Circular Economy and the Creative Business – Coupling Mindsets

1. www.circularcreatives.eu
Circular Economy and the
Creative Business –
Coupling Mindsets
MODULE 4
This work is licensed under a Creative Comm4.0 International
License http://creativecommons.org/licenses/by/4.0/

2. Module
Presentations
Content
INTRODUCTION TO THE COURSE
WHAT IS CONSIDERED A CREATIVE
BUSINESS?
HOW TO APPLY CIRCULAR
ECONOMY TO CREATIVE BUSINESS,
INCLUDING SOURCES OF FUNDING?
Circular Economy and the
Creative Business –
Coupling Mindsets
The European Commission support for the production of this publication does not
constitute an endorsement of the contents which reflects the views only of the authors,
and the Commission cannot be held responsible for any use which may be made of the
information contained therein
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3. Introduction to the
Course
01

4. CIRCULAR
CREATIVES
4
An Introduction
• Creativity and innovation are important across all industries because business
challenges require inventive solutions.
• Creativity is important in business because it encourages innovation, boosts
productivity, allows for adaptability, fosters growth.
• Creativity gives you the space to work smarter instead of harder.
• An increasing number of creatives are embracing the shift towards a circular
economy.
• This starts with reimagining products and services in a way that eliminates waste
and supports a more regenerative relationship with nature.
• But, having a good idea and translating it into real and lasting impact are two very
different things.

5. CIRCULAR
CREATIVES
CIRCULAR
CREATIVES
UNIT 1 - What is considered a creative business?
IN THIS UNIT, YOU WILL LEARN ABOUT
• Cultural and creative sectors
• Creative business
• Creative Entrepreneurship
• Sources of Funding
• Trends
Course components:
5

6. CIRCULAR
CREATIVES
CIRCULAR
CREATIVES
UNIT 2 - How to apply circular economy principles to
creative business?
IN THIS UNIT, YOU WILL LEARN ABOUT
• Ways to embed circularity into creative startup.
• Circular economy in fashion industry.
• Circular economy in the building and construction sector.
• AI in circular economy.
• Circular economy in architecture.
• Sustainable music industry.
• Circular economy in arts.
• Digital marketing in circular economy.
Course components:
6

7. Unit 1: What is
considered a creative
business?
02

8. CIRCULAR
CREATIVES
8
Learning
Objectives
To gain knowledge about the development and
definition of creative business as a term
To gain knowledge about opportunities and challenges
for creative entrepreneurship
To identify trends that are reshaping creative
bussines

9. CIRCULAR
CREATIVES
9
Learning
Outcomes
The ability to define creative business as a term and its
development
To recognize opportunities and challenges of creative
entrepreneurship
To understand the trends that are reshaping creative
business

10. CIRCULAR
CREATIVES
10
• A CREATIVE BUSINESS is one that USES
CREATIVITY AND INNOVATION to create
products, services, or businesses that are unique
and valuable.
• Creative business fuses creativity and innovation
with traditional entrepreneurial practices.
• CREATIVE ENTREPRENEURS work mostly in one
of the CULTURAL AND CREATIVE SECTORS,
although they can also be employed in other
related sectors, driving innovation and creativity
across the economy.
What is a creative
business?

11. CIRCULAR
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CIRCULAR
CREATIVES
CCS are comprised of all sectors whose activities are
based on cultural values, or other artistic individual or
collective creative expressions. Those activities include
the development, the creation, the production, the
dissemination and the preservation of goods and
services which embody cultural, artistic or other
creative expressions, as well as related functions such
as education or management. (Source: European
Commission).
Cultural and creative sectors (CCS)
11
Source

12. CIRCULAR
CREATIVES
• The CCS generate significant spill-over
effects in other sectors and generate
additional economic value.
• CCS SHOW ABOVE-AVERAGE GROWTH
and CREATE JOBS - particularly for
young people.
• The CCS are spearheading new forms of
work.
• CCS are in a leading position to increase
environmental consciousness.
• CCS companies have a higher survival
rate than the average (benchmark
services category) after 1, 3 and 5 years
of existence.
• Creative businesses are “future proof”
(10% at high risk of automation vs 14%
in general workforce). (Source: OECD)
Importance of CCS for the wider
economy
12

