Black Friday – does it fit in a circular economy?

In a recent conversation Oliver Wright, Responsible Investment Officer, explained the concept of a Circular Economy (one of our seven RI priorities). Prompted by the Black Friday sales he expanded on how making careful purchasing choices can have a major impact.

We should probably start with the basics, what is the Circular Economy, and why is it important?

The circular economy is an approach to how we use resources that focuses on eliminating waste and making the most of materials. Instead of the traditional linear model of ‘take, make, dispose,’ the circular economy promotes designing products and systems so that materials can be reused, repaired, refurbished, or recycled—keeping them in circulation for as long as possible.

I believe this is crucial as it supports environmental sustainability by reducing waste and conserving ecosystems. It fosters innovation while promoting efficient use of natural resources and raw materials, helping to build resilience and reduce dependency on finite resources. For anyone wanting to dive deeper, I’d recommend the work of the Ellen MacArthur Foundation, which is leading the way in defining and promoting the principles of a circular economy.

Why is the Circular Economy relevant now, whilst Black Friday deals are on?

Black Friday epitomises a surge in consumerism, often leading to impulsive purchases and a significant increase in waste. Many items bought during this period have a short lifespan, with studies indicating that up to 80% of products purchased on Black Friday end up in landfills, are incinerated, or are poorly recycled.

Circular economic principles address this issue by ensuring that resources are used more thoughtfully and kept in circulation for longer. So I’m not saying don’t use Black Friday sales to get things you need, but try supporting products designed for durability, repair, or refurbishment, and choosing businesses that prioritise sustainable practices! This way we can reduce the volume of waste generated and tackle the inefficiencies in our current systems, minimising environmental harm while still meeting our consumer needs.

How do we at Brunel incorporate Circular Economy principles into our work?

The circular economy is one of Brunel’s seven responsible investment priorities, that shape our focus areas for stewardship across asset classes. It helps address systemic risks like supply chain fragility and resource scarcity, helping to promote more sustainable and resilient business practices.

We, through our managers and service provider, actively engage with companies, challenging them to rethink traditional linear models of production and consumption, advocating for innovation, resource efficiency, and sustainability throughout supply chains. We participate in collaborative initiatives, ensuring our stewardship activities contribute to the transition towards a circular and resilient economy.

A lot of activity, do you have any examples of how we are putting Circular Economy principles into practice?

Brunel undertakes targeted engagement and voting on circular economy, using these to influence companies and industries to adopt less linear approaches. For example, our engagement through Mining 2030 focuses on addressing systemic risks within the mining sector, for instance by ensuring greater resource efficiency, transparency and sustainability across the value chain.

Vinted, part of our private equity portfolio, supports circularity in the fashion industry by enabling the resale of second-hand garments, helping to displace the environmental costs of fast fashion. Similarly, MIPS, through its use of Post-Industrial Recycled materials, shows how businesses can integrate circular principles into product design to reduce waste and drive innovation. Our case studies demonstrate how circularity is being embedded across sectors. Voting is another vital lever. For example, at Amazon’s AGM, we supported a resolution calling for improved efforts to reduce single-use plastics. Through such votes, we aim to encourage companies to rethink their packaging strategies and promote a circular economy.

Voting is another vital lever. For example, at Amazon’s AGM, we supported a resolution calling for improved efforts to reduce single-use plastics. Through such votes, we aim to encourage companies to rethink their packaging strategies and promote a circular economy.

Wow, there are lots of great examples of how Brunel ensures that the circular economy is promoted. On a more personal level, how can you, and others , apply the principles in your life?

Growing up, I often wore hand-me-down clothes, which is a simple yet effective way of extending the life of garments and reducing waste—a practice many people unknowingly engage in yet it resonates with the principles of a circular economic system.

Today, I consciously make choices that align with circularity, such as repairing electronics instead of replacing them and choosing washing machine sheets over traditional tablets to minimise the release of microplastics into waterways. I also try to prioritise versatility in the items I purchase. For example, I look for clothing that serves multiple purposes—like a Halloween costume that doubles as exercise gear. These choices might seem small, but they reflect the principles of reuse, waste reduction, and thoughtful consumption that underpin a circular economy.

Philosophically I’m drawn to the principles of the bioeconomy—a system that relies on renewable biological resources to produce food, energy, and materials. To me, the bioeconomy complements the circular economy by focusing on how we can regenerate natural systems rather than deplete them. It’s about understanding the interconnectedness of the environment, economy, and society and recognising that sustainable living isn’t just about managing waste—it’s also about regenerating ecosystems and using natural resources responsibly. An example of this is participation in rewilding projects in the local area of Bristol.

So, will you be doing any Black Friday sale shopping?

I’ve been eyeing a Patagonia fleece because it seems to encourage customers to repair and reuse their apparel. For example see their initiative Worn Wear, which allows people to trade in and buy second-hand Patagonia items. I like the fact that it’s not just about buying something new—it’s about supporting a system that values longevity and reduces environmental impact.