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  • The InCycle scheme makes reusing and recyling Puma's clothing easy
  • The InCycle scheme makes reusing and recyling Puma's clothing easy
    Puma (2013) ©
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Consuming in the circular economy

A new $700 billion opportunity has emerged from an unlikely place: the bin. Smart businesses are adding value to their brands by making sustainability cool, cost-effective and convenient.

Location Global

Scope
No matter how many surveys suggest consumers want 'green' brands, or will pay more for something 'sustainable', businesses still struggle to locate the 'ethical consumer'. Most people still want the latest stuff, and throwing something away is still a lot easier than recycling or repairing. Successful brands, it seems, are still driven by a strong value proposition, and sustainability is low on the agenda.

Yet with a $700 billion opportunity emerging, eliminating waste in consumer goods alone, a new movement is gathering pace in boardrooms around the world – to redefine sustainability as 'intelligent' business. From retail to ...

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