CIRCLE ECONOMY BRAND BOOK draft v 2.0 - 2021
BRAND STORY - SUMMARY
Strategic brand poster - elements
BRAND PROMISE - MOVE OVER LINEARITY,
BRAND PORTFOLIO - HOW WE REALISE OUR
BRAND PERSONALITY - WHAT CHARACTERISES US
Change is inevitable. There is no time to waste. It can be done. Together we discover how. We will guide you.
We offer a focussed range of products and services powered by data for pragmatic change. Examples are: Global Circularity Gap Report, City Scan Tool and Knowledge Hub.
We are: - At the forefront of knowledge - Powered by systems-thinking - Compelling by design - Excited by circularity
PEOPLE
BUSINESS
BRAND
Interlinked elements to define, activate, monitor and adjust over time. HERE COMES CIRCULARITY IMPACT
PURPOSE - A THRIVING WORLD
VISION - THRIVING PEOPLE, HEALTHY PLANET
Planet Earth is our home, we want it to be healthy and safe for generations to come. We must use the world’s intelligence, talent and collaborative drive to restore balance. We can and must act now. It can be done. There is a way.
A circular economy meets the needs of people in harmony with nature. It designs out waste and pollution, keeps products and materials in use, and regenerates natural systems. It’s a balancing act with nature as our mentor.
MISSION & IMPACT GOAL - LET’S ACCELERATE CIRCULARITY
OUR FLAGSHIP PRODUCT - A METHOD FOR SYSTEMS CHANGE
Our global economy is only 8.6% today, leaving a massive Circularity Gap. To avoid climate breakdown, we aim to roughly double global circularity from 8.6% to 17% by 2032.
In our Circular Innovation Method we combine data analysis with circular economy expertise and technological innovation. We take businesses, cities and nations on a transformative journey so they understand where they are, where they are going and how to get there.
VALUES - A SAFE SPACE TO BLOOM
RELATIONS - RADICAL COLLABORATION OVER COMPETITION
Focus on impact Diversity Collaboration Support
We welcome everyone on our journey: the pioneers and the newcomers. We transform businesses, cities and nations. Business leaders, policymakers, civil society organizers - whether local, national or international - are our allies. A better future requires all of us to think and act as part of a system.
Resource consciousness Safety Recognition
BOILERPLATE Circle Economy is an impact organisation combining research, tools & advice for the greater good. Founded to create broad prosperity within the limits of our planet. With nature as our mentor, we accelerate circularity. Businesses, cities & nations come to us for roadmaps for change backed by data. We are an international team of passionate experts
OUR
STORY
OUR STORY TOPICS 1
2
3
4
Purpose
Promise
Portfolio
Pitch
Mission
Take on circularity
Flagship product
Boilerplate
Journey
Personality
Partners in circularity
Tone of voice
Strategy
Values
Visual expression
WELCOME - THIS IS OUR STORY We are Circle Economy. We strive for a fair world: prosperity for all within the limits of our planet.
This brand book is an internal reference for our thinking, our behaviours and our brand expression. This is not for
If you don’t know us, we are an impact organisation on a
external communications. It is meant as the basis to guide
mission to accelerate the circular economy. Purpose and
what connects us and how we wish to interact with the
impact are in our DNA. Over the years, we have matured
world. [edited this para to remove repetition]
and witnessed our impact grow. Now, we feel the need to capture what we stand for, and ensure that we are all
Maybe you are new to Circle Economy, or you might be
aligned on the values and drivers behind our goals. This
part of the passionate team that has created our brand
way, we hope to make an even bigger impact in the future.
over the years. Either way, we are excited to present the Circle Economy story. We trust you to take care of it and
What we cultivate inside has to resonate outside, so let’s
use it wisely to create a new economic reality in harmony
make sure we express ourselves authentically, aim for
with our living planet.
impact, strive for excellence and always look towards nature as our mentor.
Enjoy!
*This brand book is a living document. It will be updated from time to time, in sync with our evolution.
We believe the circular economy offers a means to achieve prosperity for all within the boundaries of our planet. At Circle Economy we aim to make this seemingly impossible and abstract vision tangible and actionable so that businesses, cities and nations all understand how they can contribute to this goal.
Martijn Lopes Cardozo CEO
OUR PURPOSE - A THRIVING WORLD Planet Earth is our home. We want it to be healthy and safe for generations to come.
