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Ellen MacArthur Foundation

The Ellen MacArthur Foundation welcomes you to The Circular Economy Show, a podcast about a new way to design, make, and use things, and how we can build an economy that's fit for the 21st century.

The Circular Economy Show Podcast

In a circular economy, products may not be sold just once, but multiple times. This enables businesses to generate more revenue from one item. As a result, businesses are shifting their metrics beyond short-term profit to embrace the long-term strategic advantages of circular business models.

In this episode of The Circular Economy Show, host Fin is joined by Emily Hill, Director of Sustainable Transformation Practice at Kantar, to discuss measurement guidance that will allow marketing teams to support the shift to circular business models and behaviours at scale, while delivering on their key priorities.

Emily explains how marketers can redefine success across four key areas: Commercial, Brand, Creative, and Consumer Insight. From building a compelling business case for pilots, to using creative campaigns to shift consumer behaviour, we explore how measurement can be a powerful tool to unlock resources for circular initiatives.

This August on the Circular Economy Show, we’re revisiting four conversations that help to navigate the marketing challenges and opportunities of switching to a circular economy. So listen in if you want to learn how to take something from a good idea to something that actually sells.

Subscribe to The Ellen MacArthur Foundation for more insightful videos: https://www.youtube.com/channel/UCQAC2otE5_agzHZPnk3mE5w?sub_confirmation=1

Follow us online on these channels:

Instagram: http://instagram.com/EllenMacArthurFoundation

LinkedIn: https://www.linkedin.com/company/ellen-macarthur-foundation/

Website: http://www.ellenmacarthurfoundation.org

[Rewind] How to measure marketing success in a circular economy

In this episode of the Circular Economy Show, our guests Georgie Rose from Selfridges and Simon Davies from VISA tell us how they have been working together to find out how to make circular behaviours irresistible for consumers.

Collaborating with Mindworks Marketing to optimise messaging and branding for promoting circular shopping behaviours, Georgie and Simon discuss how their behavioural lab has been bridging the gap between customer intent and action.

Listen to this episode to hear:

 • How the behavioural lab initiative focuses on subtle language variations to influence customer behaviour towards circularity

 • How current efforts are focusing on beauty products to make refills as appealing as buying new ones

 • How the initiative is working to embed circular shopping as a norm and make it more intuitive and exciting

This August on the Circular Economy Show, we’re revisiting four conversations that help to navigate the marketing challenges and opportunities of switching to a circular economy. So listen in if you want to learn how to take something from a good idea to something that actually sells.

Subscribe to The Ellen MacArthur Foundation for more insightful videos: https://www.youtube.com/channel/UCQAC2otE5_agzHZPnk3mE5w?sub_confirmation=1

Follow us online on these channels:

Instagram: http://instagram.com/EllenMacArthurFoundation

LinkedIn: https://www.linkedin.com/company/ellen-macarthur-foundation/

Website: http://www.ellenmacarthurfoundation.org

[Rewind] How do we make circular behaviours irresistible?

For years, marketers have been helping to shape how consumers think and feel about products that are driving the linear economy. However in this episode of the Circular Economy Show, we explore how they can harness their skills to unlock the opportunities that the circular economy provides. 

We’re joined by experts Deb Caldow, former Global Marketing Director at Diageo, and Rachel O’Reilly, Global Research Lead at Accenture Song. Their experiences provide an insight into how we can turn ideas into impactful actions that deliver both economic growth and environmental benefits.

Join us to find out:

 • How marketers are leveraging storytelling to inspire interest in circular products

 • Why they should engage closely supply teams to ensure innovations align with market demand

 • The importance of internal buy-in and a willingness to experiment when scaling circular solutions

This August on the Circular Economy Show, we’re revisiting four conversations that help to navigate the marketing challenges and opportunities of switching to a circular economy. So listen in if you want to learn how to take something from a good idea to something that actually sells.

Subscribe to The Ellen MacArthur Foundation for more insightful videos: https://www.youtube.com/channel/UCQAC2otE5_agzHZPnk3mE5w?sub_confirmation=1

Follow us online on these channels:

Instagram: http://instagram.com/EllenMacArthurFoundation

LinkedIn: https://www.linkedin.com/company/ellen-macarthur-foundation/

Website: http://www.ellenmacarthurfoundation.org

[Rewind] How can marketers turn ideas into impactful action?

How can businesses sell circular propositions in a world that's rapidly changing? This episode of the Circular Economy Show tackles the marketing challenges and opportunities head-on. Pippa sits down with Jonathan Hall, Managing Partner at Kantar’s Sustainable Transformation Practice, and Amanda Gandolpho, former Head of Brands at bike subscription service Swapfiets, to explore how to connect with today's consumers and drive demand for circular products and services.

