Building A Business-Brand Within A Circular Economy

Derrick DayeJune 27, 20233 min

As businesses increasingly recognize the urgent need for sustainable practices, building a brand within a circular economy has become a key priority. The circular economy framework promotes resource efficiency, waste reduction, and the continual use of materials through closed-loop systems. Today on Branding Strategy Insider, we explore inspiring examples of companies that have successfully integrated circular economy principles into their brand and business strategies. One notable example is CHEP, a global supply chain solutions provider. By examining their sustainable success alongside other exemplars, we gain insights into how brands can thrive within a circular economy.

1. CHEP: Pioneering Sustainable Supply Chain Solutions

CHEP is renowned for its commitment to circularity. Through their pallet and container pooling services, they eliminate the need for single-use packaging, reduce waste generation, and maximize resource efficiency. Their circular supply chain model involves the retrieval and repair of pallets and containers after each use, ensuring their longevity. CHEP actively engages with partners to optimize resource usage throughout the supply chain, promoting collaboration and environmental sustainability. By pioneering circular business models, they have built a leading brand that stands for sustainability, cost-effectiveness, and innovative supply chain solutions.

2. Patagonia: Extending The Lifespan Of Products

Patagonia, the outdoor clothing company, is renowned for its commitment to sustainability. They have implemented various initiatives to extend the lifespan of their products. Their Worn Wear program encourages customers to repair and reuse their garments, offering free repairs and reselling used items. By promoting a culture of repair and encouraging customers to value longevity over disposability, Patagonia has built a leading brand that aligns with circular economy principles and emphasizes durability and product lifecycle extension.

3. IKEA: Embracing Resource Efficiency

IKEA, the global furniture retailer, has made significant strides in implementing circular practices throughout its operations. They have committed to using only renewable and recycled materials in their products by 2030. IKEA’s circular initiatives include leasing furniture, providing spare parts for repair, and collecting used furniture for resale or recycling. By embracing resource efficiency and closing the loop in their supply chain, IKEA is not only reducing waste but also building a leading brand that is recognized for its sustainable practices.

4. Loop: Enabling Reusable Packaging

Loop, an initiative by recycling company TerraCycle, is a brand that partners with various consumer goods companies to offer reusable packaging solutions. Instead of single-use packaging, Loop delivers products in durable containers that are collected, cleaned, and refilled after use. By providing a convenient and stylish alternative to traditional packaging, Loop encourages consumers to embrace reusable options, reducing waste and promoting circular consumption. Through collaboration with major brands like Procter & Gamble, Nestlé, and Unilever, Loop has created a platform that demonstrates the viability of circular business models on a large scale.

5. Interface: Transforming Waste Into Resources

Interface, a global modular carpet manufacturer, has been a pioneer in sustainable practices for decades. Their mission is to eliminate their negative impact on the environment. Through their “Mission Zero” program, Interface focuses on reducing waste, sourcing sustainable materials, and promoting recycling. They have implemented innovative initiatives such as the ReEntry carpet tile take-back program, where used carpet tiles are collected, recycled, and transformed into new products. By treating waste as a valuable resource, Interface has positioned itself as a leader in the circular economy space.

6. Tesla: Advancing Electric Vehicle Circularity

Tesla, the electric vehicle manufacturer, is at the forefront of advancing circular economy principles within the automotive industry. Beyond producing zero-emission vehicles, Tesla aims to close the loop in their battery production and recycling processes. They have implemented battery recycling programs to recover valuable materials like lithium, cobalt, and nickel. By prioritizing the responsible management of resources and adopting a circular approach to battery production, Tesla demonstrates their commitment to sustainability while building a leading brand associated with cutting-edge technology and environmental stewardship.

Building a brand within a circular economy is not only an ethical responsibility but also a strategic advantage in today’s business landscape. The examples provided— CHEP, Patagonia, IKEA, Loop, Interface, and Tesla—illustrate how brands can integrate circular economy principles into their operations, products, services and marketing, positively impacting the environment and resonating with environmentally conscious consumers.

At The Blake Project we are helping clients from around the world, in all stages of development, redefine and articulate what makes them competitive at critical moments of change. Please email us to learn how we can help you compete differently.

Branding Strategy Insider is a service of The Blake Project: A strategic brand consultancy specializing in Brand Research, Brand Strategy, Brand Growth and Brand Education

FREE Publications And Resources For Marketers

Connect With Us