Module 6: Spreading Circular Benefits

Co-funded by the
Erasmus+ Programme
of the European Union
www.circularcreatives.eu
Spreading Circular benefits to your community and
wider society – CSR, Marketing, and Engagement
MODULE 6

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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Module Presentations Content Unit 1: CSR through Circular economy
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Unit 2: Marketing Practices in a
Circular Economy Business Model
Unit 3: Motivating stakeholders in the
circular economy
Spreading Circular benefits to your
community and wider society – CSR,
Marketing, and Engagement
02

Unit 1: CSR through
Circular economy
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Spreading Circular benefits to your
community and wider society – CSR,
Marketing, and Engagement: Module
Content
The Module will cover how companies can use corporate social
responsibility (CSR) initiatives to showcase their commitment to
sustainability and engage with their community. It will also touch
on the role of marketing in promoting circular practices and how
companies can use communication channels to raise awareness
and encourage behaviour change.
The module is composed of 3 units:
Unit 1: CSR through Circular economy
Unit 2: Marketing Practices in a Circular Economy Business Model
Unit 3: Motivating stakeholders in the circular economy

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Understand today’s major challenges linked to
implementing CSR through the circular economy
Become familiar with the C2C (Cradle to Cradle)
philosophy
See the circular economy as a source of social outreach
Learning Objectives

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Understand the Benefits of Corporate Social
Responsibility through Circularity for Businesses
Understand the current challenges and how your
business/idea fits into CSR and Circular Economy
Learn about CSR through circular best practices in
Business (SME's)
Learning Outcomes

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The circular economy is a form of corporate social
responsibility because it represents a holistic approach
to doing business that prioritizes sustainable
development. This approach focuses on minimizing
waste and maximizing the use of resources by designing
products and processes that can be reused, recycled, or
repurposed.
By adopting the principles of the circular economy,
companies are demonstrating their commitment to
social and environmental responsibility, and contributing
to a more sustainable future. Furthermore, the circular
economy helps companies reduce their environmental
impact, improve resource efficiency, and enhance their
brand reputation, which ultimately benefits both the
company and society as a whole.
How does the Circular Economy contribute to
Corporate Social Responsibility
Image Source

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• Resource conservation: Small creative businesses can adopt resource-saving practices
such as reducing paper usage, using energy-efficient lighting, and recycling materials.
• Sustainable supply chain management: By sourcing materials from sustainable and
environmentally-friendly suppliers, small creative businesses can reduce their impact on
the environment.
• Product design: By designing products that are durable, repairable, and recyclable, small
creative businesses can reduce the environmental impact of their products throughout
their lifecycle.
• Community engagement: Small creative businesses can educate and engage their local
communities about environmental issues, encouraging them to adopt more sustainable
practices and contribute to the larger shift towards sustainability.
Corporate social responsibility (CSR) in small
creative businesses can contribute to positive
environmental impact in several ways, despite their
limited resources. Here are a few examples:

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• Customer loyalty: CSR initiatives that prioritize the environment, social causes,
or other important issues can create a strong emotional connection with
customers, which can result in increased customer loyalty and repeat business.
• Brand reputation: CSR initiatives can enhance a small creative business's
reputation, increasing its credibility and trust with customers, which can result
in increased sales and business growth.
• Access to new markets: CSR initiatives can open up new markets for small
creative businesses, by allowing them to reach customers who are increasingly
conscious of environmental and social issues and prioritize sustainable products
and services.
CSR can create business growth by building a positive
reputation and relationship with customers,
employees, and other stakeholders. Here are a few
ways CSR can contribute to business growth:

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• Limited resources: Small businesses often have limited financial and human
resources, which can make it challenging to implement sustainable practices and
adopt the circular economy model.
• Complex supply chains: Small businesses may have complex supply chains that
make it difficult to track the environmental impact of their products and
materials, and to implement sustainable sourcing practices.
• Resistance to change: Small businesses may face resistance from employees,
customers, and suppliers to adopting new and untested practices, especially those
related to the circular economy.
• Competition: Small businesses may face competition from larger companies that
have more resources and can implement sustainability initiatives more easily.
Small business entrepreneurs face several challenges
when implementing CSR through the circular
economy, including:

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Cradle to Cradle is a design philosophy that aims to create products that have
positive impacts on the environment and society. The concept is based on the
idea of "closing the loop" by creating products that can be recycled and used
again and again, rather than just being disposed of after a single use. In the
context of creative products, this could mean designing products that are made
from renewable or non-toxic materials, are easily recyclable, and can be
repurposed at the end of their useful life. The goal is to create products that
have a positive impact throughout their lifecycle, rather than just trying to
minimize negative impacts.
(C2C) CRADLE TO CRADLE PHILOSOPHY

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• Reuse of materials: Small creative businesses can prioritize the reuse of materials in
their products and operations, such as using second-hand materials or repurposing scrap
materials.
• Collaborative consumption: Small creative businesses can participate in collaborative
consumption initiatives, such as sharing resources, tools, and equipment with other
businesses or communities.
• Product longevity: Small creative businesses can design their products to be long-lasting
and durable, reducing the need for frequent replacements and helping to conserve
resources.
Small creative businesses can adopt circular economy
practices to improve their CSR and reduce their
environmental impact. Here are some specific
practices that may be relevant:

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• Product repairability: Small creative businesses can design their products to be
repairable, rather than disposable, extending the life of the product and reducing waste.
• Recycling programs: Small creative businesses can establish their own recycling
programs, or participate in local or community recycling initiatives, to reduce waste and
conserve resources.
• Sustainable sourcing: Small creative businesses can source materials and products from
sustainable and environmentally responsible suppliers, reducing their impact on the
environment.
Small creative businesses can adopt circular economy
practices to improve their CSR and reduce their
environmental impact. Here are some specific
practices that may be relevant:

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• ResQ Club is a Finnish start-up that offers a food waste reduction service. The app
allows users to purchase surplus meals from restaurants and cafés at a discount,
thereby reducing food waste. ResQ Club's CSR initiatives include partnering with
food banks and organizations that fight food poverty.
• Grover is a German company that offers a subscription-based service for
electronic gadgets. The company's aim is to promote a circular economy by
encouraging customers to rent rather than purchase electronics, thereby reducing
electronic waste. Grover's CSR initiatives include partnering with organizations that
promote sustainability and offering a recycling program for electronic devices.
Examples of European-based small businesses that are
using the circular economy to boost their CSR

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Examples of European-based small businesses that are
using the circular economy to boost their CSR
• WeCycle is a Dutch start-up that provides a circular solution for bicycle sharing.
The company's bicycles are made from recycled materials and are designed to be
easily disassembled and reused. WeCycle's CSR initiatives include supporting social
initiatives and partnering with organizations that promote sustainable
transportation.
• RePack is a Finnish company that provides reusable packaging for e-commerce
companies. The company's packaging is designed to be reused up to 40 times,
thereby reducing packaging waste. RePack's CSR initiatives include partnering with
environmental organizations and offering a carbon offset program.

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The triple bottom line (TBL) is a framework that assesses the sustainability of a
business by considering three dimensions of performance: social, environmental,
and financial. It suggests that companies should aim for not only financial success,
but also positive impacts on people and the planet.
The idea is that a business can only be truly successful in the long-term if it
balances these three aspects and achieves a "triple win" for society, the
environment, and its own bottom line. The TBL approach helps companies to
assess their overall impact on stakeholders and the world and to make decisions
that consider the short- and long-term consequences of their actions.
TRIPLE BOTTOM LINE MINDSET

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Environmental, Social, and Governance (ESG) are the three key factors that
investors and organizations use to evaluate a company's sustainability and long-
term financial performance.
• Environmental: This refers to a company's impact on the natural environment,
including its emissions, waste management practices, energy consumption, and
use of natural resources.
• Social: This encompasses a company's impact on society, including its labor
practices, human rights record, and community involvement.
• Governance: This covers a company's management and leadership practices,
including its transparency, accountability, and ethical behavior.
Environmental, Social, Governance (ESG)

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Embracing the Circular economy can improve a company's environmental and
social performance, which in turn can enhance its reputation and attractiveness to
ESG investors.
For example, a company that adopts circular business practices by designing
products for longevity and recyclability, reducing waste and emissions, and
implementing closed-loop supply chains can improve its environmental
performance and reduce its carbon footprint. This can help the company meet the
ESG criteria of environmental sustainability, which is an important consideration for
many investors.
Similarly, a company that promotes fair labour practices, diversity and inclusion,
and community engagement can improve its social performance and meet the ESG
criteria of social responsibility.
How Does the Circular economy Relate to ESG?

