Guest Blog: What brands need to know about succeeding in the Circular Economy

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Guest blog by Oliver Seifert, MA Design and Branding StrategyThe circular economy is an economic system that is made up of products designed in such a way that their materials are completely reusable without leaving waste behind. Yet this system can only work when these products are returned to their manufacturer once they have served their purpose. The simplest way to ensure this is to not sell the products in the first place, but to provide people with the right to use products for a certain time without actually owning them, effectively granting them “Access Over Ownership”.But there is a great challenge that circular brands have to face. Even though recent trends have shown that an increasing number of people are willing to lead a more sustainable lifestyle, the need for personal ownership is deeply ingrained in most consumers.To find solutions for overcoming this need for ownership I conducted research to identify the group most interested in Circular Economy offerings and to find out what these offerings would need to provide in order to compete successfully with more traditional offerings.The target group most interested in Circular Economy services consists of young, well-educated city-dwellers. The most suitable product categories are either infrequently used and purposive (e.g. drilling machines), expensive (e.g. cars), content-oriented (e.g. books), or new technology products with fast-paced innovation-cycles (e.g. smartphones).Through my research talking to consumers, real businesses and industry experts, it became clear that being green is not enough; (most) people need other incentives to overcome their need for ownership and to choose Circular Economy offers. In addition to sustainability, which remains a necessity, I identified 3 main drivers for consuming Circular Economy offers:

  1. Saving money
  2. Providing more convenience
  3. Granting more flexibility

A Circular Economy offering needs to provide one of these incentives on top of being more sustainable than “normal” offerings, if it wants to outcompete them. And since this way of consumption is very unusual and many people already have experience with sharing or leasing products (some negative), generating trust in the brand is extremely important. Finally it is important that Circular Economy offerings help their users to reduce complexity by being simple to understand and use.So in conclusion one can say that consumers are increasingly open to alternative models of consumption including Circular Economy offerings. However, such alternative offers need to meet certain threshold requirements as well as provide additional benefits that make consumers choose them over conventional offerings. If these requirements are fulfilled, Access Over Ownership business models stand a good chance at succeeding in industrialized economies and can contribute to a more sustainable future.Guest Blogger: Oliver Seifert

March 18, 2015

Guest Blog: What brands need to know about succeeding in the Circular Economy

Consumers are increasingly open to alternative models of consumption including Circular Economy offerings. However, brands that want to take advantage need to meet certain threshold requirements as well as provide additional benefits that make consumers choose their product over conventional offerings.

Guest blog by Oliver Seifert, MA Design and Branding StrategyThe circular economy is an economic system that is made up of products designed in such a way that their materials are completely reusable without leaving waste behind. Yet this system can only work when these products are returned to their manufacturer once they have served their purpose. The simplest way to ensure this is to not sell the products in the first place, but to provide people with the right to use products for a certain time without actually owning them, effectively granting them “Access Over Ownership”.But there is a great challenge that circular brands have to face. Even though recent trends have shown that an increasing number of people are willing to lead a more sustainable lifestyle, the need for personal ownership is deeply ingrained in most consumers.To find solutions for overcoming this need for ownership I conducted research to identify the group most interested in Circular Economy offerings and to find out what these offerings would need to provide in order to compete successfully with more traditional offerings.The target group most interested in Circular Economy services consists of young, well-educated city-dwellers. The most suitable product categories are either infrequently used and purposive (e.g. drilling machines), expensive (e.g. cars), content-oriented (e.g. books), or new technology products with fast-paced innovation-cycles (e.g. smartphones).Through my research talking to consumers, real businesses and industry experts, it became clear that being green is not enough; (most) people need other incentives to overcome their need for ownership and to choose Circular Economy offers. In addition to sustainability, which remains a necessity, I identified 3 main drivers for consuming Circular Economy offers:

  1. Saving money
  2. Providing more convenience
  3. Granting more flexibility

A Circular Economy offering needs to provide one of these incentives on top of being more sustainable than “normal” offerings, if it wants to outcompete them. And since this way of consumption is very unusual and many people already have experience with sharing or leasing products (some negative), generating trust in the brand is extremely important. Finally it is important that Circular Economy offerings help their users to reduce complexity by being simple to understand and use.So in conclusion one can say that consumers are increasingly open to alternative models of consumption including Circular Economy offerings. However, such alternative offers need to meet certain threshold requirements as well as provide additional benefits that make consumers choose them over conventional offerings. If these requirements are fulfilled, Access Over Ownership business models stand a good chance at succeeding in industrialized economies and can contribute to a more sustainable future.Guest Blogger: Oliver Seifert

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December 5, 2019

Guest Blog: What brands need to know about succeeding in the Circular Economy

Guest Blog: What brands need to know about succeeding in the Circular Economy

Guest blog by Oliver Seifert, MA Design and Branding StrategyThe circular economy is an economic system that is made up of products designed in such a way that their materials are completely reusable without leaving waste behind. Yet this system can only work when these products are returned to their manufacturer once they have served their purpose. The simplest way to ensure this is to not sell the products in the first place, but to provide people with the right to use products for a certain time without actually owning them, effectively granting them “Access Over Ownership”.But there is a great challenge that circular brands have to face. Even though recent trends have shown that an increasing number of people are willing to lead a more sustainable lifestyle, the need for personal ownership is deeply ingrained in most consumers.To find solutions for overcoming this need for ownership I conducted research to identify the group most interested in Circular Economy offerings and to find out what these offerings would need to provide in order to compete successfully with more traditional offerings.The target group most interested in Circular Economy services consists of young, well-educated city-dwellers. The most suitable product categories are either infrequently used and purposive (e.g. drilling machines), expensive (e.g. cars), content-oriented (e.g. books), or new technology products with fast-paced innovation-cycles (e.g. smartphones).Through my research talking to consumers, real businesses and industry experts, it became clear that being green is not enough; (most) people need other incentives to overcome their need for ownership and to choose Circular Economy offers. In addition to sustainability, which remains a necessity, I identified 3 main drivers for consuming Circular Economy offers:

  1. Saving money
  2. Providing more convenience
  3. Granting more flexibility

A Circular Economy offering needs to provide one of these incentives on top of being more sustainable than “normal” offerings, if it wants to outcompete them. And since this way of consumption is very unusual and many people already have experience with sharing or leasing products (some negative), generating trust in the brand is extremely important. Finally it is important that Circular Economy offerings help their users to reduce complexity by being simple to understand and use.So in conclusion one can say that consumers are increasingly open to alternative models of consumption including Circular Economy offerings. However, such alternative offers need to meet certain threshold requirements as well as provide additional benefits that make consumers choose them over conventional offerings. If these requirements are fulfilled, Access Over Ownership business models stand a good chance at succeeding in industrialized economies and can contribute to a more sustainable future.Guest Blogger: Oliver Seifert

Guest Blog: What brands need to know about succeeding in the Circular Economy

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Guest blog by Oliver Seifert, MA Design and Branding StrategyThe circular economy is an economic system that is made up of products designed in such a way that their materials are completely reusable without leaving waste behind. Yet this system can only work when these products are returned to their manufacturer once they have served their purpose. The simplest way to ensure this is to not sell the products in the first place, but to provide people with the right to use products for a certain time without actually owning them, effectively granting them “Access Over Ownership”.But there is a great challenge that circular brands have to face. Even though recent trends have shown that an increasing number of people are willing to lead a more sustainable lifestyle, the need for personal ownership is deeply ingrained in most consumers.To find solutions for overcoming this need for ownership I conducted research to identify the group most interested in Circular Economy offerings and to find out what these offerings would need to provide in order to compete successfully with more traditional offerings.The target group most interested in Circular Economy services consists of young, well-educated city-dwellers. The most suitable product categories are either infrequently used and purposive (e.g. drilling machines), expensive (e.g. cars), content-oriented (e.g. books), or new technology products with fast-paced innovation-cycles (e.g. smartphones).Through my research talking to consumers, real businesses and industry experts, it became clear that being green is not enough; (most) people need other incentives to overcome their need for ownership and to choose Circular Economy offers. In addition to sustainability, which remains a necessity, I identified 3 main drivers for consuming Circular Economy offers:

  1. Saving money
  2. Providing more convenience
  3. Granting more flexibility

A Circular Economy offering needs to provide one of these incentives on top of being more sustainable than “normal” offerings, if it wants to outcompete them. And since this way of consumption is very unusual and many people already have experience with sharing or leasing products (some negative), generating trust in the brand is extremely important. Finally it is important that Circular Economy offerings help their users to reduce complexity by being simple to understand and use.So in conclusion one can say that consumers are increasingly open to alternative models of consumption including Circular Economy offerings. However, such alternative offers need to meet certain threshold requirements as well as provide additional benefits that make consumers choose them over conventional offerings. If these requirements are fulfilled, Access Over Ownership business models stand a good chance at succeeding in industrialized economies and can contribute to a more sustainable future.Guest Blogger: Oliver Seifert

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Guest Blog: What brands need to know about succeeding in the Circular Economy

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Guest blog by Oliver Seifert, MA Design and Branding StrategyThe circular economy is an economic system that is made up of products designed in such a way that their materials are completely reusable without leaving waste behind. Yet this system can only work when these products are returned to their manufacturer once they have served their purpose. The simplest way to ensure this is to not sell the products in the first place, but to provide people with the right to use products for a certain time without actually owning them, effectively granting them “Access Over Ownership”.But there is a great challenge that circular brands have to face. Even though recent trends have shown that an increasing number of people are willing to lead a more sustainable lifestyle, the need for personal ownership is deeply ingrained in most consumers.To find solutions for overcoming this need for ownership I conducted research to identify the group most interested in Circular Economy offerings and to find out what these offerings would need to provide in order to compete successfully with more traditional offerings.The target group most interested in Circular Economy services consists of young, well-educated city-dwellers. The most suitable product categories are either infrequently used and purposive (e.g. drilling machines), expensive (e.g. cars), content-oriented (e.g. books), or new technology products with fast-paced innovation-cycles (e.g. smartphones).Through my research talking to consumers, real businesses and industry experts, it became clear that being green is not enough; (most) people need other incentives to overcome their need for ownership and to choose Circular Economy offers. In addition to sustainability, which remains a necessity, I identified 3 main drivers for consuming Circular Economy offers:

  1. Saving money
  2. Providing more convenience
  3. Granting more flexibility

A Circular Economy offering needs to provide one of these incentives on top of being more sustainable than “normal” offerings, if it wants to outcompete them. And since this way of consumption is very unusual and many people already have experience with sharing or leasing products (some negative), generating trust in the brand is extremely important. Finally it is important that Circular Economy offerings help their users to reduce complexity by being simple to understand and use.So in conclusion one can say that consumers are increasingly open to alternative models of consumption including Circular Economy offerings. However, such alternative offers need to meet certain threshold requirements as well as provide additional benefits that make consumers choose them over conventional offerings. If these requirements are fulfilled, Access Over Ownership business models stand a good chance at succeeding in industrialized economies and can contribute to a more sustainable future.Guest Blogger: Oliver Seifert

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