The Mainstreaming of the Circular Economy

by | Feb 2, 2017

If you read our insights regularly, this won’t be a news flash:
  • Most of us can recall a time when we’ve considered a company’s environmental record as we’ve made a product purchase.
  • About a third of us have actually chosen or not chosen a product based on a company’s environmental record (and can name the brand).
  • Almost half of us say that buying eco-friendly products is part of our personal image.

So perceptions of a company’s environmental record are intertwined with perceptions of a product and play a role in whether or not many of us buy Brand X or Brand Y. That begs the question: what is it that consumers want to see companies doing that would demonstrate that they’re environmentally friendly good guys?

As we parsed the data from our 2016 Eco Pulse study, two answers rose to the top, regardless of sector:

  1. Deal with the waste you create
  2. Use renewable energy

In the sustainability community, we’ve taken to referring to “dealing with waste” as the “circular economy.” (Side note: when communicating with regular people – your end consumer – refer to it as eliminating waste. They’ll understand it better and respond to it more strongly since we all have an ingrained aversion to waste.)

There have been many excellent examples lately of how companies are dealing with waste in the sustainability arena. Here are a few headlines/links to articles:

The example I believe has the greatest possibility for impacting overall brand perception, though, comes from Adidas. They’ve created a shoe – and now a swimwear line – made from ocean plastic via a partnership with Parley for the Oceans. In fact, the early reports I read on this stated that 95% of the shoe’s upper is made from recycled ocean plastics, “dredged up from near the Maldives.” The shoe looks very cool, and Adidas says they’re going to produce a million of them in 2017. I’m hopeful that’s enough scale to make the price point right and create a market signal that “this is how we do it around here.” Very importantly, the swimwear’s design clearly indicates it’s about saving the oceans so, back to the nearly half of us who want to be seen as someone who buys eco-friendly products, it lets us make a statement about who we are simply by putting it on.

For years, when we’ve asked Americans to name a few green companies, we’ve heard Toyota mentioned frequently. When we’ve asked why, the answer has always been, “Because of the Prius.” I think these products may well do the same thing for Adidas. If Adidas spends real marketing dollars on them, and makes them widely available to folks, people will begin to see Adidas as a green company … which will be fantastic for Adidas (and, it should be noted, will also place a responsibility upon Adidas they’ll need to live up to across the board).

Bottom line: this is a win-win-win. Adidas is helping to …

  • Tackle a complicated, devastating problem
  • Address one of two key care-abouts in the market
  • Enroll all of us into being part of the solution via our purchase
  • And they’re building their brand

If they execute well, they will be the circular economy example for everyone to follow.

About the Author

Suzanne Shelton

Suzanne Shelton

Where Suzanne sees opportunity, you can bet results will follow. Drawing on her extensive knowledge of both the advertising world and the energy and environment arena, Suzanne provides unparalleled strategic insights to our clients and to audiences around North America. Suzanne is a guest columnist in multiple publications and websites, such as GreenBiz, and she speaks at around 20 conferences a year, including Sustainable Brands, Fortune Brainstorm E and Green Build.

About the Author

Suzanne Shelton

Suzanne Shelton

Where Suzanne sees opportunity, you can bet results will follow. Drawing on her extensive knowledge of both the advertising world and the energy and environment arena, Suzanne provides unparalleled strategic insights to our clients and to audiences around North America. Suzanne is a guest columnist in multiple publications and websites, such as GreenBiz, and she speaks at around 20 conferences a year, including Sustainable Brands, Fortune Brainstorm E and Green Build.

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Suzanne Shelton

President and CEO

Suzanne is the voice and the vision of Shelton Group. Drawing on her extensive experience in energy and the environment – and 25+ years in the marketing and advertising industry – Suzanne provides high-level strategic insights for our clients and guidance for our research and creative departments. She regularly speaks at conferences around the country, including Sustainable Brands, Fortune Brainstorm E and the International Builders’ Show, and serves as a guest columnist for publications like Fast Company, Green Builder and GreenBiz.com.

Susannah Enkema

VP Research & Insight

Susannah directs our research team and plays a key role in extracting the nuggets of information that pave the way for recommended marketing strategies and creative approaches. Susannah has nearly two decades of market research and strategy experience, including her role as president of SE Consulting, where she led the services for the likes of DIY Network and the makers of GORE-TEX®.

Penny Kemp

VP Account Management & Strategy

Penny leads our client engagement process, overseeing activities from both a strategic and a tactical level to ensure our work generates desired results. She works closely with Suzanne, President & CEO, to develop strategic marketing plans and with Matt, VP Creative, to foster creative campaign ideas. Before joining Shelton Group, Penny had developed expertise in brand management and marketing while working with award-winning agencies and shepherding programs for the likes of Ritz-Carlton Hotels, Russell Athletic and James Hardie Building Products.

Matt Brass

VP Creative

Matt steers the creative department in concepting, designing and producing campaigns. He ensures sound strategy and deep insights inform everything his team develops, and works closely with the accounts department to ensure copy and designs will meet our clients’ goals. As a designer and filmmaker himself, he’s also a principal contributor to all of Shelton’s in-house photography and videography work.

Glen L. Vesser III

VP Finance and Administration

Glen manages Shelton Group’s finances and administration, ensuring our internal systems run smoothly so we can provide exceptional client service in a seamless and timely manner. Glen’s financial and administrative expertise has been shaped by decades of experience in a variety of industries, including public accounting, media distribution and health care.

Mike Beamer

VP Business Development

Mike joined our team to help provide strategic vision and foster our agency’s growth by overseeing new business leads and managing agency marketing and website content. He arrived in Knoxville steeped in energy efficiency and renewables – he previously led client service for an agency division in Boston dedicated to marketing communications strategy and branding for B2B and B2C clients in that space.