can brands accelerate the circular economy?
TRANSCRIPT
How Brands (with a Conscience) can accelerate the Circular Economy
Presented in Copenhagen Sandra HorlingsSeptember 16, 2016 Christiaan Kraaijenhagen
The evolution of technology and of the
planet forces mankind to rethink the way business
works and the models on which business is
built.
● Have a visible conscience● Apologize when things go
wrong● Invest time and energy in
relationship building● Promote the value of caring
for each other● Acknowledge that we are all
fundamentally equal● Are visibly accountable for
all their actions● Take risks in line with their
values
Can Branding accelerate Circular Business?
The circular economy
An economy in which stakeholderscollaborate in order to maximise the value of products and materials, and as such contribute to minimising the depletion of natural resources and
create positive societal andenvironmental impact.
Circular Business, 2016
Learning 1from Circular Business
Initiating collaboration in
complex value chains can create significant
joint business opportunities
Circular Business challenge
New technology can uplift value chains,
but effects the brands in the value chain.
Brands experimenting
Leading global brands embrace the
technology. And promote it through
their own sub brands.
Which complicates customer understanding on the sustainable
value creation this newtechnology brings.
Brands experimenting
Brands that are open to the interests of all
stakeholders will strengthen their
distinctive positioning in strategic
collaborations that benefit all
Brands with a Conscience
Learning 2from Circular Business
Consumption driven product design
complicates business model transformation
Circular Business challenge
Brand Promotions that stimulate
make-take-dispose complicates Circular
Business Transformation
(Although there’s circular business potential for consumer electronics.)
Brands experimenting
Projects and initiatives from leading brands
challenge their main business model
Brands experimenting
Brands that know their place in the
world can transform their business with
changing needs amongst all stakeholders
Brands with a Conscience
Learning 3from Circular Business
Managing reversed logistics
is key to success
Circular Business challenge
But the customer recycling experience is far less attractive
compared to the customer shopping
experience.
Brands experimenting
And even smelly, sometimes.
Brands that understand the whole customer journey will
include reversed logistics in the brand
experience
(to improve the customer experience you move from touchpoints to the
full journey. - McKinsey)
Brands with a Conscience
Sources
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