That is why we apply the laws of nature to our economic system. Nature follows the circle of life: birth, growth and ultimately decay before it starts all over again. In
WE CAN AND MUST ACT NOW
nature, life only uses what it needs. There is no waste.
Our way of living is disconnected from nature and each other. We rely on a ‘take-make-waste’ pattern which is impossible to maintain in our closed system (Earth) with limited resources. In viewing nature as a machine to fuel our needs and wants, we’ve caused damage both to the planet and its people. Destruction and injustice have become the price of what we call economic growth. We must use our intelligence, talent and collaborative drive to restore the circle.
IT CAN BE DONE, THERE IS A WAY.
OUR MISSION LET’S ACCELERATE CIRCULARITY Our mission is to accelerate the transition to a circular economy. Our goal is to double circularity from 8.6% in 2020 to 17% by 2032. .
‘I really believe that we can thrive within a circular economy. But even if the
Our Circularity Gap Report 2021 revealed that by roughly doubling global circularity we can avoid climate breakdown. Global emissions drop by 39%; resource extraction by 28%. In safeguarding our environment and natural resources, circularity also brings with it a host of co-benefits to be enjoyed, from increased biodiversity to decent job creation.
circular economy catches the
With ‘accelerate’, we mean that there is no time to waste. So, we act and communicate with a high sense of urgency.
circular transition, we need
With ‘transition’, we mean away from the linear economy which hinges on take-make-waste patterns and towards a system that is fundamentally better for people and planet.
benchmark progress.
imagination of the world, it's hard to map or plan for the transition without measurements. For a scaled,
metrics to help guide us and
Matthew Fraser - Lead With ‘circular’, we mean inspired by the natural laws of our planet.
Circularity Gap Reporting Initiative
OUR JOURNEY - TO CIRCULARITY AND BEYOND After a successful career in business, our founder Robert-Jan van Ogtrop had a vision for a new economic reality. With a small self-steering team—no egos, no hierarchy, no conventional business rules—he began exploring the circular economy. With a collaborative ethos, it has been clear from the very start that we exist for the greater good.
We do not have a choice. It is time to use our collective intelligence to redesign our way of working before we reach a point of no return.
The organisation grew and its operations expanded from business, to cities and nations. As our diverse portfolio of activities gained recognition, we are now considered thought leaders in our field. Next to addressing the ecological consequences of the linear economy, we now also include the societal aspects and how circularity can ensure wellbeing for all. Today, Circle Economy captures over a decade of expertise in a novel approach, the Circular Innovation Method. Using data and a fact-driven approach, our digital tools enable us to work with businesses, cities and nations around the world. We still very much honour our open source ethos: sharing our knowledge and cooperate with people around the world.
At Circle Economy, we look to nature for inspiration since it is, in itself, a perfect circle.
Robert-Jan van Ogtrop Founder Circle Economy
OUR STRATEGY DATA-POWERED & REAL CIRCULAR SOLUTIONS While the ‘why’ of the circular economy is generally understood, for many clients the ‘how’ remains largely unanswered. As
Our strategy is based upon three strategic pillars:
businesses, cities and nations craft commitments towards circularity, they face challenges in understanding how to
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The Circular Innovation Method as our main service: We have solid and proven experience in effectively applying our method. We are recognised for our pragmatic solutions; it’s where the rubber hits the road.
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Towards digitalisation, standardisation & productisation: A digital product allows for fast and efficient scaling across industries and geographies, increasing the number of clients adopting circular strategies.
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Contribute to the shift to a circular society: The current circular transition must foster and contribute to a system that is socially, economically and ecologically sustainable.
unravel complex systems.
Our clients face two major problems:
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The data needed to identify and apply circular strategies is often inconsistent, difficult to access and tricky to understand.
●
They lack evidence for and grip on the social, economic or political conditions needed to implement and scale circular strategies.
From sensors, satellites and 10 billion devices, we have data geared towards maximum profit creation. But datasets aimed to maximise regenerative societies? These barely exist, and if they do, the information is inaccessible to decision makers. Let’s apply everything we know about good collaborative data science to mend our relationship with the planet and ensure wellbeing for all people.
Marijana Novak Data Strategist
OUR
PROMISE
OUR PROMISE - MOVE OVER LINEARITY*, HERE COMES CIRCULARITY Change is inevitable. There is no time to waste. It can be done. Together we discover how. We will guide you.
