The circular economy is a new way of looking at the traditional linear economy. It is an approach to managing resources that creates value and keeps materials and products in use for as long as possible, extracting the maximum economic, social, and environmental benefits. The circular economy has a positive impact on branding.
With trends like smart design and renewable energy becoming more mainstream, companies are beginning to use sustainable practices as their differentiators. This shift creates new opportunities for market leaders while making it increasingly hard for competitors to keep up. So, what are the impacts of the circular economy on brands?
- Brands will become greener
As sustainable production and consumption become the norm, we will see a great number of companies and products taking on environmental responsibility. Many are already opting for digital ways of doing things. For instance, instead of using paper, many brands have moved to digital signage solutions like LCD displays. This will have a positive impact on the environment and can help to improve a brand’s image. And the good thing is that you can follow some tips for signage maintenance to ensure that your signage solution lasts long.
- There will be an increased emphasis on product longevity
Brands that are able to prolong the life of their products will have a distinct advantage over those that do not. In the circular economy, products and materials are kept in use for as long as possible, which requires a different type of design. This will force brands to be more innovative and come up with new ways to keep their products in use.
- Brands will differentiate themselves by helping the consumer make sustainable choices
Instead of simply telling consumers that they are green, companies can show their environmental commitment by providing them with the tools and information they need to develop more sustainable lifestyles. This is already happening with companies like Unilever and IKEA, which provide their customers with environment-friendly products as well as information on how to use them in a sustainable way.
- Brands will communicate their environmental leadership
The leaders of tomorrow’s Circular Economy will need to have the foresight to see the opportunities available through sustainable business practices. These companies will be able to communicate their environmental leadership to consumers, distinguishing themselves from competitors who are only beginning to catch on to the trend.
- Brands will become part of the solution to environmental problems
As consumers become more aware of the impact their consumption has on the environment, they are looking for brands that are not just greenwashing but are truly committed to making a difference. Brands that are able to participate in the circular economy will be seen as part of the solution to many of the world’s environmental problems.
These are just a few of the major changes that have already taken place in branding, with more to come as consumers become increasingly conscious of their role in helping us enter this new era.