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
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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.
