K3’s latest research found that two-thirds of fashion and retail decision makers said they were familiar with supply chain traceability, while only half (53%) said they were familiar with the circular economy. This is something of a paradox. Many believe the circular economy can be simply defined by activities like renting, reselling, and recycling that lessens environmental impacts. While this is mostly true, it isn’t the full picture. The circular economy is more about transitioning away from the linear economy that can perhaps best be categorised by our “take, make, waste” rationale. To that end, traceability is a key part of circular efforts since it allows businesses to identify opportunities to reduce waste and reuse materials in their supply chains. So, it is somewhat inconsistent to see more familiarity with supply chain traceability, but less with the circular economy, when the former feeds the latter.