7. Conclusion
Companies are key players in fostering the transition to a CE as they have the responsibility and capabilities to implement innovative strategies for designing-out waste, reusing products and materials, and influencing consumer awareness and demand for green products. This study demonstrates that several common factors are driving the emergence of CE business models and collaborations despite the lack of federal mandates in the U.S. These include: a) municipal and corporate sustainability commitments and zero waste goals, b) U.S. state mandates and European Union directives, c) corporate reputations, d) employee attraction and retention, e) ESG investors, f) local sourcing, and g) increased focus on resilience and risk reduction. The main challenges reported by both entrepreneurs and corporations include a) a lack of regulation and incentives, b) a lack of data and indicators to measure and communicate the impacts, c) the cost of product/waste take-back, d) a lack of awareness and market demand, and e) the complex product or packaging design that prevents proper reuse/recycling. Entrepreneurs are leveraging technology and strategic partnerships with large corporations to create value for their partners and communities by reducing risks, costs, and improving company reputations and social impacts. Their future growth and success, however, requires financial, administrative, and educational support.