The Circular Economy Show Podcast

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’ [https://www.ellenmacarthurfoundation.org/marketing/overview?utm_campaign=drumbeat-podcast&utm_medium=podcast&utm_source=ce_show_podcast&utm_content=FORMAT_Podcast/TOPIC_Marketing&utm_term=AUD_Practitioners/SUBAUD_Business]. * Check out episode 176,’ Driving demand for circular economy: What marketers need to know’ [https://www.ellenmacarthurfoundation.org/podcasts/ep-176-driving-demand-for-circular-economy-what-marketers-need-to-know-or?utm_campaign=drumbeat-podcast&utm_medium=podcast&utm_source=ce_show_podcast&utm_content=FORMAT_Podcast/TOPIC_Marketing&utm_term=AUD_Practitioners/SUBAUD_Business] 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.

To truly transform the food system, we need retailers to sell food that enables nature to thrive. In this episode, learn how leading retailers from around the world are embracing circular design for food, and facing the challenges that occur on the journey. Our guests are Helly McAlister, Senior Buyer at Fortnum & Mason [https://www.fortnumandmason.com/stories/nature-in-mind], and Susy Yoshimura, Senior Sustainability Director at Grupo Carrefour Brazil [https://ri.grupocarrefourbrasil.com.br/en/carrefour/who-we-are/], two pioneering businesses from the Ellen MacArthur Foundation’s Big Food Redesign Challenge. Find out: * Why investing in circular design for food is a strategic move that defines the future of retail * How top retailers are cultivating customer demand for products that keep nature in mind * The fundamental importance of cross-team collaboration within organisations * Ideas for engaging suppliers and scaling circular economy initiatives far beyond pilot projects Useful links: * A guide to using circular design for food to build business resilience [https://www.ellenmacarthurfoundation.org/circular-design-for-food-guide/overview] * Explore the products from the Big Food Redesign Challenge [https://www.nature-in-mind.com/catalogue] * Ep 177: Beyond business as usual: Biodiversity, collaboration and visionary leadership in the food system [https://www.ellenmacarthurfoundation.org/podcasts/ep-177-beyond-business-as-usual-biodiversity-collaboration-and-visionary] * Ep 179: How are small start-ups, SMEs, and large corporations working together to change the food system? [https://www.ellenmacarthurfoundation.org/podcasts/ep-179-how-are-small-start-ups-smes-and-large-corporations-working-together]

The circular economy is one of the most powerful tools we have to tackle the climate crisis—but you wouldn’t know it from the carbon accounts. In this episode, we’re joined by the Ellen MacArthur Foundation’s João Murilo Silva Merico, who explains how current accounting frameworks—like the Greenhouse Gas Protocol—often fail to recognise or reward the emissions benefits of circular practices such as reuse, remanufacturing, and sharing models. You’ll hear: * Why emissions reductions from circularity don’t show up where they should * Real-world examples of how this distorts decision-making * What needs to change at a policy and reporting level * What businesses can do right now to align climate strategies with circular action Download the paper [https://www.ellenmacarthurfoundation.org/ghg-emissions-accounting?utm_campaign=podcast-drumbeat&utm_medium=podcast&utm_source=ce_show_podcast&utm_content=FORMAT_Podcast/TOPIC_Climate&utm_term=AUD_Practitioners/SUBAUD_Policymakers] to find out more.

The circular economy is no longer just a theory; it’s becoming a reality across an increasing number of sectors, from tech and materials to retail and marketing.  In this episode, Seb shares four recent stories highlighting the importance of a circular economy across businesses. Join us to find out: -How rethinking product design could help future-proof tech such as iPhones -Why it’s necessary to increase global recycling rates of copper -How consumers are paying more attention to ads with a social or environmental theme -How one household name is adding digital product passports to their clothing Help us spread the word about the circular economy, by giving us a review on Apple Podcasts, or leaving a comment on YouTube or Spotify. Mentioned in this episode: Hear more from Ke Wang on material security in a circular economy in episode 174 [https://www.ellenmacarthurfoundation.org/podcasts/ep-174-material-security-in-a-circular-economy-or-energy-and-competitiveness?utm_campaign=drumbeat-podcast&utm_medium=podcast&utm_source=ce_show_podcast&utm_content=FORMAT_Podcast/TOPIC_Business&utm_term=AUD_Practitioners/SUBAUD_Business] Listen to the full conversation with Kantar’s Jonathan Hall on how marketers can drive demand for circular economy in episode 176 [https://www.ellenmacarthurfoundation.org/podcasts/ep-176-driving-demand-for-circular-economy-what-marketers-need-to-know-or?utm_campaign=drumbeat-podcast&utm_medium=podcast&utm_source=ce_show_podcast&utm_content=FORMAT_Podcast/TOPIC_Business&utm_term=AUD_Practitioners/SUBAUD_Business] Mashable: How much would the mythical made-in-the-U.S. iPhone cost? [https://mashable.com/article/how-much-would-united-states-made-iphone-cost] EurekAlert: The influence of copper recycling on prospective resource supply and carbon emission reduction [https://www.eurekalert.org/news-releases/1082922] Sustainable Brands: In 10-Year Study of Most Effective Brand Campaigns, Sustainability Is a Win [https://sustainablebrands.com/read/most-effective-brand-campaigns-sustainability#:~:text=Marketing%20%26%20Communications-,In%2010%2DYear%20Study%20of%20Most%20Effective%20Brand%20Campaigns%2C%20Sustainability,they%20build%20brands%20that%20matter] Trellis: Why Target is tagging 35 million pieces of clothing with digital IDs [https://trellis.net/article/target-tagging-universal-thread-clothing-dpps/#:~:text=The%20sustainability%20goals%20for%20DPP,resale%2C%20repair%20or%20recycling%20options]