Ellen MacArthur on the 'circular economy'
24 January 2013 Last updated at 14:17 GMT
Dame Ellen MacArthur has joined the scores of world and business leaders at the World Economic Forum to champion a radical solution to consumer waste.
The so-called "circular economy" means products are intended to be more sustainable as their design is based around reusable parts, allowing for a simpler recycling process.
Dame Ellen told BBC News that the approach could mean cost savings for industry, and cheaper products for consumers.