ReLondon’s senior project manager Sarah Beaton shares insights from our High Streets Beyond Waste programme around engaging high street business owners on the subject of circular economy.
High streets account for 40% of London’s businesses and are just a 10-minute trip away for 90% of Londoners – yet high street businesses are often seen as difficult to engage on sustainability because they have other priorities in a challenging business climate.
But what if embracing the circular economy isn’t an extra burden – it’s actually the lifeline they’ve been looking for?
Last year, we delivered ‘Beyond Waste’ workshops to over 100 high street businesses to help them explore how using circular economy business models to tackle the stuff they buy, use or throw away could cut costs, boost revenue, and strengthen customer relationships. 38 businesses from across London were then selected to receive grants of up to £10,000 to put their ideas into action.
From using tech to reduce food waste to wedding dress resale and rental, reusable cups to brewery carbon capture, you can read about their ‘beyond waste’ actions and what they collectively achieved in this case study.
Here’s what we’ve learned so far about engaging high street business owners, who are often time and cash poor, on the subject of circular economy.
1. Lead with the business case, not the climate pitch
In a climate of declining footfall, tight margins, and stiff competition, explaining to a small business owner that they should reconsider their material footprint for the good of the planet is a hard sell. Instead, making the link between responsible resource use and direct economic benefits means businesses aren’t required to choose between their environmental impact or their bottom line, and makes it more likely that they will sit up and listen.
And businesses get it.
Take the Turkish takeaway owner who saw how inventory tracking and order customisation software would revolutionise his operations by reducing the cost of unnecessary purchases, improve kitchen staff efficiency, and even reduce the time his wife had to spend on the accounts! All that plus the added bonus of saving a whopping 1.6t of unwanted food items from customers’ orders (e.g. tomato garnish) from going to waste over a six-month period.
Weaving a business case-first message into all communications, including success stories from other high street businesses, and reinforcing business benefits through our beyond waste workshops all led to the available grants being oversubscribed by 2.5 times.
2. Use workshops to bring ideas to life and improve understanding
Circular economy business models are not one size fits all. That’s why we run ‘Beyond Waste’ workshops, so attendees can learn how they can apply circular principles adapted to their specific context and walk away with a bespoke action plan.
Businesses who attended the workshop were 3x more likely to win a grant having been able to clearly articulate how their beyond waste idea would create both environmental and commercial benefits. These workshops strengthen businesses’ ability to secure other funding, too: Lewisham Council later saw a similar improvement in application quality for their circular economy grants from businesses who attended a ReLondon workshop.
3. High street businesses listen to trusted, local voices
Small businesses often rely on local networks, acquaintances and family for their information (source). With this in mind, we prioritised building relationships with existing connections and trusted voices, in the form of business-facing council teams, business improvement districts (BIDs), and business forums; all who make it their mission to support the businesses in their areas. Through training and resources, we helped officers integrate circular economy messaging into their business support. This approach worked: 51% of participants heard about the programme through these networks, and 29% via business newsletters.
Leveraging local networks also increases the reach of support to less heard from communities and ensured the businesses we worked with represented London’s diversity with 48.5% of businesses having leadership from BAME backgrounds, 53.1% with female or non-binary leadership and 12.4% with a disability.
Bonus thought: It’s OK to focus attention on businesses who are ready to listen
Many of the businesses we worked with told us that they had previously considered the waste in their business but hadn’t taken action due to lack of cash or time and perceived risk. It may be unsurprising that it’s those businesses who are either already considering their sustainability or were simply open to new business approaches that are more likely to identify with the programme.
This is not a design flaw.
Change happens when the first movers start moving. Focusing efforts on these businesses who, with some encouragement, are ready to act, creates the business case, the inspiring examples, and the momentum that convinces others to follow. The key is to ensure these businesses are given the same opportunities regardless of background or geographical location.
How can we help?
We’re continuing our work with high street businesses in 2025/26. Get in touch to discuss how we can bring our support to your local high streets, or scale and replicate the success of High Streets Beyond Waste across London and nationally. Email business@relondon.gov.uk – we’re keen to share and explore!
ReLondon’s business transformation programme and the pan-London High Streets Beyond Waste programme is funded by the Mayor of London and UK Government through the UK Shared Prosperity Fund.
