Your circular business model is live. The logistics are running. The website looks great. But... nothing happens. No orders. No traffic. No traction. If this sounds familiar, you’re not alone.

In larger companies, circular or subscription-based models often start as internal projects, led by small, operational teams. These teams do the hard work: product flows, refurbishment plans, return logistics. But one critical piece gets overlooked: How will anyone actually find this offering—and understand why it’s better?

^“In our experience, this is the most common gap: the model exists, but no one is telling the story. No one is driving adoption. And in the absence of a clear, compelling marketing strategy, even the most sustainable offering can sit idle.” – Garima Singh, Product Marketing Manager at circuly.

The Challenge: Changing Consumer Habits

Sustainable business models need more than good intentions and setup—they need strong digital marketing strategies. This is especially true for circular and subscription-based models, where success depends on changing how people think about ownership.

“The biggest marketing challenge in circular economy? Rewiring how people think,” says Linda Bühler, Head of Corporate Communications at dotfly. “It’s about shifting mindsets from ‘buy-use-dispose’ to ‘rent, reuse, refurbish.’”

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Winning Marketing Strategies for the Circular Economy

1. Content that shows real impact

1.1 Share real stories backed by sustainability metrics‍

Sustainability messaging can easily become abstract—“eco-friendly,” “green,” “better for the planet.” What really builds trust is showing real impact, backed by real experiences.

One effective way to do this is by featuring reviews or testimonials from actual customers who highlight the sustainability benefits of their choice. If someone rented instead of bought, and they felt good about it, that’s a story worth telling.

Pair those stories with hard data: how many rental cycles a product has completed, how many resources were saved in the process, how much CO₂ was avoided. This combination of emotional resonance and measurable proof helps your brand stand out—and gives people a reason to choose circular over conventional.

1.2 Use comparison tools to show circular vs. traditional consumption‍

One of the simplest ways to make the value of a circular model tangible is through direct comparison. When people are faced with a new way of accessing products—like renting or subscribing instead of buying—they often default to what they know. A well-designed comparison tool or table helps reframe that thinking.

By putting circular and traditional options side by side—costs, commitments, maintenance, flexibility—you make the benefits crystal clear. It's not about convincing someone with abstract sustainability promises. It's about showing them, in black and white, why this new model might actually work better for their life or business.

‍Example: Pulse4all – Making the case with comparison table
‍Pulse4all offers defibrillators on a monthly subscription basis, aiming to provide hassle-free access to life-saving defibrillators across Europe. Since 2023, their mission has been simple: make defibrillators more accessible—no upfront costs, no maintenance headaches.

To highlight the benefits of their subscription model, Pulse4all uses clear, side-by-side comparison tables on their website. These tables help potential customers understand the differences between buying, leasing, and renting, making it easier to evaluate cost, convenience, and responsibilities at a glance.

But they go one step further—by creating dedicated landing pages that target specific search queries like “buy vs rent AED” or “lease vs rent defibrillator.” This ensures that when someone is actively comparing options, they not only find Pulse4all, but also get the exact information they need to move forward. It's a smart way to meet users where they are in the decision journey—and convert interest into action.

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Pulse4all case study: Learn more about Pulse4all subscription business model

1.3 Highlight behind-the-scenes processes like refurbishment and recycling: Access-based business models require a mindset shift—especially when the product isn’t brand new. One of the most common questions from consumers is: “How clean is it?” or “Is it still safe to use?” This is especially true when it comes to used or refurbished products.

That’s why transparency around processes like cleaning, refurbishing, and quality checks isn’t just a nice-to-have—it’s essential. If a customer is already considering a circular alternative (like rental or subscription), answering these questions upfront can remove the final barrier to conversion.

Example: StrollMe - Shows their refurbishment process in a video‍

StrollMe offers strollers and other baby gear as a subscription—so parents don’t have to buy high-cost items they’ll only use for a short time. But anyone who’s ever used baby products knows: they go through a lot. Scratches, spills, wear and tear—it’s just part of the deal.

To build trust, Strollme shares behind-the-scenes videos that show exactly how each product is cleaned, checked, and prepared for the next family. It’s not just storytelling—it’s objection handling done right.

🎥 Watch Strollme’s refurbishment process here

They also cover these topics in their FAQs, understanding that parents tend to do a lot of research before making a decision. By proactively addressing these concerns, StrollMe reduces hesitation and helps families feel confident choosing a sustainable alternative.

StrollMe case study: learn more about StrollMe's subscription business model.

1.4 Interview experts to build authority and trust‍

When you're introducing a new business model—especially one as misunderstood as circularity—credibility matters. Consumers (and even stakeholders) have questions. And while your brand voice is important, sometimes the most effective way to build trust is to let someone else do the talking.

That’s where expert interviews come in. Bringing in voices from sustainability specialists, product designers, logistics experts, or even experienced customers gives your content extra weight. It shows you’re part of a broader movement, not just pushing a trend.

