Tag: Circular Economy

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Key Takeaways from Circularity 24

What happens when a pair of purpose-driven marketing agency team members from Canada land in one of the United States’ most interesting cities to attend one of the world’s biggest circular economy conferences?

A lot of learning, networking, and reaffirmation that a community of changemakers is dedicated to building a better and more regenerative world.

Earlier this year, Sparx team members Hamish Khamisa, President, and Alexandra Nikitina, Head of Growth, travelled to Chicago to attend Circularity 24, a three-day conference presented by Trellis (formerly GreenBiz Group), that brought together a growing community of individuals, businesses, and organizations passionate about creating a more sustainable future.

With our focus on accelerating awareness and adoption of regenerative and sustainable solutions, we attended plenty of events in the circular economy space. Circularity 24, however, was an entirely new experience for us.

From the sheer scale of the event to the diverse cross-section of individuals and organizations in attendance to the palpable FOMO (fear of missing out) from not being able to attend many of the 130+ talks, activities, and experiences, things felt large and moved fast.

The conference provided a unique opportunity to gauge the circular economy’s current state from a variety of business perspectives, engage with a wide range of changemakers, and gain insights into the role of marketing in accelerating the circular economy.

We can’t possibly do an event of this scale justice in one brief recap, but we’re eager to share several key reflections from our experience at Circularity 24 that we hope provide valuable circular economy insights. Suffice it to say, we understand why people like Garry Cooper, CEO of Rheaply, continue to come back each year. 

Read on for our highlights from Circularity 24, including key takeaways from insightful panels and intriguing exhibits, changemakers we connected with, lessons learned from attending large-scale sustainability events, and more.

Scaling the Circular Economy

Regardless of the company’s size, from large multinational corporations to startups, there was considerable consensus that “scaling up” the circular economy is crucial for a more sustainable world.

Of course, the devil is in the details. Answers to questions like “What is the circular economy?” often had similar components but were different enough to warrant some concerns by various private and public sector representatives. The lack of precise, agreed-upon standards for what constitutes a “circular solution” creates considerable friction when scaling. As a result, many stakeholders who want to take action are moving forward cautiously, using bespoke standards and approaches rather than globally applicable ones.

Encouragingly, when speaking with representatives from large multinational corporations like McDonald’s, Iron Mountain, and L’Oreal about their path to more circular practices, we learned larger businesses recognize the need to adapt to conducting business more sustainably and at scale. Of course, there are complexities and costs associated with reconfiguring their business structures and workflows and the desire to take action as a business is highly dependent on the clarity of standards. However, regulatory pressures, changing procurement requirements, and shifting consumer sentiment are influencing businesses toward a more sustainable direction.

At the other end of the spectrum, we spoke with many early-stage entrepreneurs and business leaders eager to scale their circular economy solutions. Companies such as Refillable, Green Standards, and Sway offered interesting examples of businesses that, if scaled, could redefine everyday consumption. 

Interestingly, smaller companies consistently reported that “leading with sustainability” wasn’t resonating with potential customers. Typical considerations like cost savings or competitive differentiation were more appealing to their target clients than sustainability or circular impact.

Of course, scaling circular solutions and businesses inherently requires capital and resources. One of the most interesting sessions was the panel “Unlocking the Capital Stack for Circular Transformation,” featuring Hanna Friedman, Founding Principal at Planeteer Capital; Jennifer Louie, Managing Director of Closed Loop Partners; and Bill Caesar, President of Generate Upcycle, which delved into the mindset of large-scale investors focused on regenerative or circular businesses. 

One key theme Bill Caesar highlighted was the crucial need for companies that turn waste into resources to ensure a reliable feedstock supply, significantly impacting the economic viability of circular business models.

Conversations, Connection, and Community

While we gained many insights from the sessions we attended, Circularity 24 was also a remarkable platform for making meaningful connections.

With over 1,400 visionaries, thought leaders, and practitioners from different countries, backgrounds, and industries converging around a shared interest in the circular economy, we were thrilled to participate in both structured and spontaneous opportunities to connect with fellow attendees.

From conversations in lunch lines and on elevator and escalator rides across multiple floors of the venue, to digital interactions through the conference app, and even during an early morning run to the iconic Bean, everyone brought  a sincere and inspiring eagerness to connect and potentially collaborate.

The structured networking sessions were excellent for meeting diverse groups of people, such as first-time attendees, women, BIPOC attendees, and more, as well as creating a sense of belonging.

Sparx  also had the chance to organize a brief meetup of nearly 20 fellow Canadian attendees, including representatives from GEOTAB, Green Standards, Treasury Board of Canada Secretariat, Keurig Dr Pepper Canada, Environment and Climate Change Canada, and Quantum Lifecycle Partners. It was great to share insights on the circular economy landscape in Canada and explore ways to support each other in our purpose-driven endeavours.

Marketing is Critical for the Circular Economy

Among the many conversations at Circularity 24, we were particularly interested in exploring the challenges and best practices related to circular economy marketing, and jumped at the chance to attend relevant sessions.

The “More than a Megaphone: Communicating and Collaborating for Circular Success” panel explored how sustainability communicators can facilitate the faster, smoother adoption of circularity as a business strategy. 

Jeffrey Hogue, Chief Sustainability Officer at Levi Strauss, noted that directly talking about sustainability did not have the impact on clothing sales that the team expected. Instead, a campaign that focused on durability as the value proposition of Levi’s jeans performed much better. This suggests that promoting environmental sustainability indirectly can lead to more sustainable outcomes. Several entrepreneurs echoed this sentiment, stating that “sustainability” is not a primary purchasing driver; traditional factors like price, reliability, and convenience still shape business decisions.

Suzanne Shelton of ERM Shelton, who facilitated part of the session, shared research data showing that most consumers equate the circular economy with recycling, a result of decades of recycling education and awareness building. While we should recognize where people currently are and meet them there, scaling up awareness and understanding means more work is needed in conveying other aspects of the circular economy. 

Finally, Nazlican Goksu, Design Director at IDEO, highlighted the significant impact designers can have in determining sustainable products and solutions at the point of inception. To drive home this point, Goksu shared a story about an IDEO-designed toothbrush that later washed ashore on a beach and was brought back to their offices as a reminder of the consequences of designers’ actions. This anecdote also underscored the importance of storytelling as a powerful tool for impactful communication.

