Turning circular economy ambition into action with practical tools for marketers — from Kantar and the Ellen MacArthur Foundation.
Consumers expect brands to lead on circularity, and marketers hold the power to make it happen. Our Partnership with the Ellen MacArthur Foundation equips businesses to embed circularity into marketing strategies and provides practical guidance to measure and demonstrate how circular economy efforts deliver on brand and marketing goals.
64% of people globally believe businesses should solve environmental challenges.
Kantar’s Sustainability Sector Index
93% of people globally want to make more choices that have a positive environmental and social impact across sectors.
Kantar’s Sustainability Sector Index
Brands with strong corporate reputations grow their brand value 57% faster than those with weaker reputations.
Kantar BrandZ
Executives expect the share of revenue from circular products and services to grow by 30% between 2021 and 2030.
Bain & Co
The circular economy could unlock $4.5 trillion in economic benefits by 2030.
Accenture
The marketing playbook for a circular economy
Embrace four action pathways to embed circularity into marketing and brand strategies.
Marketers shape consumer aspirations every day. This playbook shows how to turn that influence into action by:
- Scaling circular solutions
- Driving demand for circular propositions
- Making circular behaviours irresistible
- Embedding circularity into brand strategy
Redefining how we measure marketing success for circular business models
Linear KPIs like “sell more” don’t fit circular models. This guide introduces eight performance areas to measure how circular efforts deliver on areas such as:
- Brand growth
- Customer lifetime value
- Business resilience
About our Partnership
Kantar and the Ellen MacArthur Foundation joined forces in 2024 to accelerate the transition to a circular economy. Our Partnership focuses on equipping marketers with the tools and insights they need to make circularity part of everyday brand growth. Together, we aim to:
- Demystify circular economy principles for marketing teams
- Provide frameworks and metrics to measure success
- Inspire brands to align sustainability and marketing objectives
Read the Network Partnership announcement
How Kantar can help
Our Sustainable Transformation Practice supports brands to:
- Equip teams with actionable human insights to scale circular solutions and drive meaningful behaviour change
- Build measurement frameworks that enable teams to deliver circular outcomes
- Demonstrate how circularity drives brand growth and loyalty
Contact
Ready to make circularity part of your marketing strategy? Contact our circular economy experts:
Emily Hill
Director, Sustainable Transformation Practice,
Kantar
emily.hill@kantar.com
Jonathan Hall
Managing Partner, Sustainable Transformation Practice,
Kantar
Jonathan.hall@kantar.com
Explore our latest thinking on circularity and marketing:
