November 14, 2018

Messaging the Circular Economy

As more companies commit to innovative circular economy and sustainability strategies and investments, there is an increased need to learn the best practices for successfully communicating these decisions externally. This publication, Messaging the Circular Economy, showcases (1) tactics companies are taking to educate customers on their circular products, ambitions, or service offerings, and the opportunity the circular economy represents in the United States; (2) perspective pieces from nonprofit organizations, communications and advisory firms, academia, and trade associations on how to communicate to external stakeholders about circularity; and (3) research on what messages resonate with which audiences.

This publication covers approaches from a wide range of businesses, from internationally headquartered to U.S.-headquartered, publicly traded to privately held, business-facing to consumer-facing, and across industries, from consumer electronics to apparel.

Communicating business relevance, shared responsibility, and corporate priorities about extending the useful life of products and services involves many tactics, exemplified and explained in the chapters to come. We’ll see details of video campaigns, graphics, white papers, and playbooks, as well as the value in transparency regarding lessons learned and approach rationale.

This publication fills the gap in the literature on how companies can most effectively communicate about their circular ambitions, products, and service offerings. Businesses that want to understand how best to communicate such priorities can reference the examples and research insights featured in this report.

We hope you enjoy it!

Stephanie Potter
Senior Director, Sustainability and Circular Economy Program
Corporate Citizenship Center, U.S. Chamber of Commerce Foundation

Scott Breen
Associate Manager, Sustainability and Circular Economy Program
Corporate Citizenship Center, U.S. Chamber of Commerce Foundation      

Chapter 1: Corporate Case Studies

Chapter 2: Perspectives from Communications Advisory Firms

Chapter 3: Perspectives from Academia

Chapter 4: Perspectives from Trade Associations

Chapter 5: Perspectives from International Nonprofit Organizations

Chapter 6: Research Insights