Another excellent example of effective storytelling was “The Blue Paradox,” an immersive exhibit held at the Griffin Museum of Science and Industry.

The Blue Paradox movement aims to inspire collective action by vividly communicating how plastic pollution affects marine life and our daily lives. It encourages individuals, businesses, and governments to protect our oceans by improving how we produce, use, reuse, and recycle plastic.

As we took a detour to navigate the exhibit, we encountered several thought-provoking facts:

  • Around the world, 1 million plastic drinking bottles are purchased every minute, and up to 5 trillion plastic bags are used annually.
  • On average, a single gallon of tap water contains 34 microplastic particles.
  • The Great Pacific Garbage Patch spans 620,000 square miles, more than ten times the area of Illinois.
  • Around 30% of all plastic on the world’s ocean surfaces forms the Great Pacific Garbage Patch, which has increased exponentially over recent decades.

Overall, our experiences at Circularity 24 emphasized the critical role marketing plays in shaping the narrative around sustainable business practices. However, it also became clear that marketing alone is not enough. For sustainable products and services to outperform established offerings, they also need to do so on key parameters like price and convenience. 

Amplify Your Circular Economy Story With Sparx

Circularity 24 was an incredible opportunity for our team to lean into our purpose of amplifying voices that catalyze positive change.

Though this was our first foray into a circular economy conference of this size, it certainly won’t be our last. We learned the value of pacing ourselves and reminding each other to prioritize wellbeing; with so much on the agenda, we had to be selective in how we spent our time and ensure we took breaks to recharge.

Overall, Circularity 24 left us feeling encouraged about how we can help accelerate the transition to a more circular economy. Yet, the most inspiring takeaway is knowing we are part of a community of like-minded businesses and organizations that believe in a better world and work daily to make it a reality. These are the stories that we believe need to reach a wider audience in order to accelerate a shift to a more circular economy.Are you looking to share your circular economy story? We would love to team up and amplify your impact. Contact us for a free marketing consultation.

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Events Impact Inspiration & Initiatives

Key Takeaways from the 2023 Zero Waste Conference

The circular economy is central to our vision of a better world. Our active role in working to help advance sustainability and our attendance at last year’s inspiring event fuelled our excitement to return to the Zero Waste Conference in our home city of Vancouver.

After travelling to multiple circular economy events this year, we felt more connected to the space and more energized than ever. Bringing along new experiences, deeper knowledge, and the sparks of meaningful ideas, we were able to benefit greatly from the conference’s action-focused presentations and networking sessions.

Keep scrolling for our highlights, including details about this year’s iteration of the event, pathways for affecting change, the role of storytelling, and inspiring circular economy innovations.

Connecting With Circularity Champions

Around 500 people from various backgrounds and professions gathered at the Vancouver Convention Centre to get behind the zero-waste movement. We noticed more students in attendance than last year, along with a mix of industry, academic, and government groups, including Prime Minister Justin Trudeau — an encouraging sign that the circular economy is moving into the thought space of senior government officials, bringing us to new heights of possibility and widespread action.

We were also thrilled to see featured changemakers from Make The World Better Magazine at the conference, including ReFeed Canada, Circular Economy Leadership Canada, ShareWares, and Love Food Hate Waste Canada (coming up in Issue 6!). 

And since consistency is key for bringing far-reaching change into any space, it was encouraging to reconnect with folks we met at last year’s 2022 Zero Waste Conference and the Canadian Circular Economy Summit 2023.

Everyone brought an incredible amount of energy and engagement to this year’s theme “climate action through circularity.” There was palpable excitement around circular economy solutions and a focus on what we can do as opposed to things that we cannot control. This created a beautiful counterbalance to the anxiety that often arises in the face of negative environmental impacts and climate change.

Part and parcel with taking action, the event maintained a strong level of sustainability from start to finish. Meals were vegetarian (and delicious), dishes and utensils were reusable, no unnecessary swag was distributed, and magnetic badges were used instead of lanyards. To add an extra zero-waste touch, the badges were collected to be reused at next year’s conference and last year’s decorations were reused throughout the event.

While the decorations were the same, there were some notable changes to the 2023 iteration of the event. As a result of feedback given last year, the conference portion of the agenda was a bit shorter to provide greater opportunities for networking (thanks for listening!). We were able to walk away with a lot of new learnings, connections, and inspiration. 

Positivity and Problem-Solving Pathways

We were given thought-provoking insights into problems impacting the circular economy space, finding pathways for circular economy solutions, and taking action to end waste. 

The opening keynote was given by Dr. Jonathan Foley, Executive Director of Project Drawdown, who offered a clarion call: “We need science, dreams, heroes and leaders,” to help solve today’s climate crisis and bring about solutions. 

The truth is most people don’t realize that 80% of the solutions to address climate change are actually cheaper than current approaches, only 1% are talking about solutions, and many are getting lost in the “doom and gloom” of our climate crisis. 

We need to shift the conversation to meet people where they are and talk about tangible and solvable issues, strike a balance, and replace fear with an image of what a better future looks like. This will help us move beyond climate anxiety, which has become a stumbling block both to proper education and action.

Dr. Foley also highlighted the valuable role of imagination and positive stories, which can help us create and get people on board with winning circular economy strategies. This resonated with us personally since we use Make The World Better Magazine as a vehicle for presenting stories about changemakers who are actively taking action to make a positive impact.

This theme carried over into the day two keynote, “The Elephant in the Room: Behavior Change Solutions for Climate and Circularity,” where Dr. Jiaying Zhao, Canada Research Chair in Behavioural Sustainability and Associate Professor at the University of British Columbia, also discussed the importance of positivity as a solution pathway.

As Dr. Zhao explained, only 5% of people in North America talk about climate change on a regular basis, while 65% of people in the world have climate anxiety. “We’re often told what not to do, not what we can do,” Dr. Zhao said. We need to change the narrative and present people with solutions. 

Dr. Zhao introduced us to a simple yet fascinating solution: “Happy Climate Actions.” Happy Climate Actions can be carried out across all facets of our daily lives and implemented into existing schedules, including thoughtful transportation, conscientious shopping, and reducing food waste. Dr. Zhao provided Happy Climate Action examples for clothing, including making clothing easy to re-wear and repair, making shopping a special treat, and turning clothing swaps into social outings. Happy Climate Actions in day-to-day life are a great way to inspire hope, accelerate circularity, and achieve happier living. 

Storytelling Toward Circularity  

The essential role communication, storytelling, and education play in bringing us closer to our net zero and zero waste goals was centre stage throughout the event.

In his presentation, Neil Menezes, Packaging Sustainability Policy Manager at General Mills, spoke about the value of promoting innovation through social media. Offering a glimpse into the company’s commitment to a more recyclable future, he shared insight into their work to make their Nature Valley Crunchy bar wrappers store drop-off recyclable. Two ways to promote this innovation were discussed, along with the benefits and limitations of each. Only providing on-package messaging would speak directly to the communities where drop-off recycling is possible but would limit reach and awareness and slow the pace of adoption. Promoting through social media would demonstrate innovation, speed progress toward sustainability goals, and make it possible to raise awareness among a wider audience but some communities may not be able to recycle.

On the second day, a workshop on Circular Food systems, FOOD SOLVE for loss and waste, invited participants to examine case studies for solving food loss and waste from several different organizations. A grocery store in Vancouver caught our attention, as they’re currently facing an issue with communicating the value of food and supply chains to consumers, a gap they want to close so they can better combat food waste. As a group, we brainstormed solutions for the owner of the store. Most of the solutions the group came up with were centred around education and storytelling, including marketing collateral, effective in-store design, and digital campaigns.

This supports our belief that we need to lean into storytelling if we want circularity to become mainstream. With the right education and emotional connections, people will come to understand the value of zero waste and how they can make sustainable lifestyle choices. 

Inspiration and Innovation

During the conference, we had the chance to connect with a variety of changemakers in the circular economy space and learn about inspiring innovations. 

Our discussions with sustainability professionals led to many encouraging discoveries. In speaking with the Fairmont team, we learned there’s a lot of neat circularity work being done behind the scenes. One of their team members is creating fun and interesting ways to communicate sustainability and is building a culture of sustainability focus.

We also had the opportunity to learn about Oberland Agriscience, an innovative company rearing nutrient-rich black soldier fly larvae that will become part of livestock, pet, and fish feed, and an all-natural fertilizer. To maximize the circularity of the loop they’ve created, the insects use discarded fruit as their food source. Their products and processes can also help activate natural plant defences that could reduce the need for pesticides.

Apart from these fruitful conversations, we engaged with many presentations that shed light on innovative circular solutions and sustainability-minded companies.

Dr. Ehab Sayed, Founder and Chief Evolution Officer of Biohm, gave a presentation about this biotechnology company’s fascinating approach to problem-solving using fundamental concepts in physics to help derive real-world solutions. The connection Biohm drew between macroscopic and microscopic was not only interesting but was the ultimate end product in their construction of new materials derived from fungi.

Mindful Architecture was another noteworthy organization and the star of an interesting presentation on architectural projects based on Indigenous designs and lifestyles. In all of their projects, Mindful Architecture seeks to interweave nature with architectural design to re-establish a symbiotic relationship with nature. 

Indigenous-owned, slow fashion, sustainable clothing brand Anne Mulaire also gave a great presentation. Considering the heavy impact of fashion on our planet and the fight to transform the fashion industry through circular solutions, it was great to see a brand making a tangible difference. 

Let’s Work Together to Make an Impact

At the Zero Waste Conference, people from all walks of life brought unique approaches to the (circular) table. Sharing these different perspectives and circular economy strategies is a powerful way to activate people, gain support, and find the best path forward. All of these inspiring changemakers and advocates carry the desire, expertise, and authority to make a positive impact on the world and are proving what’s possible. 

A graduate student told us that the Zero Waste Conference made her feel like she wasn’t alone in wanting to make a difference. That’s a feeling we want everyone to experience.
Are you working to make a positive difference in the world? We would love to team up and amplify your impact. Contact us for a free marketing consultation.

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Purpose-Driven Marketing Tips

Diversity and Marketing: Why and How CAMSC-Certified Organizations Should Communicate Their Diversity

As a CAMSC-certified company, diversity is likely a key part of your identity and a value your brand is committed to supporting. Communicating this commitment to diversity will help drive your impact and demonstrate that diversity, equity, and inclusion (DEI) is an authentic part of your brand. 

Keep scrolling to discover why sharing your DEI story is an important step on your impact journey and to learn actionable tips that will give your purpose-driven marketing strategy a boost.

Why is DEI Marketing Important?

A DEI marketing strategy is no longer a nice-to-have, it can be make-or-break. In a 2019 survey conducted by Adobe, 61% of respondents said diversity in ads was important. The majority of consumers care about diversity, equity, and inclusion and are interested in marketing that visibly communicates a company’s commitment to DEI.

Marketing that is diverse, equitable, and inclusive also builds trust with current and prospective customers. In the same Adobe survey, 38% of the respondents said they’re more likely to trust a brand with diversity in its advertising, while a Microsoft Advertising Inclusive Marketing Research study found that 70% of Gen Z consumers feel greater trust for brands that represent diversity in their ads. 

Along with building trust and demonstrating a commitment to shared values, DEI representation in marketing drives up engagement and creates long-lasting emotional bonds with your desired audience. For example, 76% of Gen Z consumers are more likely to support brands with authentic advertising. 

DEI marketing is important for another reason as well: it draws in loyal, like-minded consumers who share your vision of a better world, and thus, are more likely to be interested in supporting your CAMSC-certified diverse business and furthering the DEI cause. A recent Deloitte study found that 57% of consumers are more loyal to brands with a commitment to addressing social inequities and that 90% of Gen Z consumers are more willing to make a purchase they believe is beneficial to society. 

When a CAMSC-certified company uses DEI marketing to communicate their unique and authentic diversity story, it’s a win for everyone. It will drive up visibility and engagement for your brand, expand your audience, and further the DEI cause, creating positive impact for all. 

What Does Effective DEI Marketing Look Like?

DEI marketing should be representative of both your internal team and the audience you want to engage with your brand. So, what does that look like exactly? 

Effective DEI marketing removes barriers, celebrates differences, and invites everyone to interact with you by communicating your unique story and values in a way that forms a strong emotional connection. It contains imagery and messaging that is accessible, inclusive, representative of folks from different walks of life and backgrounds, and keeps gender balance in mind. 