In this episode you'll discover:

 • The surprising shift in societal values that's reshaping consumer buying habits 

 • How to overcome marketing roadblocks like the value-action gap (where consumers say they want sustainability but don't always buy it) and the greenwashing problem 

 • Practical strategies for marketing circularity effectively: Focus on consumer benefits, convenience, and solving real problems 

 • Real-world examples: Learn how Swapfiets is using a circular business model (bike subscription) to disrupt transportation and prioritise customer experience

This August on the Circular Economy Show, we’re revisiting four conversations that help to navigate the marketing challenges and opportunities of switching to a circular economy. So listen in if you want to learn how to take something from a good idea to something that actually sells.

Subscribe to The Ellen MacArthur Foundation for more insightful videos: https://www.youtube.com/channel/UCQAC2otE5_agzHZPnk3mE5w?sub_confirmation=1

Follow us online on these channels:

Instagram: http://instagram.com/EllenMacArthurFoundation

LinkedIn: https://www.linkedin.com/company/ellen-macarthur-foundation/

Website: http://www.ellenmacarthurfoundation.org

[Rewind] What marketers need to know about driving circular demand

This August on the Circular Economy Show, we’re revisiting four conversations that help to navigate the marketing challenges and opportunities of switching to a circular economy. So listen in if you want to learn how to take something from a good idea to something that actually sells.

Marketing the circular economy: a four part series

For years, the circular economy conversation has generated significant research, policy development, and business action around finite materials. But the same attention has not been given to bio-based materials. How can products and components made from these materials circulate and create value in a circular economy?

In this episode of The Circular Economy Show, Fin is joined by Guilherme Suertegaray, co-author of the Ellen MacArthur Foundation's new report — Circular by nature: a policy agenda for bio-based materials in a circular economy — and Beto Bina, CEO and founder of Farfarm, to explore why circular economy and bio-based material policies have developed in silos, and what's needed to align them.

We cover the policy gap on both sides, real supply chain examples, and the social stakes for smallholder farmers and rural communities. We also explore bio-based resource production as a key driver of biodiversity action as well as the policy recommendations the report puts forward ahead of COP17 — where we’ll be demonstrating that the circular economy offers a practical route to tackling biodiversity loss and meeting national biodiversity targets.

For more on COP17, listen to our previous episode on this topic — Circular economy, biodiversity, and the road to COP17 — and look out for the next one in September.

If you enjoyed this episode, then please share it with your colleagues, or leave us a review or comment on Apple Podcasts, Spotify, or YouTube. 

Circular by nature: a policy agenda for bio-based materials in a circular economy

Subscribe to The Ellen MacArthur Foundation for more insightful videos: https://www.youtube.com/channel/UCQAC2otE5_agzHZPnk3mE5w?sub_confirmation=1

Follow us online on these channels:

Instagram: http://instagram.com/EllenMacArthurFoundation

LinkedIn: https://www.linkedin.com/company/ellen-macarthur-foundation/

Website: http://www.ellenmacarthurfoundation.org

How do we break the silos between bio-based policy and circularity?

Individual pilots are great, but they don't scale themselves. So, how do you shift an entire system to move an unmovable market?

This week on the Circular Economy Show, Lou and Fin explore the critical foundation of shared infrastructure. Whether it’s launching scalable refill coalitions with Aldi and Ocado, aggregating future demand to bring 90% emission-reducing fuel to ocean transport, or rewriting retail habits at checkout counters across the US, to truly scale the circular economy, we have to stop building in silos and start building the shared infrastructure that allows everyone to win.

Tune in to hear how three trailblazing women, Catherine Conway (GoUnpackaged), Ingrid Irigoyen (ZEMBA), and Kate Daly (Closed Loop Partners) are laying down the shared motorways that will allow everyone else to drive their own circular vehicles forward.

If you enjoyed this episode, please leave a comment, give us a like or tell your work colleagues and friends, and don't forget to subscribe wherever you listen to or watch your podcasts.

Subscribe to The Ellen MacArthur Foundation for more insightful videos: https://www.youtube.com/channel/UCQAC2otE5_agzHZPnk3mE5w?sub_confirmation=1

Find out more about our work here: www.ellenmacarthurfoundation.org

Follow us online on these channels:

Instagram: http://instagram.com/EllenMacArthurFoundation

LinkedIn: https://www.linkedin.com/company/ellen-macarthur-foundation/

Driving circularity: shared infrastructure for scalable change

This month: three stories worth your time.

 

The WEF published a piece on EV battery recycling that reframes the whole conversation. These batteries contain the critical minerals governments are scrambling to secure. The recycled minerals market could be worth $200 billion by 2050. That value needs to be designed for now, not chased later.

 

Up until now the policy agenda for bio-based materials, wood, paper, natural fibres, rubber and leather has largely been ignored. The Ellen MacArthur Foundation has published a report that sets out to fix that.

 

And the International Finance Corporation, alongside five major development banks, put a number on circular economy employment: 121 to 142 million people. Nearly half in repair and maintenance. Over half in the informal economy. The opportunity is real. So is the gap.

 

Plus four quick headlines on Scotland's material flows, Europe losing critical minerals through its own waste streams, fashion resale and repair policy, and flexible packaging.

