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Encouraging moderate consumption without compromising the bottom line is one of the hardest-to-achieve challenges facing business leaders looking to future-proof their brands. One of the most promising strategies to that end is the pursuit circular business models. One note-worthy example of circularity-based disruption is Mud Jeans, which leases jeans instead of selling them, encouraging customers to swap or return them after use. In this talk, the company’s CEO will explain how to go about securing the multiple kinds of support needed for a new model like this to catch on.