After all, representation is a bridge to your brand. Consumers want to feel seen and heard, and will ask themselves, “can I see myself in this?,” which is why 47% of Gen Z consumers are more likely to trust brands that they feel represent them in their advertising. Unfortunately, a Top Design Firms’ study found that only 29% of BIPOC consumers feel that their race is accurately represented in advertising, and a 2021 Facebook study found that 54% of consumers do not feel culturally represented in online advertising, even though 71% of consumers expect brands to promote diversity and inclusion and 59% are more loyal to brands with diverse and inclusive online advertising.

If consumers can’t see themselves as the right fit for an organization’s product or service then they will not feel connected to a brand, and that feeling could result in decreased engagement. To build that bridge and invite in your desired audience, your DEI marketing should represent them accurately while avoiding homogenous, biased, or cliched imagery and messaging.

Communicating Your Diversity 

As part of an effective DEI marketing strategy, you can communicate your diversity story with the following suggestions.

  • Put your CAMSC certification in places where they will be seen, such as your website footer, email signatures, social media profiles, and advertisements and collateral. If you’ve invested in certification, be sure to put it on display.
  • Use images that are representative of diversity, equity, and inclusion across all your content and channels. Consider doing a content audit, if necessary. It’s important to be vigilant when it comes to your visuals so that you avoid exclusionary, biased, or cliched imagery. There are a lot of different databases with stock image collections that represent different demographics and underrepresented groups. You can also use images of your diverse CAMSC-certified team on your website, instead of stock images.
  • Avoid exclusionary language choices. Words are powerful, which is why it’s important to carefully select each word to ensure it supports your message and welcomes your audience. Stay up to date on politically correct terms, look at how different groups refer to themselves and echo their wording to avoid problematic language, use gender neutral words, and be mindful not to include language that supports stereotypes.
  • Ensure that your content is accessible for individuals with disabilities. The Web Content Accessibility Guidelines (WCAG) provides the international standard for making web-based content accessible for people with disabilities. You can test your webpages and marketing collateral against these standards to help you determine how accessible your website will be for everyone. Make adjustments as needed and ensure text and visuals are clear, readable, and compatible with screen readers.
  • Get everyone’s input. Since your CAMSC-certified organization has a diverse team, it can be extremely helpful to give everyone the chance to provide their input. By bringing forward their unique backgrounds, perspectives, and identities, your teammates can help identify problem areas and provide innovative ways to communicate to audience segments you want to include. Just a note: don’t expect diverse employees to heavy-lift educating fellow staff and/or consumers. Be respectful of their time, energy, and boundaries, and consider how you can compensate them for their efforts if they agree to help out beyond their usual job description scope. 

Conclusion

Integrating diversity, equity, and inclusion into your marketing, communications, and content is a huge part of walking your talk and sparking positive change. Creating a more equitable, inclusive, and diverse society rests on all of us. If you can demonstrate that you can do this in your business by marketing with purpose and communicating your DEI story, other people will look at what you’ve done as an example of what they can do as well.

Join Forces With Sparx

As a CAMSC-certified organization, Sparx would love to work with you to build a more diverse, inclusive, and equitable community. Want to team up? Give us a shout for a free consultation. Together, we can help make your diversity story shine.

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Make The World Better Magazine

Circular Economy Leadership Canada: Advancing Innovation

From implementing zero-emission transportation to banning single-use plastics, Canada is at the forefront of environmentally-conscious initiatives. Yet, even with advocates and industry leaders paving the way, there is still a knowledge gap about a game-changing model of production and consumption: the circular economy. 

The Circular Economy Leadership Canada (CELC) is working to bridge this awareness gap to advance the circular economy in Canada. We spoke with Paul Shorthouse, Managing Director of CELC, about being a “network of networks” for circular economy innovation.

Tell us about Circular Economy Leadership Canada’s mission.

Circular Economy Leadership Canada (CELC) is uniquely positioned as a multi-sectoral, national organization dedicated to advancing the circular economy in Canada. CELC is working to connect Canada’s circular economy community and serves as a bridge to similar networks around the world. We provide thought leadership, technical expertise, and collaborative platforms for accelerating systems change and the transition to a low-carbon, circular economy in Canada.

What inspired you/your founders to start your organization?

The Circular Economy Leadership Canada initiative is a project of The Natural Step Canada, a non-profit charity based in Ontario focused on creating a more sustainable future through effective systems change and social innovation. CELC was officially launched in 2018 at the G7 Oceans Partnership Summit in Halifax and was originally made up of a small number of corporate leaders, non-profit think tanks, and academic researchers. This group was part of an earlier Ontario-based Circular Economy Lab that was largely focused on eliminating plastic packaging waste and pollution. 

What were some of the challenges you/your founders encountered?

The key issues we’ve faced include the low level of awareness among businesses, governments, and the public in terms of the circular economy and its benefits for Canada, as well as the fragmented and siloed nature of our supply chains. These are two areas we are working to address: raising awareness about what the circular economy is and its benefits and acting as a cross-sector platform to create systems change.

What do you consider to be Circular Economy Leadership Canada’s biggest success?

One of our greatest successes was the launch of the Canada Plastics Pact (CPP) in January 2021. Circular Economy Leadership Canada acted as an incubator to form and launch this network that now consists of more than 90 key stakeholders across the entire value chain in Canada, focused on creating a circular economy for plastics packaging in the country, including its roadmap to 2025.

What makes your organization unique?

We currently have more than 45 partners across Canada coming from all sectors and regions, as well as a handful of international partners, with CELC acting as a “network of networks.” CELC is dedicated to bringing value to our partners by filling existing gaps in the marketplace and supporting efforts to accelerate the transition to a circular economy in Canada. 

We do this by serving as a national hub that connects people to the knowledge, networks, and opportunities to help achieve circular innovation; fostering constructive dialogue between government and industry on critical issues where collaboration is key to the system transition required to achieving circularity; making the business case for new approaches by shining a light on corporate leadership and circular innovation; championing a national circular economy strategy and a coordinated innovation ecosystem; and accelerating circular economy transitions in key sectors through our Circular Economy Solutions Series, focused on taking advantage of opportunities and tackling the barriers.

How do you feel your organization makes the world better?

We’re hyper-focused on the circular economy which addresses our planet’s triple environmental crises: climate change, biodiversity loss, and pollution. The circular economy model leverages actionable business strategies to eliminate waste and pollution from our economy, reduce the demand on our ecosystems and natural resources by keeping materials and resources in use for as long as possible, and regenerate nature in the process. 

Tell us about Circular Economy Leadership Canada’s goals.

