Annette Lendal is a leading circular economy and upstream innovation expert. She has worked for the Ellen MacArthur Foundation guiding the world’s biggest brands and retailers on launching the circular economy for plastics. Most recently, she has co-founded Lab21st, a circular economy solution lab, that helps businesses get into action mode and deliver on targets faster. Annette is deep into systems thinking, asks the critical questions and inspires leaders to adopt the most ambitious and high-impact solutions. As part of her work for the Ellen MacArthur Foundation Annette has written a book on reuse business models, co-authored the Upstream Innovation Guide to Packaging Solutions and contributed to several innovation workshops and sprints to develop the packaging solutions of the future. https://plastics.ellenmacarthurfoundation.org/upstream