The "circular economy", a concept that is becoming more and more prominent in the current Zeitgeist. In short, it's an economic system aimed at eliminating waste and facilitating the continual use of resources. A world in which we are genuinely circular is one where materials can be used, recycled and reused to their fullest extent. There's a catch, of course: for most materials, it's quite unlikely that recycling alone will be able to meet humanity's growing demands for them, at least in the coming decades. In addition, recycling also causes waste and we lose a notable amount of materials during the process. While globally we are recycling more, there are barriers. On the journey towards a circular economy, it is critical to assess opportunities and acknowledge the limitations. Developing a mutual understanding of the needs and requirements will ultimately drive the preservation of resources and promote longevity. This is where the KPN-led initiative of the product circularity report comes in.