Unlocking the Trillion-Dollar Circular Materials Economy
By Sheri Hinish, Supply Chain Queen
From neuroscientist to circular economy pioneer, Dr. Garry Cooper reveals why there is a trillion-dollar economy of unused materials beneath our feet—and how forward-thinking companies are unlocking this value through circular materials practices.
Beyond Recycling: The Real Circular Materials Revolution
The circular economy has been discussed for years, yet global circularity rates continue to decline. Why? Because most companies remain stuck in the take-make-waste model, treating circularity as an optional add-on rather than redesigning material flows across the supply chain.
In a recent episode of the Supply Chain Revolution Podcast, I spoke with Dr. Garry Cooper, CEO and Founder of Rheaply, about what a real circular materials economy looks like—and why it represents one of the most powerful business opportunities of our time.
“There’s literally a trillion-dollar economy of stuff that we throw away every single year because we don’t create a market for it.” – Dr. Garry Cooper
The Infrastructure Gap in Circular Supply Chains
Dr. Cooper’s journey from neuroscience to circular supply chain innovation began with a simple but profound insight: while we have trillion-dollar systems for procuring new goods, there is no equivalent infrastructure for reusing what already exists.
“We have million-dollar procurement systems and ERPs that help you buy. But where are the technologies that make it just as easy to save, reuse, and refurbish at scale?” – Dr. Garry Cooper
This infrastructure gap locks businesses into linear supply chains where disposal is easier than reuse. The result is staggering—materials worth billions are discarded every year because companies cannot efficiently connect supply with demand.
From Waste to Asset: Reframing the Circular Economy
One of the most transformative takeaways from our conversation is Cooper’s reframing of waste as assets in the wrong place.
As he explains, “The landfills don’t deserve these materials. They’re too valuable.”
Companies shifting to circular materials management are beginning to see:
Revenue opportunities through resale and repurposing
Cost savings by sourcing from internal inventory first
Supply chain resilience by reducing dependence on external suppliers
Innovation pathways by reimagining existing resources in new applications
The Business Case for Circular Materials
While sustainability is a critical motivator, the strongest driver is business value. Companies adopting circular supply chain practices are realizing four key benefits:
Revenue Generation
Extend product lifecycles and sell the same asset multiple times without manufacturing new goods.Cost Reduction
Reduce disposal costs and avoid new material purchases by reusing surplus.Speed to Supply
Retailers leveraging reuse networks source materials within weeks, compared to months in traditional supply chains.Risk Mitigation
Circular materials strategies protect against geopolitical risks, trade disputes, and raw material shortages.
Technology as the Circular Economy Enabler
New technologies are making circular economy practices scalable and practical:
Digital platforms connect companies with surplus materials to buyers
Analytics and AI optimize material reuse opportunities
Blockchain creates transparency and traceability
Circular design software embeds reuse principles from the start
These tools are democratizing access, allowing both large enterprises and SMEs to participate in the circular materials economy.
Designing for Infinite Lifecycles
Circular transformation starts with product design. You cannot reuse what was never designed to be reused.
Key shifts include:
From single-use to multi-lifecycle design
From ownership to product-as-a-service models
From complex systems to modular simplicity
From planned obsolescence to durable, regenerative design
Companies like Caterpillar have demonstrated the profitability of leasing-based models that extend equipment lifespans across multiple customers.
The Infrastructure Challenge and Opportunity
Digital infrastructure for circular systems is scaling quickly, but physical infrastructure—such as reverse logistics hubs and refurbishment centers—lags behind.
Forward-looking companies that invest now in circular materials infrastructure will gain first-mover advantage in a market set to expand dramatically over the next five years.
The Future of Circular Supply Chains
Dr. Cooper predicts several trends will shape the circular economy:
Standardized take-back programs from manufacturers
Integration of circularity in carbon accounting and ESG reporting
Advanced tools to locate and repurpose materials before they become surplus
Education that embeds circular supply chain thinking into the next generation of leaders
How to Start Your Circular Materials Journey
Transitioning to a circular supply chain requires action. Here are five starting points:
Audit material flows for reuse opportunities
Join digital platforms like Rheaply
Embed circular design in product development
Measure the cost of disposal to reveal hidden losses
Launch pilot programs to prove ROI
Continue the Conversation
This discussion with Dr. Garry Cooper is part of the “10 Big Ideas to Transform Supply Chains for a Regenerative Future” series.
🎧 Listen to the full episode on the Supply Chain Revolution Podcast
📄 Download the Circular Materials SHIFTS Guide for a visual framework
🔗 Connect with me, Sheri Hinish – Supply Chain Queen, on LinkedIn to share your experiences with circular supply chains
The circular materials revolution is underway. The question is: will your organization lead or follow?
About Dr. Garry Cooper
Dr. Cooper is CEO and Founder of Rheaply, a technology platform enabling organizations to track, manage, and exchange resources to reduce waste and unlock value. With a background in neuroscience and systems thinking, he has built one of the nation’s largest reuse networks.
About the Supply Chain Revolution
The Supply Chain Revolution Podcast explores sustainability, supply chain innovation, and regenerative business practices. Hosted by Sheri Hinish, the Supply Chain Queen, it features conversations with global leaders who are reshaping how supply chains drive sustainable growth and resilience.