Minicase. From Waste to Wealth: The Power of Circular Marketing

"The scenario

Ecoalf is a Spanish brand that has revolutionized the textile industry by transforming plastic waste intohigh-quality garments. Javier Goyeneche, his founder, has positioned the company as a BCorporation, turning the company into a pioneer in sustainable fashion deeply committed with circular economy and regenerative practices. These practices include a great deal of alliances such as the agreement with fishing companies and ports to turn ocean plastics into innovative textile materials, labeled as “Upcycling the Ocean”. The Ecoalf Foundation, a non-profit organization, was created to launch this project. In terms of marketing and communication, the vast number of initiatives are difficult to convey. Following an ethical marketing model framework, the company relies on organic, owned and earned communication. This strategy has been effective in building a community of consumers committed to sustainability. Its commitment to avoid unsustainable marketing messages sets them apart from the marketing strategies of fast-fashion brands. This responsible commitment requires careful consideration not only of what to communicatebut also of what type of business decisions are put forward. As a result, Ecoalf cannot compete with the fast fashion industry in its current state. Even with design innovations or price optimizations, consumersare accustomed to low prices that the company cannot match, especially if it aims to ensure high-qualitymaterials and fair wages for workers throughout the supply chain."