Our linear economy
Circularity is not just common sense, it also makes good business sense. Many frontrunners recognise that the circular economy can tackle inevitable risks, such as price volatility and resource scarcity. We understand that it is difficult and high-risk to reevaluate the status-quo in an uncertain and challenging world. We are here to help.
leave a healthy planet to
We guide businesses, cities and governments, using hard data and facts to create roadmaps for action and inform decision-making. Our international team of experienced and trusted experts have created innovative digital tools. These tools make the circular economy understandable, relevant to different contexts and actionable.
* Simply put, ‘take, make, waste’: extracting raw materials that are processed into products which are quickly thrown away after use.
consumes more than a billion tonnes of materials annually. To ensure we
our children, we must stop wasting so much of it.
Marc de Wit - Circle Economy
OUR VISION - THRIVING PEOPLE, HEALTHY PLANET A circular economy meets the needs of people in harmony with nature. It designs out waste and pollution, keeps products and materials in use, and regenerates natural systems.
It’s a balancing act
Nature is our mentor
In a safe and just world, people’s needs are fulfilled
For millions of years, our home
in balance with a healthy planet. For over 200 years,
planet operated in perfect cycles.
this balance has been lost. We now face severe
We can mimic this. With new
climate breakdown, biodiversity loss and wide social
business models, responsible
inequalities. This is because growth is directly linked
production and conscious
to material consumption and our linear system
consumption, we can create a
favours financial gain for the few over the many. We
better system.
can restore and protect the balance, by redefining prosperity, reintegrating with nature and rebalancing the local and the global. These are the challenge of the 21st century.
OUR VISION - THRIVING PEOPLE, HEALTHY PLANET
Thriving People
Healthy planet
To achieve a truly thriving world, we must match
A circular economy functions within the limits of
the ecological with ethical and social ambitions:
our planet. It supports a stable climate, fertile
providing safety and prosperity for all people.
soils, clean air, protects biodiversity and a
This will only succeed when we take
protective atmosphere. In 2020 only 8.6% of
policymakers, governments and civil societies
used materials were cycled back into our global
along on this journey. Connected globally,
economy: more than 91% of what we take from
operating locally.
the earth is wasted. We are running out of time to restore the natural balance and achieve carbon neutrality. If we act now, it can still be
The circular transition needs to be positive for all of us. For this we need foresight, awareness and education. The circular economy brings an opportunity to promote decent jobs, secure livelihoods and inclusive labour markets. But to make these opportunities a reality, the social impact of the circular economy needs to be understood and prioritised. Esther Goodwin Brown - Lead Circular Jobs Initiative
done.
If a safe and just world is the goal, a circular economy and society are the means.
OUR PERSONALITY - WHAT CHARACTERISES US
At the forefront of knowledge We always strive for excellence. As an impact organisation, we are unbiased, we have no commercial interest, and we let the data do the talking. This makes us a trusted expert to guide businesses, cities and nations on their journey of change.
Powered by systems-thinking
‘The linear economy has failed both planet and people. But to change, we must understand that we are all interconnected. To solve a puzzle, you don't just look at one piece of it. In applying systems-thinking to our global system's shift-from linear to circular-we can unlock the depths of potential of the circular economy. A world where we can thrive, alongside our planet Ilektra Kouloumpi Senior Strategist, Thriving Cities Initiative
We believe that in order to reverse and overcome the biggest problems humanity and our ecological world faces, we have to adopt a systems-thinking approach*. This means, understanding and accepting that everything is interlinked. We understand the complexities of changing systems and continuously research how different aspects of our system responds when changed.
SYSTEM-THINKING *The living planet cannot be fully understood by analysis of its parts, it can only be improved by looking at the context of the whole world.
OUR PERSONALITY - WHAT CHARACTERISES US
Compelling by design WHY?
Just like nature, our work is powerful because of its design. We use striking data visualisations and make the reality of a circular world imaginable. We love to create compelling stories, easy to use digital tools and design eye-opening insights.
"Step one is understanding the problem before discussing solutions. Within the design team - and beyond - we work to ensure that complex data and messaging can get across
Excited about circularity In our pursuit of a global circular economy, we are
easily to anyone. And everyone is welcome to
unstoppable. We are a driven, international team, committed
come and co-create with
to our purpose to create a thriving world. We push the bar to
us."
continuously develop the concept and practice of circularity and do not shy away to ask the difficult questions.
