The circular economy (CE) aims to deeply transform the current linear model of economy and society into a business model capable to extend the lifetime of resources and decrease environmental impacts. For this to happen, changes in societal systems and production sectors, from micro to macro, are required.The present research, based on a multiple case‐study explorative approach of circular start‐ups (CSUs), investigates their adoption of environmental impact assessment methods, environmental and social certifications and contribution to a better integration of the social dimension in the CE model. Results indicate that three out of six CSUs carefully measure and certify their environmental and social impacts. Life Cycle Assessment resulted the most adopted environmental assessment method, while two CSUs are also certified benefit corporations. CSUs are mainly oriented toward the use of quantitative methods for the measurement of environmental and social impacts. Additional efforts are still needed toward the implementation of qualitative methods to properly highlight the achievement of social benefits (environmental and social awareness, employees' engagement, work time and free time balance, consumers health and safety, among others) for their stakeholders (workers, local community, consumers). Nevertheless, CSUs case studies highlight their potential of supporting the transition toward a fair CE while at the same time facilitating the integration of social dimension aspects into the CE model. Finally, by developing appropriate business to consumer models, CSUs can strongly affect consumption behaviors and habits, making them also more aware and responsible of their environmental and social life cycle impacts and improvement potential.

The study briefly recalls the evolution and crisis of the theory and thought of John Maynard Keynes with the rise and progressive dominance of the neoliberalism paradigm. The exercise has been made for evaluating the effects of such process for the sustainability of the global economy and society. In this view, we explored how Keynes’ contribution could be useful for the global economy in building a new paradigm of socio-economic development underpinning the transition to circular economy (CE). We also evaluated the adoption of the Global Green New Deal including a case study of Italy for the purpose of suggesting how that topical political programme can be key in the CE transition. Given the urgency of environmental problems, we underline the importance of the adoption of Keynesian expansionary “green mission oriented” fiscal policies with the purpose of allowing the triggering of a virtuous circle of sustainable welfare involving the Green New deal and the transition to CE. At the basis of such virtuous circle, we propose a new paradigm based on a revisited Keynesian paradigm and models of economy within the framework of Genovesi’s “civil economy” that entails an active role and responsibility of all the societal actors (consumers, companies and institutions). In this view, the “spirit” of Keynes in the economy, policy and society could be appreciated once more and be extremely useful along with other scholars’ contributions in accelerating the CE transition and a more sustainable development.