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E.H.E. Fromberg
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1
In response to calls for fundamental transformation of the economy, the idea of a circular economy has emerged as a promising direction. However, in practice, this idea is still commonly understood through conceptual lenses that reflect the logic of linear and mechanistic systems. This study explores the role of conceptual metaphors in circular economy discourse, arguing that the metaphors that are used to understand the economy significantly influence the kind of solutions that one can imagine and value. This research investigates the potential of the forest metaphor to support alternative ways of conceptualising the circular economy.
The first part of this study was aimed towards the identification of current dominant metaphors in circular economy discourse. It found that the machine metaphor was the most dominant metaphor. This was followed by competitive metaphors (sports and war), the journey metaphor, and, to a limited extent, ecological metaphors. The textual analysis showed that the current academic discourse predominantly:
(1) Makes sense of a circular economy in a mechanistic way, as the sum of resource inputs and outputs.
(2) Sees the relationships between businesses in a circular economy as competitive.
(3) Makes sense of change towards a circular economy as something that happens gradually and step-by-step.
The three most dominant metaphors are also dominant in current linear economy discourse and therefore reinforce similar patterns of thought. The ecological metaphor occurred less and was identified as a potentially interesting new line of enquiry, conceptualising nonlinear, complex and dynamic features, unlike the more dominant metaphors. This led to the main research question of this thesis:
How can ecology-inspired metaphors enrich circular economy discourse?
The second part of the research investigated the implications of using an ecology-based metaphor - specifically, the forest metaphor - to support conceptual development in circular economy learning. A case study was conducted on a postgraduate workshop, where participants engaged with the forest metaphor to explore circular business. Learners found the metaphor enriching, particularly in relation to ideas that incorporate the interconnectedness of businesses and the cooperation between different entities in the economy. However, many of the insights generated were general in nature and lacked specificity.
To further the exploration, a subdomain of the metaphor was explored in more detail: the technosphere as fruit from a tree. The technosphere refers to products, components and materials that are part of the human-made and managed realm, unlike biological nutrients. Through this study, products, components, and materials were understood as fruit from a tree. Unlike the machine metaphor, which tends to frame the economy as a closed and controllable system, this metaphor suggested more open flows of resources and information. The metaphor also allows social and environmental dimensions of a circular economy to be woven together more tightly in ideas and solutions.
In the third part of the study, a learning tool was developed to support the application of the forest metaphor to circular economy education. Eighteen subdomains of the forest metaphor were identified through interviews, each relating to one of three overarching themes: wholeness of the forest, the importance of relationships, and the response to change. These subdomains were reviewed by circular economy experts, who identified potential areas of application within existing circular economy discourse. Their input informed the development of a learning tool titled Ecological Design Thinking for a Circular Economy.
The fourth and final part of the study evaluated this tool through a comparative case study. A second workshop was conducted, similar in format to that of part two, but this time including the learning tool. Participant responses and workshop outcomes were compared with those from the earlier workshop. The findings suggest that the use of the tool contributed to more detailed and concrete ideas and that learners considered the engagement with the tool more enriching.
This thesis demonstrates the potential of the forest metaphor as an ecological metaphor for circular economy discourse. This metaphor prompts a reflection on the competitive nature of business and intellectual property rights and suggests ideas in line with more collaborative, decentralised and open approaches in business. In a generative way, the metaphor allows participants to focus more on community-led and place-based approaches to innovation, which allows businesses to tune into the local context surrounding their supply chain and business model, considering both social and environmental dimensions simultaneously.
Ultimately, this research reinforces that metaphors are not merely the decoration of language but can also be a learning tool. This can be used in a reflexive way, by challenging previously unquestioned assumptions, or in a generative way, by allowing new ways of thinking and developing novel solutions.
...
The first part of this study was aimed towards the identification of current dominant metaphors in circular economy discourse. It found that the machine metaphor was the most dominant metaphor. This was followed by competitive metaphors (sports and war), the journey metaphor, and, to a limited extent, ecological metaphors. The textual analysis showed that the current academic discourse predominantly:
(1) Makes sense of a circular economy in a mechanistic way, as the sum of resource inputs and outputs.
(2) Sees the relationships between businesses in a circular economy as competitive.
(3) Makes sense of change towards a circular economy as something that happens gradually and step-by-step.
