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Driving demand for circular economy: What marketers need to know | Kantar and Swapfiets

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Manage episode 477081796 series 2415606
Content provided by Pippa Shawley and Ellen MacArthur Foundation. All podcast content including episodes, graphics, and podcast descriptions are uploaded and provided directly by Pippa Shawley and Ellen MacArthur Foundation or their podcast platform partner. If you believe someone is using your copyrighted work without your permission, you can follow the process outlined here https://staging.podcastplayer.com/legal.

How can businesses sell circular propositions in a world that's rapidly changing? This episode of the Circular Economy 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.

  continue reading

187 episodes

Artwork
iconShare
 
Manage episode 477081796 series 2415606
Content provided by Pippa Shawley and Ellen MacArthur Foundation. All podcast content including episodes, graphics, and podcast descriptions are uploaded and provided directly by Pippa Shawley and Ellen MacArthur Foundation or their podcast platform partner. If you believe someone is using your copyrighted work without your permission, you can follow the process outlined here https://staging.podcastplayer.com/legal.

How can businesses sell circular propositions in a world that's rapidly changing? This episode of the Circular Economy 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.

  continue reading

187 episodes

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