At the GreenBiz Circularity conference in Minneapolis, Google Chief Sustainability Officer Kate Brandt spoke about Google's plan for the circular economy a few days ago. "We want a circular Google in a sustainable world. Waste is a data problem. What if we saw stuff as information? This is an inspiring question to us at Google," Brandt said. Ashima Sukhdev, program lead for the Government and Cities Program at the Ellen MacArthur Foundation, got straight to the point. "The circular economy is profitable; engages communities, and it's about innovation". According to the results of a global study by Accenture, transitioning to a circular economy could generate $4.5 trillion in new economic output by 2030. Nothing should be wasted. The same applies to both plastics and data.