Sitting in a typical session of a strategy creation class, the first question a professor asks to their students when analysing a case study is what could the specific company under study do to "sustainably" make money. For people that are trained in sustainability matters the obvious answer is at least three-dimensional: economics, social and environment. However, if you are sitting with people that have no train in these matters, the answer is uni-dimensional: money. And so it is for the well trained professor.
Sustainability in a company oriented environment is completely the opposite to what it means to the concerned environmentalist or policy maker: it is solely to make money indefinitely and as much as you can. Therefore, when you try to communicate the message of sustainable development to this key stakeholders' group, businesses, the receptors might get confused and fall into what behavioural scientists have called the confirmation bias: they believe you are talking about how to keep making money because that is what a sustainable business means to them.
If we want to avoid this and start a conversation about what we call sustainability, a change in language might be required. A new concept that correctly highlights the principles behind the "environmentalist" definition of sustainability is needed to convey the message to this specific audience and circular seems to do the job. Using the term circular when speaking to businesses may be more effective when bringing the message of acting sustainably. Instead of asking "is your business sustainable?" asking "is your business circular?" could avoid the answer "yes, we are making loads of money" and hope for a "yes, we have a closed-loop business" or "no idea what you are talking about, tell me more". This could keep the conversation going.
Of course this means we need to make sure that being circular is not only about being environmentally friendly, but socially responsible and still make money our of it. For what it has been written in the last three years it seems it does, but a consensus is needed regarding the meaning of this new concept in order to start bringing the "non-educated" audiences on board of what we call sustainability.