Our goal is to advance a circular economy in Canada across all sectors and supply chains, enhancing innovation and improving the competitiveness of Canada’s economy over the long term.

Are there any upcoming initiatives or projects you’d like to share?

Circular Economy Leadership Canada’s work is carried out through our Solutions Series work streams where we have a number of projects underway in areas that include plastics, food systems, metals and minerals, construction and built environment, and finance. You can find more at circulareconomyleaders.ca/solutions-series/ 

As one example, CELC has recently launched a project in collaboration with BOMA Canada, Pacific Institute for Climate Solutions (PICS), CSA Group, and others from the real estate sector exploring the use of circular strategies to extend the life of existing buildings – including innovative leasing and renovation – and, in turn, preserve the embodied carbon found within buildings. 

What do you most want people to know about your organization?

To advance the circular economy in Canada, we must work together in partnership to create the systems change we need. Through our collaborative approach and CELC’s platform for convening, we can accelerate the opportunities and tackle the barriers together.

How can people help or contribute to Circular Economy Leadership Canada’s mission?

We welcome organizations to join our network as Circular Economy Leadership Canada Partners, investing in the work streams we have underway, establishing the business case for action, and helping to communicate the benefits and advantages for Canada in transitioning to a more circular economy.

This story was featured in the Make The World Better magazine:

 

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Make The World Better Magazine

Textile Lab for Circularity: Weaving a Circular Solution

No shirts, no shoes, no service. Clothing is essential for survival and navigating modern society; however, the shirts on our back have also evolved to be emblems of our status and reflect our unique personalities — all great qualities until it’s time to retire that novelty souvenir t-shirt we wore once as a joke. 

The Textile Lab for Circularity is fighting fashion and textile waste in Canada through extensive research and collaboration with industry players. We spoke with Megan Bourassa, Impact Strategist & Project Manager, to learn more about the Textile Lab for Circularity’s fashion-focused initiatives in the circular economy space.

Networking at the first in-person social innovation lab on textile waste, in 2017.

Tell us about Textile Lab for Circularity’s mission.

The Textile Lab for Circularity is a social innovation lab connecting unlikely allies across Western Canada to divert fashion and textile waste from landfills and move the industry toward circularity. We envision a thriving circular textiles economy in British Columbia by 2031. 

We believe that collaboration is key to making the circular economy a reality, and we strive to build the spaces for strategic cross-sector connections and industry clusters to form and flourish. 

What inspired you/your founders to start your organization?

While facilitating a social innovation lab for the hospitality industry in 2015, our founder Sara Blenkhorn witnessed the severity of the textile waste problem. She saw that textile waste resulted from almost every stage of the product life cycle, with no comprehensive, scalable solutions to divert this waste from the landfill. Folks working on solutions were isolated from each other, and she saw an opportunity to bring them together to make more progress, faster. 

She launched the first textile-focused lab through her consulting firm Leverage Lab. This two-year interactive lab program resulted in a whitepaper that mapped the flows of textile waste in Metro Vancouver and identified leverage points to take action. 

The first lab identified that in Metro Vancouver alone, upwards of 22,000 tonnes of textiles make their way to landfills annually. We also know that approximately 95% of this landfill waste is repairable, reusable, or recyclable, showing a large opportunity for the circular economy. This opportunity is what inspired Sara to start the Textile Lab for Circularity. 

What were some of the challenges you/your founders encountered?

There are a few challenges we’ve encountered and continue working on, including pivoting from in-person programming to 100% online due to the pandemic; pivoting to the changing needs of the industry during this turbulent time, thus redesigning our offerings to work for companies that had pivoted away from long-term climate and waste prevention strategies to short-term pandemic mitigation; and minimizing Textile Lab for Circularity added-value activities to extend the lifetime of our initial funding save money. 

As well, there are some challenges we’re encountering on an ongoing basis, including juggling the back and forth between the industry needing regulation and legislators waiting for the industry to take the lead. 

And more recently, we have seen an emerging need in our networks for reshoring textile/fashion production due to unstable supply chains. However,  there are gaps in the workforce and infrastructure to make that a reality at the moment.

What do you consider to be Textile Lab for Circularity’s biggest success?

Our biggest success since our official formation in 2019 is our massive pivot that led to producing our now-annual Building Your Circular Strategy Workshop! 

From 2017-19 we partnered with Vancity, The City of Vancouver, Metro Vancouver, and the Vancouver Economic Commission to convene 25 businesses and organizations from textiles-related sectors to collaborate on the issue of regional textile waste. We mapped the regional textile system through participant and network interviews and secondary data sources, and we produced the whitepaper, Unravelling the Problem of Apparel Waste in the Greater Vancouver Area. This study revealed a systems map of apparel waste flows in the Lower Mainland, establishing critical baseline data. This foundation positions us well to identify and act on opportunities that disrupt the conventional take-make-waste process.

The Textile Lab for Circularity was formed as a result of this whitepaper and its five leverage points for systemic change: increasing industry collaboration, investing in circular fibre development, educating consumers, levelling the playing field, and, ultimately, making circular fashion business models mainstream.

We designed and began marketing a Phase 2 lab in the winter of 2020 to take serious collaborative action on the leverage points that the whitepaper identified; however, COVID-19 disrupted this plan. Unfettered, we performed an in-depth analysis of the leverage points and the emergent needs of the industry. We determined that our lab model could be parsed out into two phases: an educational workshop to level the playing field and tangible pilot projects down the line. 

As a result, we successfully recruited and guided nine organizations through our new educational program and are now gearing up for a second cohort. 

What makes Textile Lab for Circularity unique?

We act like mycelium around the complex systemic issues of textile waste, transmitting knowledge, connections, and resources between key nodes when they wouldn’t otherwise relate. We believe that by breaking down silos in this highly-competitive industry and open sourcing key research and resources, we can move the whole industry further, faster. 

We also employ the science-based Framework for Strategic Sustainable Development, grounding our programs in a holistic methodology that accounts for the long-term well-being of both people and planet. This helps us guide the industry toward addressing the root problems, rather than implementing band-aid reactionary strategies. 

The first cohort of the Textile Lab for Circularity’s virtual Building Your Circular Strategy program, launched in October 2021.

How do you feel your organization makes the world better?

Our organization is composed of sustainability experts with deep experience in education and facilitation. We make the world better by championing collaboration in an increasingly competitive world. By creating safe spaces for exploration, open conversation, and sandboxes for play, we are able to spark ideas and partnerships otherwise inaccessible. 

