CIRCULARITY AT CIRCL: THE FUTURE OF THE MARKETER
Last week was the week of circularity. Leaders in this area organized various events and workshops to include other professionals in the circular economy. This includes Circl on the Amsterdam Zuidas, the practical example of circular and sustainable design and business operations. During 'Circularity at Circl', the role of the marketer in the transition to sustainability was central. Blyde also joined and was inspired by key-note speakers Thomas Kolster (author of the book Goodvertising), Jasper Gabriëlse (founder of circular cleaning products brand Seepje) and Sander Veenendaal (founder of communications agency Heldergroen). In this blog, we list our most important learnings from the program for you.
As a marketer, how can you contribute to a future-proof planet?
Positive behavioral change
The central question of the afternoon was: “How can a brand contribute to consumers' lives in a positive way?” According to Veenendaal, visualization plays a crucial role in this:”If we cannot visualize it, how can we realize it?” This quote underlines the potential of marketing and advertising in the transition to a sustainable world. Brands have a certain responsibility to influence consumer behavior in a positive way, including their visual expressions. And that doesn't just mean encouraging you to purchase a specific product. According to Kolster, we live in a post-purpose time, where it's increasingly about bringing about change among consumers. This talked about so-called 'Transformative Promises. Promises from an organization to encourage positive change in consumers' lives. Here, a concrete, personal focus is more important than a major overarching mission. This message for positive change is perfectly in line with Blyde's mission:”Creating a positive footprint worldwide.”
Seepje — Waste is not waste!
Gabrielle, co-founder van Seepje, hosts one of the break-out sessions. His company produces natural washing and cleaning products made from, among other things, fruit peels. He opens his keynote like this: “Nobody likes washing. That is exactly why Seepje wants to contribute to making this inevitable task a little more fun and beautiful.” Seepje's campaign in collaboration with the Albert Heijn makes consumers aware that there are ways to use our waste in a useful way. The campaign movie shows how Seepje and Albert Heijn 'rescue' leftover orange peels from the supermarket and process them into detergent. A very clear example of a brand that makes consumers think about waste. It encourages you to make sustainable choices and thus contributes to a cleaner, circular world.
Kromkommer — Equal rights for all bananas and pears
Kromkrommer is a company that draws attention to the waste of fruit and vegetables, which is not a standard. look have. Kromkommer's workshop is about the power of storytelling. With the motto “Equal rights for all fruit and vegetables”, co-founder Chantal Engelen immediately makes it clear what their company's message is. To raise awareness about the amounts of “crooked” fruit and vegetables that retailers and consumers throw away, Kromkommer is setting up creative and informative actions. For example, Engelen talks about an action where a huge container filled with crooked courgettes was placed on Dam Square. Because, she says: “Change starts with consumers”. Another inspiring example of a company that uses its brand to bring about change — in this case, to combat food waste.
The Hero Trap
Finally, Kolster shared insights & findings from his book “The Hero Trap” (available from May). The conclusions that emerged here? As a brand, consider what role you're taking on and consider the question who can you help your costumers become. “Brands need to go beyond just selling a product. It is important to be guided by the - increasingly aware - consumer. Give up the power and give it to the people!” , says Kolster.
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