How Circular Thinking is Reshaping Modern Business

Circular economy thinking is influencing how companies design products, choose materials and build supply chains that reduce waste. Circularity connects every part of a business, aligning creativity, procurement and production around a shared purpose and value. 

This mindset is now not just a "nice to have". With constantly evolving legislation and conscious consumers who expect sustainable thinking, businesses need to embed circular approaches into strategies immediately to keep pace and stay ahead, ensuring they deliver impact and quality.   

As highlighted in HH Global’s FY25 Sustainability Report, the organisations moving the furthest are those focused on steady, repeatable improvements that add up over time and create lasting impact. 

Embedding circularity through conscious creative 

Circular design begins with decisions that determine how long materials stay in use. More companies are now designing with the full product lifecycle in mind, aiming to eliminate waste before it occurs. 

At HH Global, this thinking is at the heart of Conscious Creative. The flagship programme that brings together creative, production and sustainability teams to help brands embed circular principles at the earliest stage of design. The goal is to ensure every creative idea, from packaging to campaign activation, considers the material impact and the potential for reuse or renewal before it reaches production. 

Conscious Creative gives designers and strategists the framework, data and guidance to make sustainability part of the creative process rather than an afterthought. It is helping brands find new ways to balance innovation with responsibility, ensuring that sustainable thinking drives creativity instead of limiting it. 

Circular thinking in action 

Circular thinking is most powerful when it turns creative ambition into tangible results. HH Global’s designers use Conscious Creative principles every day to make small, thoughtful changes that add up to significant impact. 

One example of this circular thinking is the development of a washable, biodegradable seaweed ink for a global technology brand, created from renewable materials that safely return to the environment. Another is the work with a premium UK fashion brand to strategically redesign packaging, reducing emissions without compromising quality; proving that even the smallest material adjustments can drive change. 

This mindset also guided HH Global’s collaboration with a world-renowned beverage brand ahead of the Paris 2024 Olympic Games. The team re-engineered display racks using 100% recyclable steel and FSC-certified wood, creating a structure that was refurbished and redeployed after the event. 94% of racks were recovered and now have a permanent in-store presence, cutting waste and extending product life cycles. 

Each project reflects how circular thinking and creative practice now work hand in hand. By giving designers the tools and confidence to apply sustainability from the outset, Conscious Creative shows that responsible design can enhance performance, durability and brand reputation all at once. 

Resilience for the long term 

Circular economy principles are redefining growth. Instead of treating sustainability as a separate goal, businesses are embedding it into strategy as a driver of long-term success. 

HH Global’s alignment with the EU Sustainability Reporting Standards (ESRS) reinforces this focus on transparency and accountability. The framework helps organisations link environmental progress with commercial results, offering clarity around performance, responsibility and measurable improvement.    

The next decade will see circular thinking move further into mainstream business strategy. Companies investing now in circular materials, sustainable procurement and data-led decision-making will be best placed to thrive. Circularity is not a short-term initiative. It is an ongoing process that proves impact can come from smaller, smarter actions carried out with purpose. 

To see how HH Global and its supplier partners are applying this approach across design, procurement and production, read their FY25 Sustainability Report. 

Kathy Presto, Chief Procurement Officer, HH Global

Kathy Presto is a senior executive with more than 30 years of experience in strategic sourcing, procurement, supplier relations and supply chain management. As Chief Procurement Officer at HH Global, she leads the global strategic sourcing function, driving value through client discovery, supplier capability development and sustainable sourcing strategies. Kathy is also responsible for supplier governance, risk mitigation and business intelligence to support HH Global’s ESG and sustainability goals.

Since joining HH Global in 2017, she has played a key role in shaping the company’s category management and procurement approach. Previously, Kathy was Vice President of Strategic Sourcing at Williams Lea Tag and has held senior procurement and supply chain positions at World Color, Quebecor World and Visant Corporation.

A recipient of the OutputLinks Women of Distinction award, Kathy has also held leadership and board positions with The Ronald McDonald House of New York, Bucknell University, Lafayette College and New York University School of Continuing Education.