Episode 14: Rethinking Consumerism with the Circular Economy - Catherine Weetman - Author and Founder of ReThink Global

Catherine Weetman, award winning author, international speaker, coach, consultant, host of The Circular Economy Podcast and founder of ReThink Global - a well rounded and grounded thought-leader in all things circular economy, Catherine is fascinated by the 'sweet spot' where strategy, supply chain and sustainability come together.

In this absolutely knowledge packed interview, filled with case studies and practical advice, Catherine generously takes us through the basic principles of the circular economy, before we hit the many complexities around sustainability and discuss different practical approaches - selling services rather than ownership, making products that are more durable and using different sustainably sourced materials.

We talk about necessary changes in policy. for example the taxing of virgin resources and pollution and waste - where innovation is currently happening and the dangers of greenwashing.

We boil down to the question, how can marketing be different? The fact that most people want to be part of the solution not part of the pollution - and the opportunity this creates for marketers. Looking at behaviour change, the role of marketing in driving alternative ways to consume, co-creating the design of circular services with customers - to fundamentally move away from the consume, own and throw away model towards buying buy things that last a lot longer, making rental and subscription and sharing things attractive and desirable.

“Away from reduce, reuse, recycle - we have to start by rethinking how we consume. We need to start to care more about what’s coming into our house. Questioning - do I need it? Could I buy this in a different way? I think marketing can be a fundamental driver in how people change the way they consume. ” Catherine Weetman.

For more information visit ReThink Global or Catherine’s Circular Economy Podcast and Catherine’s book A Circular Economy Handbook.

Enjoy the podcast - and any comments, questions, ideas, suggestions… get in touch.

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