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How Consumer Engagement Drives Circularity Report

February 14, 2020

How Consumer Engagement Drives Circularity Report

How Consumer Engagement Drives Circularity Report

Changing Economic Systems

How will consumer engagement drive circularity? The shift to a more circular economy offers a compelling solution to the way the world currently conducts business. Circularity has the potential to change economic systems and help avoid devastating impacts to our climate and society.

Reassessment of the Linear Model

The concepts that provide the foundation for circularity can be found throughout history, but post-World War II saw a radical shift by both consumers and industry to a hyper-linear economic model of take-make-waste. Factors such as environmental degradation, resource constraints and consumer sentiment are forcing a reassessment of this linear model and point to a path forward for circularity.

Shifting Consumption Patterns

But circularity cannot happen in a vacuum. Migrating to a circular economy requires systemic change, not only to current business models, but also to consumption patterns. Much of the recent writing about circularity highlights the importance of a collective commitment and a need for greater collaboration by industry, government and non-governmental entities. Perhaps most critically, success will require consumers to play an important role in shifting the paradigm as they have the power to choose every time they make a purchase.

Consumer Engagement Thought Leadership

For this white paper, GreenBiz engaged 20 experts from around the world to get their views on the pathway to a more circular economy and how consumer engagement can drive circularity. The thought leaders we spoke with were selected because of their expertise and contributions in the area.

A Global Consumer Insights Project

These conversations build on GlobeScan’s latest global consumer research, entitled Healthy & Sustainable Living: A Global Consumer Insights Project. The introduction study involved 25,000 people across 25 countries and partners, including GlobeScan, IKEA, PepsiCo, Procter & Gamble, VF Corp., Visa, and WWF International, with the objective of helping companies and other influential actors better understand the barriers and enablers of living in a way that is good for people and the planet.

Barriers to Circularity

This report identifies barriers that may inhibit circularity from scaling and explores how to effectively engage consumers as a driver toward a more circular economy. Our intention is to help companies and other influential actors to work together to catalyse more sustainable consumption. We believe that circular business models have tremendous potential to do so.