London — From recycled paint to rented jeans, businesses large and small are looking at ways to cut waste, use fewer resources and help create what has been coined a "circular economy" in which raw materials and products are repeatedly reused. Unilever, Renault, Google and Nike are some of the companies starting to move towards a circular business model, experts say. Cities too — including London, Amsterdam and Paris — are looking at how they can shift to a circular economy, which means reusing products, parts and materials, producing no waste and pollution, and using fewer new resources and energy. London’s Waste and Recycling Board in June published a route map for how the city as a whole could make the shift, thereby cutting emissions and creating jobs. "As London grows it faces unprecedented pressure on its land and its resources. If we are to meet these challenges, moving London to a circular economy will be vital," Shirley Rodrigues, London’s deputy mayor for environment and e...

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