According to experts, every day we receive around 3,000 advertising messages trying to convince us -and often succeeding-, that consuming will make us happier. Shopping has turned into a pleasant activity  that seems to be able to relieve our frustrations and grieves.

Is it possible to escape from this enormous pressure? It is not easy. But we know that all this consumption is depleting our resources, that the planet we inhabit is finite, and that if we continue on this path, we will seriously compromise the chances of survival of future generations.

The economic response to this challenge lies in the circular economy, which consists of a production and consumption model that involves reusing, repairing and recycling materials and products as long as possible, extending their life cycle, and reducing waste to a minimum.

When a product ends its life, its materials are kept for being productively used again and again, trying to reach zero waste production. It contrasts with the traditional linear economic model, based primarily on the "use and throw away" concept. This model has become obsolete and we need to create sustainable, resilient businesses that provide value from both an environmental and social point of view.