Ellen MacArthur Foundation
Accelerating the transition to a circular economy worldwide.
The Ellen MacArthur Foundation is a global thought leader and catalyst for the circular economy transition, working with businesses, academia, policymakers, and institutions to build an economic system that's better for people and the environment.
Mission
Accelerate the transition to a circular economy — creating a regenerative system that eliminates waste and pollution, circulates products and materials, and regenerates nature.
Core principles
The Foundation's circular economy framework is built on three interconnected goals:
1. Eliminate waste and pollution
Design out waste from the beginning, not as an afterthought. Products, packaging, and systems should be designed to prevent pollution and waste creation.
2. Circulate products and materials
Keep materials in use at their highest value through reuse, repair, remanufacturing, and recycling. Maintain product integrity and quality through multiple cycles.
3. Regenerate nature
Move beyond "doing less harm" to actively improving natural systems. Return biological materials to the earth and design systems that work with nature, not against it.
Focus areas
The Foundation concentrates efforts on sectors with the greatest potential for circular transformation:
Plastics & materials
Addressing pollution by redesigning how plastics and materials are produced, used, and reused. Creating systems where materials maintain value and never become waste.
Critical minerals
Rethinking mineral management for a material-intensive future. Ensuring essential minerals for renewable energy and technology are used responsibly and circularly.
Fashion
Developing circular business models for the clothing industry. Moving from fast fashion to systems where garments are made to be made again.
Food systems
Redesigning broken food production and consumption patterns. Creating regenerative food systems that restore soil health and eliminate food waste.
Retail
Transforming retail infrastructure for sustainability. Building new models where products are designed for longevity, reuse, and responsible end-of-life.
Built environment
Making construction and urban spaces circular. Designing buildings and cities that minimize resource extraction and maximize material reuse.
Strategic approach
The Foundation operates across multiple dimensions to drive systemic change:
- Policy activation: Working with governments to create enabling conditions for circular economy
- Business collaboration: Partnering with leading companies to develop and scale circular practices
- Education: Building circular economy curriculum for schools and institutions worldwide
- Climate integration: Linking circular economics to emissions reduction and climate goals
- Biodiversity: Connecting material flows to nature restoration and ecosystem health
Relevance to Cüte
The Ellen MacArthur Foundation's principles directly inform Cüte's approach to circular commerce:
Keep products in use
Cüte's condominium-based marketplace extends product lifecycles by making second-hand exchange frictionless and trusted. Every transaction keeps items in circulation rather than landfills.
Design out waste
By building trust networks within condominiums, Cüte eliminates the "waste" of abandoned items that could serve neighbors. Our AI-powered listings remove friction that typically prevents reuse.
Regenerate community
Beyond environmental impact, Cüte regenerates community wealth and social connection. Neighbors trading within proximity networks strengthens local economies and relationships.
Systemic thinking
Like the Foundation, Cüte addresses root causes: trust gaps, convenience barriers, and payment friction—not just symptoms. We're building infrastructure for circular behavior at scale.
Learning resources
The Ellen MacArthur Foundation provides extensive free resources for understanding and implementing circular economy principles:
- Circular economy diagram: Visual framework explaining how biological and technical cycles work
- Case studies: Real-world examples of circular business models across industries
- Reports & research: Data-driven insights on circular economy opportunities and impact
- Online courses: Free education programs covering circular economy fundamentals
Connection to our work
Cüte embodies the Foundation's vision in practice: we're accelerating circular economy adoption in Brazilian condominiums by eliminating friction, building trust, and making reuse the default choice.
Every item circulated through Cüte represents:
- Waste eliminated through design (trusted networks remove disposal as default)
- Materials circulated at highest value (functional items stay in use)
- Community regenerated through economic activity and connection
We're translating global circular economy principles into hyperlocal action—one condominium at a time.
Learn more: Ellen MacArthur Foundation →