By: Marcus Trent
In an era marked by growing climate concerns and industrial practices that often prioritize short-term gains, few voices have been as consistently visionary—and firmly grounded in principle—as that of Albin Kaelin. The Swiss business leader, sustainability advocate, and author of From Rebel to Radical Innovator: Leading the Transformation Through Circularity has spent more than three decades challenging how we produce, sell, and dispose of goods. His ideas, once considered unconventional, are now becoming a more prominent part of the conversation surrounding business sustainability.
Kaelin’s achievements are not the result of following fleeting trends or buzzwords. Instead, they reflect a deep commitment to principles—and a refusal to accept approaches that lack clarity.
“When I was forced to write with my right hand as a left-handed child, I asked why. No one could explain it. That taught me something early: never accept what lacks clarity,” Kaelin reflects. “That idea has shaped the way I approach everything in life.”
This clarity-first mindset, paired with his well-known assertions, “Innovation and leadership are the only survival strategies” and “If you compare, you start to compromise,” has been instrumental in helping Kaelin navigate years of resistance from industries hesitant to challenge the status quo. For much of his career, he faced what he describes as constant “headwind.” Yet, as he observes, things are shifting. Circularity, once a fringe idea, is increasingly finding its place in the mainstream—and is even beginning to shape legislation.
Kaelin is widely recognized as a pioneer of the Cradle to Cradle® (C2C) philosophy, a design framework that aims to eliminate waste by ensuring all materials used in production can be safely reused or returned to nature. As the CEO of epeaswitzerland GmbH and former managing director of Rohner Textil AG, Kaelin played a pivotal role in launching Climatex®, the world’s first C2C-certified textile, back in the 1990s—well before sustainability became a buzzword in corporate circles.
His 2024 book, From Rebel to Radical Innovator, serves as more than just a memoir of his leadership journey; it offers a practical guide for businesses and leaders looking to transition to a circular model. Through 60 real-world examples from 57 companies, Kaelin illustrates the moral and practical case for systemic change. And his message is resonating: in recent years, Kaelin has earned over 30 major awards, including multiple recognitions as Best CEO of the Year and Most Innovative CEO of the Year.
However, Kaelin is quick to downplay the significance of these accolades.
“The recognition isn’t really about me or my company,” Kaelin says. “What matters most is that the topic—circularity, regeneration—is now being seen as essential to our collective future. That it is even on the radar today is a significant milestone.”
One of the most notable shifts Kaelin has observed is among retailers and consumers. For many years, large retailers were reluctant to embrace models that required more transparency, supply chain reform, and material accountability. Yet, with the rise of digital tools and increasing public awareness, the tide has begun to turn.
“With digital platforms, consumers now have more insight into the systems behind the products they purchase,” Kaelin points out. “This transparency has opened up new opportunities. Retailers like Migros in Switzerland, for example, have taken meaningful steps toward circularity.”
That said, Kaelin is careful to emphasize that the journey is far from complete—and there is still much work to be done. The challenge now, he believes, is scale. While smaller or mid-sized companies may be able to pivot more quickly, the global giants often resist change, preferring to apply circular principles in ways that may dilute their true impact.
“They want to do it their own way,” Kaelin notes. “It still feels like a David and Goliath situation. But history has shown how that story plays out.”
For Kaelin, the future of circularity depends not only on regulation or innovation but on trust. His approach, developed over years of engaging with skeptical business leaders, is based on persuasion rather than coercion. He avoids imposing ideas and instead speaks the language of industry, encouraging decision-makers to reflect on their personal values.
“If the concept makes sense to them personally, the motivation to act follows naturally,” he explains. “Once that happens, the real work—proving the concept—can begin.”
This balance of principle and persuasion is what Kaelin refers to as “working on the interface”—not as an activist outside the system, nor a conformist within it, but as a mediator between two worlds. And it’s a role that has become increasingly important as the planet nears ecological limits.
However, Kaelin is far from a pessimist. He remains hopeful, even as he calls for the radical changes needed to secure a sustainable future. He believes in the power of human ingenuity—and, perhaps more importantly, in the potential for business to be a force for good.
“Circularity isn’t just sustainable—it’s more efficient. It creates better value. It aligns with natural systems. That’s why it is increasingly becoming an imperative,” Kaelin asserts.
For consumers, Kaelin emphasizes the impact of informed choices. Supporting brands that embrace transparency, demanding circular products, and asking the right questions are all ways individuals can help drive systemic change.
Ultimately, From Rebel to Radical Innovator is more than just a book. It is a call to action—and an invitation—for everyone, from CEOs to ordinary citizens, to participate in shaping a more sustainable and responsible economy.
Because, as Kaelin has demonstrated, change often begins not when everyone agrees—but when one person refuses to accept the status quo.
To explore Albin Kaelin’s circular economy blueprint, visit book.epeaswitzerland.com or find his book on Amazon.
