Future Proof: Why should brands embrace the circular economy?

James George from the Ellen MacArthur Foundation explains why sustainability, and specifically circular economy, has to be a business imperative.
03 August 2020
circular economy sea
Jane Bloomfield

Chief Growth Officer, UK

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As a professional sailor, sailing round the globe, Ellen MacArthur made a revelatory realisation about the wasteful nature of our (centuries-old) linear economy. Ten years on, the Foundation seeks to connect organisations with the right resources to become “restorative and regenerative” rather than “consumptive and extractive”. But what is the economic argument, beyond the social and environmental ones, about moving to a circular economy? Where can brands get started, and how has COVID-19 chivvied them along? And what are brands doing right now to innovate and make sustainable change?

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Future Proof is the marketing podcast from Saïd Business School, Oxford University, and Kantar.

In each episode, we have a frank discussion with industry experts, to help brands and business leaders navigate the changing landscape of marketing… and hopefully dispel some myths and misconceptions along the way.

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