How to measure marketing success in a circular economy

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.