This article is based on the Ellen MacArthur Foundation’s guide “Make a circular economy pitch in your organisation”.

Ever felt the urge to make your organization more sustainable but weren’t sure how to pitch the idea? You’re not alone. The circular economy offers a revolutionary approach to business that eliminates waste, keeps products and materials in use, and regenerates nature—and it’s becoming increasingly mainstream.

The good news? You don’t need to be a sustainability expert to champion these ideas in your workplace. Here’s how to craft a compelling pitch that gets people excited about circular thinking.

Step 1: Know Your Audience

Before diving into the circular economy concept, take time to understand who you’re talking to. Your pitch needs to resonate with their specific priorities.

Ask yourself:

• Who am I pitching to? (Start with your manager)
• What keeps them up at night?
• What drives them personally and professionally?

Different departments have different priorities. A strategy executive might care about growth and competitive advantage, while operations teams focus on cost reduction and efficiency. Marketing departments want to attract Gen Z consumers and communicate fresh brand stories. Tailor your message accordingly.

Here’s a pro tip: Are they ambitious change agents looking for the next big thing? The circular economy is exactly that—being ahead of this curve can unlock both business and career opportunities.

Step 2: Set the Context

The circular economy isn’t fringe thinking anymore. Frame your pitch by highlighting:

Internal context:

• Does your company support the UN Sustainable Development Goals?
• Are there environmental or social commitments already in place?
• Do company values align with eliminating waste and regenerating nature?

External context:

• Leading companies, governments, and business forums worldwide are embracing circular principles
• Cities like London and Milan have circular economy plans
• Giants like Google, H&M, Nike, and Unilever are already on board

This demonstrates you’re not suggesting something radical—you’re helping the organization keep pace with a major business transformation.

Step 3: Define Your Circular Idea

Get practical. What specific circular economy initiative could work in your organization?

Think about:

• What problem could this solve?
• What opportunity could it unlock?
• Could you propose a pilot project to test the concept?

Real Benefits

The circular economy isn’t just good for the planet—it’s good for business. Here are compelling benefits to weave into your pitch:

Growth opportunities: Create revenue not limited by resource scarcity. In Europe alone, the circular economy could generate €1.8 trillion by 2030.

Cost savings: Eliminate waste and boost operational efficiency. Companies like Renault have demonstrated significant savings through circular approaches.

Customer engagement: Build deeper relationships through innovative service models. Mud Jeans, for example, leases jeans to customers instead of selling them.

Brand reputation: Align with changing consumer values, especially important for attracting Gen Z customers.

Risk management: Secure supply chains by maintaining and restoring the materials your business depends on.

Tips for Delivering Your Pitch

Keep it simple: The circular economy is intuitive. Tell a clear story rather than overwhelming people with data.

Don’t criticize the past: The linear economy worked for decades. Focus on why circular makes sense now, given changing conditions around resources, energy, and space for waste.

Start with their needs: Lead with how circular principles address your colleagues’ business challenges, not just global environmental problems.

Embrace uncertainty: The circular economy is still evolving. Frame this as an opportunity to shape something new rather than a weakness.

Your Next Steps

Ready to get started? Here’s your action plan:

1. Download the Ellen MacArthur Foundation’s “Make a successful circular economy pitch” worksheet to organize your thoughts
2. Identify the right person to approach first (usually your direct manager)
3. Choose a specific, feasible pilot project to propose
4. Prepare for common misconceptions (it’s not just about recycling!)
5. Set a date to deliver your pitch

Remember: some of the most successful circular economy initiatives started with one person raising their hand and saying, “What if we did things differently?”

That person could be you.

Want to learn more? Visit the Ellen MacArthur Foundation’s website for case studies, resources, and examples of circular economy success stories from around the world.