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Special Issue "Circular Economy and Corporate Social Responsibility"
• https://www.mdpi.com/journal/sustainability/special_issues/Circular_Economy
_Corporate_Social_Responsibility
Corporate Social Responsibility and Sustainability. A Bibliometric
Analysis of Their Interrelations
• https://www.mdpi.com/2071-1050/13/4/1636/htm
Recommendations for Circular Economy Implementation
• https://www.eesc.europa.eu/sites/default/files/files/cescy_-
_recommendations_for_circular_economy_implementation_-
_engaging_youth_in_the_transition.pdf
Further Study Material Recommendations (Unit 1)

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THE FIRST CIRCULAR ECONOMY PLATFORM
• Economia circolare per le imprese - Circularity
Eco-Management and Audit Scheme (EMAS)
• https://ec.europa.eu/environment/emas/index_en.
EU Ecolabel
• https://environment.ec.europa.eu/topics/circular-economy/eu-ecolabel-
home_en
Case studies on Circular Economy models and integration of
Sustainable Development Goals in business strategies
• https://eulacfoundation.org/en/system/files/case_studies_circular_economy_e
u_lac.pdf

Unit 2: Marketing
Practices in a Circular
Economy Business
Model
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Learning Objectives
examples of successful businesses that made the switch
Explain how digital tools can be an asset to this type of
marketing.

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Learning Outcomes
Benefits of strategic marketing in a circular economy
Know the skills to put into your plan an effective digital
marketing strategy.

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The circular economy focuses mostly on changing
activities related to product use.
With respect to the use of products, conventional
marketing techniques require brands to be
selected, while circular economic conditions will
need to adopt new behaviors such as product
return, rental, or reuse. In circular economics,
marketing gains importance both in terms of
product, consumption, and supply chain.

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Marketing in the Era of the Circular Economy
CLICK TO WATCH
This video helps to understand why it’s
time to move into a Circular Economy
marketing mindset.

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Kindora based in Ireland is on a mission to give
access to great products with a less negative
impact on the environment at an affordable cost.
“European parents are looking for sustainability
paired with affordability. As I looked around our
home, I saw that our child – not even a year old –
was already leaving a trail of lovely, barely-used
things. I searched for a marketplace where these
top-quality items could be bought, sold, or, even
rented. When I didn’t find one, I decided I’d try to
create one.”
Sarah Ouellette
Co-Founder Kindora
Leading Change in Europe

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Digital Marketing for a Circular
Economy Your mission is to
change customers’
buying habits so
they seek to
purchase circular
products and
services.
The basics of digital marketing in this economy
are:
• Understanding what it is and knowing the
characteristics of its products/services.
• Knowing the notions of "green marketing"
to know what to pay attention to and what
to leverage when communicating to
promote a circular product.
https://www.xplore.marketing/post/digital-marketing-in-the-circular-economy

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Learn further insight into digital
platforms by watching this video.
Learn how it’s innovating the Circular
Economy.
Can this type of marketing be an asset
to this new economy?
Using Digital Platforms

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• Tell your story: Share your company's story about how you're transitioning to circular
practices. People like to hear personal stories and feel connected to them. This can help to build
trust with your audience and show that your business is committed to making a positive
impact.
• Use social media: Social media platforms can be effective tools for promoting your circular
economy activities. Share photos, videos, and other content that showcases your sustainability
efforts and use relevant hashtags to reach a wider audience.
• Collaborate with influencers: Collaborating with influencers can help to amplify your
message and reach a wider audience. Identify influencers who are aligned with your values and
are passionate about sustainability, and work with them to create content that promotes your
circular economy activities.
Small businesses can market their circular economy
activities by using strategies that increase awareness
& engagement with their audience. Here are some
suggestions:

