Brands face new challenges in a Circular Economy. Here are the TOP 3 challenges and the way brands respond to it. Merging insights from 'Circular Business' and 'Brands with a Conscience' (both published in 2016). At Innoboost we use these insights to help accelerate the Circular Economy by improving the customer experience. Can we help you change your (business) game? #changethegame

1. How Brands (with a Conscience)
can accelerate the Circular
Economy
Presented in Copenhagen Sandra Horlings
September 16, 2016 Christiaan Kraaijenhagen

2. The evolution of
technology and of the
planet forces
mankind to rethink
the way business
works and the models
on which business is
built.

3. ● Have a visible conscience
● Apologize when things go
wrong
● Invest time and energy in
relationship building
● Promote the value of caring
for each other
● Acknowledge that we are all
fundamentally equal
● Are visibly accountable for
all their actions
● Take risks in line with their
values

4. Can Branding accelerate Circular
Business?

5. The circular economy
An economy in which stakeholders
collaborate in order to maximise the
value of products and materials, and
as such contribute to minimising the
depletion of natural resources and
create positive societal and
environmental impact.
Circular Business, 2016

6. Learning 1
from Circular Business
Initiating
collaboration in
complex value chains
can create significant
joint business
opportunities
Circular Business challenge

7. New technology can
uplift value chains,
but effects the brands
in the value chain.
Brands experimenting

8. Leading global brands
embrace the
technology. And
promote it through
their own sub brands.
Which complicates customer
understanding on the sustainable
value creation this new
technology brings.
Brands experimenting

9. Brands that are open
to the interests of all
stakeholders will
strengthen their
distinctive positioning
in strategic
collaborations
that benefit all
Brands with a Conscience

10. Learning 2
from Circular Business
Consumption driven
product design
complicates business
model transformation
Circular Business challenge

11. Brand Promotions
that stimulate
make-take-dispose
complicates Circular
Business
Transformation
(Although there’s circular business
potential for consumer electronics.)
Brands experimenting

12. Projects and
initiatives from
leading brands
challenge their main
business model
Brands experimenting

13. Brands that know
their place in the
world can transform
their business with
changing needs
amongst all
stakeholders
Brands with a Conscience

14. Learning 3
from Circular Business
Managing reversed
logistics
is key to success
Circular Business challenge

15. But the customer
recycling experience
is far less attractive
compared to the
customer shopping
experience.
Brands experimenting

16. And even smelly, sometimes.

17. Brands that
understand the whole
customer journey will
include reversed
logistics in the brand
experience
(to improve the customer experience
you move from touchpoints to the
full journey. - McKinsey)
Brands with a Conscience

18. Sources
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19. Sandra Horlings
horlings@innoboost.nl
+31639036869
Christiaan Kraaijenhagen
kraaijenhagen@innoboost.nl
+31610886085