Discussions around sustainability and circularity are shifting from waste disposal to resource optimization, human wellbeing and environmental safeguards. EU and increasingly US regulators have taken a proactive role in not only bringing legislation but actively guiding the transformation process through series of initiatives and by coopting the stakeholders. Now stakeholders are launching their own bids to meet and exceed these ambitious goals set forth by regulators. How realistic are these goals? Is the industry ready for transformation? What do companies need to do to leapfrog to the top of the agenda?