13. CIRCULAR
CREATIVES
• New market niches are continuously
appearing.
• Revenue generation is growing thanks
to new digital products, services and
business models.
• Nowadays the value of a product is
higher based on its originality,
uniqueness, performance and
appearance.
• Digital revolution is reorienting
consumer needs and thus company’s
production plans and actions, which
makes creative entrepreneurship "a
crucial source of market advantage”.
• Creative business is a tool for innovation
and it can be implemented in many
industries (not only in CCS), creating
synergies with these other sectors.
• There are numerous European
programmes which aim is to support
innovation (like "Horizon Europe” and
"Creative Europe”).
Opportunites for creative
business
13

14. CIRCULAR
CREATIVES
• Lack of knowledge in other sectors
about how to create synergies with the
creative industry.
• As creativity can be intangible some
people find it difficult to give a fair value
tending to undervalue it.
• There are still important structural
problems that need investment.
• The difficulty of getting access to
finance.
Challenges for creative business
14

15. CIRCULAR
CREATIVES
How to turn vision into a creative
business?
15
Research an
idea
Create
business plan
Develop product
or service
Build a
brand
Set up online
presence
Protect intellectual
property

16. CIRCULAR
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CIRCULAR
CREATIVES
16
• A CREATIVE ENTREPRENEUR is someone
who uses their creativity to solve problems
and create value.
• They use their skills and knowledge to
create something new and valuable that
can be sold or used in some way.
• Unlike traditional entrepreneurs, who focus
solely on making profits, creative
entrepreneurs are driven by their passion
for creating unique products or services
that offer tangible value to their customers
or users. Some finest examples are: Tom
Szaky (TerraCycle), Emily Penn
(eXXpedition) and Kresse Wesling (Elvis &
Kresse).
Who is a creative entrepreneur?

17. CIRCULAR
CREATIVES
• Willing to experiment and explore new
pathways to find the most effective
solution (RISK-TAKING IS A KEY
COMPONENT!)
• Possessing strong analytical thinking
and problem-solving skills
• Ability to quickly adapt to changing
market conditions and customer needs
• Ability to think outside the box and
come up with new ideas
• Ability to effectively communicate ideas
and visions to potential customers,
partners, and investors
• Ability to prioritise tasks, manage time
efficiently, and allocate resources in
order to maximize productivity.
What are the characteristics of a
successful creative entrepreneur?
17

18. CIRCULAR
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18
Source
• By selling main product or service
• By setting up ads on platforms and
channels (YouTube, Facebook,
Instagram etc.)
• Through affiliate marketing
(Amazon Affiliate, Clickbank, CJ
Affiliate etc.)
• From sponsored content
• Through the selling of digital
products or services.
How does a creative
entrepreneur generate
income?

19. CIRCULAR
CREATIVES
• Customer acquisition is the process of
finding and persuading prospective
customers to buy from business in a
way that is both measurable and
repeatable—not random.
• At first stage, goal of the creative
entrepreneur is to generate awareness
and leads amongst target audience.
Typically, focus is on a large, broad
audience that may be interested in
company’s brand or products but who
don’t have a definite intent to buy.
• Prospective customers have usually
taken an action that shows they are
considering a purchase, such as signing
up for an email list or following certain
brand on social media. It is now up to
the entrepreneur to convince them to
become customers.
• At final stage, customers have taken
some action that indicates a stong
intent to buy, whether it’s adding a
product to their cart or signing up for a
free trial. At this stage, businesses need
to send incentives, like a discount code.
Customer acquisition in creative business
19

20. CIRCULAR
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Trends
20

21. CIRCULAR
CREATIVES
21
• Digitalization, the experience economy, collaborative and creative hubs, and an
increased environmental awareness are shaping the creative businesses of
tomorrow.
• Advertising is moving away from traditional print media to the digital sphere.
• Thought leadership and new narratives to promote ecological sustainability
through collective movements uniting artists to take a stand on climate change
and ecological emergencies is growing in importance in the community.
• New forms of collaborations lead to innovative models that can generate socio-
economic development.
• The CCS are an integral part of the experience economy and tourism as cultural
tourism is estimated to account for up to 40% of European tourism.
Key trends that are reshaping
creative bussineses
Source

