Professor Nancy Bocken is a world-leading researcher in the field of sustainable and circular business. Just like us, she combines her academic work with various types of business engagement. In addition to her academic affiliations in Maastricht, and Cambridge, she is also a co-founder of the company HOMIE and the leader of the large research project CircularX. We talk to Nancy about her work on unsustainable business models, the role of experimentation in sustainability innovation, whether ice cream should be considered a necessary product, the root causes of unsustainability in the economy, whether we need a new understanding of the economy à la Kate Raworths Doughnut Economics and why the Netherlands is such a hotspot for circular business.
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