Driving demand for circular economy: What marketers need to know | Kantar and Swapfiets

How can businesses sell circular propositions in a world that's rapidly changing? This episode of the Circular Economy Show tackles the marketing challenges and opportunities head-on. Pippa sits down with Jonathan Hall, Managing Partner at Kantar’s Sustainable Transformation Practice , and Amanda Gandolfo, Head of Brands at bike subscription service Swapfiets , to explore how to connect with today's consumers and drive demand for circular products and services. In this episode you'll discover: The surprising shift in societal values that's reshaping consumer buying habits How to overcome marketing roadblocks like the value-action gap (where consumers say they want sustainability but don't always buy it) and the greenwashing problem Practical strategies for marketing circularity effectively: Focus on consumer benefits, convenience, and solving real problems Real-world examples: Learn how Swapfiets is using a circular business model (bike subscription) to disrupt transportation and prioritise customer experience Read the The marketing playbook for a circular economy and make sure you’re subscribed to the Circular Economy Show to find out about our future episodes about the playbook.

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