How to measure marketing success in a circular economy

In a circular economy, products may not be sold just once, but multiple times. This enables businesses to generate more revenue from one item. As a result, businesses are shifting their metrics beyond short-term profit to embrace the long-term strategic advantages of circular business models. In this episode of The Circular Economy Show, host Fin is joined by Emily Hill, Director of Sustainable Transformation Practice at Kantar, to discuss measurement guidance that will allow marketing teams to support the shift to circular business models and behaviours at scale, while delivering on their key priorities. Emily explains how marketers can redefine success across four key areas: Commercial, Brand, Creative, and Consumer Insight. From building a compelling business case for pilots, to using creative campaigns to shift consumer behaviour, we explore how measurement can be a powerful tool to unlock resources for circular initiatives. If you enjoyed this episode, then please share with your colleagues, or leave us a review or comment on Apple Podcasts, Spotify or YouTube. 00:00 - 01:11 Intro 01:11 - 02:50 Introducing the Measurement Guidance 02:50 - 05:09 Measuring the commercial impact of your circular business model 05:09 - 06:39 Can circular initiatives strengthen your brand? 06:39 - 08:01 How can external partnerships enable bigger scale? 08:01 - 09:53 The importance of internal partnerships 09:53 - 12:14 Philips' 'Better than new' campaign 12:14 - 15:12 How can you gain a better understanding of the consumer? 15:12 - 17:18 'One-size-fits-all' approaches to measurement 17:18 - 18:57 Outro #podcast #circulareconomy #marketing ------ Thank you for watching this video. The Ellen MacArthur Foundation is an international charity whose mission is to accelerate the transition to a circular economy in order to tackle some of the biggest challenges of our time, such as climate change, biodiversity loss, waste, and pollution. Subscribe to The Ellen MacArthur Foundation for more insightful videos -   / @ellenmacarthurfoundation   Find out more about our work here: www.ellenmacarthurfoundation.org Follow us online on these channels: Instagram:   / ellenmacarthurfoundation   LinkedIn:   / ellen-macarthur-foundation   Website: http://www.ellenmacarthurfoundation.org