This is part of a series of impact stories highlighted in our 2024 Impact Report. To explore more impact stories, see the full collection.
Our goal is to inspire wider and faster action in business and policy by using innovative storytelling and communications to raise awareness of key issues related to 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.. Encouraging indicators across our campaigns suggest we’re making progress. We estimate that our reach has increased by 34% since 2020, with a greater focus on in-depth, high-quality pieces of coverage.
17.7% of all media coverage referencing the circular mentions the Ellen MacArthur Foundation
By showcasing breakthrough innovation and leading practice we are increasing awareness, informing debate, and focusing business and government attention on the opportunities of the circular economy. For example, we bolstered our advocacy work for the Global Plastics Treaty with impactful videos such as ‘Business Needs Global Rules”, and widely covered interviews with Ellen MacArthur, together with an op-ed with Christiana Figueres in Fortune Magazine, following a joint interview on BBC America at New York Climate Week. The article was followed up by an interview with Ellen and Christiana on The Circular Economy Show podcast on 5 December, which received over 1,959 total listens. These efforts exceeded our expectations, reaching influential media outlets, including The Economist, Financial Times, and Folha de S.Paulo, and securing a potential reach of 2.2 billion across 17 different countries. We also mounted similar campaigns in other areas, including for our food initiative, which was referenced widely, including for example, in an article in the Washington Post, and our fashion initiative, which has been covered in almost 1,000 articles, bringing key messages to a wider audience.
Other Ways of Living Series. Credit: WaterBear
New formats and partnerships have sparked further conversations about the circular economy. Our film series with WaterBear, Other Ways of Living, has helped to raise public awareness of the circular economy. 82% of respondents to a viewer survey reported an increased knowledge and awareness of the circular economy, with 96% wanting to take action. Meanwhile, participant vlogs from the Big Food Redesign Challenge, showcasing a range of perspectives and detailed examples, proved an effective and accessible way to share learnings.
In this collection
Breaking new ground
The Ellen MacArthur Foundation's Impact Report Summary 2024
We are a leading global organisation committed to transforming the economy so that it works for people and the environment.