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Sustainable Jungle - Sustainable Jungle is a sustainable lifestyle platform that
promotes eco-friendly living and circular economy practices. Their social media
channels share tips, product recommendations, and news about sustainability
initiatives.
Instagram: https://www.instagram.com/sustainablejungle/;
Facebook: https://www.facebook.com/sustainablejungle/
My Slow World - My Slow World is a Belgian-based sustainable lifestyle influencer
who shares tips and advice on eco-friendly living and sustainable fashion.
Instagram: https://www.instagram.com/myslowworld/
Here are some social media influencers in Europe
promoting the circular economy and circular products,
along with links to their profiles:

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The Good Card - The Good Card is a Dutch-based initiative that encourages
consumers to shop sustainably by offering discounts and rewards for eco-friendly
purchases. Their social media channels share information about participating
businesses and their sustainability practices. Instagram:
https://www.instagram.com/thegoodcard.nl/;
Facebook: https://www.facebook.com/thegoodcard.nl/
The Circular Designer - The Circular Designer is a sustainable fashion brand that
upcycles and repurposes textiles to create new clothing items. Their social media
channels share updates on their latest designs and sustainability initiatives.
Instagram: https://www.instagram.com/thecirculardesigner/
Here are some social media influencers in Europe
promoting the circular economy and circular products,
along with links to their profiles:

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• Competitive advantage: A small business can differentiate themselves from their
competitors and gain a competitive advantage in the market. Consumers are
increasingly interested in sustainable and environmentally-friendly products and
services, and marketing circular economy initiatives can attract new customers who are
looking for businesses that align with their values.
• Improved reputation: Promoting circular economy initiatives can help to improve a
small business's reputation, as it demonstrates a commitment to sustainability and
responsible business practices. This can lead to increased customer loyalty and positive
word-of-mouth marketing.
• Cost savings: Adopting circular economy practices can often result in cost savings for
small businesses. For example, by reusing and repurposing materials, a business can
reduce their waste disposal costs, save money on raw materials, and reduce their
environmental impact.
Marketing a small business's circular economy
initiatives can bring several benefits, such as:

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• Customer research: Small business owners need to have an understanding of their
target customers and their behavior online. They need to conduct research to identify
their customers' preferences, interests, and pain points, as well as their online behavior
and preferred digital channels.
• Content creation: Small business owners need to be able to create engaging content
that will attract and retain customers. They should be able to write compelling copy,
design eye-catching visuals, and create videos and other multimedia content.
• Technical skills: Small business owners need to have a basic understanding of web
development, web design, and graphic design. They should be able to make basic
changes to their website, design graphics, and create landing pages.
You need a range of skills to create an effective digital
marketing strategy. Here are some of the key skills
required:

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Focus Group Summary: “Marketing in the Era of the Circular
Economy”
• https://www.youtube.com/watch?v=7o6rFSNxJrw
Digital marketing in the circular economy
• https://www.xplore.marketing/post/digital-marketing-in-the-circular-economy
How digital platforms are enabling circular economy innovation
• https://www.youtube.com/watch?v=x9NxkA_i_7Q

Unit 3: Motivating
stakeholders in the
circular economy
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Learning Objectives
To develop and implement communication strategies to
different stakeholders
How to implement a network of sustainable
relationships in the circular ecosystem

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Learning Outcomes
Identify behaviors that contribute to or are detrimental
to a circular economy from
a consumer (or user) perspective
Help stakeholders change unsustainable consumption
behavior via societal means

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• Businesses: Businesses are critical stakeholders in the circular economy, as they are the
primary drivers of circular business models. Businesses can adopt circular practices by
redesigning products for longevity and recyclability, implementing closed-loop supply
chains, and reducing waste and emissions.
• Governments: Governments play a critical role in promoting the circular economy by
creating policies and regulations that incentivize circular business models. Governments
can provide funding for research and development of circular technologies and provide tax
incentives for businesses that adopt circular practices.
• Consumers: Consumers are important stakeholders in the circular economy, as they drive
demand for circular products and services. Consumers can support the circular economy
by choosing products made from recycled materials, repairing and reusing products, and
disposing of products properly.
Who are the stakeholders within the circular
economy?

