sustainable practices, circularity has become an increasingly essential strategy.

Sustainability today isn’t just about reducing waste, it’s about rethinking entire systems. According to the Waste and Action Resource Programme, “45% of global emissions can only be tackled by changing the way we make and consume products and food.”

Unlike the traditional linear economy — the take-make-dispose model where products are made, used and then discarded — a circular economy creates closed-loop systems that reduce environmental impact and conserve valuable resources. Circularity involves designing products and services in a way that keeps materials in use for as long as possible, promoting reuse, recycling, repurposing and resource regeneration.

For companies striving to meet environmental, social and governance (ESG) targets, circularity offers more than just sustainability. It can improve brand reputation, align with regulatory demands for greater transparency and provide tangible data on waste reduction, resource conservation and carbon savings — metrics increasingly valued by consumers and stakeholders.

Circularity in practice 

Circular practices are not a novel concept. In many ways, today’s circular economy models are a return to sustainable practices of the past. Decades ago, businesses like the local milkman and Coca-Cola operated in closed-loop systems, delivering products in reusable containers that were collected, cleaned and used again. As we look to the future, many industries are rediscovering the value of these early circular systems and adapting them to modern-day needs.

Patagonia is a prime example of circularity in retail, with buyback and resale programs designed to extend product life and keep items out of landfills. Schneider Electric offers another example, integrating circular economy principles across its product lifecycles. Its EcoFit^™ program extends the life of products through refurbishment and recycling, reducing waste while enhancing performance.

Similarly, HP’s Planet Partners initiative supports customers in repurposing or recycling electronics, while offering refurbishment services for businesses. The company notes, “electronic products contain valuable materials such as metals, plastics and glass… Repurposing these materials helps conserve natural resources and reduces the need for raw materials extraction, a significant contributor to environmental degradation.”

A circular model for water 

At the heart of our business model is the renewable nature of generating water from the air without depleting groundwater resources. Extracting water from abundant humidity in the atmosphere allows us to create a more sustainable source of water.

We’re also focusing on circularity through our bottled water delivery service. Traditionally, bottled water delivery relies on plastic, contributing significantly to environmental waste. Our circular model, however, provides customers with durable, reusable glass bottles that we then collect, sanitise and reuse thousands of times — minimising both plastic waste and the carbon emissions associated with its production and disposal.

We also offer the capability to create your own onsite circular bottling facilities. This allows you to control your own water supply, producing and distributing water as you need it. Not only does this reduce your environmental impacts, it improves margins — with this model, you only pay for the water, not the packaging, every time.

Taking steps towards a circular future 

Circularity isn’t just an environmental initiative, it’s a strategic tool for driving efficiency, innovation and long-term value creation. Companies that adopt circular principles are better positioned to mitigate risks associated with resource scarcity, regulatory changes and shifting consumer demands. 

After all, circularity is about more than closing loops — it’s about opening new possibilities for smarter, more sustainable success.

Learn more about our onsite circular bottling facilities and premium bottled water delivery services or contact our team to reserve your delivery today.