Kantar Partners to Help Drive the Circular Economy

Kantar has partnered with international charity the Ellen MacArthur Foundation, which works to develop and promote the 'circular economy' as a solution to problems including climate change, biodiversity loss, waste and pollution.

The Foundation works with a global network of private and public sector decision-makers, as well as academia, to build capacity, explore collaborative opportunities, and design and develop circular economy initiatives and solutions. A circular economy is defined as one driven by design to eliminate waste and pollution, and circulate products and materials, generally backed by renewable energy. The perceived benefits include regeneration of nature, and the promotion of 'resilience and prosperity for business, the environment and society'.

The deal will see the Foundation's expertise in circularity built into the consultancy offered by Kantar's Sustainable Transformation Practice, while the insight group's consumer engagement and sustainable marketing expertise will contribute to the Foundation's global community driving systemic change. The two parties have collaborated previously on research projects concerning promotion of the circular economy.

Jonathan Hall, Managing Partner at the Practice, comments: 'At Kantar, we work with 800 of the world's leading brands providing actionable sustainability advice and consultancy. We are, therefore, uniquely placed to embed the benefits of circularity in major parts of the global economy. As we equip our clients with the knowledge, insights and data needed to help them progress on their transition away from a 'take-make-waste' system, we empower them to address future challenges and make a positive impact in the world. Working with the Foundation and its network, we aim to enable our clients to face up to the risks and opportunities posed by environmental and societal disruption'. For the Foundation, Executive Lead, Network Joe Murphy says Kantar's advice and advocacy 'can have a real impact on driving systemic change'. He adds: 'The consumer perspective is a key piece of the puzzle, and we hope to accelerate Kantar's efforts, in partnership with our Network, to scale circular economy solutions and make them an everyday experience'.

Web sites: www.kantar.com and www.ellenmacarthurfoundation.org .