Story 1: EV Battery Recycling

Why recycling EV batteries is an industrial opportunity, not a waste challenge (WEF): https://www.weforum.org/stories/2026/06/ev-battery-recycling-waste-challenge-industrial-opportunity/

Story 2: Circular by Nature — Bio-Based Materials

Circular by nature: a policy agenda for bio-based materials (Ellen MacArthur Foundation): https://www.ellenmacarthurfoundation.org/circular-by-nature-a-policy-agenda-for-bio-based-materials-in-a-circular-economy

Story 3: Circular Economy Jobs

Circular Jobs: How MDBs Are Supporting Job Creation through a Circular Economy (IFC): https://www.ifc.org/content/dam/ifc/doc/2026/how-mdbs-can-support-job-creation-in-a-circular-economy.pdf

 

Quick Headlines

Scotland’s Material Flow Accounts (Zero Waste Scotland): https://www.zerowastescotland.org.uk/resources/zero-waste-scotland-publishes-nations-most-depth-material-flow-accounts-date

Europe losing critical minerals in its waste streams (Yahoo Finance / The Cool Down): https://uk.finance.yahoo.com/news/europe-losing-hidden-stockpile-lithium-222500520.html

The New Bottom Line: Policy levers for resale & repair in fashion (Ellen MacArthur Foundation): https://www.ellenmacarthurfoundation.org/policy-levers-for-resale-and-repair/report

Unilever and PepsiCo on the challenges of flexible packaging (Packaging News): https://www.packagingnews.co.uk/news/markets/household-products/unilever-and-pepsico-unlock-the-potential-of-paper-based-flexible-packaging-across-the-globe-01-06-2026

Find out more about our work here: www.ellenmacarthurfoundation.org Follow us online on these channels: 

Instagram: http://instagram.com/EllenMacArthurFoundation 

LinkedIn: https://www.linkedin.com/company/ellen-macarthur-foundation/ 

Website: http://www.ellenmacarthurfoundation.org

EV batteries, bio-based materials, and the jobs nobody talks about | Circular Snapshots

In this episode of the Circular Economy Show, Pippa speaks with JJ Freijo, Chief Sustainability and Product Innovation Officer at Brambles. JJ explains how the company rents, rather than sells, pallets, crates and containers, creating a continuous loop of reuse across global supply chains.

Having achieved 100% certified timber procurement across 64 countries, Brambles began asking a bolder question: what if supply chains could actively restore nature, rather than just reduce harm? JJ walks through their regenerative forestry project in Tabasco, Mexico, and makes the hard-nosed business case, from attracting top talent to deepening customer partnerships and opening doors with sustainability-focused investors.

Subscribe to The Ellen MacArthur Foundation for more insightful videos: https://www.youtube.com/channel/UCQAC2otE5_agzHZPnk3mE5w?sub_confirmation=1

Find out more about our work here: www.ellenmacarthurfoundation.org

Follow us online on these channels:

Instagram: http://instagram.com/EllenMacArthurFoundation

LinkedIn: https://www.linkedin.com/company/ellen-macarthur-foundation/

Website: http://www.ellenmacarthurfoundation.org

How does business benefit from regenerative practices?

Today, amid cost inflation, geopolitical conflict, and an ever-changing global business landscape we are staring down a massive shift in corporate sustainability and it’s starting to prompt some pretty big questions. 

Does navigating the triple threat of media, politics, and boardroom backlash mean we need to change the playbook?

In this episode Lou is joined by Mark Lancelot from Better Business Design. Together, they unpack how the traditional role of the Chief Sustainability Officer is changing to survive, and how we might reshape the narrative around sustainability and circular economy goals to land positively in our global boardrooms.

Find out more about our work here: www.ellenmacarthurfoundation.org

Follow us online on these channels:

Instagram: http://instagram.com/EllenMacArthurFoundation

LinkedIn: https://www.linkedin.com/company/ellen-macarthur-foundation/

Website: http://www.ellenmacarthurfoundation.org

Is it game over for the CSO?

Dunia Bora means a better world, and that’s what Vincent Muhoro, Dunia Bora’s Founder, is aiming to achieve with his nutritious cactus juice drinks and cookies. Vincent joins us in this episode of the Circular Economy Show to explain how creating nature-positive nutrition from the cactus plant is helping to tackle the devastating effects of climate change, while creating resilience and economic opportunities for his local communities. Do not miss how Vincent came up with this brilliant idea and the challenges he’s encountered on his way to nature positive innovation.

Do you want to know more about the Big Food Redesign Challenge? Head to our website to meet other creative food business owners like Vincent who are participating in the Challenge. 

If you enjoyed this episode, please leave us a review, or leave us a comment on Spotify. Your support helps us to spread the word about the circular economy. And if you have any burning questions for the team at the Ellen MacArthur Foundation, drop us a line a podcast@emf.org.

Creating nature-positive nutrition from cacti with Dunia Bora

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