The three most dominant metaphors are also dominant in current linear economy discourse and therefore reinforce similar patterns of thought. The ecological metaphor occurred less and was identified as a potentially interesting new line of enquiry, conceptualising nonlinear, complex and dynamic features, unlike the more dominant metaphors. This led to the main research question of this thesis:
How can ecology-inspired metaphors enrich circular economy discourse?
The second part of the research investigated the implications of using an ecology-based metaphor - specifically, the forest metaphor - to support conceptual development in circular economy learning. A case study was conducted on a postgraduate workshop, where participants engaged with the forest metaphor to explore circular business. Learners found the metaphor enriching, particularly in relation to ideas that incorporate the interconnectedness of businesses and the cooperation between different entities in the economy. However, many of the insights generated were general in nature and lacked specificity.
To further the exploration, a subdomain of the metaphor was explored in more detail: the technosphere as fruit from a tree. The technosphere refers to products, components and materials that are part of the human-made and managed realm, unlike biological nutrients. Through this study, products, components, and materials were understood as fruit from a tree. Unlike the machine metaphor, which tends to frame the economy as a closed and controllable system, this metaphor suggested more open flows of resources and information. The metaphor also allows social and environmental dimensions of a circular economy to be woven together more tightly in ideas and solutions.
In the third part of the study, a learning tool was developed to support the application of the forest metaphor to circular economy education. Eighteen subdomains of the forest metaphor were identified through interviews, each relating to one of three overarching themes: wholeness of the forest, the importance of relationships, and the response to change. These subdomains were reviewed by circular economy experts, who identified potential areas of application within existing circular economy discourse. Their input informed the development of a learning tool titled Ecological Design Thinking for a Circular Economy.
The fourth and final part of the study evaluated this tool through a comparative case study. A second workshop was conducted, similar in format to that of part two, but this time including the learning tool. Participant responses and workshop outcomes were compared with those from the earlier workshop. The findings suggest that the use of the tool contributed to more detailed and concrete ideas and that learners considered the engagement with the tool more enriching.
This thesis demonstrates the potential of the forest metaphor as an ecological metaphor for circular economy discourse. This metaphor prompts a reflection on the competitive nature of business and intellectual property rights and suggests ideas in line with more collaborative, decentralised and open approaches in business. In a generative way, the metaphor allows participants to focus more on community-led and place-based approaches to innovation, which allows businesses to tune into the local context surrounding their supply chain and business model, considering both social and environmental dimensions simultaneously.
Ultimately, this research reinforces that metaphors are not merely the decoration of language but can also be a learning tool. This can be used in a reflexive way, by challenging previously unquestioned assumptions, or in a generative way, by allowing new ways of thinking and developing novel solutions.
...
In response to calls for fundamental transformation of the economy, the idea of a circular economy has emerged as a promising direction. However, in practice, this idea is still commonly understood through conceptual lenses that reflect the logic of linear and mechanistic systems. This study explores the role of conceptual metaphors in circular economy discourse, arguing that the metaphors that are used to understand the economy significantly influence the kind of solutions that one can imagine and value. This research investigates the potential of the forest metaphor to support alternative ways of conceptualising the circular economy.
The first part of this study was aimed towards the identification of current dominant metaphors in circular economy discourse. It found that the machine metaphor was the most dominant metaphor. This was followed by competitive metaphors (sports and war), the journey metaphor, and, to a limited extent, ecological metaphors. The textual analysis showed that the current academic discourse predominantly:
(1) Makes sense of a circular economy in a mechanistic way, as the sum of resource inputs and outputs.
(2) Sees the relationships between businesses in a circular economy as competitive.
(3) Makes sense of change towards a circular economy as something that happens gradually and step-by-step.
The three most dominant metaphors are also dominant in current linear economy discourse and therefore reinforce similar patterns of thought. The ecological metaphor occurred less and was identified as a potentially interesting new line of enquiry, conceptualising nonlinear, complex and dynamic features, unlike the more dominant metaphors. This led to the main research question of this thesis:
How can ecology-inspired metaphors enrich circular economy discourse?
The second part of the research investigated the implications of using an ecology-based metaphor - specifically, the forest metaphor - to support conceptual development in circular economy learning. A case study was conducted on a postgraduate workshop, where participants engaged with the forest metaphor to explore circular business. Learners found the metaphor enriching, particularly in relation to ideas that incorporate the interconnectedness of businesses and the cooperation between different entities in the economy. However, many of the insights generated were general in nature and lacked specificity.
