DeepSummary
In this episode, Elena from Orange Bird Marketing agency explains how marketing can play a role in creating a more circular economy. She shares her journey from working in traditional marketing to founding an agency dedicated to serving companies with circular business models that aim to reduce greenhouse gas emissions. Elena highlights the differences between traditional and agile marketing, emphasizing the importance of putting the end-user at the center.
Elena discusses the need for marketing to evolve and focus on uncovering opportunities for companies to move up the circularity ladder. This includes researching how users reuse products, identifying ways to reduce resource consumption, and exploring alternative products that require fewer resources. She provides examples of circular economy companies her agency works with, such as Ground Bio, which creates products from agricultural waste, and Deca, a global upcycling platform.
Throughout the conversation, Elena stresses that marketing is a tool that can foster sustainability and contribute to preserving the planet for future generations. She suggests incorporating metrics to measure the impact of products and services on reducing greenhouse gas emissions and eliminating waste. Elena encourages businesses and marketers to collaborate, incentivize, and crowdsource ideas for increasing circularity.
Key Episodes Takeaways
- Marketing can play a crucial role in transitioning towards a circular economy by uncovering opportunities for companies to move up the circularity ladder, reduce resource consumption, and explore alternative products that require fewer resources.
- Agile marketing methodologies that put the end-user at the center can help align marketing efforts with circular economy principles.
- Market research should shift focus from solely identifying unmet needs to also exploring possibilities for companies to become more circular, such as by researching how users reuse products and identifying ways to reduce resource consumption.
- Incorporating metrics to measure the impact of products and services on reducing greenhouse gas emissions and eliminating waste can help steer marketing efforts towards circularity.
- Collaboration between businesses, marketers, and stakeholders, as well as incentives and crowdsourcing ideas, can foster a mindset of continuous improvement and innovation towards a more circular economy.
- Examples of circular economy companies like Ground Bio (creates products from agricultural waste) and Deca (global upcycling platform) illustrate practical applications of circular economy principles.
- Marketing can contribute to preserving the planet for future generations by fostering sustainability and supporting companies with circular business models.
- Evolving marketing practices to align with circular economy principles requires a shift in mindset and a willingness to explore new opportunities and alternative approaches.
Top Episodes Quotes
- “And as for Agile, I got acquainted with the agile methodology back in 2013, around that time, and got so very enthusiastic about that, because to me at that time, it seemed that what politics couldn't achieve, the IT industry has achieved with the invention of the agile methodology. Because it's the essence of democracy realized in the, in the agile methodology.“ by Elena
- “Also, probably we can uncover opportunities for our companies when we do the market research and see how those new are not fully met. Needs of our users are met now, are satisfied now with alternatives. Are those alternatives? Do those alternatives require less resources? Do they let us come up with ideas for new products, alternative products, alternatives to our existing products, which would use up less resources and would let our companies become more circular.“ by Elena
- “So it's incredible what you can do from this biological material and how easily it's composted. So, yeah, so it's a new use of agriculture, of bms as agricultural waste.“ by Elena
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Episode Information
Getting In the Loop: Circular Economy | Sustainability | Closing the Loop
Katherine Whalen
10/5/20