Circulus Business Strategy Manager, Justine Scullion, speaks with Samantha Tonge on the B2Be Different Podcast about circular economy, electronics reuse, brand, and the practical steps businesses can take to move away from a disposal mindset. To listen to the interview in full, visit: Episode 23: Justine Scullion f… – B2Be Different – Engineering your brand for success – Apple Podcasts
What does Circulus do?
Circulus helps organisations move away from a disposal mindset. Instead of replacing or discarding electrical equipment, we look at opportunities for repair, reuse and refurbishment. Whether it is IT equipment or larger industrial assets, our focus is on extending product life, reducing waste and recovering value from materials already in circulation.
What does sustainability mean to Circulus?
For us, sustainability is about making better use of the resources we already have. A circular approach does not just reduce environmental impact; it can also deliver significant commercial benefits. Sustainability is about balancing environmental impact with commercial reality of what it’s like to run a business. We work with businesses to find practical solutions that save money, reduce waste and lower carbon emissions.
Circulus has won a number of sustainability awards. What value do they bring?
Awards are great recognition, but the biggest benefit is the opportunity to reflect on how far you have come. Sustainability progress often happens through lots of small improvements, and award applications are a useful way to measure and celebrate that impact with the wider team.
Is industry doing enough on sustainability?
Progress is being made, but there is still a long way to go. Many industries are still operating within a traditional “take, make, dispose” model. The opportunity now is to look at existing assets and ask how we can keep them in use for longer through repair, refurbishment and remanufacturing.
How important is education?
It is critical. Young people understand recycling, but they do not always understand the resources that go into producing electronics or the impact of replacing them. Building awareness of responsible consumption from an early age will be essential if we want to create long-term change.
What role should government play?
Government has an important role in setting direction, but businesses should not wait for legislation before taking action. The organisations that embrace sustainability now will be better prepared, more resilient and more competitive in the future.
How can marketers help drive change?
By telling stories. Sustainability can sometimes feel abstract, but a good case study makes it real. Showing tangible results helps people understand what circular economy principles look like in practice and gives them the confidence to take action themselves.
Do you have a favourite customer success story?
Our partnership with Costa Coffee is a great example. What began as a repair solution for damaged screens has evolved into a programme that now repairs around 72 different machine components. An impact assessment showed the programme prevents around 747 tonnes of carbon emissions every year, while also delivering significant cost savings.
Why was the move from WEEE Scotland to Circulus so important?
The business had evolved far beyond waste management, but our brand was not reflecting that. Circulus better represents our focus on circular economy principles, repair, reuse and keeping valuable materials in use for longer. The rebrand has given us a stronger platform to tell that story.
How important is branding in industrial sectors?
It is hugely important. Many businesses are doing innovative work but struggle to communicate it effectively. A strong brand helps explain who you are, what makes you different and why customers should engage with you.
What message would you leave businesses with?
For Circulus, circular economy is not an abstract concept — it is a practical, commercial and environmental opportunity to keep valuable electronics in use for longer.
Most businesses have unwanted electronics sitting in cupboards, storerooms or warehouses. Whether it is laptops, phones or industrial equipment, there may be opportunities to repair, reuse or recover value before disposal is considered. Often, the most sustainable solution also makes the most commercial sense.