To further the exploration, a subdomain of the metaphor was explored in more detail: the technosphere as fruit from a tree. The technosphere refers to products, components and materials that are part of the human-made and managed realm, unlike biological nutrients. Through this study, products, components, and materials were understood as fruit from a tree. Unlike the machine metaphor, which tends to frame the economy as a closed and controllable system, this metaphor suggested more open flows of resources and information. The metaphor also allows social and environmental dimensions of a circular economy to be woven together more tightly in ideas and solutions.
In the third part of the study, a learning tool was developed to support the application of the forest metaphor to circular economy education. Eighteen subdomains of the forest metaphor were identified through interviews, each relating to one of three overarching themes: wholeness of the forest, the importance of relationships, and the response to change. These subdomains were reviewed by circular economy experts, who identified potential areas of application within existing circular economy discourse. Their input informed the development of a learning tool titled Ecological Design Thinking for a Circular Economy.
The fourth and final part of the study evaluated this tool through a comparative case study. A second workshop was conducted, similar in format to that of part two, but this time including the learning tool. Participant responses and workshop outcomes were compared with those from the earlier workshop. The findings suggest that the use of the tool contributed to more detailed and concrete ideas and that learners considered the engagement with the tool more enriching.
This thesis demonstrates the potential of the forest metaphor as an ecological metaphor for circular economy discourse. This metaphor prompts a reflection on the competitive nature of business and intellectual property rights and suggests ideas in line with more collaborative, decentralised and open approaches in business. In a generative way, the metaphor allows participants to focus more on community-led and place-based approaches to innovation, which allows businesses to tune into the local context surrounding their supply chain and business model, considering both social and environmental dimensions simultaneously.
Ultimately, this research reinforces that metaphors are not merely the decoration of language but can also be a learning tool. This can be used in a reflexive way, by challenging previously unquestioned assumptions, or in a generative way, by allowing new ways of thinking and developing novel solutions.
The first part of this study was aimed towards the identification of current dominant metaphors in circular economy discourse. It found that the machine metaphor was the most dominant metaphor. This was followed by competitive metaphors (sports and war), the journey metaphor, and, to a limited extent, ecological metaphors. The textual analysis showed that the current academic discourse predominantly:
(1) Makes sense of a circular economy in a mechanistic way, as the sum of resource inputs and outputs.
(2) Sees the relationships between businesses in a circular economy as competitive.
(3) Makes sense of change towards a circular economy as something that happens gradually and step-by-step.
The three most dominant metaphors are also dominant in current linear economy discourse and therefore reinforce similar patterns of thought. The ecological metaphor occurred less and was identified as a potentially interesting new line of enquiry, conceptualising nonlinear, complex and dynamic features, unlike the more dominant metaphors. This led to the main research question of this thesis:
How can ecology-inspired metaphors enrich circular economy discourse?
The second part of the research investigated the implications of using an ecology-based metaphor - specifically, the forest metaphor - to support conceptual development in circular economy learning. A case study was conducted on a postgraduate workshop, where participants engaged with the forest metaphor to explore circular business. Learners found the metaphor enriching, particularly in relation to ideas that incorporate the interconnectedness of businesses and the cooperation between different entities in the economy. However, many of the insights generated were general in nature and lacked specificity.
To further the exploration, a subdomain of the metaphor was explored in more detail: the technosphere as fruit from a tree. The technosphere refers to products, components and materials that are part of the human-made and managed realm, unlike biological nutrients. Through this study, products, components, and materials were understood as fruit from a tree. Unlike the machine metaphor, which tends to frame the economy as a closed and controllable system, this metaphor suggested more open flows of resources and information. The metaphor also allows social and environmental dimensions of a circular economy to be woven together more tightly in ideas and solutions.
In the third part of the study, a learning tool was developed to support the application of the forest metaphor to circular economy education. Eighteen subdomains of the forest metaphor were identified through interviews, each relating to one of three overarching themes: wholeness of the forest, the importance of relationships, and the response to change. These subdomains were reviewed by circular economy experts, who identified potential areas of application within existing circular economy discourse. Their input informed the development of a learning tool titled Ecological Design Thinking for a Circular Economy.
The fourth and final part of the study evaluated this tool through a comparative case study. A second workshop was conducted, similar in format to that of part two, but this time including the learning tool. Participant responses and workshop outcomes were compared with those from the earlier workshop. The findings suggest that the use of the tool contributed to more detailed and concrete ideas and that learners considered the engagement with the tool more enriching.
