THE MARKETING PLAYBOOK FOR A CIRCULAR ECONOMY

Summary from the TLDR Marketing newsletter

Circular economies are based on three principles: eliminating waste and pollution, circulating products and materials, and regenerating nature. For marketers, circular business models offer a way to build brand differentiation, especially in mature markets where brand growth is currently fought for, often via small incremental additions to products. Marketers should move from one-off pilots towards core circular revenue generation models, from transactional towards long-lasting customer-brand relationships, from niche towards mass-market appeal, and from sales-driven KPIs towards value-focused outcomes.