22. CIRCULAR
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CIRCULAR
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• Nowadays content created from creative business is largely consumed
digitally, especially by the younger population.
• As consumer behaviour has shifted towards digital channels,
advertising spend has adjusted in response, shifting away from
traditional advertising (e.g. print advertising).
• As the price per unit has gone down significantly in the digital market,
the creative entrepreneurs have the possibility to exploit NEW
BUSINESS MODELS based on high levels of re-playability, especially in
some subsectors (news media, audio-visual & media).
Advertisement is moving away from
traditional print media to the digital sphere
22

23. CIRCULAR
CREATIVES
CIRCULAR
CREATIVES
• DIGITAL SUBSCRIPTIONS - are considered as a steady stream of revenue because
they generally require a medium term or long term commitment from subscribers.
According to the subscription pricing model, subscriptions can include premium
content or archive access.
• PAY PER DOWNLOAD - This model remunerates content providers based on the
number of unique downloads of their content, such as films and music.
• FREEMIUM - This model allows users to utilise basic features of a service and then
charges for "upgrades" to the basic package. The free tier often uses embedded ads
and thus generate revenues even at entry level.
• IN-APP PURCHASES - The model is particularly used in the gaming sector. Players are
encouraged to make micro transactions paying for premium content to access game
items or shortcuts to gain an advantage.
Examples of new digital business models in creative
business
23

24. CIRCULAR
CREATIVES
CIRCULAR
CREATIVES
• SOCIAL MEDIA MARKETING - the use of social media platforms to connect with
audience to build brand, increase sales, and drive website traffic.
• CONTENT MARKETING - sharing content relevant to target audience to build trusting
relationships and increase brand awareness, sales, engagement, and loyalty. Content
may include blog articles, photos, memes, videos, podcasts, infographics,
illustrations, or any media created to educate or entertain audience.
• EMAIL MARKETING - the art of sending skilfully-worded and carefully-timed emails to
prospects and customers.
• ADVERTISING - paying third-party media to advertise the business to their audience.
• SPONSORSHIPS AND PARTNERSHIPS - joining forces with another brand in order to
rise awareness, reach a new audience or earn money.
Marketing and promoting in creative entrepreneurship
24

25. CIRCULAR
CREATIVES
CIRCULAR
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25
• Creative entrepreneurs are mostly SMEs or
freelancers who operate in very agile ways,
often working across different value chains
and operating in different subsectors.
• In the EU27, on average 32% of CCS
workers are self-employed compared to
14% in the overall economy. The
percentage of self-employed workers is
even higher in the case of artists and
writers (44%).
New forms of collaborations lead
to innovative socio-economic
models

26. CIRCULAR
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CIRCULAR
CREATIVES
• This operating model is
conducive to the development of
community-driven structures and
spaces which FOSTER
COLLABORATION, such as
CREATIVE HUBS OR CO-
WORKING SPACES.
• CO-WORKING SPACES and
CREATIVE HUBS allow for several
companies and professionals to
share a space and benefit from
lower rent, pool basic admin,
financial and accounting services,
increase cross-sectorial
collaborations and innovation
capacity.
26

27. CIRCULAR
CREATIVES
• Usage of eco-friendly and/or recycled
materials in production practices.
• Substitution of disposable plastic
bottles/containers with eco-friendly
solutions to reduce waste (e.g.
festivals, cultural events).
• Reduction of energy used to store and
stream digital media.
• Improvement of energy efficiency (e.g.
use of LED lighting system) in cultural
spaces, venues, museums and galleries.
• Uptake of new business models in the
fashion industry to extend the
longevity of clothes, such as smart
fashion or fashion as a service.
Examples of environmentally-
friendly solutions in creative
business
27

28. CIRCULAR
CREATIVES
CIRCULAR
CREATIVES
• Thanks to their ability to think creatively and in a user-
centred way, creative businesses are well positioned to
support society and other sectors in their ecological
transition.
• A number of collective movements are emerging to
engage artists and creators to take a stand on climate
change, loss of biodiversity and ecological emergency.
Creative bussinesses are in
leading position to increase
environmental consciousness
28

