Sustainable Brands Launches the SB Go Circular Collaborative:
Driving Circular Economy Transformation

San Francisco, CA, June 20, 2024 — Sustainable Brands® (SB) proudly announces the launch of the SB Go Circular Collaborative, a new initiative designed to inspire and enable the transition to a circular economy. Building on the success of the SB Brands for Good initiative, this working group aims to drive brand-led activations and sustainable consumer behavior changes through innovative frameworks and inspirational messaging.

The SB Go Circular Collaborative will kick off with the creation of two foundational playbooks, focusing on consumer messaging and behavior design to support the adoption of circular business models:

Consumer Messaging Led by Suzanne Shelton, Senior Partner, ERM Shelton

This playbook will guide brands in effectively communicating circular products and services to consumers, emphasizing the broader benefits of circularity beyond sustainability. It will provide tools for changing how people think, feel, and act on circular behaviors, serving as a valuable resource for marketers and brand leaders.

“Brands are struggling to shift their business models to circular ones, but doing so – and communicating about it – will give the people what they want AND give brands an edge! As a firm entirely focused on creating a market advantage for the organizations that are creating a sustainable future, we are thrilled to work with this collaborative to craft a communications playbook that can help brands position and win with their circular approaches.” Suzanne Shelton, Senior Partner, ERM Shelton

Consumer Behavior Design Led by Sille Krukow, Founding Partner, Krukow Behavioral Design

This playbook will apply behavioral science, choice architecture, and other behavior design principles to encourage consumers to choose more circular products and services. It will explore social triggers, emotional rewards, and other strategies for driving behavior change.

“In our work with consumer behavior change, the most impactful triggers are those that consistently tap into subconscious instincts, subtly guiding consumers towards more circular choices. These behavioral nudges work effectively across diverse political and cultural landscapes, making circular decisions an intuitive preference for consumers across markets.” Sille Krukow, Nudge and Behavioral Design Expert

Brands including Visa, Ulta, Eastman, General Mills, REI Co-op, CHEP, and BlueTriton Brands are already participating in the SB Go Circular Collaborative, demonstrating their commitment to advancing circular solutions and consumer choices.

“At REI, we’re focused on embracing the collective power of our community to make a positive impact on both people and the planet. We’re proud to be part of the SB Go Circular Collaborative, which will help drive the adoption of circular strategies across industries and sectors.” Laura Kelley, Sr. Manager, Recommerce, REI

SB working groups are essential for driving sustainable transformation, allowing brands to collaborate, share resources, and address pressing issues. The SB Go Circular Collaborative invites both brands and retailers to join this vital effort to design a sustainable circular future. The playbook design and creation will take place from June through September 2024.

For more information about the SB Go Circular Collaborative, including how to join, please contact us at [email protected].

About Sustainable Brands: Sustainable Brands®, a female-founded Public Benefit Corporation, is the premier global community of brand innovators who are reshaping the future of commerce worldwide. Since 2006, our mission has been to inspire, engage, and equip today’s business and brand leaders to prosper for the near and long term by leading the way to the future we want for all people for all time. Through our diverse initiatives, we facilitate community education and transformative action throughout the year.

For media inquiries, please reach out to us at [email protected].