Circular Monday is a global campaign and community dedicated to circular consumption - buying, using, and reusing in ways that create a path to zero 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 goal: make circular solutions visible, accessible, and renew the new normal.
It supports the shift from “business as usual” to regenerative models aligned with the 12R strategies of the circular economy.
We also draw on the Value Hill model, which maps the lifecycle of a product from pre-use (design and production), through in-use (peak value for the user), to post-use (decline in value and potential waste). Circular strategies aim to retain and recapture value at each stage - unlike linear systems, which typically discard it. Circular Monday highlights and celebrates businesses and behaviours that keep resources in use and out of landfills.
To be listed in the Circular Monday database or take part as a buddy, businesses must:
1. Refuse – Reject “business as usual” and unnecessary consumption
2. Reduce – Minimise use of primary materials and virgin resources
3. Rethink – Redesign business models (e.g. product-as-a-service)
4. Redesign – Create for circularity and zero waste from the start
5. Re-earth – Return biomaterials to natural cycles (e.g. composting)
6. Reuse – Establish return loops (e.g. second-hand, refill, reuse)
7. Repair – Maintain and repair products to extend life
8. Refurbish – Revitalise products to improve longevity and performance
9. Remanufacture – Keep materials in circulation (e.g. industrial symbiosis)
10. Repurpose – Adapt products or parts for new functions
11. Recycle – Recover materials at the highest possible quality
12. Recover – As a last resort, convert waste to energy (waste-to-energy)
Note: Recycling is considered a baseline expectation - not a leading circular strategy. Circular Monday encourages higher-value strategies like reuse, repair, and redesign.
This list is non-exhaustive. We welcome experimental and evolving approaches that reduce the need for new materials and keep value in the system.
Participants commit to:
Participation in Circular Monday does not constitute endorsement of any company, product, or service. The organising team accepts no liability for the actions, claims, or performance of participating businesses.
The database of circular businesses has been developed over several years, and some participants may have been added before this Code of Conduct was created (September 2025). While we do our best to keep all listings up to date and aligned with the criteria outlined here, we cannot guarantee accuracy or completeness at all times.
Circular Monday gratefully accepts donations and sponsorships to sustain the campaign. These funds cover real costs such as staff, design, tech, and global outreach.
We will never:
If a participant violates this Code or the campaign’s values, we reserve the right to return donations or end sponsorship agreements.
In cases of non-compliance, Circular Monday may:
– Remove participants from listings or campaign materials
– Return donations
– Decline future participation
Issues will be addressed through constructive dialogue, favouring transparency and learning over exclusion whenever appropriate.
Examples of acceptable participation:
Not acceptable:
By participating in Circular Monday, you affirm your commitment to circular values, transparent communication, and continuous improvement. We are all part of a collective effort to build a more just, regenerative economy.
This Code is intentionally brief and will be updated periodically to reflect the growth of the movement and evolving best practices in circularity.
Circular Monday is a non-profit initiative to normalize circular consumption, previously
called White Monday.
hello@circularmonday.com