29. CIRCULAR
CREATIVES
• Millions of people have been seeking
out alternative forms of cultural
tourism: less space-oriented and more
interactivity driven, with digital
experiences focusing on participation
and additional features.
• Cultural institutions are experimenting
with new forms of engagement
through multiple new platforms and
the development of content around
museum collections (podc
asts, apps, video content, video
games…).
• Cultural organisations are also using
digital tools to reconnect to local
communities and increase proximity
tourism.
Creative businesses are an
integral part of the experience
economy and tourism
29

30. CIRCULAR
CREATIVES
30
Further Study Material Recommendations
(Unit 1)
Click to
VIEW
Click to
VIEW
Click to
VIEW
Click to
VIEW
Creative entrepreneurs. Knowledge for every
creative business. Available at:
Ellen Macarthur Foundation. How to use
creativity to find solutions? Available at:
European Commission. About the Creative
Europe Programme. Available at:
European Commission. Horizon Europe.
Available at:

31. Unit 2 How to apply
circular economy
principles to creative
business?
03

32. CIRCULAR
CREATIVES
32
Learning
Objectives
Provide the necessary steps on embedding circularity
in creative business.
Provide examples of good practice of circular economy
in creative business.
Facilitate the application of the circular economy
for creative businesses.

33. CIRCULAR
CREATIVES
33
Learning
Outcomes
Interpret the steps related to the application of the
circular economy in creative business.
Compare examples of good practice related to the
circular economy in creative business.
Present the application of the circular economy for
creative businesses.

34. CIRCULAR
CREATIVES
34
Ways to embed circularity into creative startup
1. CHECK THE ‘R-LADDER’
This diagram can be used to rank and
prioritise strategies towards a circular
economy. Generally, strategies higher up on
the ladder (such as those for rethink, reuse
and repair) require fewer resources, and
therefore are more sustainable in the long
run.
Source

35. CIRCULAR
CREATIVES
2. MAP VALUE CHAIN
Company isnt an island – so company
needs to collaborate with others in the
value chain, for the materials, for the
distribution or capture, for finance, for
navigating regulations, etc. Involving all
these stakeholders will allow company to
maximise its impact.
3. CONSIDER OWNERSHIP
Not the ownership of a company, but the
ownership of materials and products. If
company use waste streams coming from
companies or households; who owns this
waste material? Can company always have
access to these waste streams, also in the
future? What are the regulations about
using them?’ The answers to these
questions are essential in making sure that
companys solution is not only scalable but
also resilient.
Ways to embed circularity into
creative startup
35

36. CIRCULAR
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CIRCULAR
CREATIVES
4. PICK THE RIGHT BUSINESS MODEL
Here are five business models for a circular economy (from OECD 2018):
1. Circular supply models replace traditional material inputs derived from virgin
resources with bio-based, renewable, or recovered materials, reducing demand for
virgin resource extraction in the long run.
2. Resource recovery models recycle waste into secondary raw materials, thereby
diverting waste from final disposal while also displacing the extraction and
processing of virgin natural resources.
3. Product life extension models extend the use period of existing products, slow the
flow of constituent materials through the economy, and reduce the rate of resource
extraction and waste generation.
Ways to embed circularity into creative startup
36

37. CIRCULAR
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CIRCULAR
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4. Sharing models facilitate the sharing of under-
utilized products and can therefore reduce
demand for new products and their embedded
raw materials.
5. Product service system models, where services
rather than products are marketed, improve
incentives for green product design and more
efficient product use, thereby promoting a more
sparing use of natural resources.
37

38. CIRCULAR
CREATIVES
5. DON’T REINVENT THE WHEEL
• The circular economy will not be built
by one business, but by many.
Companies have to look around for
information from the sector and other
businesses.
• There’s Impact Hubs accelerating the
change to a just and sustainable future
in 100+ cities, 50+ countries and 5
continents. Each Impact Hub is founded
by local innovators who care deeply
about making a difference in their
community. They are globally
connected, locally rooted network. –
connect with them...
Ways to embed circularity into
creative startup
38