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• Investors: Investors are increasingly interested in companies that adopt circular business
models, as these models can improve environmental and social performance and reduce
risk. Investors can support the circular economy by investing in circular businesses and
engaging with companies to encourage the adoption of circular practices.
• NGOs: Non-governmental organizations (NGOs) play a critical role in promoting the
circular economy by raising awareness of circularity and advocating for policies and
regulations that support circular business models. NGOs can also provide support and
guidance to businesses that are transitioning to circularity.
• Suppliers: Suppliers play an important role in the circular economy by providing the raw
materials and components needed for circular business models. Suppliers can support
circularity by providing materials that are recyclable and sustainable.
Who are the stakeholders within the circular
economy?

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• Educate stakeholders: Many stakeholders may not be aware of the benefits of the circular
economy or how it works. Education is critical to raising awareness and building support
for the circular economy. Companies can provide training, workshops, and educational
resources to stakeholders to help them understand the concept of circularity and its
benefits.
• Engage stakeholders: Stakeholder engagement is critical to building support for the
circular economy. Companies can engage stakeholders in the design and implementation
of circular business models to ensure that their concerns and needs are addressed. This
can be done through surveys, focus groups, and other forms of stakeholder engagement.
• Highlight the benefits: Companies can highlight the benefits of the circular economy to
stakeholders, including cost savings, reduced waste, and improved environmental and
social performance. This can help stakeholders understand how the circular economy can
benefit them and their organizations.
How can you motivate stakeholders to embrace the
circular economy?

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• Showcase success stories: Sharing success stories of companies that have successfully
implemented circular business models can inspire and motivate stakeholders to embrace
the circular economy. Companies can share case studies, testimonials, and other examples
of how circularity has improved their business and sustainability performance.
• Provide incentives: Providing incentives to stakeholders can encourage them to embrace
the circular economy. For example, companies can offer discounts, rebates, or other
incentives to customers who buy products made from recycled materials or engage in
circular behavior.
• Set goals: Setting goals and targets for circularity can help stakeholders understand the
importance of the circular economy and their role in achieving it. Companies can set
targets for waste reduction, recycling, and other circular metrics and communicate these
targets to stakeholders.
How can you motivate stakeholders to embrace the
circular economy?

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• Mud Jeans is a Dutch-based company that provides a circular solution for denim. They
offer a lease model for jeans, where customers pay a monthly fee for their jeans and can
exchange them for a new pair when they are done. Mud Jeans takes back the old jeans,
repairs them, and resells them as secondhand products.
• FoodCloud is an Irish-based social enterprise that provides a circular solution for food
waste. They offer a technology platform that connects retailers with surplus food to local
charities and community groups. By diverting food from landfills, FoodCloud has saved
over 57,000 tonnes of CO2 emissions.
• Too Good To Go is a Danish-based company that provides a circular solution for food waste.
They offer a mobile app that allows customers to purchase surplus food from restaurants,
cafes, and grocery stores at a discounted price. By reducing food waste, Too Good To Go
has saved over 100,000 tons of CO2 emissions.
Some success stories of small European based
businesses that have successfully implemented
circular business models:

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• The Tweed Project is an Irish-based fashion and lifestyle brand that provides a circular
solution tion for textile waste. They create high-quality fashion products from upcycled
tweed fabric and other sustainable materials. By using waste materials and local
craftsmanship, The Tweed Project has reduced waste and supported the local economy.
• Fairphone is a Dutch-based company that provides a circular solution for smartphones.
They offer a modular smartphone that is designed to be easily repaired and upgraded.
Fairphone uses responsibly sourced materials and works with suppliers to improve
working conditions and reduce environmental impact.
Some success stories of small European based
businesses that have successfully implemented
circular business models:

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• Designing products with circularity in mind: Small business owners and entrepreneurs
can design products with circularity in mind, such as products that are easily repairable,
reusable, or recyclable. This approach can help reduce waste and resource consumption,
which is better for the environment and society.
• Engaging with suppliers and customers: Small business owners and entrepreneurs can
engage with their suppliers and customers to create a circular supply chain. For example,
they can source materials and components from sustainable and ethical sources, or offer
product take-back and recycling programs to customers.
• Partnering with other businesses: Small business owners and entrepreneurs can partner
with other businesses to create circular ecosystems. For example, they can collaborate
with other businesses to share resources or create product-as-a-service models.
Small business owners and entrepreneurs can use the
circular economy to engage stakeholders and change
traditional business culture and norms of profit
towards people and the planet by:

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• Communicating their values and mission: Small business owners and entrepreneurs can
communicate their values and mission to their stakeholders. By highlighting their
commitment to sustainability and circularity, they can build trust and credibility with their
stakeholders.
• Measuring and reporting on impact: Small business owners and entrepreneurs can
measure and report on the impact of their business operations. This can help them
demonstrate the positive impact of their circular business models to their stakeholders,
which can build support and trust.
• Participating in circular economy networks: Small business owners and entrepreneurs
can participate in circular economy networks and organizations to learn from others,
share best practices, and collaborate on circular projects.
Small business owners and entrepreneurs can use the
circular economy to engage stakeholders and change
traditional business culture and norms of profit
towards people and the planet by:

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There are several circular economy networks that are
relevant for small businesses and creative
entrepreneurs.
Ellen MacArthur Foundation: The Ellen MacArthur Foundation is a global thought leader
in the circular economy. It offers a range of resources and tools to help businesses
transition to circular business models.
Circular Economy Club: The Circular Economy Club is a global network of circular economy
professionals and organizations. It provides a platform for knowledge sharing and
collaboration.
Cradle to Cradle Products Innovation Institute: The Cradle to Cradle Products Innovation
Institute is a non-profit organization that helps businesses design and manufacture
products in a circular and regenerative way.

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There are several circular economy networks that are
relevant for small businesses and creative
entrepreneurs.
Sustainable Brands: Sustainable Brands is a global community of brand leaders and sustainability
practitioners. It provides resources and tools to help businesses integrate sustainability and
circularity into their operations.
The Global Alliance for Circular Economy and Resource Sustainability (GACERS): GACERS is a
global network of circular economy experts and practitioners. It provides a platform for
collaboration and knowledge sharing to advance the circular economy.
Circle Economy: Circle Economy is a social enterprise that provides circular economy services and
expertise to businesses, governments, and non-profits. It offers a range of resources, including
circularity assessments and tools, to help businesses transition to circular business models.
Impact Hub: Impact Hub is a global network of social entrepreneurs and changemakers. It
provides resources and support to help businesses create positive social and environmental
impact.

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• Create a compelling narrative: Develop a compelling story around the circular economy that
highlights the benefits, opportunities, and challenges. Use storytelling techniques to make the
narrative more engaging and memorable.
• Demonstrate the economic benefits: Show stakeholders how the circular economy can create
new business opportunities, generate cost savings, and create jobs. Highlight success stories
of businesses that have successfully transitioned to the circular economy.
• Focus on the environmental benefits: Emphasize the environmental benefits of the circular
economy, such as reduced waste, energy conservation, and reduced greenhouse gas
emissions. Use visuals and data to make the impact of these benefits more tangible.
• Engage stakeholders in the process: Involve stakeholders in the development of circular
economy initiatives and seek their input and feedback. This will help build buy-in and
ownership of the initiatives.
Communication strategies that can be used to
motivate stakeholders in the circular economy

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• Provide education and training: Offer training and educational resources to help
stakeholders understand the circular economy and its potential benefits. This can help
build knowledge and skills that are necessary for successful implementation.
• Collaborate with partners: Collaborate with other stakeholders, such as governments,
NGOs, and businesses, to promote the circular economy. By working together,
stakeholders can leverage their expertise and resources to achieve shared goals.
• Use social media: Leverage social media platforms to spread the message about the
circular economy and engage with stakeholders. Use hashtags, infographics, and other
visuals to make the message more shareable and accessible.
Communication strategies that can be used to
motivate stakeholders in the circular economy

