Case study
A coalition to communicate accurately and compliantly on the circular economy
Summary
We led a coalition of 9 organisations for a year to co-write a practical guide to communicating on the circular economy, published in partnership with ADEME.
Challenge
Help companies and producer responsibility organisations build their skills in circular communication and master its regulatory requirements, in order to avoid greenwashing.
Details
From analysis to field deployment.
Challenge
As the circular economy gathers pace, companies lack a clear framework for communicating on their commitments and initiatives accurately, effectively and in line with regulation.
Objectives:
- Build skills on communication issues relating to the circular economy.
- Master the regulations in force and those under discussion.
- Identify good and bad communication practices across the different pillars of the circular economy.
- Test their approaches through coaching sessions with experts (legal, communication, circular economy).
Solution
Over the course of a year, we supported 9 organisations (L'Occitane en Provence, Legrand, Renault Group, Mam Baby, ecosystem, Citeo, Valdelia, Re_fashion and Havas Paris) within a dedicated coalition, with the support of ADEME:
- Facilitation of collective skills-building sessions on circular communication.
- Decoding of current and forthcoming regulations.
- Shared analysis of good and bad communication practices on the circular economy.
- One-to-one coaching sessions with experts (legal, communication, circular economy).
- Co-writing of a 58-page practical guide for communications professionals, CSR leads and executives
Results
Regulatory booklet
1
Key lessons identified
6
Pages in the practical guide co-written with ADEME
58
Deliverables:
- 1 practical guide of 58 pages, "How to communicate well on the circular economy?", co-written with ADEME (December 2025).
- 1 regulatory booklet covering the obligations and good practices for circular communication.
- 6 key lessons for credible, high-impact circular communication.
- One-to-one coaching sessions with legal, communication and circular economy experts for the 9 coalition members
Experts
Circul’R project sponsor and manager
FAQ
What you need to know about us.
What is Circul'R?
Circul'R is a consulting firm specializing in the circular economy. Since 2016, we have supported over 150 large companies and public entities through consulting projects, sector coalitions, training programs, and the Circul'R Club.
How does Circul'R differ from a generalist CSR consulting firm?
Unlike a generalist CSR firm, Circul'R has specialized exclusively in the circular economy since 2016. This cross-functional expertise—covering supply chains, regulations (AGEC, EPR, ESPR), and business models—allows us to turn circularity into a measurable competitive advantage, including impact reduction, resource security, compliance, and new growth drivers.
Who is Circul'R for?
Circul'R advises large private companies—including many CAC 40 and SBF 120 groups—on strategic decisions across all sectors. We also support organizations that implement public circular economy policies, such as eco-organizations, agencies, donors, and local authorities.
What services does Circul'R offer?
Circul'R offers four complementary services: bespoke consulting to structure your circular strategy, sector-specific coalitions to solve shared business challenges, training programs to build circular economy skills, and the Circul'R Club, a network for companies committed to the circular transition.
What is Circul'R's expertise regarding circular economy regulations (EPR, AGEC, CSRD)?
Circul'R guides clients through the entire French and European regulatory framework for the circular economy, including the AGEC law, EPR schemes, and CSRD, as well as recent European legislation like the PPWR, ESPR, and CRMA. We translate these obligations into operational roadmaps, turning compliance requirements into strategic advantages.
What is the process for a consulting project with Circul'R?
A project begins with a diagnostic of your circular challenges, covering areas like supply, eco-design, business models, and regulations. Circul'R then builds a prioritized, quantified roadmap and supports the operational deployment of selected actions, right through to impact measurement and continuous trajectory adjustment.
How do you measure the results of your projects?
We define tailored circularity indicators upfront—such as materials saved, reuse rates, footprint reduction, and value generated—and track their progress throughout the project to ensure concrete business and environmental results.
Do you work only in France or internationally as well?
Based in Paris, Circul'R operates primarily in France and Europe. Internationally, we support cooperation projects, including sharing French expertise on EPR (Extended Producer Responsibility) and assisting donors with their circular transition programs in emerging countries, leveraging a network of operational partners and sector experts.
How do I get started with Circul'R?
Contact the team via our website: Circul'R will analyze your challenges and propose the right solution—whether through consulting, joining a coalition, taking a training course, or becoming a Club member—to accelerate your transition to a circular economy.