39. CIRCULAR
CREATIVES
CIRCULAR
CREATIVES
• Circular fashion ditches the linear “take-make-waste” model and instead asks the
industry to close the loop on production, including responsible manufacturing, use,
and end-of-life for every garment.
• Circular fashion is a system where our clothing and personal belongings are produced
through a more considered model: where the production of an item and the end of
its life are equally as important.
• This system considers materials and production thoughtfully, emphasising the value
of utilising a product right to the end, then going one step further and repurposing it
into something else.
• The focus is on the longevity and life cycle of our possessions, including designing out
waste and pollution.
• Essentially, the “circular” comes as a response to previous economic and societal
models that have been “linear” to date, and harmful on the planet along the way.
Circular economy in fashion industy
39
Source

40. CIRCULAR
CREATIVES
40
Source

41. CIRCULAR
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Key points of circular fashion:
• Using less materials when producing
individual items for increased
recyclability
• Working to remove non-recyclable and
polluting materials from the supply
chain
• Recapturing everything from garment
offcuts to packaging for reuse
• Ensuring use and reuse for as long as
possible including collection schemes
and bringing the recycled materials
back to a “good as new” state
• Returning any unavoidable waste to
nature safely
Circular economy in fashion
industy
41

42. CIRCULAR
CREATIVES
ORGANIC JEANS FOR RENT: MUD JEANS
MUD makes, rents and recycles organic
cotton jeans.
WHY IT’S AN EXAMPLE OF THE CIRCULAR
ECONOMY
• MUD has turned the ‘make, buy, wear,
bin’ fashion model on its head.
Customers rent the jeans and return
them to MUD when the denim is worn
out. MUD can then repair the jeans
or recycle them – they’re not burnt or
tossed into landfill. In a circular system,
materials stay in use.
• MUD also uses renewable energy and
innovative technology to clean up the
toxic production process widely used in
denim manufacture.
Circular economy in fashion
industry: Example
42
Source

43. CIRCULAR
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CIRCULAR
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THE PROBLEM WITH JEANS
• Most jeans today are made, sold, worn, and then burned or tossed into landfill. Less
than 1% of material used to produce clothing is recycled.
• Jeans are some of the most polluting and wasteful clothes we make. A typical pair of
jeans uses up to 7,000 litres of water and toxic chemicals and dyes are routinely used
in their production.
Circular economy in
fashion industry: Example
43
Source

44. CIRCULAR
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CIRCULAR
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A NEW BUSINESS MODEL AND INNOVATIVE MANUFACTURING TECHNIQUES
MUD lease jeans made from 40% recycled denim and 60% organic cotton for a monthly
fee. Free repairs are included during the leasing period.
After leasing for a year, you have three options:
• Swap your jeans for a new pair and continue leasing for another year.
• Keep the jeans and wear them for as long as you like - you can send them back at any
time for recycling.
• End the relationship and send the jeans to MUD to get a voucher for a new purchase
Circular economy in
fashion industry: Example
44
Source

45. CIRCULAR
CREATIVES
45
Source
HOW IT WORKS IN MUD JEANS

46. CIRCULAR
CREATIVES
46
BENEFITS TO SOCIETY
MUD’s business model doesn’t just
help the environment.
They work with their manufacturers
to ensure:
• workers get fair wages
• workers and local people are
protected from harmful
substances
• an equal working environment for
women and men
Benefits of Circular
Economy: A fashion
industry example

47. CIRCULAR
CREATIVES
CIRCULAR
CREATIVES
Artificial intelligence (AI) and the circular economy will dictate design in 2023:
• AI will transform creative processes - a range of products that incorporated AI were
already released.
• Digital experimentation continues to push boundaries
• The focus on circular design and the role it will play in mitigating design's impact on
the climate - "Upcycling is going to be a mode of production to which an increasing
amount of artists and designers will be turning globally. Dutch designer Piet Hein Eek,
transforms scrapyard-sourced materials into meticulously crafted luxurious objects,
while designer Jinyeong Yeon, produced a series of seating made out of deadstock
goose down jackets.
• Designers will respond to global rising inflation - a good number of designers will
continue to look into their maker community around them.
Artificial intelligence in circular economy
47
Source

