凯度（Kantar）：2024循环经济下的企业营销手册：转型策略与实践指南（中译版）（39页）.pdf

1、Marketing playbook for a circular economyMarketers shape the aspirations and behaviours of millions of people around the world every day,and for years have successfully driven unprecedented demand for linear solutions.Imagine if we channelled this knowledge,expertise,and creativity into driving circ

2、ular solutions?A circular economy offers a unique opportunity to decouple economic outcomes from resource use,whilst continuing to deliver on what people need and desire.Jonathan Hall,Managing Partner,Kantars Sustainable Transformation PracticeA circular economy is about giving people better choices

3、.But for these products and services to become the norm they need to be irresistible.Marketers need to celebrate the benefits of these new offers and not rely on people doing the right thing.Cracking this will open up a world of opportunity.Joe Murphy,Executive Lead,Ellen MacArthur FoundationAbout t

4、his playbookThis playbook is designed to help marketers navigate the challenges and opportunities of shifting to a circular economy.Written in partnership between the Ellen MacArthur Foundation and the Kantar Sustainable Transformation Practice,it builds on existing research as well as first-hand kn

5、owledge of over 50 marketing and communications professionals in both agencies and businesses at the forefront of the circular economy transition.This playbook outlines four action pathways for marketers to deliver economic and environmental benefits to their businesses,customers,and society by supp

6、orting the shift to a circular economy.Part 2:Four action pathways for marketers to ignite circular transformation Already on a circular journey?Dive in here for new ideas and real-life examplesPart 1:The circular economy opportunity for marketing New to the circular economy?Start here for the why,w