Waste to Wealth: The Surpluss' Rana Hajirasouli Shares Insights Into Why the Circular Economy Must Become the Default Model for Global Trade

The Circular Economy Is Not Broken, We Just Haven’t Built the Right Systems Yet

The circular economy sounds like the perfect solution. Instead of throwing things away, we reuse them, regenerate materials, and minimize waste. But if it’s such a great idea, why is global circularity going in the wrong direction?
According to the Circularity Gap Report, the global economy was only 9.1% circular in 2018. In 2023, that dropped to 7.2%. Clearly, something’s not working.
At The Surpluss, we believe it’s not about lack of awareness or technology, it’s about how circularity is integrated (or rather, not integrated) into the real world of business, finance, and trade. So, how can we make it actually work?

1. It needs to be a financial strategy, not just a moral one

Let’s face it, most businesses still see waste as something to get rid of, not a resource to work with. But things are shifting. The EU’s new Digital Product Passport is a good example. It allows businesses to track and prove the value of materials throughout their lifecycle.
When circularity is built into procurement, legal frameworks, and internal operations, it becomes part of business strategy, not just a sustainability label.

2. We can’t just recycle, we have to rethink design

Recycling sounds good, but less than 10% of plastic waste actually gets recycled. Much of it ends up downcycled, not reused in a meaningful way.
We need to think bigger. What if products were designed from the start to be disassembled, reused, or regenerated? That’s what real circularity looks like, and with upcoming “right to repair” laws, this shift might happen sooner than we think.

3. Data is still a huge barrier

You can’t fix what you can’t see. Right now, most businesses don’t have the data to understand their material flows. That’s changing with AI, IoT, and blockchain solutions, but it’s still early days.
Appointing a Chief Circularity Officer can help organizations treat waste as a resource and unlock real value from things they previously discarded.

4. It has to be seamless for consumers

Let’s be real, most consumers aren’t going to change their habits unless it’s easy. Even the most aware shoppers default to convenience.
That’s why the best circular solutions are the invisible ones. Businesses need to build circularity into their systems, like take-back logistics, reuse programs, or packaging-free models, without relying on customers to do the heavy lifting.

5. Circularity has to work with trade and geopolitics

Circularity isn’t just an environmental issue, it’s economic. Countries like China dominate in critical materials and recycling, while the EU and US are making major policy moves to support circular trade.
Businesses should pay attention. Choosing suppliers and partners that support circularity is becoming a competitive advantage, not just a good deed.

Where do we go from here?

The circular economy won’t work if we treat it as a side project. It has to be baked into how we measure success, manage operations, and navigate global trade. That means tracking real metrics, aligning with global standards, and viewing waste as inefficiency, not inevitability.
Circularity isn’t failing because the idea is flawed. It’s failing because we haven’t built the systems to support it yet. But with the right shifts, we can move from good intentions to real-world impact.

We're thrilled to announce that The Surpluss has officially become a B Corporation (B Corp)! This prestigious certification recognizes our commitment to using business as a force for good, considering not just profit, but also social and environmental impact.

What is BCorp?

B Corp (or Certified B Corporation) is a designation that a business is meeting high standards of verified performance, accountability, and transparency on factors from employee benefits and charitable giving to supply chain practices and input materials. In order to achieve certification, a company must:

Why Did We Apply?

We applied for B Corp certification in 2023 because we believe in the importance of aligning our business practices with social and environmental responsibility. Being a B Corp certified company reflects our commitment to making a positive impact on the world.

It has been a true team effort. We want to give a special thanks to Sania Mahmood (CSO), and Vinay Kumar (CFO), for working tirelessly to help us reach this another milestone. We also want to thank Nadine Zidani from MENA Impact | Certified B Corp™ for all the help, advice, and support she provided during our BCorp journey.

Sania's Insight:

"I, along with my fellow team members were deeply invested in the process of being a B Corp Certified. It has been both challenging and rewarding. This certification isn't just about meeting a standard; it's about incorporating our values and demonstrating our dedication to sustainability, social responsibility, and ethical business practices. Seeing that we have achieved the certification, I'm very much proud of the step we've taken towards becoming a force for good in our industry and beyond." - Sania (Chief Synergy Officer)

Vinay's Insight:

"As we are coming across currently, where ‘greenwashing’ is commonplace from companies seeking to capitalize on the latest trends, B Corp helps us track how authentic we are about being better as a business. It keeps us grounded in something measurable, and helps us prove we’re genuine.

