Radical Innovation Playbook

WFA's Sustainable Marketing Community presents:

Radical Innovation Playbook

Radical Innovation is one of the five levers of the Circular Marketing and Growth framework. Each lever has a set of ‘attributes’ that helps an organisation understand its current ability to leverage that lever.

Download the playbook
Radical Innovation Playbook

WFA member only

Request info on WFA membership

This research is WFA member-only content. If interested in WFA membership and its benefits, please get in touch with our membership team.

With Radical Innovation, the combined attributes illustrate how a strategic approach to sustainable innovation can help marketers to capture the value opportunity of sustainable marketing, broaden the appeal of their products and services to mainstream audiences, create new business models and build circular skills for marketing teams.

Radical Innovation offers three principles for progress

  1.  Creating upstream value
  2. Mainstreaming use-phase behaviours
  3. Levelling up circular capabilities
Download the playbook

Why is this playbook important?

WFA and Kantar have designed a playbook series to help take the framework and its levers from theory into practice for marketers. These case study-led voluntary guides are built on examples of what great marketing looks like when aligned with sustainable marketing practices and illustrate how leading marketers are tying sustainable marketing transformation to great business performance.

Download the infographic
WFA and Kantar have designed a playbook series to help take the framework and its levers from theory into practice for marketers. These case study-led voluntary guides are built on examples of what great marketing looks like when aligned with sustainable marketing practices and illustrate how leading marketers are tying sustainable marketing transformation to great business performance.