About Chasing Circular

Hi everyone, Johan here. Here you can read more about the background to how Chasing Circular started, why I think the world needs it and how I use circular thinking in my everyday life.


Why we need Chasing Circular


Circular Economy can be described as “an economy in loops”. It is an umbrella concept that contains many theories about how resources can be saved, about waste prevention, economic competitiveness and job creation.

Now, in the 2020s, the need for this type of economy is increasingly urgent. In the carbon budget calculator, you can see that only about 10 years remain until the climate reaches its tipping point.

Negative effects of a growing middle-class lifestyle combined with a linear economy have effects on the ecosystems that can make the future for our children and the planet devastating. The time for a circular economy is here.

With Chasing Circular, I want to raise awareness about circular economy by simplifying research findings in a fun and pedagogical way.

I also want to create an understanding for the urgency of taking action to deal with environmental sustainability. In that process, my role is partly to assess the effects the measures have on the environment.


Carbon Budget Calculator from Mercator Research Institute


Who is Johan Brändström?



Johan Brändström Chasing Circular

Johan Brändström, creator of Chasing Circular

I am Swedish 32 year old family father who lives with my partner in Uppsala in Sweden.

With a background in engineering physics, I had three jobs the first 5 years of my career. I really wanted to find a role where I felt I did something good for the environment, but did not get satisfied.

A few years back I realized that technological improvements are not enough to save the planet from a catastrophe. I wanted to work in an environment where this was seen as a fact and where the goal is to change how we think about sustainability.

So, I quit my job, studied sustainability and created a sustainability blog (in Swedish). On the blog, I wrote about climate impact and created a footprint calculator. among other things.

Now I am in the second year as a PhD-student in Circular Economy and have never been happier. I focus on environmental impact of circular economy measures and my first paper will be about how circularity can be measured.


Living circular


What does it mean to live circular? Buying second hand and minimizing packaging use, some would say.

Recycling, is a must. But is it enough? Is “circular” the same as “ sustainable”. The simple answer is no, however there are many principles from circular economy that could make our lives more sustainable.

Personally, I have made some major changes in how I live my life the last couple of years. Some examples of how I try to live sustainable is how I eat, travel, consume and invest.

The major focus has been on cutting down carbon emissions, but I also follow the principles about circularity as mentioned. If you follow chasing circular you will learn more about how you can live more circular, and sustainable.

upcycled table chasing circular

Example of upcycling, a table made out of books at ReTuna in Eskilstuna, Sweden.