Whether it’s a quote in a blog, a full video interview, or a co-hosted webinar, this kind of content helps your audience understand not just what you do—but why it works.

2. Performance marketing that converts

2.1 A/B test different sustainability messages

Sustainability isn’t one-size-fits-all. Even among customers who care, the reasons why they care can be very different. Some want to reduce overconsumption. Others want to avoid waste and make sure good products don’t end up in landfills. Some are driven by climate concerns and want to see measurable impact. And others simply want to know: What happens to this product after me?

That’s why your messaging shouldn’t just say “this is sustainable”—it should tap into the specific motivation behind your customer’s decision.

A/B testing gives you the data to do exactly that. By testing different angles—like “reduce waste” vs. “save money” vs. “lower your footprint”—you learn what actually resonates with your audience. The goal isn’t to guess what matters. It’s to find out, and then double down on it.

This approach not only improves conversion—it helps you speak your customer’s language, authentically.

2.2 Run retargeting campaigns with educational content
In circular business models, most customers aren’t ready to commit after their first visit, and that’s normal. You’re not just introducing a product, you’re introducing a new way of thinking about access, ownership, and value.That’s why retargeting should do more than just remind people to come back. It’s a prime opportunity to educate, build trust, and remove friction from the decision-making process.

There are so many ways to use it effectively:

• Show how it works in a simple, visual way
• Address common objections around effort, cancellation policies, or product swaps‍
• Reinforce the “why” behind the model—what makes it more sustainable, more flexible, and more consumer-friendly than buying
• Share quick testimonials or impact stats that connect emotionally and logical.

This kind of content doesn’t just re-engage—it equips your audience with the clarity they need to move forward confidently.

2.3 Build landing pages focused on ecological and economic benefits‍

By now, landing pages that highlight sustainability are standard practice—and that’s the problem. Consumers have seen it all before: vague claims about being “eco-friendly” or “green,” with no real proof or specifics. In a market full of fluffy messaging, what stands out is what’s real and measurable. If you’re building landing pages to communicate the ecological and economic value of your circular model, don’t settle for generic.

Focus on:

• Clear numbers: CO₂ saved, products reused, resources avoided
  
• Concrete comparisons: cost of renting vs. buying over time
  
• Impact per user: “By choosing this model, you’ve helped save X kg of waste”
  
• FAQs that explain how sustainability is achieved, not just why it matters
  

Sustainability may get someone’s attention. But clarity and credibility are what convert.

2.4 Use search ads optimised for keywords like “sustainable,” “circular,” and “zero waste”
If someone’s searching for terms like “sustainable alternative to buying,” “circular baby gear,” or “zero waste laptop”—they’re already halfway there. These are high-intent users, actively looking for better options. And that’s exactly where your business should show up.

For circular business models, this kind of search behaviour is gold. Unlike brand campaigns or awareness ads, these users already understand the value of renting, subscribing, or buying refurbished. What they need now is a solution they can trust.

By optimising your search ads and landing pages for relevant keywords—like “sustainable,” “circular,” “zero waste,” “rent instead of buy,” or “eco-friendly subscription”—you’re capturing demand that already exists.

It’s not just about visibility. It’s about showing up when the mindset is already aligned.

3. SEO that brings long-term visibility

Make it easy to find your business when people search for sustainable options.

3.1 Build content clusters around circular economy topics
Create multiple pieces of content (blogs, guides, case studies) around core themes like “rental vs. ownership,” “product life extension,” or “how circular logistics work.”

‍Example: Fairphone publishes articles on ethical sourcing, repairability, and product longevity—forming a clear SEO content cluster.

3.2 Add a detailed FAQ section addressing common concerns
Answer questions your customers are already Googling—like “How clean are refurbished products?” or “What happens if I cancel early?”

Example: StrollMe’s FAQ covers hygiene, safety, and return questions for baby products—building trust and improving SEO.

3.3 Optimise for eco-related search queries
Use specific terms like “eco-friendly alternative to [product],” “zero waste [category],” or “green [industry] solution” in your page titles, meta descriptions, and headings.

Example: Back Market targets queries like “refurbished iPhones” or “sustainable tech deals” with strong SEO placement.

3.4 Use local SEO to promote regional circular services
Target location-based keywords like “rent baby gear in Berlin” or “subscription bikes in Amsterdam” to reach customers near your service areas.

Example: Swapfiets, Dance and many other bike subscription brands ranks high for search terms like “bike subscription {location}” by optimising city-specific pages.

“In circular marketing, authenticity is everything. Transparent communication and measurable impact build trust,” adds Christian Bugiel, Online Marketing Expert.

4. Authenticity is your superpower

Answer the real questions consumers are asking themselves

• “How does this work?”
  Use clear process visuals. When you’re asking someone to try a circular model, clarity beats creativity. Visual step-by-step explanations help remove friction and build confidence.
  
