Practical guide: how to communicate effectively about the circular economy?

The circular economy is now establishing itself as one of the most powerful drivers of ecological transition. It is reshaping economic models, transforming production methods, and paving the way for more moderate and responsible consumption. Businesses have understood this well: they see it as a strategic opportunity to become more resilient and competitive, and to meet growing consumer expectations.

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But between sincere ambitions and regulatory pressure, communicating about the circular economy is no easy task. All too often, discussions come up against two main issues:

• Greenwashing, which exaggerates or misrepresents commitments and fuels mistrust.
• Greenhushing, which involves keeping quiet about one's initiatives for fear of being criticized, thereby depriving the transition of inspiring examples.

These pitfalls reflect the same difficulty: that of communication still seeking its bearings in the face of growing demands for transparency and the complexity of environmental issues.

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It is in this context that ADEME and Circul'R have developed this guide. Its ambition is clear: to give companies the keys to communicating about the circular economy accurately, transparently, and effectively.

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What this guide offers:

• Concrete benchmarks for promoting circular initiatives.
• A shared framework for aligning discourse, operational realities, and stakeholder expectations.
• A pragmatic approach that places transparency, proportionality, and sincerity at the heart of all communication.

Who is this guide intended for?

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To communications and marketing professionals, CSR managers, and business leaders: all those who are responsible for transforming commitments into clear messages that inspire trust and support.

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Key takeaways from the Guide:

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1- Communication on the circular economy is strategic in order to lend credibility to initiatives and engage the public.

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2- Transparency and tangible evidence are essential: they build trust and distinguish real commitments from mere promises.

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3- Proportionate and consistent communication allows the most impactful levers to be highlighted.

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4- Recognizing the limitations of your approach lends credibility to your story and avoids unrealistic expectations.

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5- The strength of the offer precedes the discourse: communication is only valuable if it is based on a successful circular approach.

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6- The circular economy must be made desirable and accessible, so that it becomes both obvious and necessary.

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To mark its publication, we had the pleasure of organizing a webinar bringing together Valérie Martin, Head of Citizen Mobilization and Media at ADEME, Camille Fromentin, environmental lawyer, Vincent Roche, Head of Marketing Europe at Legrand, and Laure Castagnino, Head of Insights and Responsible Marketing Consulting at Citeo, to share their insights and feedback on a key question: how can companies make communication a pillar of their circular transition?

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Watch the webinar replay

Download the Practical Guide "How to communicate effectively about the circular economy?"

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