We also aim to facilitate and normalize the open sourcing of key research to move the industry forward together.

Tell us about Textile Lab for Circularity’s goals.

As mentioned, we aim to create a thriving circular apparel industry in British Columbia by 2031. To get there, we are focused on taking action on these five leverage points designed to catalyze systemic change: 1) increase industry collaboration in the collection, sorting, recycling, and design for the environment; 2) invest in circular fibres development, recycling technology, and collection infrastructure; 3) educate consumers, designers, and brands about their role in a zero-waste fashion future; 4) set a level playing field that supports the reduction of apparel waste; and 5) make circular fashion business models mainstream. 

Are there any upcoming initiatives or projects you’d like to share?

One project we’d like to share is our upcoming landmark research project, the Roadmap to Textile Recycling in Western Canada. This roadmap is a cross-sector study engaging folks from government, industry, non-profit, academia, and funding to forge a path through the complex ins and outs of making scalable textile recycling in Western Canada a reality. 

The second initiative we’d like to share is gearing up for the second cohort of our one-of-a-kind Building Your Circular Strategy program. This four-session training is designed to spark circular strategies for long-term resilience in BC’s fashion and textile organizations. Together, we help companies understand their current system, set a circular mission, and develop a custom plan for embedding circularity into their business model. Teams will leave with their own internal Circular Strategy and the confidence to implement and communicate it internally and externally.

What do you most want people to know about your organization?

We truly believe that the future is collaborative. Together, we have the know-how, the resources, and the passion to make the apparel industry circular. As a non-profit organization, we are not driven by money but rather by the quality of the connections we facilitate. We measure our success on impact — all the way from individual conversations to systemic shifts.  

How can people help or contribute to Textile Lab for Circularity’s mission?

Non-profit, laser-focused Social Innovation Labs like ours are a key ingredient in catalyzing and accelerating innovation. We realize this is still a new concept to many, so please join us, support us, and amplify our work!

Some ways to get involved is to join or sponsor one of our programs, subscribe to our newsletter, and follow us on social media at @textilelabforcircularity.

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Make The World Better Magazine

Too Good To Go: Satisfying Your Appetite for Sustainability

From Canada to Copenhagen, food waste is a pressing issue around the world. The need to improve how we minimize, dispose of, and reuse food is a key piece to sustainability and managing increasing food costs. So, together, let’s save some cheddar — literally and figuratively. 

Too Good To Go started to combat the global food waste problem and saw the opportunity for businesses and individuals to save money at the same time. We spoke with Sarah Soteroff, PR Manager, about how this Copenhagen-headquartered organization has expanded to 17 countries (and growing).

Friends enjoying the contents of their Too Good To Go Surprise Bag on a hot summer day.

Tell us about Too Good To Go’s mission.

Too Good To Go is a social impact company with a goal to end food waste globally.

What inspired you/your founders to start your organization?

Too Good To Go was founded in Copenhagen, Denmark in 2016. Our Founders were dissatisfied with the amount of waste being thrown away at every level of the food industry — at home, grocery stores, and restaurants — and believed there must be a better way to save food, money, and the planet. 

What were some of the challenges you/your founders encountered?

Like any start-up, getting capital to fund the operation was the first big challenge. As well, it was initially challenging to spread the word to consumers to use our service — which started as a webpage and eventually evolved into an app — while simultaneously getting businesses on board to ensure consumers have a high selection of options when they use our service. 

What do you consider to be Too Good To Go‘s biggest success?

To date, globally, we have saved 144 million meals from going to waste in 17 countries, with more than 168,000 partners. These numbers are staggering; they tell us that food waste occurs at every level and in every country, and that there is an appetite (pun intended!) for this type of business to connect food sellers with consumers, as shown with 64 million users of our app and 163 million of our surprise bags sold to-date globally. It also tells us that people are actively concerned with lowering their personal footprints and that sustainability doesn’t have to mean a sacrifice.

In Canada, we have surpassed the 800,000 meals saved milestone in less than a year. We launched in seven markets and surrounding areas, and we have signed more than 3,000 partners — and we’re just getting started!

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What makes Too Good To Go unique?

We are a registered B Corp; our status has just been renewed, and this means we are held to the highest sustainability standards. However, we recognize that food waste isn’t just a sustainability issue — it’s also a monetary one. We provide a mechanism for businesses to make money off their surplus food while also doing something great for the environment. At the same time, we help consumers save money on necessities, the costs of which we know are always rising, and, yet, have to be purchased. We provide a win-win-win model for everyone along our journey.

How do you feel your organization makes the world better?

Whatever small impact we’re making we are tremendously proud of. By spreading the message of eliminating food waste, we hope to give people across the world the tools to make small changes at home, grocery shopping, and dining out that will have massive global impacts. Eliminating food waste starts at the local level and doesn’t require huge changes to your lifestyle or spending — in fact, you may even save money! We love the planet and want it to last longer, which is why we need to eliminate waste at every level.

Tell us about Too Good To Go’s goals.

Three simple words: end food waste!

Are there any upcoming initiatives or projects you’d like to share?

We celebrated our one-year anniversary in Canada in July and are celebrating our one-year anniversary in Vancouver in September, which happens to coincide with the UN’s International Day of Awareness of Food Loss and Waste (IDAFLW). We encourage everyone to make September 29 a day of zero food waste across Canada. It can be as simple as not throwing out a brown banana, and instead, freezing it for smoothies or making a baked good out of it!

The Too Good To Go app, available for download in the App or Google Play Store.

What do you most want people to know about your organization?

Ending food waste is possible; it’s achievable and necessary.

How can people help or contribute to Too Good To Go’s mission?

Download our app Too Good To Go in the App or Google Play store and start saving delicious food and money from local businesses today. If you’re a food business, sign up today and start making money off your surplus food waste!

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Make The World Better Magazine

Brands for Better Foundation: Uniting for Impact

With today’s pressing social and environmental issues, there’s no shortage of individuals and brands doing their part to make a difference. Some issues, however, quite literally take a village. Harnessing the power of the collective can amplify existing efforts and fill in the missing pieces necessary to make a lasting change. 

Since 2018, Brands for Better Foundation has been uniting brands across Vancouver to tackle the issues affecting the city. We spoke with Karla Peckett, VP Brand at SOLE/ReCORK and Founder & Executive Director of Brands for Better Foundation, about their fascinating start, big wins, and future projects. 