It’s also a great way to help our customers sort through the authenticity of claims pertaining to commitment of impact." - Vinay Kumar (Chief Financial Officer)

What are the Benefits of B Corp Certification:

Becoming a B Corp offers numerous advantages:

• Enhanced Transparency: B Corps undergo a rigorous assessment process, ensuring transparency in our social and environmental practices.
• Attracting Talent & Customers: Today's workforce and consumers value purpose-driven businesses. B Corp certification signals our commitment to these values.
• Collaboration & Innovation: The B Corp community fosters collaboration and knowledge sharing, accelerating positive change.

What's Next?

This is just the beginning! We're committed to continuous improvement. Soon, we'll be releasing our first impact report outlining our goals for the coming year and further amplifying our positive impact.

Despite a lack of B Lab presence in our region, the growing momentum of B Corps in the region proves there is an appetite for impact-driven businesses. Particularly, in the context of the UAE and their enriched ecosystem and visionary agendas for 2030 and beyond.

Stay tuned for more updates on our BCorp journey!

In the challenging world of startups, financial strategies can make or break a company’s success. From embracing resource constraints to investing, working hard, and taking risks, discover the crucial approaches that drive startups toward sustainable growth.

Embrace Resource Constraints

One of the most invaluable financial strategies for a startup’s success is to embrace resource constraints. Avoid the lure of abundant capital, which can breed complacency and dilute the innovative culture of a startup. Rather than hiring expensive industry executives who may not fit the startup’s ethos, opt for a lean approach. Instead of extensively refining the product pre-launch, consider an early, low-profile release to gather customer feedback, gain market insights, and continually improve. Embracing resource constraints prepares startups for challenging funding environments, a situation that caught many unprepared in recent years.

Track Financial Metrics Quarterly

Keeping track of financial metrics on a quarterly basis is a game-changer for any startup. It’s like having a GPS for your business—knowing where you’re headed is crucial. Consistently tracking and reviewing financial metrics empowers startup leaders to make informed decisions and navigate uncertainties.

Practice Half-Yearly Financial and Conservative Forecasting

Regular financial forecasting is a key strategy that contributes to startup success. Continuously updating projections allows startups to anticipate challenges, manage cash flow, and seize opportunities. Conservative forecasting is especially vital—many unknowns in the startup journey can be costly. A buffer in the financial models ensures success, even when unexpected challenges arise.

Focus on Sustainable Growth

Sustainable growth is essential for long-term success. Growing too fast can be detrimental, so startups must balance income and spending, even if it means saying no to tempting opportunities. For instance, a startup may hesitate to serve a large client if it requires extensive restructuring, as losing that client could jeopardize stability. Entrepreneurs should prioritize manageable growth, make deliberate choices, and avoid risky expansions.

Create Passive Income Streams

Creating passive income streams is an effective way for startups to generate revenue outside their core business. Startups can sell intellectual property, offer consultancy services, or conduct online symposiums to generate income even during slow periods.

Maintain a Lean Spending Approach

A lean approach to spending and resource allocation has proven crucial to startup success. Using freelancers and part-time specialists instead of full-time employees allows startups to adjust expenses based on revenue. When business is slow, costs can be reduced; when it picks up, capacity can be increased. This dynamic approach incentivizes freelancers to perform well and ensures cost efficiency.

Monitor the Cash Runway

In startups, a constant focus on profitability can be a double-edged sword. Instead of obsessing over immediate profits, startups should closely monitor their cash runway—how long they can sustain operations at current spending levels. Cash runway, not profitability, is often a better indicator of early-stage success.

Strategic Bootstrapping

Strategic bootstrapping is a financial strategy that emphasizes focusing on the startup’s unique value proposition while minimizing initial expenses. By investing primarily in core services and reinvesting profits gradually, startups can achieve financial stability and sustainable growth. Bootstrapping fosters a culture of resourcefulness, prioritizes customer value, and ensures controlled growth.

Forming Achievable Partnerships

Forming strategic partnerships can be an alternative to early capital raising. Collaborating with larger businesses for pilot testing, feedback, and value-added services reduces the need for funding while enabling growth. These partnerships provide a solid foundation and help startups scale efficiently.

Plan Lean Startup Practices

The lean startup approach prioritizes flexibility and customer feedback over detailed planning. Startups should focus on developing a minimum viable product (MVP) and refining it based on customer input. This approach minimizes financial risk and ensures a better product-market fit.

Work Hard, Invest, and Take Calculated Risks

Startups require dedication, hard work, and calculated risks. Founders often invest their savings, time, and energy, learning that leveraging strengths and compensating for weaknesses is crucial. Success comes from calculated risks, resilience, and a belief in the startup’s potential.

These financial strategies underscore the importance of discipline, adaptability, and long-term vision. In a competitive landscape, startups that practice lean, data-driven decision-making and strategic growth are better positioned for sustainable success.