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• Economic Incentives: One of the primary motivators for businesses to implement
circular economy practices is economic incentives. Governments can provide financial
incentives such as tax breaks, subsidies, and grants to businesses that adopt circular
economy practices. This can make it more attractive for businesses to switch from
traditional linear models of production to circular models that emphasize resource
efficiency, waste reduction, and reuse.
• Consumer Demand: Businesses can also be motivated to implement circular economy
practices by responding to consumer demand for sustainable products and services.
Consumers are increasingly aware of environmental issues and are looking for
products that are produced sustainably and responsibly. Businesses that can
demonstrate their commitment to circular economy practices may be able to capture
a larger share of the growing market for sustainable products.
Here’s how businesses can be motivated to implement
circular economy practices

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• Regulations: Governments can also use regulations to motivate businesses to implement
circular economy practices. For example, they can set targets for waste reduction or require
businesses to report on their environmental performance. Such regulations can create a level
playing field for businesses and encourage them to adopt circular economy practices in order
to comply with the regulations.
• Collaboration: Collaboration between businesses, government agencies, and other
stakeholders can also be an effective way to motivate businesses to implement circular
economy practices. This can involve sharing knowledge, resources, and expertise to develop
innovative solutions that benefit everyone involved.
• Reputation: Businesses that implement circular economy practices can also benefit from
improved reputation and brand recognition. Consumers and investors are increasingly
interested in companies that are committed to sustainability, and businesses that can
demonstrate their commitment to circular economy practices may be able to attract and
retain customers and investors who value sustainability.
Here’s how businesses can be motivated to implement
circular economy practices

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• Economic benefits: Circular economy practices can bring economic benefits to local
governments. For example, waste reduction and recycling can reduce landfill costs and
create new jobs in the recycling and reuse industries. Local governments can be motivated
to implement circular economy practices if they can see the economic benefits, such as
reduced costs and increased revenue.
• Environmental benefits: Implementing circular economy practices can also bring
environmental benefits such as reducing greenhouse gas emissions, conserving resources,
and reducing pollution. Local governments can be motivated to implement circular economy
practices by demonstrating the environmental benefits and creating a positive impact on
the community.
• Public opinion: Public opinion can be a powerful motivator for local governments to
implement circular economy practices. Community members can be informed about the
benefits of circular economy practices and encouraged to advocate for their
implementation. Local governments may be more likely to act if they see that the
community is engaged and supportive.
Motivating Local Government to implement circular
economy practices:

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• Collaboration: Collaboration with other local governments, businesses, and organizations can
provide motivation for local governments to implement circular economy practices.
Collaborating can provide access to resources, expertise, and best practices, and create a
more supportive environment for implementing circular economy practices.
• Regulations and policies: Regulations and policies can create a framework for implementing
circular economy practices. Local governments can be motivated to implement circular
economy practices if they are required to do so by laws, regulations, or policies. These
regulations can provide a level playing field for businesses and create a more supportive
environment for implementing circular economy practices.
Motivating Local Government to implement circular
economy practices:

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• Disposable Culture: The use of disposable products like single-use plastic items or paper
products are detrimental to the circular economy. These items are often not designed to be
recycled or reused, resulting in waste that is difficult to manage. Consumers can reduce
their consumption of disposable products by choosing reusable items, such as cloth bags or
refillable water bottles.
• Lack of Recycling: Consumers who do not recycle properly or do not recycle at all are also
detrimental to the circular economy. Recycling helps to keep materials in use and reduce
waste. Consumers can help by ensuring that they properly sort their recyclables and
placing them in the correct bin.
• Fast Fashion: Fast fashion is a consumer behavior that is detrimental to the circular
economy. Fast fashion items are designed to be cheap and disposable, leading to a culture
of overconsumption and waste. Consumers can reduce their impact by buying high-quality,
long-lasting clothes and donating or reselling items they no longer need.
Behaviours that are detrimental to a circular economy
from a consumer (or user):

