The Circular Economy Show Podcast

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

Episode Summary

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.

Episode Notes

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.