Circular Monday is a global campaign and community dedicated to circular consumption - buying, using, and reusing in ways that create no waste. We highlight and celebrate businesses, organisations, and individuals that keep resources in use and prevent waste, making it easier for people everywhere to choose circular solutions.
We do this by:
Our purpose
- Building the world’s largest database of circular businesses and changemakers
- Inspiring people to repair, reuse, rent, share, and upcycle instead of buying new.
- Hosting an annual global action day (the Monday before Black Friday).
Our goal is to make circular solutions visible, accessible, and the new normal.
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Circular Monday began as White Monday in 2017 in Malmö, Sweden, as a counter-movement to Black Friday. The initiative was founded by Henning Gillberg and his company Repamera AB during a CirEko event.
In 2018, the movement was co-founded by Alexandra Davidsson, who went on to play a central role in shaping, growing, and internationalizing the campaign.
Between 2018 and 2020, Circular Monday was organized through the non-profit organization Medveten Konsumtion (Responsible Consumption), where Alexandra served as Secretary General. Alexandra and Henning continued to develop the movement together both during and after this period.
As the initiative expanded internationally, the name was changed in 2020 from White Monday to Circular Monday, reflecting a broader focus on circular consumption and systemic change.
After Henning’s passing in 2022, he entrusted the campaign to Alexandra, who continues to steward and evolve Circular Monday in his spirit and vision.
Over the years, Circular Monday has been supported by a wide range of individuals, spokespeople, organizations, and partners - including contributions from Sysav, CirEko, Cradlenet, and Kairos Future in various forms.
Between 2023 and 2025, Circular Monday was organized globally by ClimateHero, an impact startup co-founded by Alexandra, providing stability, coordination, and continued international growth.
Today, Circular Monday is carried forward as an independent global movement by Alexandra Davidsson together with a network of more than 30 volunteers and partners worldwide. As Circular Monday enters its next chapter, the movement is exploring long-term partnerships and sponsorships to support its continued global impact and independence.
Our story
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