Also read: Contributing to a fair & clean world? Time for a marketing cleanup!

[arzina221]

You have the opportunity to make this big story relevant and accessible from the context of your product. And because customers continue to play an important role after purchase, you have a good reason to approach them at set times. “With this product, you really contribute to the preservation of this world. What you have purchased is valuable, so never throw a circular product in the trash. You can always have a product repaired. If you hand in used items that are still in good condition, you will receive a small reward. You can hand in a product that has been used up here, in your neighborhood…”

These spot-on contact moments would make the average clothing brand, carpet dealer or lamp store lick their fingers, wouldn't they?

Circular cases
Every decision Mud Jeans makes is based on the circular economy. From the design of its jeans to taking in old jeans for recycling. With the ultimate goal: a world without waste. Back in 2013, the Dutch fashion brand introduced the groundbreaking 'Lease a Jeans' concept , where everyone can lease a sustainable pair of jeans for a fixed, low monthly fee and return them after use. Mud Jeans has saved 12,000 jeans from the waste mountain in the past 3 years and aims to launch the first jeans made from 100% recycled denim this year.

IKEA aims to have all products designed in a circular way by 2030 and to consist only of renewable or recycled materials. IKEA is also working hard to develop new ways for customers to buy, maintain and give products a new life. The furniture store is also conducting a trial in which students rent a furniture package for at least two years. After this, IKEA will give the furniture a second life or the tenant will take it over.

Interface carpet tiles are made from 87 cambodia telegram data percent recycled and biobased materials and are also fully reusable and recyclable. The company offers customers a ReEntry program, where they collect old carpets. This makes it easy for customers to contribute to the circular economy and also reduce their carbon footprint. Between 2016 and 2018, Interface diverted more than 3.5 million m2 of carpeting from landfills worldwide .



How circularity works best for your brand
Be the movement
It works well for consumers to rally behind a clear larger goal and a clear ambition of a brand. How often do you hear: 'what I do won't make any difference if my neighbor doesn't join in.' Making people part of a movement for change , and giving them the chance to surf on top of that rolling wave, makes them more involved and enthusiastic.

It matters what you do as an individual, because it all adds up. Brands can facilitate, stimulate and make that togetherness visible via online and social platforms with personal stories and examples.