How can businesses sell circular propositions in a world that's rapidly changing? This episode of the Circular EconomyCircular EconomyA systems solution framework that tackles global challenges like climate change, biodiversity loss, waste, and pollution. It is based on three principles, driven by design: eliminate waste and pollution, circulate products and materials (at their highest value), and regenerate nature. Show tackles the marketing challenges and opportunities head-on. Pippa sits down with Jonathan Hall, Managing Partner at Kantar’s Sustainable Transformation Practice, and Amanda Gandolfo, Head of Brands at bike subscription service Swapfiets, to explore how to connect with today's consumers and drive demand for circular products and services.
In this episode you'll discover:
The surprising shift in societal values that's reshaping consumer buying habits
How to overcome marketing roadblocks like the value-action gap (where consumers say they want sustainability but don't always buy it) and the greenwashing problem
Practical strategies for marketing circularity effectively: Focus on consumer benefits, convenience, and solving real problems
Real-world examples: Learn how Swapfiets is using a circular business model (bike subscription) to disrupt transportation and prioritise customer experience
Read the The marketing playbook for a circular economy and make sure you’re subscribed to the Circular Economy Show to find out about our future episodes about the playbook.
