In a circular economy, products may not be sold just once, but multiple times. This enables businesses to generate more revenue from one item. As a result, businesses are shifting their metrics beyond short-term profit to embrace the long-term strategic advantages of circular business models.

In this episode of The Circular Economy Show, host Fin is joined by Emily Hill, Director of Sustainable Transformation Practice at Kantar, to discuss measurement guidance that will allow marketing teams to support the shift to circular business models and behaviours at scale, while delivering on their key priorities.

Emily explains how marketers can redefine success across four key areas: Commercial, Brand, Creative, and Consumer Insight. From building a compelling business case for pilots, to using creative campaigns to shift consumer behaviour, we explore how measurement can be a powerful tool to unlock resources for circular initiatives.

If you enjoyed this episode, then please share with your colleagues, or leave us a review or comment on Apple Podcasts, Spotify or YouTube.

Learn more about the measurement guidance, developed in collaboration with Kantar

Explore 'The marketing playbook for a circular economy'

Other episodes on the marketing playbook:

Ep 176: Driving demand for circular economy: What marketers need to know | Kantar and Swapfiets

Ep 185: How can marketers turn ideas into impactful action?

Ep 186: How do we make circular behaviours irresistible?

We are currently seeing a shift where circular economy policy is moving out of purely environmental ministries and into the hands of economic planning authorities and ministries of industry.

In this episode, Lou is joined by Joss Blériot, the Ellen MacArthur Foundation’s Executive Policy Lead, who cuts through the noise of global headlines and looks at what’s actually moving on the ground.

Together, they explore why there has been a 35% surge in national circular economy strategies worldwide. From the Global North to the Global South, the conversation highlights how circularity is currently being implemented and how we might address regional and international fragmentation to harmonise definitions. We also hear which specific policy tools we should be prioritising right now to go further and faster.

If you enjoyed this episode, then please share with your colleagues, or leave us a review or comment on Apple Podcasts, Spotify or YouTube.

Biodiversity loss is accelerating at an alarming rate, but could circular economy solutions help turn things around?

In this episode of The Circular Economy Show, Lou speaks with Marianne Kettunen, Biodiversity Lead for Policy at the Ellen MacArthur Foundation, and Bianca Brasil, Programme Manager at the Secretariat of the Convention on Biological Diversity.

They explore why around 90% of biodiversity loss is linked to the way we extract and process resources, how circular business models can support the targets of the Global Biodiversity Framework, and what needs to happen before the COP17 Biodiversity Conference to accelerate action.

The conversation also looks at the growing role of businesses in biodiversity discussions, why circular economy and biodiversity strategies must be better connected, and how global supply chains could help scale solutions worldwide.

Explore the Ellen MacArthur Foundation’s recent policy paper, Scaling action for nature.

Learn more about the Global Biodiversity Framework.