Garry Cooper, neuroscientist-turned-CEO of Rheaply, joins Garr Punnett for an conversation about where the circular economy actually stands in 2026. They dig into why "sustainability" as a pitch is losing ground, why inflation and EPR compliance might finally be the acute pain the sector needs, and the brutal operational reality of selling circular solutions to budget-constrained middle managers. It's a candid conversation between two operators who've been doing this long enough to tell the difference between the narrative and the spreadsheet.