48. CIRCULAR
CREATIVES
CIRCULAR
CREATIVES
• Valentino Gareri Atelier designs
VILLAGE MADE FROM 3D-PRINTED
CACAO WASTE
• Valentino Gareri Atelier has unveiled
renderings of the Cacao Eco Village in
Ecuador for local farmers that will
feature 3D-printed buildings made from
recycled cacao.
• Cacao Eco Village will be located on the
coast of Ecuador's Manabi province
where cacao farmers live and work to
produce chocolate through extracting
cocoa butter and solids from cacao
beans.
• Cacao Eco Village will be the Silicon
Valley for circular economy innovators.
Circular economy in
fashion industry: Example
48
Source

49. CIRCULAR
CREATIVES
• Framework develops MODULAR
LAPTOP THAT USERS CAN FIX AND
UPGRADE THEMSELVES
• American technology company
Framework has designed a laptop with
modular components that can be
repaired and replaced to increase the
product's lifespan while reducing e-
waste.
• The Framework laptop is available in
either a preassembled or a DIY version
that customers can assemble
themselves. It comes with a
screwdriver and spudger to allow
owners to easily customise, upgrade
and repair their device.
• Individual components such as the
motherboard can be repurchased,
reused or broken down and recycled,
to help facilitate a more circular
economic system.
Framework –modular
laptop
49
Source

50. CIRCULAR
CREATIVES
CIRCULAR
CREATIVES
• The circular economy in architecture is about taking a view on circular economy from
each position in the whole value chain, all the stakeholders; all the people involved
in, for example, developing a building or creating a part of a city or developing part of
the infrastructure.
• In a circular economy approach, the ARCHITECT should start a project not with an
abstract design concept, but with a rigorous, detailed review of the existing site and
its assets. They SHOULD ACTIVELY SEEK TO REUSE, REFURBISH AND REPURPOSE
MATERIALS AND STRUCTURES WHERE POSSIBLE.
• Building for the future: The service model
• One approach that may make a difference is a SHIFT IN THE ACQUISITION OF
MATERIALS.
• One proposal that has gained considerable support for the circular economy is the
service model, which would see MATERIALS AND PRODUCTS RENTED RATHER THAN
PURCHASED outright, and returned for re-use at the end of a project’s life cycle.
The circular economy in architecture
50
Source 1 Source 2

51. CIRCULAR
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CIRCULAR
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51
• Here are a few unique ways in which
musicians can make an impact:
• Choose Your Instruments Wisely
• Limiting Waste Through Merch &
Recycling
• Virtual Concerts
Sustainable Music Industry
Source

52. CIRCULAR
CREATIVES
CIRCULAR
CREATIVES
• One area that is closely linked with the music industry is electronic equipment.
• The UK creates the second-highest amount of electronic waste in the world, around
1.3 million tonnes of electrical goods are thrown out every year, of which only 38% is
recycled.
• The challenge is to do something beneficial with these products when they reach the
end of their life or the end of their productive cycle.
• One way is to investigate how we can better use raw materials to create these
products and to produce new products through repairing, reusing, remanufacturing,
or recycling.
• Initiatives such as the PlastiFantasti music system by Israel-based industrial designer
Lior Amsterdam, tackles the issue of plastic and electronic waste by using positive
design, collaboration, sustainable thinking and the circular economy.
Sustainable Music Industry
52
Source

53. CIRCULAR
CREATIVES
CIRCULAR
CREATIVES
And what about the music itself.
• You could say that circularity in music is well represented, through sampling for
example, which reuses a segment of a sound recording in another recording.
• According to Laurent Fintoni, the practice of sampling in music dates back to the
1940s and the early days of musique concrète.
• Using recording tape, Pierre Schaeffer and others experimented with recorded
sounds by manipulating them via splicing, speeding and reversing. Samples can
include elements such as rhythm, melody, speech, sounds, or entire bars of music,
and maybe layered, equalized, sped up, or slowed down, repitched, looped, or
otherwise manipulated.
• There’s one song that’s been sampled far more than any other, the 1960s track called
“Amen, Brother” by The Winstons is the most-sampled track in history and has been
used around four and a half thousand times.
Sustainable Music Industry
53