Nicolas Raspail Design Lead
CULTIVATING OUR VALUES - A SAFE SPACE TO BLOOM At Circle Economy, our values steer our (inter)actions. They are a compass to guide us internally and shape our relations externally. They enable fresh ideas and actions.
Focus on impact
Diversity
Time is short, boundaries set, efforts need to be focused,
We need it to pursue a world of richness, where potential can be
brave and relentless. We are actively at work to make a
expressed to its fullest, and in complete fairness. We embrace
positive difference, bringing benefit to others, doing good
diversity, with openness, fairness, and the enthusiasm of knowing
and doing it well:each one of us in their own function.
that diversity is where jewels hide.
Resources consciousness
Safety
The potential of our people is unlimited, but resources
Collaborating where vulnerability, mistakes, and even tough
should be safeguarded. We make the most of others’ time,
confrontation, are openly accepted and embraced, without
money, energy and spirit, with efficiency and effectiveness,
compromising safe relationships, safe boundaries and a safe job.
without abusing these valuable resources.
CULTIVATING OUR VALUES - A SAFE SPACE TO BLOOM
Collaboration
Support
Coming together is the beginning, staying together is
Relationships, when created on the basis of respect and
progress, and working together is success: we want to
trust, allow us to thrive. When we are encouraged and
be there for others, in good and bad times, working
our actions championed by another, this kind of support
together, hand in hand, beyond role and bias, to get the
ensures choices and decisions are made without
work done.
consequences as a condition. We foster an environment of encouragement and a trusting place to return to in
Recognition Sometimes we have to recognise great successes, other times great efforts followed by great failures. Recognition helps us move up the line from good intentions to good results.
more difficult moments.
OUR
PORTFOLIO
OUR PORTFOLIO HOW WE REALISE OUR IMPACT We offer our clients a range of products and services, which centre around data-driven analysis and pragmatic change. The Circular Innovation Method is our flagship product to be designed for the specific needs and scope of businesses, cities and nations, regardless of sector or geography. Next to this, we have several services for anyone who needs to understand how the circular economy applies to them, where they stand and how to uncover tangible circular opportunities. Over the years, we have built our expertise by working in multiple sectors and cross-sectoral initiatives including Textiles, Finance, Jobs & Skills and Business Strategy. To support the needs of specific ecosystems, we are an active founding member of several coalitions, such as the Thriving Cities Initiative, The Capital Equipment Coalition and Switching Gear Enabling Network.
The Circularity Gap Report is our annual x-ray of the global economy, reporting on the circular state of our world. With the report we aim to drive the global conversation and emphasise the urgency of the circular economy. Each year we zoom into another key aspect of circularity, like climate change, key sectors or regions and present interventions to close the global circularity gap.
OUR FLAGSHIP PRODUCT A METHOD FOR SYSTEMS CHANGE Our Circular Innovation Method combines data analysis with circular economy expertise and technological innovation. With it, we take businesses, cities and nations on a transformative journey to identify and implement circular opportunities.
This helps changemakers to: 1.
Understand where they are: Using metrics, we provide a solid understanding of material flows and contextual demographics, such as social movements, economic power, and political will.
2.
Know where they can go: Together with stakeholders on the ground, from policymakers to local business leaders, we sketch a future vision based on practical scenarios.
3.
Make it real: We co-create pragmatic roadmaps with recommendations and milestones for actions.
OUR METHOD FOR SYSTEMS CHANGE OUR FLAGSHIP PRODUCT The Circular Innovation Method is supported by three pillars:
RESEARCH
COMMUNITY
ACADEMY
By definition, our method requires research to deliver facts and data. Research ensures continued innovation to keep our frameworks and tools cutting-edge.
We always work with a community of local experts and stakeholders to make our method fit the context and create commitment for future pilot projects.
Through our academy, we build the capacity of stakeholders to realise the potential of, and implement circular strategies. We equip others with the tools needed to become actors in the circular transition.
IN-HOUSE EXPERTISE OUR FOCUS AREAS Over the years, Circle Economy has built specific knowledge and expertise within the following fields:
TEXTILES
JOBS
FINANCE
Our textiles experts have over five years of experience within this emerging field.
Our experts are specialised in the impact the circular economy has on the labour market.
Our experts support the creation of a financial system for the circular economy.
