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. If you enjoyed this episode, then please share with your colleagues, or leave us a review or comment on Apple Podcasts, Spotify or YouTube. Learn more about the measurement guidance, developed in collaboration with Kantar Explore 'The marketing playbook for a circular economy' Other episodes on the marketing playbook: Ep 176: Driving demand for circular economy: What marketers need to know | Kantar and Swapfiets Ep 185: How can marketers turn ideas into impactful action? Ep 186: How do we make circular behaviours irresistible?

We are currently seeing a shift where circular economy policy is moving out of purely environmental ministries and into the hands of economic planning authorities and ministries of industry. In this episode, Lou is joined by Joss Blériot, the Ellen MacArthur Foundation’s Executive Policy Lead, who cuts through the noise of global headlines and looks at what’s actually moving on the ground. Together, they explore why there has been a 35% surge in national circular economy strategies worldwide. From the Global North to the Global South, the conversation highlights how circularity is currently being implemented and how we might address regional and international fragmentation to harmonise definitions. We also hear which specific policy tools we should be prioritising right now to go further and faster. If you enjoyed this episode, then please share with your colleagues, or leave us a review or comment on Apple Podcasts, Spotify or YouTube.

Biodiversity loss is accelerating at an alarming rate, but could circular economy solutions help turn things around? In this episode of The Circular Economy Show, Lou speaks with Marianne Kettunen, Biodiversity Lead for Policy at the Ellen MacArthur Foundation, and Bianca Brasil, Programme Manager at the Secretariat of the Convention on Biological Diversity. They explore why around 90% of biodiversity loss is linked to the way we extract and process resources, how circular business models can support the targets of the Global Biodiversity Framework, and what needs to happen before the COP17 Biodiversity Conference to accelerate action. The conversation also looks at the growing role of businesses in biodiversity discussions, why circular economy and biodiversity strategies must be better connected, and how global supply chains could help scale solutions worldwide. Explore the Ellen MacArthur Foundation’s recent policy paper, Scaling action for nature. Learn more about the Global Biodiversity Framework.

Over the past decade, leading businesses have shown that progress on plastic pollution is possible. And while individual company action has been successful, even the most ambitious businesses are running up against the same obstacles. As a result, the Ellen MacArthur Foundation has rallied leading businesses behind an evidence-based, ‘2030 Plastics Agenda for Business.’ In this episode of the Circular Economy Show, taken from a Foundation’s webinar, we explore that Agenda, and evaluate the plan and priority actions for business and policy to drive implementation at scale. If you enjoyed this episode, then please share with your colleagues, or leave us a review or comment on Apple Podcasts, Spotify or YouTube.  Learn more about the 2030 Plastics Agenda for Business and how your organisation can play a role. .

What do some of the more surprising stories of scale teach us about implementing the circular economy? In this episode of the Circular Economy Show, Fin is joined by Rachel O’Reilly, Global Human Sustainability Design Director at Accenture, to discuss their upcoming report. The report, titled ‘Circularity is Working’ provides direction on how to improve the consumer adoption of circularity. From musicians in Liverpool reinvesting savings from second-hand instruments, to informal sharing systems in Hamburg, the conversation explores businesses and communities where circularity is succeeding. Rachel shares insights into the hidden drivers of circularity and explains why they could be the secret to normalising, embedding, and scaling circularity.  If you enjoyed this episode, then please share with your colleagues, or leave us a review or comment on Apple Podcasts, Spotify or YouTube. The report will be attached in the show notes upon its release in Spring 2026.

