The Circular Mindset.

As we move towards a circular economy, businesses and consumers need to adopt a circular mindset and make sustainable choices.

To achieve a circular system, consumers need to re-frame entrenched mindsets, ask the right questions and be motivated to explore new possibilities. They see themselves as agent of change within a vision of a net zero, sustainable future.

That requires:

  • A shift in defining and perceiving products as a ‘resource’ not ‘waste’.
  • A re-norming of consumption behaviours, whereby people see a product within its lifecycle and buy/reuse accordingly.
  • Supporting consumers to make better decisions with Easy, Attractive, Social and Timely (EAST) prompts.
  • Apply social identity and place identity theory and practice to establish and build shared purpose, mobilise communities, and foster a connection to natural and sustainable urban places.

Sustainable consumers choices include:

  • Prioritising reusable and durable products over disposable or single-use items, reducing waste and conserving resources.
  • Supporting local and small businesses to promote circular economy principles, helping create a market for sustainable products and services.
  • Looking for products that are made from recycled or sustainable materials, helping to reduce demand for virgin resources and promote resource efficiency.
  • Establishing a consciousness of everyday consumption habits with a personal goal to reduce overall consumption, helping to conserve resources and reducing environmental impact. This includes looking for company certifications and product labels that establish environmental credentials.

We love this image from  the European Environment Agency which shows the stages of individual decision-making related to circularity.

circular mindset - circular vs linear behaviour - stages


Read more about behaviour change and the circular economy.

Talk to us about establishing a circular mindset and developing behaviour change initiatives in your business or community.