Marketing
IN PERSON DATE: LONDON 14-17 MAY
Why a focus on marketing and the circular economy?
Marketers can help make the circular economycircular economyA systems solution framework that tackles global challenges like climate change, biodiversity loss, waste, and pollution. It is based on three principles, driven by design: eliminate waste and pollution, circulate products and materials (at their highest value), and regenerate nature. the new norm. As a function with large influence over business strategy, budget and customers, we want to inspire and equip marketing and external communications professionals to successfully scale circular products and services and embed circular economy in their roles.
The sprint builds on a Foundation led research project that delved into marketing personal and business motivations, alongside the challenges and opportunities they face in engaging with the circular economy. To unlock innovation and inspire engagement, the sprint aims to go deeper into how behaviour change can be applied to circular marketing strategies, and how the marketing function is key to unlocking customer engagement in a circular customer journey. By developing key strategically-driven tools, marketers can engage internally and externally in embedding circular economy in their role.
Sprint objectives
Understand the implications and benefits of the circular economy to the marketing function.
Explore ways to embed circular economy within marketing strategies to strengthen the circular economy narrative to key stakeholders.
Develop concepts to market circular products and services and influence circular behaviour.
Participant profile
Marketing professionals and relevant colleagues from other functions e.g. design, sustainability or legal (senior and mid-management level).
What will happen across the four day sprint?
DAY 1: Explore & connect
Learn about the circular economy from a marketing perspective understanding external and internal drivers
Explore how marketers can scale the circular economy and help develop new business opportunities, e.g. by influencing customer behaviour, business strategy and value proposition and society.
Get inspired from stories and best practices on marketing for circular products and services
Connect with other marketing and communications professionals working on similar challenges
DAY 2: Learn & create
Experience the difference between the linear and the circular customer journey and learn specific actions that marketers can take at crucial moments of that journey
Learn about critical collaboration points with other functions, e.g. design, supply chain, legal and finance)
Collaborate with peers to develop ideas, concepts and tools to craft compelling value propositions and campaigns that resonate with your customers
DAY 3: Pitch & refine
Prioritise ideas and develop concepts into presentable prototype solutions
Pitch developed concepts to experts and stakeholders for feedback
Capture valuable insights and finalise solutions, making them more likely to succeed when introducing these back in your organisations
DAY 4: Taking it back
Present final pitch to senior stakeholders to promote onward development
Capturing insights and key elements for circular marketing practice
Apply learnings by developing company specific approach and action plan to take back and share with wider marketing team and other functions to foster learning and implementation
What are the likely outcomes from being part of the Marketing sprint?
A visualised guide that includes the process and tools that the marketers applied during the Sprint to help them develop circular economy marketing solutions in their own company contexts
A company action plan capturing key insights and follow-ups for project work/ organisational context to engage key internal stakeholders for senior and team engagement.
A collection of best practices, e.g. on building internal knowledge and senior stakeholder understanding, creating campaign briefs, creation processes, relevant tools, collaborations with other functions, how to avoid greenwashing
Who should attend from my organisation, and who else will be in the room?
Marketing and external communications professionals and relevant colleagues from other functions e.g. design, sustainability or legal (senior and mid-management level) would be suited to attend. This Sprint is cross-sector, so a range of industries will be invited to attend.
What level of knowledge & experience is needed to participate?
Having advanced understanding of the circular economy is highly desirable but not essential if candidates are motivated to learn more about the implications and benefits of the circular economy to the marketing function.
Professional experience in and/or external communications of at least 5+ years.
Role related to marketing or communications function or related to marketing circular offerings (services/ products)
Time involvement
3 hours prep time required
4-days in person