Compartimentul 6 Communică

As you have engaged your organisation and your stakeholders in a circular transition, you will need to communicate and display the value of this transition. Communicate on your progress, success and failures, show what you concretely do, and the benefits you bring to your clients, the community you are part of, and the society at large.


For a CE communication strategy to be effective, it should encompass a number of different elements:

  • Show how CE works in practice in your organization: examples and illustration are key to explain how you concretely translate a wide concept into something tangible
  • Be factual: your communication strategy should make use of the clear benefits your new solutions offers: reduction of 30% CO2, increased comfort and well being, etc..
  • Be educational: not everyone is aware of Circularity and its advantages. Show clearly and simple what the concept means for your organization and why it is the way forward. Translate this information into
  • Call to action: Use your communication to engage with your stakeholders. Ask your clients to be part of the change, to act more sustainably.
  • Make it a creative storytelling: your transition journey can be a beautiful hook to engage and attract people’s interest. What made you start your journey. How did you go from developing a set of small actions, to completely revisit your business model? Tell a story that is grounded in facts and results, but articulated through an emotional voice led by culture and values.


Communicating complexity in a simple way

✔The circular economy is a rather broad concept: it is about whole economic transformation, and finding solutions to some of the biggest challenges we face today — like climate change, waste and pollution. While this can feel like a daunting and complex message, at its heart, the circular economy is incredibly simple,  and that’s what makes it so powerful.

✔It’s about looking for solutions that address the root causes of challenges, not the symptoms. It’s about eliminating waste, not simply managing it better or cleaning up; it’s about using materials and resources rather than using them up; and it is about regenerating our natural world, rather just trying to reduce the damage we do.

Who is your audience? 

Consider who you wish to reach and be aware that you can not reach all. You may want to revisit your stakeholder mapping to prioritize who you will communicate to.

What are you saying?

✔Show what you do, when you do it.

✔Consider the methods behind your circular transition. Not just the strategy and the execution. Processes, structures, models, systems. If you can outline a solid method, your have a much stronger and more unique case. Even a potential competitive differentiator.

How are you saying it? 

✔Think about the tone of voice and angle of your communication – speak directly to your stakeholders about what your company is doing to improve their conditions. Avoid simply stating your initiatives objectively.

✔Think beyond the written word. There are no creative boundaries for the presentation of your impact numbers. Take advantage of several communication tools to visualise actions. 

✔Take advantage of existing channels to reach your audience. But think beyond your usual channels. You may want to explore how to communicate your progress in sustainability or circularity related conferences/events, participate in some annual awards, etc.

Who is saying it?

Involve your top management/direction but also let your employees speak. Telling the everyday story of how they see their contribution to your sustainability profile brings relatability. 

When are you saying it?

✔Decide on the timing of your communication.

✔Decide on continuous physical communication tools in your own facilities: signs, labels

Download the following template to work on your own communication plan.