Circularity Must Leave the Niche. But How?
Circular business models, products and solutions already exist. What they often still lack is communication that truly reaches people and makes them want to change.
At the next Circular Talk at FABRIC, part of the Fab City Hamburg Circular Talks series, the focus is on the power of marketing and communication. How do we tell the story of circularity so that it does not sound like sacrifice, a wagging finger or technical jargon? How do circular solutions become attractive, understandable and relevant for a broad audience? And what does it take for the circular economy to finally step out of the sustainability niche and arrive in the mainstream?
To explore this, FABRIC brings together experts who look at communication from very different angles, among them Alea Sophie Ruiter, who works on branding for impact companies, Maximilian Mauracher of New Standard Studio, and Susanne Klaar of klaar-design.com, specialised in circular brand systems and transition design.
Together they will discuss what good circular marketing looks like, which stories we need to tell and why the right language can be a real gamechanger for the transformation. Expect impulses, provocative questions and an open exchange about how to make circularity not just easy to explain, but desirable, relevant and visible. Come by, bring your perspective and join the discussion.
Practical Information
- Where: FABRIC, Große Bleichen 21, 20354 Hamburg
- When: Tuesday 29 September 2026, 17:00 to 19:00
- Price: Free, registration required
- Speakers: Alea Sophie Ruiter (branding for impact companies), Maximilian Mauracher (New Standard Studio) and Susanne Klaar (klaar-design.com)
- Series: Fab City Hamburg Circular Talks
