There is a working summit on circularity in London next month, with roundtables on resale, takeback, digital product passports and the economics of it all. Maternity, baby and children's product has every structural advantage the conversation needs. We are in the room. We are just not loud enough in it yet, and that is worth changing.

Pura, the Cheshire B Corp behind plant-based nappies, quietly turns used nappies into pellets that resurface roads through its NappiCycle partnership in Wales. With around 3 billion nappies going to UK landfill a year, it is real circularity, honestly at pilot scale. Here is the story, and why it is a lesson in growing consciously.