The circular economy has two key interrelated features – retaining resources in the economy for as long as possible and reducing waste. The circular economy challenges traditional linear models of consumption where products are designed, manufactured, consumedand then discarded. Rethinking this way of doing things is only possible if all those involved in the consumption chain work together. Designers and manufacturers must come up with ways of incorporating recycled materials into new products. Consumers must be self-aware and open to new modes of consumption, for example, leasing products they have previously been used to owning. The way products at their end-of-life stage are dealt with must also be open to scrutiny, scientific enquiry and, in some cases, complete overhaul.