Creating Value From Garbage: A Marketing and Circular Economy Strategy for Sustainability

Abstract

We live on a finite planet with scarce resources, which entails major challenges such as the depletion of natural resources, the ecological footprint, and climate change. However, in the continued growth of global economy, the majority of companies' strategies and business models move away from sustainability while facing a big paradox: on one side, companies focus on economic development encouraging consumption, but on the other side, companies could play a key role in environmental issues, enhancing more sustainable consumption patterns. In this context, some companies have adopted marketing strategies that focus on turning garbage into value, as a way to tackle one of the major environmental issues. In this chapter, some of these companies and their marketing strategies are examined through a multiple case analysis. The main purpose of this chapter is to show that some companies are addressing one major environmental issue by turning garbage into value.