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.

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.

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.