The playbook outlines essential strategies for marketers to not only adapt to the changing economic landscape but also to thrive within it.

As traditional linear models of consumption reveal their limitations, the circular economy presents an innovative alternative that emphasizes sustainability and resource efficiency. Marketers are urged to embrace this shift, as it offers significant opportunities for brand differentiation and customer engagement.

Key Highlights of the Playbook:

  • Four Action Pathways: The playbook identifies four critical pathways that marketers can pursue to capitalize on circular economy opportunities. These pathways focus on creating long-term relationships with customers through sustainable practices, such as product repair, resale, and encouraging product longevity.
  • Enhancing Brand Value: By adopting circular business models, companies can enhance their brand value and strengthen customer loyalty. This approach not only meets consumer demand for sustainable practices but also contributes to reducing greenhouse gas emissions and preserving biodiversity.
  • Marketing Beyond the Sale: The role of marketing in a circular economy extends beyond traditional sales tactics. Marketers are encouraged to engage customers throughout the product lifecycle, fostering a deeper connection and encouraging sustainable behaviors.

How to grow a company sustainably

As businesses face increasing pressure to demonstrate social responsibility, this playbook serves as a vital resource for marketing leaders aiming to align their strategies with sustainable practices. The collaboration between Kantar and the Ellen MacArthur Foundation highlights the importance of marketing in driving the transition towards a circular economy, ultimately benefiting businesses, consumers, and society at large.

Marketers across Romania are invited to explore the insights provided in this playbook and consider how they can implement these strategies within their organizations. By embracing circular economy principles, businesses can not only enhance their market position but also contribute positively to environmental sustainability.

Marketing Playbook for a Circular Economy equips marketeers with the insights, examples, and recommendations they need to gain organisational buy-in and realize the circular economy opportunity. It is based on interviews and workshops with more than 50 marketing and communications professionals across both agencies and businesses at the forefront of the circular economy transition, as well as Kantar and the Foundation’s existing research.

Jonathan Hall, Managing Partner of Kantar’s Sustainable Transformation Practice, said: “In too many businesses circularity is viewed as the responsibility of operational and sustainability teams. It’s too late for that kind of thinking: sustainability has to be on everyone’s agenda and marketers shouldn’t underestimate the positive impact they can make. They are the voice of the customer as circular solutions are developed and can advocate for change in their business and supply chains.”

Circular economy is more valuable for the customers

Andres Oliva Lozano, Senior Research Analyst at the Ellen McArthur Foundation, added: “A circular economy provides better value for customers, competitiveness and business resilience, all whilst tackling climate change and allowing biodiversity to thrive. Circular solutions can transform the relationship between brands and customers, moving from transactional to more meaningful and value-driven exchanges that extend well beyond the initial point of sale. The circular economy needs marketers to use their skills to realize this opportunity in their businesses.”

"As sustainability becomes a necessary part of the business strategy for organizations in Romania too, marketing professionals must be prepared to be the leaders in incorporating the principles of the circular economy. By aligning with the circular economy practices detailed in our guide, Romanian marketers will be able to incorporate sustainability as a core value of their brands," said Mădălin Vladu, Brand and Sustainability Lead, at Kantar Romania.

For more information about the marketing playbook and how it can support your business's transition to a circular economy, please visit Ellen MacArthur Foundation or Kantar.