HappyPorch Radio: Circular Economy & Technology
Technology isn't magic. And neither, it turns out, is circular strategy. In this episode of HappyPorch Radio, Barry O'Kane speaks with Amelia Woodley, a sustainability leader with 25 years of cross-sector experience, and Vin Sharma, a researcher whose doctoral work examined why the social dimension of circular economy so often gets left behind. Amelia introduces her "logic versus magic" framework: the logic side covers strategy, systems, KPIs, and measurement; the magic side covers the storytelling, brand identity, training, and people-led change that make sustainability mean something inside an organisation. Her argument is that most organisations over-invest in the logic and underinvest in the magic, and that is exactly where circular transformations stall. Vin's research adds depth to this picture. Across companies at different stages of their circular journey, he found that social value tends to be bolted on rather than built in, and that the organisations making genuine progress were the ones who treated crises as learning events rather than problems to recover from. The conversation is unusually direct on the financial dimension. Both guests push back on the idea that circular solutions come with a green premium: with good data and whole-life cost thinking, the commercial case can be made. The challenge is building the analytical and organisational muscle to make it properly. ✨ In this episode: * Vin explains the social blind spot in circular economy thinking and why it is structural * Amelia introduces the logic-versus-magic framework for sustainable change * We explore the three stages of circular maturity and what moves organisations between them * Barry, Amelia, and Vin discuss the role of finance in circular business cases * We explore how technology and data need to mature together, not in sequence * Vin and Amelia share what makes them genuinely hopeful about where circularity is heading 👤 About our guests: Amelia Woodley is a sustainability leader with nearly 25 years of experience designing and embedding sustainability strategies across sectors including construction, rail, infrastructure, nuclear, and retail. She has led major circular economy and net zero transformation programmes and is a strong advocate for making circular thinking accessible and commercially credible inside organisations. Vin Sharma is a researcher whose doctoral work examined how organisations integrate social value into circular economy transitions. His research identified consistent patterns across companies at different stages of circular maturity, and proposed frameworks for understanding how reactive responses to crises can build long-term capability. 🌍 About HappyPorch HappyPorch is a purpose-driven software engineering consultancy focused on the circular economy. Learn more: https://www.happyporch.com?utm_source=chatgpt.comhttps://www.happyporch.com [https://www.happyporch.com?utm_source=chatgpt.com] 💌 Subscribe to HappyPorch Circular News HappyPorch Circular News is our monthly newsletter for people working in and around the circular economy and technology. Subscribe at: https://www.happyporch.com/newsletter/ [https://www.happyporch.com/newsletter/] ▶️ Listen and subscribe Stream this episode on Apple Podcasts [https://podcasts.apple.com/gb/podcast/happyporch-radio-circular-economy-technology/id1138288705], Spotify [https://open.spotify.com/show/7gptVvOvovOTSWCuSUUpsM], Deezer [https://www.deezer.com/en/show/1627642], iHeart [https://www.iheart.com/podcast/263-happyporch-radio-circular-28753135/], Pocket Casts [https://pocketcasts.com/podcasts/8d381850-c4f8-0134-10da-25324e2a541d] — or wherever you get your podcasts.. Visit https://www.happyporchradio.comhttps://www.happyporchradio.com [https://www.happyporchradio.com] to explore more episodes. This podcast uses the following third-party services for analysis: OP3 - https://op3.dev/privacy
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