Brands for Better Foundation, Scot Sustad (left) and Karla Peckett (right)

Tell us about Brands for Better Foundation’s mission.

Brands for Better Foundation is a volunteer-driven not-for-profit organization based in Vancouver, BC that unites brands to tackle pressing environmental and social issues in our community. We do this by developing and hosting inclusive events and initiatives where brands unite, share resources, combine their brilliance, and multiply the effects of their efforts for the local good, turning brand teams into changemakers.

What inspired you to start your organization?

Brands for Better was conceptualized in 2018 at the Outdoor Retailer Expo and Conference by our team at SOLE/ReCORK when we invited sustainable and ethical brands across the show to share lightning talks on their impact efforts. The goal was to amplify the good work of brands that were using their businesses as a force for good, and it drew in quite the crowd! 

Seeing great success through this initiative, our team returned to our home base in Vancouver with an idea to bring Vancouver-based brands together in a similar fashion.

Founded by SOLE/ReCORK executives Karla Peckett and Mike Baker, as well as Digital Hot Sauce and Inbox Booths Founder Scot Sustad, Brands for Better Foundation was established with a clear mission: to bring measurable positive impact to local communities by harnessing the united power of brands and their people. 

In 2018, 35 senior leaders of Vancouver’s biggest brands were invited to a vision lunch to learn about a conference and design thinking pitch competition called the Brand Battle for Good, aimed at tackling local social and environmental issues. What set us apart was our promise of implementation and measurable impact; the winning idea would be brought to life with the help of the Brands for Better founding partners. With volunteers raising their hands, the interest was obvious and immediate.

What were some of the challenges you encountered?

The first Brand Battle for Good, aimed at moving Vancouver toward zero waste, was meant to happen in late 2020 but was postponed a year and reshaped to a virtual event because of COVID-19, thus launching in April 2021. In the interim, our fresh but eager network got together, giving virtual consultations to five local businesses in need on how to pivot in the face of the pandemic.

Virtual meeting tools have proven invaluable but can’t compare to the palpable energy that comes from being in the same room with like-minded folks ready to make positive change. Our next iteration of the Brand Battle for Good will be a hybrid of a virtual conference and in-person hack-a-thon.

Brands for Better Foundation Meet and Greet

What do you consider to be Brands for Better Foundation’s biggest success?

Our inaugural Brand Battle for Good in April 2021 saw brands like Arc’teryx, Lush, Hootsuite, Unbounce, Vancity, Earth’s Own, Happy Planet, and Swany in attendance, alongside founding brands, SOLE, ReCORK, Digital Hot Sauce, and others. 

In the end, the winning concept was EcoMeter, an online resource for finding sustainable restaurants and connecting restaurants with sustainable partners. EcoMeter officially launched in May 2022 with the help of the Brands for Better network.

What makes Brands for Better Foundation unique?

Until now, there really wasn’t an avenue for Vancouver brands to connect and create impact. Brands are looking to give back to the city where they live and work, and our organization offers flexible volunteer and event opportunities to cater to any professional or business. We harness the collective power of brands and their people and direct their focus on pressing issues that are affecting their city.

How do you feel your organization makes the world better?

Social justice and environmental conversations are as loud as ever, but governments can only do so much. Brands and individuals will need to step up to help catalyze change. We’re looking to make it easier and more impactful for brands and professionals to start making a difference locally.

Tell us about Brands for Better Foundation’s goals.

Our number one priority is ensuring sustainability of the Brands for Better initiative. We’re starting to think about funding an organizational structure and how we can fine-tune, so we can not only ensure its success in Vancouver, but activate Brands for Better chapters in other communities beyond. 

If mirroring Brand Battle for Good events started popping up in other major cities throughout the world, imagine the amazing reach it could have.

Behind the scenes at the 2021 Brand Battle for Good Zero Waste virtual event, held in Vancouver

Are there any upcoming initiatives or projects you’d like to share?

With the help of the Brands for Better volunteers, we are thrilled to be launching our second Brand Battle for Good this fall, a two-part hybrid event with a virtual conference on September 28 which will feature close to 35 educational seminars from over 55 local and international subject matter experts, and an in-person strategy hack-a-thon on October 5. With this event, we aim to bring together Vancouver’s top brands and industry pros to come up with the most compelling, creative, and practical solutions to combat social isolation and loneliness in Vancouver.

This interactive event promises a mixture of learning, networking, professional development, and team building, combined with a polished production of storytelling, friendly competition, live art, comedy, music, and a party to finish. Each team is composed of 10 individual or brand team participants and two local undergraduate or master’s students, plus a dedicated volunteer design thinking facilitator to guide them through the event. 

The issue we’re tackling this year is social isolation, a pressing concern in Vancouver which has been exacerbated by the forced isolation of the pandemic. Leveraging the influence and the existing synergy of their internal teams, a brand with an original solution could spark real change that builds a greater sense of belonging in our city. We expect many ideas coming out of this event will have the potential to make a difference for struggling communities.

Behind the scenes, Brands for Better is working on an upcoming initiative called the Spark Factor Project, geared toward youth career development. The Spark Factor’s long-term vision is to be a youth development project aimed at increasing diversity in the workforce by inspiring enthusiasm in youth of diverse backgrounds who traditionally face barriers to inclusion and support their learning and skills-building journey.

The project aims to unite local brands to support Vancouver’s youth on their career journey by offering a behind-the-scenes look at a company through experiential workshops led by leading industry marketers, giving these youth hands-on experience of taking a product from concept to product launch. We are actively onboarding retail brands to get involved. You can apply on our website. 

What do you most want people to know about your organization?

Brands for Better believes that the biggest and most impactful change is created when brands unite their power: resources, ideas, strategies, experience, and people. We connect brands and individuals who want to create positive change with opportunities to tackle pressing environmental and social issues in our shared community. We are a network of people and brands that care. 

How can people help or contribute to Brands for Better Foundation’s mission?

Those interested can contribute by participating in or supporting any of our future events. Send your company’s team of creative thinkers, innovators, and disruptors to a future Brand Battle for Good to learn about and devise solutions for the issues facing our city, donate to our cause to help us continue to offer these incredible opportunities, or reach out and apply as a volunteer! If you’re interested in getting involved with Brands for Better, visit our website at brandsforbetter.ca to get in touch.

