We are seeing the big divergence: Our current model of growth has lifted billions out of poverty into a prosperous and rewarding life, and billions are queuing up to join the middle class over the next years. But this growth comes at a terrible price: We are destroying our planet at a breath-taking speed and at a breath-taking scope. It is time for a paradigm shift and to rethink the economic model altogether. The answer is a circular industrial model, that allows us to prosper within the capacities of this planet. We have the technology at our fingertips – but we need to make a conscious choice in industry and society to walk down this lane.