  ‍Example: Bike Club includes a dedicated How It Works section on their website that outlines the subscription journey—from choosing a bike to upgrading or returning it.

• “What difference does my choice make?”
  Show CO₂ savings. Consumers want to feel like their decisions matter. Showing tangible impact—like CO₂ saved by choosing a subscription over buying new—helps turn a good feeling into a committed action.
  
  Example: MUD Jeans shows how many liters of water and kilos of CO₂ are saved per pair of leased jeans.
  

• “Is this really sustainable?” → Share transparent impact tracking
  Consumers today aren’t just buying the promise of sustainability—they want proof. Sharing real data on your environmental impact builds trust and sets you apart from brands using vague green claims. Here’s how others are doing it:‍
  
  • MUD Jeans publishes exact numbers on water savings, CO₂ reductions, and how many jeans have been returned and recycled.‍
  • Back Market shows how choosing refurbished tech helps reduce e-waste and carbon emissions—often sharing per-device comparisons (e.g., “saving 80 kg of CO₂” per phone).‍
  • Circular Computing tracks and shares impact per laptop, including metrics on water, energy, and mineral savings compared to buying new.‍
  • VIGGA.us (a circular baby clothing brand) shares how many garments are reused, how often, and the CO₂ savings their subscribers contribute to over time.
    

These examples prove that sustainability claims are stronger when they’re backed by trackable, repeatable impact data—not just good intentions.

Key metrics to track

1. Product Metrics

Understand how well your products perform in a circular system.

• Rental cycles per product – How often a product is used before retirement.
  
• Repair and refurbishment costs – Operational efficiency and margin impact.
  
• Number of repairs per item – Signals durability and product design performance.
  
• Resources saved per cycle – Water, CO₂, energy, etc., compared to buying new.
  
• Time in use vs. idle – Helps optimise utilisation and inventory planning.
  

2. Customer Metrics

Track engagement, satisfaction, and value over time.

• Customer Lifetime Value (CLV) – Are subscribers sticking around?
  
• Engagement with sustainability content – Indicates interest and education level.
  
• Swap/cancellation behaviour – What triggers drop-offs or upgrades?
  
• Referral or NPS scores – Are customers willing to advocate for the model?
  

3. Business Model Metrics

Evaluate scalability, profitability, and impact of the model itself.

• Conversion rates for sustainable alternatives – Are people choosing circular over traditional?
  
• Revenue per active subscription – Tracks recurring revenue performance.
  
• Churn vs. retention rates – Critical for forecasting growth.
  
• CO₂ or waste saved at business level – Macro-level sustainability impact.

Final thought: Don’t let a great model go quiet

We’ve seen it time and again: even as sustainability climbs the corporate agenda, circular business models often get sidelined in favor of "business as usual"—the initiatives that still drive the majority of revenue.And when companies do invest in building a circular offering, they often overlook one critical piece: communication.

Operations get prioritised. Processes are polished. But marketing? Messaging? Promotion? These get pushed to the back of the queue.

At circuly, we often say: Leave the operational complexity to us—so you can focus on growing your business, not managing it. That means putting energy into marketing, storytelling, and scaling adoption, not just keeping the engine running.

But in reality, especially within larger organisations, the people building these new models are rarely marketers. They're pulled between logistics, tech, and internal alignment, with little time or expertise left to think about go-to-market.

That’s why in many cases, it makes sense to work with dedicated digital partners—agencies that understand not only sustainability but also how to communicate it clearly and credibly.

dotfly is one such partner. As a sustainable digital agency, they've helped companies navigate this shift, combining design, strategy, and digital know-how to bring complex models to life. They're the team behind Med4Rent, the world's first medical equipment rental business, and have supported several circular brands in building clear, effective messaging around their offering.

At circuly, we’ve collaborated with dotfly on multiple projects over the years, and their expertise in sustainable communication has consistently helped bring clarity to complexity.

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About dotfly

dotfly is an owner-managed digital agency based in Cologne with 40 project managers, strategists, designers, and developers. dotfly support sustainable companies and brands in all areas of digital communication: from strategy, concept, and design to technical implementation as well as online marketing.

Brands like GLS Bank, Bitburger, Valensina, SINN Spezialuhren and Praxisdienst trust their long-standing expertise. They support both B2C and B2B customers, from SMEs to globally operating corporations.

About our partnership

circuly and dotfly first crossed paths in 2022, united by a shared vision to reshape industries and create meaningful impact. Our collaboration began with an extraordinary milestone: launching the world's first Medical-Device-as-a-Service model for dotfly's visionary client, med4rent. Together, dotfly brought their expertise in building an innovative online shop, while circuly powered the subscription model and operational framework that transformed this revolutionary idea into reality.

Learn more about circuly & dotfly's partnership.