Our Approach:


The Circulate Initiative’s approach focuses on three core strategies to achieve our goal of ending ocean plastic: incubation, measurement, and amplification of inclusive solutions for waste management, recycling and the overall circular economy. 


We encourage more and better businesses and entrepreneurs to get involved in the circular economy in emerging countries, support them as they develop their businesses, and create the enabling conditions they need to succeed. This makes the sector more attractive for investment to ensure its financial viability and promotes equitable and just economies that benefit their communities.

We do this through a number of tailored programs driving greater innovation in the circular economy and waste management sector and helping talented entrepreneurs transform their ideas into profitable businesses. 


 Our Flagship program, The Incubation Network, powered in partnership with SecondMuse, is creating a network of accelerator and incubator partners in South and Southeast Asia that will support challenges and circular economy entrepreneurs in the markets where they work.  


TIN also supports challenges and initiatives that drive innovation, with the goal of creating more and better waste management and circular economy solutions. 

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Urban Ocean, developed in partnership with Ocean Conservancy and the Global Resilient Cities Network, works directly with cities to implement scalable circular economy solutions that prevent ocean plastic and advance resilient, circular economies. 


We are investing in creating field-leading, open-source impact measures and methods to equip stakeholders, such as entrepreneurs, policymakers and investors, with the tools and resources they need to understand and assess the ocean plastic problem, set baselines and targets, measure the success of interventions, and make better decisions. 


Investment and philanthropic capital are both needed to establish the overall conditions to incentivize innovation in the circular economy and to create and support ventures that will attract investors while generating positive environmental and socio-economic impacts. However, there is currently a clear lack of reliable baselines on plastic waste and no single standard for Environmental, Social and Governance (ESG) or Sustainable Investing (SI) metrics to assess the impact of plastic pollution prevention efforts, which makes it difficult for investors to assess the impact of the solutions they are investing in. 

We are developing and testing metrics and methods with real solutions in real places to address this gap.

At the same time, we aim to equip local organizations and entrepreneurs with technical resources to enable them to better measure their own baselines, and track and report progress over time. We are convening players from many sectors and across the community to develop buy-in for common metrics.


With Insights, we aim to better inform industry and stakeholders to build enabling conditions for advancement of the circular economy.


With work on ocean plastic and the circular economy still evolving, we recognize the need to amplify and recognize successful initiatives that can act as case studies for others to scale and replicate.

Sharing successes and learnings from real examples plays an important role in inspiring and encouraging others to be a part of the solution for ocean plastic and the circular economy.  Our ‘amplification’ work calls attention to the practices, progression and impact of solutions on the ground, through analysis and narrative.