The current dominant linear economic system is a main perpetrator for anthropogenic climatechange. A switch towards an alternative circular economy is inevitable and needs to happensoon. Despite their economic and environmental importance, circular economy businesses arefacing communication challenges in form of lacking awareness, knowledge and interest aboutthe concept and benefits of this relatively new economic system and its correspondingsustainable products. An unexplored possibility to overcome these challenges is theimplementation of integrated marketing communication, which communicates a coherentmessage and brand image by utilizing all relevant communication channels of a company.While current literature adequately covers IMC initiatives for linear businesses, it fails to takethe perspective of circular economies into consideration. This paper aims to fill that gap byexamining how integrated marketing communication can be incorporated by the Swedishenvironmental car recycling company ECRIS in form of a case study. The company’s currentcommunication efforts were analysed in order to determine the challenges that prevent themfrom communicating their products and desired sustainable brand image efficiently. Thenecessary qualitative empirical data was collected by conducting participant observation atECRIS, interviewing the CEO of the company, and doing a multimodal web analysis of theirwebsite in combination with a design framework for influencing consumer attitudes towardscircular products. These research methods yielded that ECRIS’ ability to incorporate an IMCstrategy is limited by unclear corporate goals, mission and vision, a lack of relevantcommunication channels, and an insufficient web communication of the desired green brandimage. The paper then interprets these findings using the model of integrated onlineJÖNKÖPING UNIVERSITYSchool of Education and CommunicationBox 1026, SE-551 11 Jönköping, Sweden+46 (0)36 101000Master thesis, 15 creditsCourse: Media and Communication Science withSpecialization in Sustainable CommunicationTerm: Spring 20203marketing communication in order to suggest steps that need to be taken in order toincorporate an IMC strategy in the company. These include a re-design of the website and itscontent and consequently all other potential communication channels, like LinkedIn andGoogle Ads, to particularly emphasize the positive environmental impact of the company.Consistency across all communication mediums is a key factor in every IMC strategy. Whilemost of the advice is tailored towards the case of ECRIS, its general utility is yet relevant forall circular economy businesses and will hopefully contribute to raise the public awarenessand knowledge about the concept and value of circular economies in general.