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• Single-Use Items: Single-use items like straws, plastic cutlery, and coffee cups are also
detrimental to the circular economy. These items are often not recyclable or are difficult to
recycle, leading to waste that is difficult to manage. Consumers can reduce their impact by
bringing their own reusable items or choosing products made from sustainable materials.
• Overconsumption: Overconsumption is a behavior that is detrimental to the circular
economy. Consumers can reduce their impact by consuming only what they need and
choosing products that are durable, repairable, and made from sustainable materials. This
can help to reduce waste and keep materials in use for longer periods of time.
Behaviours that are detrimental to a circular economy
from a consumer (or user):

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• Education: One of the primary ways to motivate consumers to implement circular economy
practices is through education. Consumers need to understand the benefits of circular
economy practices, such as reducing waste, conserving resources, and creating a more
sustainable future. Education can be provided through advertising, social media, and other
channels.
• Incentives: Incentives can also be used to motivate consumers to implement circular
economy practices. For example, governments can provide financial incentives for consumers
who use reusable items or recycle properly. Retailers can also provide incentives, such as
discounts or loyalty points, for consumers who use reusable bags or containers.
• Convenience: Consumers are more likely to adopt circular economy practices if they are
convenient. For example, providing easy access to recycling bins or offering refill stations for
reusable containers can make it more convenient for consumers to implement circular
economy practices.
How can consumers be motivated to implement
circular economy practices:

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• Social Norms: Social norms can also play a role in motivating consumers to implement
circular economy practices. If circular economy practices become the norm in a particular
community or social group, then consumers may be more likely to adopt them as well.
Social media and other communication channels can help to spread awareness and create a
sense of community around circular economy practices.
• Product Design: Product design can also motivate consumers to implement circular
economy practices. If products are designed to be durable, repairable, and recyclable, then
consumers may be more likely to use them for longer periods of time and recycle them
properly. Designers can also create products that use recycled or sustainable materials,
which can motivate consumers to make more sustainable choices.
How can consumers be motivated to implement
circular economy practices:

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Expectancy theory is a motivational theory that was proposed by Victor Vroom in the
1960s. This theory suggests that people's motivation to pursue a particular behavior or
outcome is based on their beliefs about the relationship between their effort,
performance, and outcomes.
According to the theory, motivation is determined by three key factors:
• Expectancy: This is the belief that one's effort will lead to a desired level of
performance. In other words, it is the belief that if a person puts in effort, they will
be able to perform well.
• Instrumentality: This is the belief that a certain level of performance will lead to
specific outcomes or rewards. In other words, it is the belief that if a person
performs well, they will receive a certain reward or outcome.
• Valence: This is the value that an individual places on the outcome or reward. In
other words, it is the belief that the reward or outcome is desirable and worth
pursuing.
Expectancy Theory

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Therefore, to motivate individuals to implement the circular economy, it is
important to ensure that they believe that their effort will lead to good
performance, good performance will lead to desirable outcomes, and those
outcomes are valuable to them.
In the context of the circular economy, individuals may be motivated to adopt
sustainable practices if they believe that their efforts will lead to positive
outcomes, such as reduced waste and increased efficiency, and if they value those
outcomes. For example, a business may be motivated to adopt circular economy
principles if they believe that it will lead to increased profits through reduced
waste and increased resource efficiency.
In addition, instrumentality is an important factor in the expectancy theory, which
suggests that individuals must believe that a certain level of performance will lead
to specific outcomes or rewards. Therefore, to motivate individuals to implement
the circular economy, it is important to provide clear incentives and rewards for
sustainable practices. This can include financial incentives, recognition, and other
tangible benefits.
Expectancy Theory

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• Stakeholder Analysis: Definitions, Tools and Techniques – Borealis
• STAKEHOLDER PARTICIPATION: THE KEY TO CIRCULAR CONSTRUCTION
• Transitioning Toward a Circular Economy: The Impact of Stakeholder
Engagement on Sustainability Culture
• A Sustainable Circular Economy: Exploring Stakeholder Interests in Finland

Co-funded by the
Erasmus+ Programme
of the European Union
www.circularcreatives.eu
Thank you

Module 6: Spreading Circular Benefits

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