Our mission is to connect a circular textiles supply chain in order to: 1) Reduce the textiles waste mountain, by enabling the data, technology and infrastructure needed to valorise textile waste at end-of-life and 2) Prevent the textiles waste mountain, by increasing
We identify circular jobs, analyse the environment needed to create them and maximise their societal benefits, as well as how technology can play a positive part.
We identify financial, legal and operational obstacles and design solutions to overcome them.
We work with employers, workers, governments, multilateral organisations, education
We collaborate with financial institutions, circular enterprises, accountants, legal and technological experts to raise awareness and improve the understanding of circular business
‘The linear economy is history’s biggest design flaw. We design all of our products within this linear system—waste, for example, is just a failed relationship between the user and the product. We need to shed this outdated model and start afresh.’
Gwen Cunningham - Textiles Lead
RADICAL COLLABORATION OVER COMPETITION PARTNERS IN CIRCULARITY A complete system redesign. A new approach for global prosperity. It is a massive task. We can only make it happen if we act as a collective. We welcome everyone on our journey: the changemakers, the pioneers, the innovators, the ones who dare to change. But we also welcome the newcomers: the laggards and the sceptics. We know that a better future requires all of us to think and act as part of a system, not just as individual organisations. Collaboration over competition. We transform businesses, cities and nations. We work within and across sectors from textiles to finance, and design to strategy. Business leaders, policymakers, civil society organisers -whether local, national or international- are our allies. Important stakeholders are like-minded impact organisations, trusts and foundations and scientists who seek to use our digital tools and methods to further the circular economy. In short, in order to make the circular economy happen, everyone needs to come on board.
WE ARE ALL INTERCONNECTED. WE’RE IN THIS TOGETHER.
OUR
PROPOSAL
OUR PITCH - IN SHORT
PURPOSE
MISSION
We want to create prosperity for all within the limits of our planet.
We accelerate the transition to a circular economy. Meeting the needs of people in harmony with nature.
HOW ●
We are systems thinkers, recognising all economic activity hangs together in closed circles.
●
We help businesses, cities and nations with data-powered roadmaps to change.
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The digital tools and methods we create are compelling by design.
●
We are an expert team of driven international people, excited by our purpose to create a thriving world.
WHAT We are an impact organisation combining research, tools and advice for the greater good.
EVEN SHORTER OUR BOILERPLATE
Who we are Circle Economy is an impact organisation combining research, tools and advice for the greater good. Founded to create prosperity for all within the limits of our planet. With nature as our mentor, we accelerate circularity. We help businesses, cities and nations with data-powered roadmaps for change. We are an international team of excited experts, based in Amsterdam.
KEY FACTS & FIGURES TO BUILD YOUR NARRATIVE ●
Our world is 8.6% circular (2020), moving down from 9.1% in 2018. (Circularity Gap Reports)
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Our economy is consuming more than 100 billion tonnes of materials per year
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If we continue on a business-as-usual trajectory, our world will warm by 3.2-degrees. With circular strategies, we can keep global
Who we are warming temperatures well below 2-degrees by 2032. ●
● ●
● ● ●
Nearly half (48%) of CO2 emissions over the last quarter century can be attributed to just the richest 10% of the globe, whilst the Circle Economy is an impact organisation poorest 50% were responsible for only 7%. (Emissions Gap Report 2020). combining research, tools and advice for the Thegreater richestgood. 1% ofFounded the globaltopopulation account for more emissions than the poorest 50% (Oxfam). create broad prosperity within circularity the limits of By roughly doubling to our 17%planet. we canWith reduce emissions by 39% and our material consumption to 28% which equals 28.8 nature as our mentor, we accelerate circularity. billion tonnes. We help businesses, cities and nations with Circularity within the Built environment contribute to data-powered roadmaps for change.could We are an international of excited experts, based in Circularity withinteam the Nutrition Amsterdam. Circularity within the Mobility
THAT’S IT! NOW LET’S MAKE IT HAPPEN
You zoomed in to the story of Circle Economy. Of course, there is much more to discover, but you now know the most important things about our organisation. You have read about our purpose and our mission. About the circular economy and how it can enable a thriving society. You learned what we do and how we do it. And maybe most importantly, what an amazing driven team of diverse people we are. Now there is nothing left to do than to zoom out and make it happen! If you have questions about this brand book or if you think something vital should be added, don’t hesitate. Just share your ideas and we probably make good use of it. After all, this is a living document that represents us all and evolves while we evolve.
THANK
YOU!