Welcome back to The Circular Economy Show and another episode of Circular Snapshots, where we unpack the headlines shaping the transition to a circular economy.This month, Seb explores the EU’s upcoming Circular Economy Act and its shift toward positioning circularity as industrial strategy, not just environmental policy. We look at new global data revealing rapid growth in national circular economy roadmaps, and why implementation is now the real test.We also dive into the growing link between circular economy and critical mineral supply chains — from insights at the World Economic Forum to new analysis on EV batteries and material security. Finally, we examine a major UK industry push for a mandatory textiles Extended Producer Responsibility scheme, and what it could mean for transforming one of the economy’s most linear sectors.From policy to supply chains to industry coalitions, this episode highlights one clear trend: the circular economy is becoming central to competitiveness.Stories referenced in today’s episode:EU Circular Economy Acthttps://www.brusselstimes.com/1937610/europes-new-circular-economy-act-getting-the-basics-right-for-eu-competitivenessNational Circular Economy Roadmapshttps://www.unido.org/sites/default/files/unido-publications/2026-01/Stocktake%20CE%20Roadmaps%202025.pdfCritical minerals and the circular economyhttps://www.weforum.org/stories/2026/01/circular-economy-clean-energy-supply-chain-critical-minerals/Circular economy and EV batterieshttps://www.forbes.com/sites/jamiehailstone/2026/01/27/circular-economy-could-prevent-an-ev-battery-minerals-bottleneck-study-finds/Textiles and EPRhttps://resource.co/article/uk-textiles-industry-group-publishes-10-point-blueprint-mandatory-epr-scheme

Wen-Yu Weng, the Ellen MacArthur Foundation’s Critical Minerals Lead, joins Lou to explain why critical minerals are currently taking centre stage in global political conversations. They explore:How we can create secure and resilient supply chains to close the gap on fast growing demandThe circular opportunities that  currently lie in shaping supply chains to capture value right nowThe enabling factors that have opened windows of opportunity for immediate actionIf you enjoyed this episode, then please share with your colleagues, or leave us a review or comment on Apple Podcasts, Spotify or YouTube.

Join Seb as he speaks to the Ellen MacArthur Foundation’s CEO, Jonquil Hackenberg about the challenges and opportunities that lie ahead for the circular economy in 2026.What are your priorities for 2026? Let us know in the comments or on our LinkedIn page.

It's been a pivotal year for the circular economy, full of big ideas and practical breakthroughs.Before we fully dive into 2026, we’re hitting pause for a moment of reflection.Join Fin, Lou, and Pippa who have hand-picked their favourite, most insightful, and memorable moments from the conversations they’ve had this year.This episode may show condensed snippets, but it is packed with big ideas, practical breakthroughs, and the highlights that defined the circular economy in 2025.Thanks for listening to the Circular Economy Show from the Ellen MacArthur Foundation. Help us grow our audience in 2026 by sharing your favourite episode with your friends and colleagues.Explore the episodes discussed in order of appearance:Ep 201: Why do circular business models fail to scale? Going it aloneEp 188: “It’s a no-brainer”: Arc’teryx on bringing repairs in-storeEp 197: Stop minding your own businessEp 179: How are small start-ups, SMEs, and large corporations working together to change the food system?Ep 185: How can marketers turn ideas into impactful action?Ep 174: Material security in a circular economy | Energy and competitiveness

It’s easy to look at the news headlines and feel like everything is going backwards, but in this episode we ask you to look a little deeper and see the story beneath the headlines. Progress is possible and happening everywhere from plastics to fashion to the automotive sector, and even at COP.Listen in to hear:Whether COP still matters, and if so, for what?Why Honda’s circularity center in Ohio is an important stepWhat we learned from Patagonia’s first ever environmental and social progress reportWhy many of the world’s biggest brands are backing a new agenda for plastics----Explore the articles Seb mentioned in this episode:1) Circular economy thematic day at COP30 (Circular Online)https://www.circularonline.co.uk/news/cop30-marks-first-ever-circular-economy-day-as-global-climate-talks-intensify/2) Honda opening its circularity center (Trellis)https://trellis.net/article/honda-recycling-ohio-plant-opens-circularity/3) Analysis of Patagonia’s environmental and social report (Trellis)https://trellis.net/article/patagonias-comprehensive-plan-counter-rising-emissions/4) Reuters on businesses supporting the Foundation’s 2030 Plastics Agenda for Businesshttps://www.reuters.com/sustainability/boards-policy-regulation/global-companies-push-regulation-plastics-reduction-report-shows-2025-11-04/