In this episode of the Circular Economy Show, our guests Georgie Rose from Selfridges and Simon Davies from VISA tell us how they have been working together to find out.

Collaborating with Mindworks Marketing to optimise messaging and branding for promoting circular shopping behaviours, Georgie and Simon discuss how their behavioural lab has been bridging the gap between customer intent and action.

Listen to this episode to hear:

• How the behavioural lab initiative focuses on subtle language variations to influence customer behavior towards circularity
  
• How current efforts are focusing on beauty products to make refills as appealing as buying new ones
  
• How the initiative is working to embed circular shopping as a norm and make it more intuitive and exciting

Learn more:

• Read ‘The marketing playbook for a circular economy’
• Don’t miss last week’s episode, Ep 185: How can marketers turn ideas into impactful action?
• Check out episode 176: Driving demand for circular economy: What marketers need to know
• Make sure you’re subscribed to the Circular Economy Show to find out about our future episodes on the marketing playbook

If you enjoyed this episode, please leave us a review or a comment on Spotify or YouTube. Your support helps us to spread the word about the circular economy.

For years, marketers have been helping to shape how consumers think and feel about products that are driving the linear economy. However in this episode of the Circular Economy Show, we explore how they can harness their skills to unlock the opportunities that the circular economy provides.

We’re joined by experts Deb Caldow, Global Marketing Director at Diageo, and Rachel O’Reilly, Global Research Lead at Accenture Song. Their experiences provide an insight into how we can turn ideas into impactful actions that deliver both economic growth and environmental benefits.

Join us to find out:

• How marketers are leveraging storytelling to inspire interest in circular products
• Why they should engage closely supply teams to ensure innovations align with market demand
• The importance of internal buy-in and a willingness to experiment when scaling circular solutions

Learn more:

• Read the ‘The marketing playbook for a circular economy’.
• Check out episode 176,’ Driving demand for circular economy: What marketers need to know’ to hear more about the playbook with Kantar and Swapfiets.
• Make sure you’re subscribed to the Circular Economy Show to find out about our future episodes on the playbook.

In this episode of the Circular Economy Show, we explore the intersection between fashion, business, and technology - revealing why shoes are central to systemic innovation.

Live from the Ellen MacArthur Foundation Network event in Amsterdam, Kenny Arnold is joined by Dr Yuly Fuentes-Medel and Lewis Campbell from The Footwear Collective.

Together, they unpack the urgent need for innovation and collaboration in the footwear industry.

You’ll learn:

• What The Footwear Collective is doing to tackle industry roadblocks head-on
• How success is measured by unprecedented collaboration, robust data collection, and active participation from rival companies
• Why their new tool will help companies pinpoint their next steps in their circular economy journey

Explore The Footwear Collective’s Circular Pathways tool https://thefootwearcollective.earthdna.org/

If you enjoyed this episode, please leave us a review or a comment on Spotify or YouTube. Your support helps us to spread the word about the circular economy.