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How to effectively communicate your circularity story to consumers

“Driving Circular Success: How to Talk About Circularity with Consumers and Drive Brand Preference”

Circularity 24, a leading event focused on sustainability and circular economy, is set to host a discussion on how to effectively communicate with consumers about circularity to drive brand preference and sales. However, some large “house of brands” companies approached for participation in the discussion have expressed hesitance due to their perceived lack of progress in implementing circular systems.

The irony lies in the fact that consumer research consistently shows a strong desire for eco-friendly behaviors, with recycling and reuse ranking high on the list of perceived eco-friendly actions. In a recent Global Eco Pulse study, the majority of respondents expressed a desire to be seen as engaging in eco-friendly behaviors, presenting a prime opportunity for brands to position themselves as heroes by offering circular models. Additionally, findings from the 2022 Eco Pulse study revealed a significant portion of Americans are concerned about plastics in the ocean, with a majority indicating that easier reuse options would alleviate their concerns.

However, the reality of transitioning to circular business models presents significant challenges, particularly for brands selling consumables like lotion or cookies. Implementing reusable formats requires infrastructure such as dispensers in stores and systems for container return and cleaning, posing logistical hurdles for retailers. Despite these challenges, companies like Starbucks have taken steps towards sustainability by expanding reusable cup pilots across their stores in the U.S. and Canada.

To successfully implement circular systems at scale, collaboration between brands, suppliers, and retailers is essential to align on effective delivery systems. The Body Shop, a pioneer in sustainable practices, has been leading the way with in-store refill programs, offering valuable insights for other retailers looking to adopt circular models.

Overall, consumer interest in waste-free shopping is on the rise, driven by a desire for convenience and a desire to align with eco-friendly values. Brands that prioritize sustainability and communicate their efforts transparently stand to gain significant brand preference and loyalty from environmentally conscious consumers. As the demand for circularity grows, it is imperative for businesses to work together to meet consumer expectations and drive positive change in the industry.

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