People’s priorities are changing, as we realise more stuff doesn’t make us happier– so how can businesses thrive by doing better, with less? In this episode, Catherine suggests it’s time to bust one of the myths of the modern economy – people don’t want more and stuff! Priorities are changing, people are realising that more stuff doesn't make us happier. Instead, people are discovering that life is better when we care for, share and treasure our stuff, and what’s more, that’s better for our planet and society. But this presents a big challenge – a paradox – how can businesses succeed without selling more stuff, every year? Many of the Circular Economy Podcast guests are already doing just that, using circular strategies to thrive by doing better with less. You probably already have big questions on this. It feels logical to say that new designs and innovations will always make life better, that people want to keep up with trends and the status that comes from having the latest thing, And of course, that making new products underpins the success of a business ... but Catherine shares research and insights from guests in the last series of podcasts to show why we need to question conventional wisdom, and choose alternative strategies that are fit for the current business landscape.

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