This thesis demonstrates the potential of the forest metaphor as an ecological metaphor for circular economy discourse. This metaphor prompts a reflection on the competitive nature of business and intellectual property rights and suggests ideas in line with more collaborative, decentralised and open approaches in business. In a generative way, the metaphor allows participants to focus more on community-led and place-based approaches to innovation, which allows businesses to tune into the local context surrounding their supply chain and business model, considering both social and environmental dimensions simultaneously.
Ultimately, this research reinforces that metaphors are not merely the decoration of language but can also be a learning tool. This can be used in a reflexive way, by challenging previously unquestioned assumptions, or in a generative way, by allowing new ways of thinking and developing novel solutions.
Current circular economy discourse is largely shaped by metaphors similar to the ones used for a linear economy: the machine metaphor, competitive metaphor and the journey metaphor. Metaphors influence patterns of thought, what ideas and solutions are valued (and which are not). Therefore, if a radical economic change is desired, it is important to explore which radically different metaphors could inform this thinking. This study explores the use of the forest as a source domain to enrich circular economy discourse. First, through a qualitative enquiry, intuitive knowledge about a forest is mapped out. Then, circular economy experts were asked to project these insights onto circular economy discourse. The results are presented as practical subdomains that can be applied within design, business and educational contexts. The findings show rich insights related to dealing with wholeness, the importance of relationship, and response to change. The Results Section presents concrete prompts for activating these source domains and applying these as a prompt for ideation. This research contributes to circular economy education by using metaphors derived from nature as a tool for reflection and novel circular economy conceptualisations.
...
Current circular economy discourse is largely shaped by metaphors similar to the ones used for a linear economy: the machine metaphor, competitive metaphor and the journey metaphor. Metaphors influence patterns of thought, what ideas and solutions are valued (and which are not). Therefore, if a radical economic change is desired, it is important to explore which radically different metaphors could inform this thinking. This study explores the use of the forest as a source domain to enrich circular economy discourse. First, through a qualitative enquiry, intuitive knowledge about a forest is mapped out. Then, circular economy experts were asked to project these insights onto circular economy discourse. The results are presented as practical subdomains that can be applied within design, business and educational contexts. The findings show rich insights related to dealing with wholeness, the importance of relationship, and response to change. The Results Section presents concrete prompts for activating these source domains and applying these as a prompt for ideation. This research contributes to circular economy education by using metaphors derived from nature as a tool for reflection and novel circular economy conceptualisations.
This paper explores the move to a circular economy through the metaphor of a living system: a forest. The technosphere of a circular economy is an entirely human-made and managed realm. This research aims to explore how a common understanding of how a forest works can be used to conceptualise the products, components and materials that circulate in the technosphere as "fruit". This exploration entails four aspects of the metaphor: (1) the recipient needs to know what it is "eating", (2) the fruit needs to be "non-toxic" for the recipient, (3) the fruit needs to be nutritious and, (4) the wider system needs to be able to "metabolise 2 the nutrients". This metaphor allows for a more interconnected and holistic understanding of different economic and societal actors, their relationships and overall productivity. The nature of many materials in the technosphere prompts consideration of issues of standardisation, complexity, disclosure, and liability together with intellectual property rights. However, special attention and/or treatment is needed for materials that can be considered "substances of concern", which ideally would be designed out or carefully managed to avoid exposure. Furthermore, the paper explores the "nutritional value" of technosphere materials, emphasising the need for increased product longevity, through strategies such as design for disassembly and the right to repair. Finally, to allow the wider, open system to benefit from diverse inputs, it requires further decentralisation of supply chains, enabling accessibility of inputs to more informal or smaller-scale economic entities and fostering local creativity. To support this change, concepts related to nutrient stock maintenance and total product liability are addressed.
...
