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The Circular Economy is Coming Our Way. Here Are Some Things to Think About for Product and Product Delivery During your travels, or even going about your usual business and personal activities, do you recall the days when… Pilots remember having to use cockpit instruments when flying over large cities because the “smog” (usually thick yellow) eliminated visibility below. That was caused by belching smokestacks as dirty coal was burned for industrial use or for generating electric power. You may have seen deep and wide gouges in our good Earth where giant machine scoopers were pulling a variety of minerals out for manufacturing products. Or as you traveled past a flowing river you may have seen thick flows of rubber or petroleum-based discharges…don’t worry, downstream the ocean will take it away, we were told. In many countries, especially in Europe and North America, the good news is we have been moving far away from those days. And as the linear model of many years in production recedes – that is, take, make, use, dispose – and moves farther into the past (as described by Tom Tapper of Nice and Serious writing for Sustainable Brands), the “circular model” has been steadily emerging. The effects are being felt all along the value chain. So what does this mean for branded company leadership? Tom Tapper cites examples of products and practices new and old from Unilever, CIG, Haagen-Dazs, Coca Cola, Stella, and Aesop, with a focus on their distinct product delivery (packaging, bottles, capsules, other means). He offers us his perspectives in a sometimes whimsical but always firmly grounded style on what to expect in the coming years in brand marketing. In a circular economy, the author sees five trends to watch:
So the opportunities inherent in the coming of the Circular Economy, Tom Tapper tells us, present challenges for us as well, especially in that we have to discard the old ways and adapt to change, as in the relationship of the brand and product to the buyers. Progress is always about adapting to change. Just consider for a moment the work involved in the disappearance of those old belching smokestacks and smog over our heads and junk flowing into rivers from outflow pipes. We are certainly more productive today than ever before! And that presents many challenges as well – which the coming of the Circular Economy could help us deal with. We’re reminded here of the favorite quote of the late Lee Iacocca (he was CEO of Ford Motor): Lead, follow or get out the way – the Circular Economy is coming your way. Top Stories for This Week What Will a Circular Economy Mean for Branding?
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