Doing more and better with less: this is the absolute priority in the face of the climate emergency we are facing. The challenge for companies is both to follow more responsible practices, but also and above all to imagine more virtuous models to move towards sustainable consumption patterns. In other words, moving from a linear economy to a circular economy. So how can you integrate the circular economy into your marketing strategy? Some answers with Clarisse Popower, expert in responsible digital marketing.
Companies are facing consumers who are increasingly sensitive and aware of the environmental and societal impact of the products or services they consume. These “consumer actors” want to act and expect companies to communicate more about their commitments. This is evidenced by the report from Invibes, a technological platform specializing in in-feed integration. 78 % of the surveyed panel think that brands should encourage consumers to turn more towards sustainable consumption.
Circular economy, sustainable development and marketing strategy, what are the challenges?
The whole challenge for a company is to reconsider your business model and marketing strategy under a new prism to try to change the lines towards a more virtuous economy. Hence the need to engage a CSR approach (corporate social responsibility) based on the pillars of sustainable development (People, Planet, Profit).
Businesses have a considerable role to play in participating in a development of society that meets the needs of the present without compromising the ability of future generations to meet their own needs. Doing more and better with less is ultimately the solution for companies to adopt a sustainable development approach. by migrating from a linear economy to a circular economy. This is, moreover, the objective sought by the anti-waste law for a circular economy (AGEC).
L'circular economy consists of producing goods and services in a sustainable manner by limiting the consumption and waste of resources and the production of waste. It is about moving from a completely disposable society to a more circular economic model. The Environment and Energy Management Agency (ADEME) defines the circular economy as an economy aiming to change paradigm compared to the so-called linear economy. It limits resource waste and environmental impact, increasing efficiency at all stages of the product economy. Concretely, the circular economy aims to counter the linear model which consists of producing, consuming and throwing away.
How to do more and better with less?
Rethinking its value proposition to move towards a more viable model, via more sustainable consumption patterns, is a necessity. More and more companies are exploring new economic models based on responsible production and consumption principles. So you have to find your own model. Or draw inspiration from more sustainable economic models or marketing strategies inspired by the circular economy:
- La permabusiness is a development model that aims to create value, while respecting three ethical principles, inspired by permaculture. It’s about caring for humans; to preserve the planet; set limits and share wealth.
- L'economy of functionality favors a collaborative economy by reducing possession to make way for use. For example, LeCloset offers to rent clothes. The getaround application allows individuals to rent the cars of other individuals.
- La reasoned consumption consists of taking into account environmental and social impacts when making the purchasing decision. For example: Loom offers sustainable clothing that lasts longer and is less damaging to the environment. The brand has chosen communication that “does not encourage consumption”, so as not to encourage overconsumption. Too good to go offers users the opportunity to consume differently by collecting unsold items from retailers at low prices!
- Lindustrial and territorial ecology : this is about promoting synergies at the local level. Still in the textile industry: Sème offers sustainable clothing, entirely made in France (from weaving to manufacturing) and at a fair price.
- Lsustainable sourcing consists, for example, of prioritizing a responsible purchasing or local sourcing policy. Upé offers clothes designed, knitted, made and packaged in France.
- L'eco-design : it requires limiting the environmental impacts of a product from its design to its end of life, and thus limiting waste and promoting recycling. Corail uses and recycles marine waste to offer high quality sneakers.
- Le reuse and recycling : the principle is to offer a second life to products or services with reuse, repurposing and repair and to treat the waste collected. For example, Lady cocotte offers second-hand toys sent in natural, recyclable, biodegradable and recycled containers.
Towards sustainable innovation marketing
In order to engage in a sustainable innovation process, the first step is strategic. It consists of choosing the nature of one's societal commitment with a credible and relevant reason for being. Then, we integrate these commitments into each of the 4Ps of marketing (Product, Price, Place, Promotion):
- PRODUCT : we must transform the product or service offering. Here we integrate the principles of sustainability. The solution may be the eco-socio design of your offer.
- PRICE : it is then necessary to define a fair pricing policy integrating the principles of equity.
Patagonia guarantees all of its products and thus prioritizes sustainability (by consuming less energy, wasting less water and creating less waste).
- DISTRIBUTION : it is necessary to define a sustainable distribution strategy between production and consumption. Let us cite for example the functionality economy or second-hand consumption.
OMAJ offers a premium selection of second-hand pieces.
- COMMUNICATION : it is necessary to define an editorial line in accordance with its values and its activity. Have transparent communication by avoiding greenwashing and favoring responsible behavior
Patagonia encourages people to buy second-hand and repair their equipment thanks to Worn Wear, a communication that promotes responsible behavior.
What you need to remember: through these more virtuous models, companies are developing new perspectives for innovation. These integrate environmental and social issues into marketing. Thanks to the circular economy, sustainable innovation makes it possible to create triple-impact marketing for the company, the consumer and society at all levels. Training on the different issues therefore becomes essential!