54. CIRCULAR
CREATIVES
54
Image:Ron Ulicny
The circular economy provides a
methodology for musicians to look at
reusing items and recycling materials
from the venues they perform at to
the instruments they use and the
music they make which will all help
raise awareness that reuse in a variety
of forms can be beneficial
environmentally and creatively.
Sustainable Music
Industry

55. CIRCULAR
CREATIVES
• Across the theatre and film sector,
companies are working towards
reducing the environmental impact of
their work and making it more
sustainable.
• Theatres are hosting environmental
awareness activities, performances and
implementing sustainable methods of
running a venue.
• The film industry is encouraging
filmmakers to incorporate sustainable
practices throughout production.
• These sectors are moving beyond a
‘take, make, dispose’ economy and
towards a circular economy, where all
materials are treated as precious
resources, with nothing thrown away.
Arts and the circular
economy: Theatre & Film
55
Source

56. CIRCULAR
CREATIVES
56
Source

57. CIRCULAR
CREATIVES
FAST & FURIOUS
• Dedicated sustainability manager for London shoot
• Compost and recycling programme in the office and on set.
• Crew provided with reusable water bottles to reduce the use of plastic.
• 100% recycled content paper was used where available.
• Heaters ran on renewable diesel made from 100% used cooking oil.
• Construction team donated a truck full of dirty polystyrene from their sets to Scenery
Salvage to be recycled and reused.
• Costume department donated over $45,000 worth of wardrobe to TRAID, Smart
Works, Suited and Booted, Whitechapel Mission, and Smalls for All.
• Crew also held a clothing and toiletry drive for the Croydon Refugee Day Centre.
Arts and the circular
economy: Theatre & Film
Examples
57
Source

58. CIRCULAR
CREATIVES
JOHNNY ENGLISH STRIKES AGAIN
• Lighting package on the film was
roughly 75% LED.
• Production used biodiesel made from
used cooking oil to heat marquees.
• The production office used 100%
recycled content paper and crew
significantly reduced single use plastics
by bringing their custom Johnny English
water bottles to set every day.
58
• The production team implemented a recycling and compost program both in the office
and on set, including custom signage to help educate crew.
• Production ran a friendly green competition among departments for the duration of the
shoot.
• The Wardrobe department won the official “gold star” for their green efforts, including
their donation of $20,000 worth of costumes to the Trinity Hospice Charity.
• Catering and Set Dressing donated 800 lbs. of excess food to City Harvest, equaling
• 667 meals to those in need.

59. CIRCULAR
CREATIVES
MAMMA MIA! HERE WE GO AGAIN
• Production partnered with local
company Charlie Spotless to educate
crew and implement a waste diversion
program that included recycling,
composting, and waste-to-energy. This
effort resulted in a 99% diversion rate
for on set waste, meaning zero
materials were sent to landfill.
59
• Heaters were powered with biodiesel from OnBio made from used cooking oil.
• Crew had reusable water bottles and most office paper contained 100% recycled content.
• Majority of the set lights were LEDs.
• Production donated clothing, shoes, and household items to Cancer Research,
• Changing Pathways, and Help Refugees.
• Excess catering was donated to the local non-profit City Harvest, who in turn served it to
Londoners in need.

60. CIRCULAR
CREATIVES
CIRCULAR
CREATIVES
• In a circular economy, marketing can be USED AS A TOOL TO EXPLORE CIRCULARITY
OPPORTUNITIES AMONG THE TARGET AUDIENCES...
• To create a sustainable digital marketing strategy for the circular economy, the following
factors need to be considered:
• Identify the target audience.
• Create the buyer persona
• Define the content and communication channels.
• Find the target audience:
• Search on search engines for audiences interested in sustainable companies, while they
search:
• Direct Demand on the web requires SEO to create a good positioning of the website on
search engines or paid advertising (search advertising, such as Google Ads).
• And when they are not searching: Latent demand requires web and social advertising
for its strong targeting capabilities.
Digital marketing in the circular economy
60
Source

