In the memorable words of businessman Stephen Covey, “You can’t talk your way out of things you have behaved your way into.” As consumer expectations shift and sustainability become a greater priority for consumers and investors, it is increasingly important for organisations to be transparent about their operations and to show leadership in transforming their business' impact - or risk mounting communications issues. This is particularly true for those navigating complex supply chains in a time of increased environmental scrutiny.
The circular economy is an important but often misunderstood concept for improving resource efficiency while also challenging the creation of new business models and responses to customer needs. To explore the model and its implications for brands, Chris Pratt, our Managing Director of Better Impact, is joined by Francesca Brkic, circular economy and sustainability expert with previous roles at The Body Shop and the Ellen MacArthur Foundation. Drawing on her experience of the beauty, food and fashion categories, she will provide examples to inspire others looking to tackle complex business models and incorporate the principles of the circular economy in their organisation.