Jump-starting, diffusing, and sustaining the circular economy 1 | INTRODUCTIONCircular economy, which we succinctly define as a zero-waste economic system, is often touted as a promising approach to decarbonize industrial processes and to limit global warming to 1.5 . Unsurprisingly, therefore, the circular economy has emerged as a central avenue in the corporate sustainability lexicon. Explicitly or implicitly, most major global companies adduce to the circular economy in their sustainability communications, and most of the world's prominent consulting organizations provide guidance for companies to devise circular economy strategies. Academic research on the circular economy too has flourished. Within the last 5 years, more than 10,000 academic papers on the circular economy have been added to the Web of Science database alone. Notably, these publications represent a staggeringly diverse range of disciplines including environmental science, economics, business and management, engineering, chemistry, and physics. Circular economy has also become a core tenet of