61. CIRCULAR
CREATIVES
• Besides a sustainable digital marketing
strategy, a social media presence is
necessary. Each social media platform
suits certain content formats:
• On Instagram, a visual inspiration social
media platform, it is important to post
well-curated photos with a consistent
style. An Instagram marketing strategy
should also include stories, which are
the best way to create engagement
and relationships with the audience.
• Facebook is interesting for creating
communities through public or private
Facebook groups. Sharing content
about environmental sustainability and
the green economy in themed
Facebook groups is useful.
• LinkedIn & Twitter is useful for
companies to build a sustainable image
among professionals.
• A YouTube channel where you can
upload professional video.
Social media marketing for
the circular economy
61

62. CIRCULAR
CREATIVES
62
Further Study Material Recommendations
(Unit 2)
Click to
VIEW
Click to
VIEW
Click to
VIEW
Click to
VIEW
Norouzi, M., Chàfer, M., Cabeza, L. F., Jiménez, L., & Boer, D. (2021).
Circular economy in the building and construction sector: A scientific
evolution analysis. Journal of Building Engineering, 44, 102704.
Circular economy examples and case studies
Environmental sustainability and film
production: an overview of current practice

63. CIRCULAR
CREATIVES
Sources of
funding
63

64. CIRCULAR
CREATIVES
64
Source
Available instruments for
business development

65. CIRCULAR
CREATIVES
• DEBT INSTRUMENTS are usually a
sizable amount of funding that do not
dilute the control over company and
thus allow entrepreneur to retain full
decision-making power.
• They are typically used for financing
investments (both tangible and
intangible), or working capital and
stock financing/business transfers.
• In the CCS, Debt Instruments are
mainly available for short term and
project related financing.
• Loan financing for creative business
typically ranges from standard BANK
LOANS (long or short term), GAP
FINANCING, MICRO-CREDIT, INVOICE
FACTORING to OVERDRAFTS.
Debt financing
65

66. CIRCULAR
CREATIVES
• EQUITY INSTRUMENTS are a funding
source where an investor will take a
share in company: under this financing
set up, the company gives up part of
the control but at the same time can
benefit from financial and business
support and advice (e.g. technical or
managerial expertise) offered by some
types of investors and depending on
the level of their investment in
company.
• QUASI-EQUITY is a type of financing
that ranks between equity and debt,
having a higher risk than traditional
loans and a lower risk than common
equity for the investors.
• Sources of equity finance for creative
businesses can be:
• Individuals (also called Business
Angels)
• Other companies (for strategic
reasons)
• Specialized investors or Investment
Funds (of which Venture Capital
Funds for early stage and Private
Equity Funds for later stage in a
company’s development).
Equity and Quasi-Equity financing
66

67. CIRCULAR
CREATIVES
CIRCULAR
CREATIVES
• CROWDFUNDING is a method of raising capital
through the collective effort of friends, family,
customers, and individual investors.
• Creative entrepreneurs can use crowdfunding to
raise money online for any idea or project and
simultaneously build up communities and improve
visibility.
• Typical sources of Crowdfunding for creative
businesses:
• donations
• rewards
• peer-to-peer lending
• equity based.
Crowdfunding
67
Source

68. CIRCULAR
CREATIVES
68
• They typically refund a percentage
of costs (tax rebates) or exempt
part of the costs incurred from the
application of taxes (tax
exemptions).
• Tax incentives often cover up to
30% of the costs eligible under the
scheme. They, however, often have
a ceiling per company and a
maximum budget available per
year.
Tax incentives

69. CIRCULAR
CREATIVES
CIRCULAR
CREATIVES
• GRANTS typically support one-off projects and costs related to
developing those projects, with a specific objective (artistic, cultural,
social).
• They can cover specific activities, such as residencies, production of
artistic and cultural works, launch of company, or training and skills
development.
• SUBSIDIES may also cover operating expenses and provide a yearly
sum to cover day-today costs (wages and salaries, office-related costs).
• GRANTS AND SUBSIDIES EXIST IN MANY FORMS AT EUROPEAN,
NATIONAL AND LOCAL LEVELS.
Grants & Subsidies
69

70. www.circularcreatives.eu
Any questions?
Thank you