Marketing skills for the circulair transition
The transition to a circular economy needs a push—only 6% of Dutch companies actively embrace circularity. This presents an opportunity for marketing! Marketers are professional behavior changers. What if they are going to use their creativity and influence to make the circular economy attractive, logical, and simply irresistible?
Objective
This project leverages the transformative power of marketers to accelerate the circular transition. Through training and an open learning platform, they develop skills and strategies to drive change within their organizations and supply chains. A coalition of marketers inspires and activates peers, with peer-to-peer learning as the core approach.
Results
- Training 75 marketers in skills and strategies to drive circular change within their organizations and supply chains.
- Equipping marketers with tools to promote sustainable consumer behavior, such as reuse and repair.
- Establishing a coalition of role-model marketers who inspire and activate peers through peer-to-peer learning.
- Contributing to a positive image of marketing; shift from driving consumption to being a force for good that accelerates sustainable change and supports a circular economy.
Duration
01 December 2024 - 30 November 2025
Approach
This project identifies key transition skills, builds a collaboration network, mobilizes a coalition of role-model marketers, and activates a broader marketing network through a digital platform. Through peer-to-peer learning and microlearnings, we strengthen essential competencies.
Participate in this research as a marketer?
Do you want to explore, together with frontrunners in the field, which marketing skills and competencies are needed to really help companies become circular? This is your chance to not only gain new insights, but also to help build a movement of future marketers who really make an impact. Contact Suzanne de Bakker.
Collaboration with knowledgepartners
