The Return on Future: Why ROI Should Trump in Circularity

In a world where businesses are constantly focused on cutting costs, growing revenue, and ROI, it’s easy to see why sustainability often takes a backseat. However, as Mike Johnson, Director of Materials at the International Living Future Institute, recently pointed out, our obsession with dollars and return on investment is precisely what got us into this mess in the first place.

Johnson argues that instead of ROI, we need to start fixating on the “return on the future.” After all, all the money in the world isn’t going to matter if there isn’t a world to begin with.

The good news is that there are already a number of industries where we’re seeing a glimpse of circularity in motion. For example, the global secondhand apparel market is expected to reach $350 billion by 2027, and resale grew 25 times faster than traditional retail in 2019.

At Aravenda ReCommerce Solution, we understand that many businesses are hesitant to adopt circularity because they’re afraid it will hurt their bottom line. However, we believe that the opposite is true. In fact, we’ve helped countless businesses save money by reusing surplus and idle resources in the workplace.

But we also believe that it’s important to prioritize the return on the future, not just ROI. This means taking into account the long-term environmental and social impacts of our business decisions.

Set Your Future Apart With Sustainability In The Spotlight

  • Start by setting a clear vision for sustainability. What does your company want to achieve in terms of its environmental and social impact?
  • Identify opportunities to reduce waste and reuse materials. This could involve implementing a composting program, donating unused supplies to charity, or finding creative ways to reuse old equipment.
  • Invest in research and development to find innovative ways to become more sustainable. This could involve developing new products or services that are made from recycled materials, or partnering with other companies to create more sustainable supply chains.
  • Educate your employees about the importance of sustainability. Help them understand how their everyday actions can make a difference.
  • Make sustainability a core value of your company culture. This means integrating sustainability into all aspects of your business, from your hiring practices to your marketing campaigns.


fast track your sustainability goals 

By following these tips, businesses can start to make the shift from ROI to return on the future. This will not only benefit the environment and society, but it will also help businesses to be more successful in the long run.

  • Read the book Closing the Loop by Wayne Visser. This book offers a comprehensive overview of the circular economy and provides practical advice on how businesses can implement circular practices.
  • Join the Ellen MacArthur Foundation. The Ellen MacArthur Foundation is a leading organization that is working to promote the circular economy. They offer a variety of resources for businesses, including case studies, tools, and networking opportunities.
  • Follow the hashtag #circularity on social media. This is a great way to stay up-to-date on the latest news and developments in the circular economy.

We believe that the return on the future is the only way to ensure a sustainable future for our planet. By working together, we can create a world where businesses, the environment, and society all thrive.