Jules and Raphael, our two entrepreneurs who make "circular economy" rhyme with Circul'R
SAOL Adventurers Jules Coignard and Raphael Masvinger are two entrepreneurs, in their own right, on a mission. These two 30-year-old Frenchmen met while working for Airbus in Mexico in 2014, jobs that could be described as the traditional path for all graduates.
United by their mutual passion for the environment, and aware that more must be done to protect it, they put aside their jobs and decide to set off on the first world tour of the circular economy.
Their project aims to study and prove that the global community has the resources and solutions available to develop without causing further damage to the environment. 
Seventeen months, 22 countries, and 150 meetings later, the two friends have formed the world's largest network of businesses and startups, to more easily co-create solutions for an economy that respects people and the planet.
The duo was finally kind enough to take a break from their environmental rescue (and surfing) to catch up with the circular economy movement and give it a boost. And as is often the case with charismatic duos, the conversation was inspiring and enthusiastic, so we'll let you check it out below.
Jules, surfing a wave in Anglet, France.
SAOLA: Before we go any further, can you explain to me a little bit what the "circular economy" is?
CIRCUL'R: The circular economy simply rethinks the way we do things.
This forces us to use natural resources more intelligently. If you look at nature, it's the perfect model of the circular economy—a perpetual flow. One animal's waste becomes another's food... things grow, then eventually die; the nutrients then return to the soil and create an environment conducive to new growth. And it's by far the most sustainable and efficient model, compared to us, where we just create-use-dispose.
But to be clearer, we found this VIDEO which explains it all really well.
SAOLA: Ahh cool. Thanks!
So, since the launch of Circul'R in 2014, how have you seen the movement for a circular economy develop?
CIRCUL'R: When Circul'R launched, the concept of the circular economy was still underdeveloped and not widely used. Consumers, businesses, and organizations rarely used the term, which made it more difficult to get started and raise funding. But since returning from our world tour four years ago, there has been a big shift: events, press articles, and even the government have started talking about it and familiarizing the public with the term. Many startups have also been created based on this concept. But there is still a lot of work to be done. We need to make strategies and practices more concrete and also involve large companies so that they integrate the circular economy into their strategies. We are going in the right direction and are certainly making progress, and that is promising.
SAOLA: We're seeing more and more brands that are aware of their impact and trying to make an effort, but on the consumer side - is that also the case? Do you think the average consumer is hearing the message and taking action?
CIRCUL'R: Yes, for sure! I mean, figures like celebrities, companies, and NGOs can have an impact on amplifying the message, but the consumer plays a key role through their purchasing decision. They are the ones who will favor one product over another and, consequently, influence the development of one sector over another. Today, we believe there is a global consumer movement towards more sustainable consumption. We are seeing more and more consumers aware of the impact of the products they consume and holding brands accountable, which is good news. Fortunately, the act of responsible consumption is not based on a single practice—there are many common, everyday actions that can have an impact: sorting/recycling waste, refusing single-use plastic, boycotting certain brands... all of these actions can and should become more common practice.
SAOLA: What are the obstacles (if any) to seeing the development of a circular economy?
CIRCUL'R: We see three major obstacles to the development of the circular economy:
- The necessary change in mindset: Since the industrial revolution, everything has been done in a linear way, so moving to a circular model first requires people to think differently and change ingrained practices. What complicates matters further is that this change is necessary at all levels for it to work—governments, businesses, and consumers. This is really difficult when we're used to doing things a certain way.
- Corporate interests: Since the industrial revolution, businesses have been built to support a linear economy, primarily based on the use of oil, so there is a conflict of interest in moving to a circular economy. Lobby groups are actively trying to slow down change, the acceptance of innovations, and circular technologies. This is a real problem.
- Profitability: The introduction of the circular economy can sometimes lead to medium/long-term profitability, but can also sometimes go against certain corporate policies that primarily seek short-term returns. This can be very challenging for some companies, requiring a change in mentality. It is difficult to see them in the long term, even if their economic profitability will be excellent, with better performance from an environmental and social perspective.
SAOLA: What are your plans at the moment?
CIRCUL'R: At the association level, we really want to expand the Circul'R network by bringing together more and more startups and solutions focused on the circular economy. We also launched the "Circul'R eco system" label, the aim of which is to certify most startups and associations that work around the circular economy.
We've also just created the Circul'R Club to bring together various stakeholders in the circular economy. Large groups will be able to share their best practices around the circular economy and see how they face common challenges. We'll also be able to connect them with startups offering solutions through four annual events we'll organize.
SAOLA: Where do you see your organization and the circular economy movement in 5 years?
CIRCUL'R: In five years, we aim to bring together 10,000 startups and associations within our Circul'R network and to have impacted more than 100 large companies in their transition to the circular economy, in order to have a maximum environmental impact. We would also like to expand into other countries, replicate our model and adapt it to local cultures and work with local people.
Regarding the circular economy, we hope that the legislative framework will have changed, with the elimination of single-use plastics, more taxes on toxic/non-recyclable products, and fewer taxes on environmentally friendly products. We really want to see more startups emerging around this theme, with companies that are truly committed to the subject, with a long-term vision and real investments to transform their business, in order to leave a positive impact on the planet.
SAOLA: And to end on a more fun note, what are your plans for this summer?
CIRCUL'R: With pleasure! This summer, I (Raphaël) am going to India to attend yoga trainings, both for my personal pleasure and to coach the Circul'r team when we take breaks.
As for Jules, he's getting married soon in the Basque Country, and will then travel to Indonesia with his fiancée for their honeymoon. They plan to go surfing and, if possible, see some environmental projects there.
We also have two new members in the team: Stéphanie and Pierre, who are going on a cycle tour of the Mediterranean, from Marseille to Athens, to discover circular economy solutions that help fight plastic in the Mediterranean Sea. We will probably all meet up in Athens at the end of the summer to take stock and see what we want to implement in the coming year.
SAOLA: Awesome!! Beautiful program. And congratulations on the wedding! 😊 In any case, we are really happy to have you as ambassadors at SAOLA, and we can't wait to see your progress. We can only thank you for your commitment and efforts towards a more sustainable world.
And you can follow the exciting adventures of the entire Circul'R team on Instagram and Facebook .
