As more companies begin to explore alternatives to the linear “sell it and forget it” business model, Product as a Service (PaaS) is gaining traction. One of the five core business models to enable circularity identified by Accenture, the PaaS umbrella includes rental, leasing, pay-per-use and pay-per-service models of providing items that traditionally have been purchased outright – and usually landfilled by consumers when no longer needed. When a company retains ownership of a product – whether it’s a sofa, sweater or shipping container – it is incentivised to extend product life-cycles through repair or upgrade. And it’s held accountable for a product’s end-of-life management.  In practice, users – no longer called consumers in this context – theoretically will buy...