The global material footprint has surged by 70% since 2000 and 113% since 1990. Achieving sustainable development necessitates the reduction of natural resource consumption, minimization of toxic materials, and management of waste and pollutants.

The G+UK Circular Economy Initiative, Ertha, is to assist, promote, and support all sectors in addressing the impact of overuse and material pollution in an affordable, efficient, resilient, and responsible manner. The goal is to achieve a circular economy within a high human development context through customized solutions.

Ertha operates by implementing tailored Circular Economy Solutions, conducting a comprehensive analysis of the overall entity's situation. This involves defining a hierarchical-based course of action within the necessary steps to address any environmental challenge, thereby generating a positive contribution.