A Drive for Sustainable Net-Zero Future by Leveraging Guerrilla Marketing in Circular Economy

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Abstract

The Circular Economy (CE) presents a transformative alternative to the traditional linear economic model, emphasizing resource optimization and waste minimization through practices such as exchange, renting, reusing, repairing, reconditioning, and recycling. This paradigm shift is essential for achieving global net-zero emission targets by 2050 and addressing both energy- and non-energy-related greenhouse gas emissions. Although the CE concept is not novel, its adoption has accelerated in the 21st century across various sectors, including renewable energy and climate change mitigation. This review examines how CE principles such as resource efficiency, waste minimization, and product life extension contribute to net-zero objectives. It explores how CE strategies, including sustainable product design, manufacturing, and consumption patterns, along with material recycling and reuse, can mitigate greenhouse gas emissions while promoting economic growth. This study investigated the role of guerrilla marketing in driving the adoption of CE practices. Case studies demonstrate successful guerrilla marketing campaigns across diverse industries, showing their effectiveness in promoting CE principles. The economic implications of adopting a circular model, including potential investments, job creation, and cost savings, were also evaluated. This study highlights how guerrilla marketing can overcome the barriers to CE adoption and foster stakeholder collaboration. The findings underscore the importance of integrating guerrilla marketing with CE strategies to achieve a sustainable future, emphasizing the need for businesses, policymakers, and society to embrace practices that reduce carbon footprint and enhance resilience for future generations.