This paper explores the move to a circular economy through the metaphor of a living system: a forest. The technosphere of a circular economy is an entirely human-made and managed realm. This research aims to explore how a common understanding of how a forest works can be used to conceptualise the products, components and materials that circulate in the technosphere as "fruit". This exploration entails four aspects of the metaphor: (1) the recipient needs to know what it is "eating", (2) the fruit needs to be "non-toxic" for the recipient, (3) the fruit needs to be nutritious and, (4) the wider system needs to be able to "metabolise 2 the nutrients". This metaphor allows for a more interconnected and holistic understanding of different economic and societal actors, their relationships and overall productivity. The nature of many materials in the technosphere prompts consideration of issues of standardisation, complexity, disclosure, and liability together with intellectual property rights. However, special attention and/or treatment is needed for materials that can be considered "substances of concern", which ideally would be designed out or carefully managed to avoid exposure. Furthermore, the paper explores the "nutritional value" of technosphere materials, emphasising the need for increased product longevity, through strategies such as design for disassembly and the right to repair. Finally, to allow the wider, open system to benefit from diverse inputs, it requires further decentralisation of supply chains, enabling accessibility of inputs to more informal or smaller-scale economic entities and fostering local creativity. To support this change, concepts related to nutrient stock maintenance and total product liability are addressed.
Numerous academic scholars argue for a radical transformation of the economy towards a circular model, in response to pressures from planetary and social issues such as energy, climate change, inequality, and resource depletion. This study examines how the academic community perceives the concept of a circular economy in comparison to traditional economic discourse, through the lens of conceptual metaphors. Conceptual metaphors are systematic properties that reflect one’s understanding of abstract phenomena like a circular economy. Through a structured review of the literature, seven dominant conceptual metaphors were identified that shape the understanding of traditional economics. The study also conducted a textual analysis of the ten most frequently cited academic papers on the circular economy. The analysis revealed that certain dominant metaphors from traditional economics have been influential in shaping discourse on the circular economy. The most common metaphors were the machine metaphor, competitive metaphors, the journey metaphor, and ecological metaphors. Each conceptual metaphor has its own strengths and weaknesses, which may include poorly explained areas or missing dimensions. These two aspects are referred to as misconceptions and blind spots, respectively, and the paper reflects on the implications of these for the current academic discourse on the circular economy.
...
Numerous academic scholars argue for a radical transformation of the economy towards a circular model, in response to pressures from planetary and social issues such as energy, climate change, inequality, and resource depletion. This study examines how the academic community perceives the concept of a circular economy in comparison to traditional economic discourse, through the lens of conceptual metaphors. Conceptual metaphors are systematic properties that reflect one’s understanding of abstract phenomena like a circular economy. Through a structured review of the literature, seven dominant conceptual metaphors were identified that shape the understanding of traditional economics. The study also conducted a textual analysis of the ten most frequently cited academic papers on the circular economy. The analysis revealed that certain dominant metaphors from traditional economics have been influential in shaping discourse on the circular economy. The most common metaphors were the machine metaphor, competitive metaphors, the journey metaphor, and ecological metaphors. Each conceptual metaphor has its own strengths and weaknesses, which may include poorly explained areas or missing dimensions. These two aspects are referred to as misconceptions and blind spots, respectively, and the paper reflects on the implications of these for the current academic discourse on the circular economy.
Conference paper
(2023)
-
Emma H.E. Fromberg, Conny A. Bakker, Joshua Entsminger, Chris Grantham, Adam Lusby, David Peck, Ken Webster
The idea of a circular economy promises radically different outcomes compared to the current, linear economy. To explore new lines of enquiry to achieve these different outcomes, metaphors can be used to allow a learner to think about a circular economy differently compared to the current economy. Conceptual metaphors are especially powerful for this purpose since they influence most abstract patterns of thought, and they have systemic properties. Therefore, this research describes an intrinsic case study about the engagement of a group of students with the metaphor of a forest during a two-day postgraduate-level course. This research addresses the question: “to what extent does the forest metaphor allow students to rethink the relationship between businesses in a circular economy?“ Through this intrinsic case study, the insights, experiences, and perspectives of the students are analysed, after they have interacted with the metaphor of a forest.
...
The idea of a circular economy promises radically different outcomes compared to the current, linear economy. To explore new lines of enquiry to achieve these different outcomes, metaphors can be used to allow a learner to think about a circular economy differently compared to the current economy. Conceptual metaphors are especially powerful for this purpose since they influence most abstract patterns of thought, and they have systemic properties. Therefore, this research describes an intrinsic case study about the engagement of a group of students with the metaphor of a forest during a two-day postgraduate-level course. This research addresses the question: “to what extent does the forest metaphor allow students to rethink the relationship between businesses in a circular economy?“ Through this intrinsic case study, the insights, experiences, and perspectives of the students are analysed, after they have interacted with the metaphor of a forest.