Our coalitions

Master the principles of circular economy communication

‍Constat: while the circular economy is a strategic priority for a growing proportion of companies, many of them are still finding it difficult to communicate about their commitments. Yet being able to communicate on the circular actions they deploy is becoming a real challenge:

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• In response to regulatory requirements such as the AGEC Act, the Climate & Resilience Act, the Green Claims Directive and the CSRD, France and the EU have taken action to combat greenwashing, requiring companies to be more transparent about the environmental impact of their products and services.

• To seize new business opportunities: as companies invest more and more in circular business models, communication is an essential lever for making these models desirable in the eyes of their various stakeholders (investors, customers, talent) and generating sales from these projects.

• To meet consumer expectations : 75% of French people say they are suspicious of companies' environmental promises, it is essential to re-establish the pact of trust between companies and their consumers. This will require sincere, transparent and evidence-based communication.

• To get out of the "carbon tunnel": corporate communications still too often focus on reducing carbon emissions. To stand out, they must also be able to highlight other benefits such as biodiversity preservation, water saving and resource conservation, thus underlining the overall positive impact of the circular transition.

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Objective: to meet these challenges, the coalition's work will have three main objectives:

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• Building skills: to master the terms, concepts and regulations associated with the circular economy and its communication

• Knowing how to add value to circular offers : to meet the growing expectations of customers, investors and consumers by showing all the positive contributions made possible by the circular transition.

• Stand out from the competition: by mastering the key success factors and mistakes to avoid in order to stay one step ahead of the competition.

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Timetable: launch of the coalition's work on April 25, 2024

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Enabling banks and insurance companies to finance and ensure the circular transition

‍Constat:

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Financial institutions have a key role to play in a circular economy:

• to direct investments and insurance products towards companies and projects that adopt circular models
• to develop innovative financial instruments that encourage circularity
• to raise awareness among businesses and the general public of the benefits of the circular economy

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But they sometimes have trouble finding their place in this transition:

• the multiplicity of definitions of the circular economy complicates the qualification of a circular project or asset
• culture and knowledge of the circular economy and its challenges are not widely disseminated
• they lack the tools needed to understand and measure the specific risks of circular business models

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Objective:

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To meet these challenges, the coalition will develop tools and carry out practical work on circular economy projects to be financed and insured . Members will have the opportunity to work on concrete cases to collect data on the profitability and risks of circular business models, and produce tools that meet the concrete needs of stakeholders.

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Calendar: ‍

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Registrations open until the end of June 2024.

Start of construction in July 2024.

Exploring the challenge of deposits for reuse in the cosmetics industry

‍Constat: faced with environmental urgency, tightening regulatory requirements and growing consumer expectations, the cosmetics industry is being pushed to innovate. Against this backdrop, in December 2023 we launched a coalition of 11 major cosmetics companies to accelerate on packaging reuse.

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This initiative meets a triple challenge:

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• Environmental: by reducing single-use packaging and its associated impacts
• Regulatory: by complying with the reuse targets set by the AGEC law
• Societal: aligning industry practices with consumers' growing eco-responsible aspirations

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Objective: the coalition seeks not only to test the deposit for reuse model in the cosmetics sector, but also to promote a collaborative approach between brands and distributors to optimize logistics, reduce costs and harmonize standards, thus contributing to greater consumer acceptance and a positive environmental impact.

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Partners: coalition members benefit from the expertise of Arnaud Lancelot, Director of Reinvention at We Don't Need Roads and ex-founder of Cozie, as well as financial support from the CITEO reuse fund.

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Schedule: launch of a pilot project for point-of-sale skincare products at the end of 2024.

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Effectively measure the impact of your circular economy strategy

Constat: the development of the circular economy is accompanied by a need to measure the activities of companies and the flows they mobilize to promote the transformation of their business models towards circular models. However, these face a number of challenges, including:

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• The multiplication and lack of standardization of measurement tools
• Questions about the relevant indicators to select
• The lack of a legal framework and a common language for the circular economy

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Objective: to bring together large companies within a think tank in order to support them in :

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• The operational management of their circular strategy
• Preparing their non-financial reporting to comply with upcoming European and French regulations
• Valuation of the financial and carbon relevance of circular projects

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Deliverable: the coalition's work has resulted in the publication of an open-source Practical Guide designed to support economic players in measuring circularity.

Aligning point-of-sale communication with environmental imperatives

‍Constat: the POS (point-of-sale advertising) sector is characterized by a critical ecological impact, linked to three main factors:

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- Waste: it is estimated that about 30% of point-of-sale advertising materials are destroyed, without ever having been seen in the store.

- Extremely short shelf life: an advertisement is usually designed to be displayed for 2 weeks in a store and then thrown away.

- End-of-life management: after use, more than 80% of POP displays, excluding cardboard, are destroyed or incinerated.

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Objective: to bring together all players in the POP value chain (producers, manufacturers, distributors, etc.) to share the opportunities and challenges involved in deploying more responsible POP. One of the main needs identified was to promote eco-designed POP.

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Deliverable: the coalition's work has led to the creation of a tool, the "POP Score", which assesses the level of circularity of POP on a scale from A to E.