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Purpose-Driven Marketing Tips

Why and How Circular Economy Companies in Canada Should Use Storytelling

In a world where consumption rules and waste is taking over, your organization is ready to help save the day.

As a circular economy organization, you already know the benefits of reusing, repairing, refurbishing, remanufacturing, repurposing, or recycling products. But the journey to rally others on your quest for impact may seem incredibly lonely.  

Bam! Suddenly, a conveniently-timed character has entered the scene to help guide your marketing and offer a beacon of clarity to your communications. Their name is storytelling. 

Setting and achieving your impact goals can be daunting given that the circular economy hasn’t entered the mainstream yet. And if getting attention is hard enough, imagine sustaining that attention to explain something that most people haven’t even really heard of. 

As an impact-led enterprise, connecting with your audience at a deeper level is crucial. Storytelling will help you better engage, inspire, and lead your audience on the long journey to the day when the circular economy just becomes “the economy.” 

To avoid getting lost in the plot and deliver compelling communications leading up to the Zero Waste Conference, here’s how to effectively use storytelling to reach your impact goals. (Cue the cliffhanger.) 

Know Your Target Market Audience(s)

Before you can begin using storytelling as a marketing tool, you first need to break down your audiences into primary and secondary groups through segmentation. 

According to Bizfluent, “the primary target market is the group of consumers a business covets the most or feels is most likely to be the purchaser of its product or service.” As you can imagine, secondary audiences are those that fall closely after primary in terms of desirability. 

It’s important that you get specific with your various audiences to understand who will have the most impact, and, therefore, who you should be reaching and creating resonance with. Depending on what sector you’re in within the circular economy/zero waste space, as well as your impact goals, there may be unique audiences you’ll want to target.

Here are a few sector-specific audiences:

Public/Government: Legislators, personnel, general public.

For-profit: Since the circular economy is new in the mainstream, audiences may need to get created; however, they may be cohorts of current “green” consumers. 

Non-profit: Employees (often unpaid volunteers), donors, board members, etc. 

Determine Your Current Challenges

Before you can devise a story to share through your marketing channels, ask yourself: What are the current challenges/problems your organization is facing that marketing/communications could help overcome? 

Knowing these challenges can help you focus on a story (or stories) that would appeal to your target audience and cause them to perform a desired action. 

For example, if you’re a non-profit in need of volunteers, perhaps you could highlight one of your current volunteers, including why they started volunteering, what they like about volunteering, and how volunteering at your organization makes an impact on the planet. Individuals who connect with the “characters” in the story are more likely to consider contributing to your organization, including possibly volunteering.

While most circular economy organizations may currently face the common issue of educating stakeholders about the zero waste space and the circular economy, there may be challenges specific to your organization and/or sector that are worth focusing on in more detail. 

Sector-specific challenges:

Public/Government: Getting funding and legislation passed and/or buy-in from stakeholders.

For-profit: Audience growth, lead generation, and/or sales. 

Non-profits: Appealing to board members, getting donations, finding volunteers, etc. 

There may also be challenges you’re facing with your marketing efforts. Luckily, we offer tips on how to identify and overcome them. 

Use Storytelling to Reach Your Impact Goals

Now that you know your audience and have identified your current challenges, you’re ready for the inciting incident: telling your story(ies). 

While it may seem daunting, humans have been telling stories for thousands of years; it’s sort of our thing. 

Storytelling allows you to activate the imagination of your audience, which can help you stand out from the noise, establish a deep connection, and ultimately get their buy-in.

Perhaps you didn’t realize that you were already doing it by leading with your values, but marketing relies heavily on telling stories — in this case, your story. 

In order to do this effectively, you need to take this “novel” concept of the circular economy — something, of course, Indigenous people have been doing for centuries — and package it in a way that is accessible and familiar.  

Here are some tips for effective storytelling:

  • Establish a brand voice if you don’t have one
  • Choose a clear, concise message
  • Have a clear structure; a beginning, middle, and end is a good place to start
  • Include personal anecdotes when appropriate
  • Use one of seven familiar story archetypes, such as Overcoming the Monster or The Quest 
  • Look to others for inspiration. For example, check out Warby Parker’s Our Story page 

By applying these tips, you can more effectively share your brand vision to achieve your impact goals, thus helping the circular economy at large — and the world, one story at a time. 

Get in Touch

At Sparx, our mission is to create content to make the world better.

If you’re in the business of making the world better too and need help creating great content, digitally delighting your customers, marketing your business, or you simply have marketing-related questions, the experts at Sparx Publishing Group are always available to chat. You can reach us here.

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Make The World Better Magazine

A Full Circle Movement: Make The World Better Magazine Issue 3 Sneak Peek

You care about your organization’s waste footprint. Perhaps you’ve reduced packaging, offered transit passes to employees, or implemented initiatives to eliminate take-out coffee cups. But what’s even better than reducing waste? Having zero waste in the first place. 

Individuals and organizations are “circling” back on the circular economy, a game-changing model of production and consumption that is newly entering the mainstream – and Sparx has curated some of these incredible stories to spark inspiration.  

As a purpose-driven marketing agency, everything we do is driven by our mission to make the world better. That’s why we created Make The World Better Magazine: to start conversations and ignite positive change. 

Make the World Better Magazine: A Publication to Amplify Good

Make the World Better (MTWB) Magazine amplifies good by sharing the stories of individuals and organizations making impactful differences in their communities. 

In our first issue of MTWB Magazine, we showcased a wide range of amazing organizations dedicated to “better.” And in our second issue, we looked at how regenerative agriculture can improve the world. 

Now, in our third issue, we’ve set our focus on the circular economy and will be featuring circular economy organizations in Canada and worldwide who are running circles around those slow to adapt. 

Sneak Peek of the Circular Economy Issue of Make The World Better Magazine

In our upcoming issue of Make the World Better Magazine, we take a look at 10 circular economy organizations and share their incredible initiatives to help locals eat more sustainably, unite changemakers, cultivate the next generation of conservationists, reduce and reuse waste, and accelerate Canada’s transition to a circular economy:

Be the First to Access Make The World Better Magazine: the Circular Economy Issue

The third issue of Make the World Better Magazine is coming soon! We can hardly wait to share it with you. In the meantime, you can learn more about impact-driven efforts by reading our previous issues. And if the game-changing circular economy won’t stop circling your thoughts, you can subscribe to get notifications to be updated when the next MTWB magazine is published:

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