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[Tribune] The marketplace model: Lever of the circular economy?  - Green Marketing

[Tribune] The marketplace model: Lever of the circular economy? – Green Marketing

At a time when future projects are increasingly collective, the notion of preserving the environment and natural resources is emerging as a major issue, both for individuals and for businesses. Indeed, with the arrival of the EC2022 collective and its objectives of enhancing purchasing power and developing national industry while preserving the planet, more and more measures are being put in place to ensure the safeguard of the environment. ‘environment.

If ecology and economy seemed difficult to reconcile, today these two areas effectively coexist via the circular economy and thanks, in particular, to the marketplace model. Indeed, the C2C marketplace is attracting more and more individuals but also professionals whose activity is characterized as much by B2B as by B2C. What are the challenges and benefits of this business model?

A lever to comply with environmental laws

With the entry into force of the anti-waste law for a circular economy which aims to fight against planned obsolescence and disposable everything in February 2020, this concept is really in the thoughts and tends to a generalized adoption. . Legally, the subject had already been addressed in 2015 via the law on energy transition for green growth; the latter has made it possible to define the transition to a circular economy as a national objective on French territory.

Read also: Best deal or good conscience? Top 10 brands

From supply to the extension of the duration of use, through the improvement of prevention, management and recycling of products, these laws invite companies to take into account the environmental and social impacts of their activities. All of these actions are made possible thanks in particular to the circular economy marketplace. His particuliarity ? There are exclusively re-manufactured second-hand products, by-products and discarded materials. We then think of the pioneers Drivy, Vinted or Backmarket.

To comply with the law – while valuing their work – many companies use the circular economy as a real lever to develop their brand image and thus “stand out or differentiate themselves” from their competitors.

A path to waste recovery

Beyond being a perfect tool to respond to environmental issues, the circular economy marketplace allows companies to control the life of their products from A to Z. At the end of their first use, when they are no longer salable, recycling or upcycling can give them a new use. Choosing a circular business model also means saving money. If we take the example of by-products, the use of waste as a secondary raw material in another production chain undoubtedly reduces the costs of treatment and disposal. The dormant stock is also not left out! It can indeed be valued through rental or sale to other professionals. Here again, the creation of a circular economy marketplace makes it possible to optimize stocks by reducing storage costs.

The establishment of a platform entirely dedicated to the sale or rental of second-hand products therefore makes it possible to maintain control over the second-hand market; and this before other actors seize it. This virtuous circle is also an opportunity to strengthen ties with customers and to highlight the company’s values ​​and commitment to external players.

Read also: Cision, Groupon, Sporsora… Those who move in marketing this week

A new form of CSR commitment

According to a study, 76% of companies believe that social and environmental responsibility (CSR) will have an impact on their business model. The creation of a circular economy marketplace is therefore fully in line with this approach and makes it possible to respond to new business challenges. The new economic era aims to: respect the challenges and objectives of sustainable development while improving the social, environmental and economic impact of the market economy.

The creation of a circular economy marketplace is a real added value. Many companies have understood this and have decided to reduce their impact on the environment. In B2B as in B2C or in C2Cthis makes it possible to give the company a responsible image and to reach audiences that are ever more sensitive to this approach. It is also a way to strengthen and retain the customer relationship as much as possible, while keeping control of the entire payment chain.

Tribune by Antoine Orsini, Co-founder of Lemonway



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