A Report by GlobeScan and GreenBiz
HOW CONSUMER ENGAGEMENT CAN DRIVE CIRCULARITY
We need to be working together to ensure that our lifestyles, our consumption and everything that is associated with becoming more circular is the result of the fact that each choice a consumer makes is a good choice.
“
”
3A Re p o r t b y G l o b e S c a n a n d G re e n B i z
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.
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.
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.
For this white paper, we engaged 20 experts from around the world to get their
views on the pathway to a more circular economy. The thought leaders we spoke
with were selected because of their expertise and contributions in the area.
These conversations build on GlobeScan’s latest global consumer research,
entitled Healthy & Sustainable Living: A Global Consumer Insights Project. The
introduction
4 H o w C o n s u m e r E n ga ge m e n t C a n D r i v e C i rc u l a r i t y
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.
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 catalyze more sustainable consumption. We believe
that circular business models have tremendous potential to do so.
barriers to consumer engagement
There are significant barriers to enticing consumers
to embrace the concepts associated with circularity.
Some are economical and some are cultural.
The experts we interviewed recognize that the
most prominent among these barriers is a lack of
knowledge of how to participate in a
circular economy.
When consumers across the 25 countries surveyed in
GlobeScan’s 2019 Healthy & Sustainable Living project
were asked to indicate the most significant barriers
to improving their lifestyles to be healthier and more
sustainable, nearly half indicate that affordability (49
percent) and lack of support from government (47
percent) are two major obstacles. Thirty-one percent
of consumers also point to a lack of support from
business and 27 percent admit to not knowing how to
do it, again highlighting the need for more consumer
education around achieving a more sustainable
lifestyle.
Our experts also notice that there are other barriers to
introducing the concepts associated with circularity,
such as culturally embedded objections to reuse,
or substituting services for product ownership,
although there are clear disparities across cultures,
generations and social strata in terms of how
consumers value and perceive their quality of life
and the value of owning a product or using a service.
These cultural and generational differences can also
5A Re p o r t b y G l o b e S c a n a n d G re e n B i z
be seen in GlobeScan’s research results, where around 22 percent of consumers agree that there
is a direct correlation between material possessions and happiness. However, some cultures show
a higher percentage than others. For example, the number of consumers in non-OECD economies
(29 percent), Asia (28 percent) and Africa (27 percent) who agree that they need a lot of material
possessions to be happy is higher than that of consumers in North America (13 percent), Latin
America (13 percent) and industrialized (OECD) markets (16 percent).
There can be a social stigma associated with previously used products as well. Consumers across
Too expensive
Not enough support from government
Not enough support from business
I’m not sure how
I like the way I live now
Not enough support from NGOs and charities
Other people not doing it
I dont trust what I read and/or hear about these issues
My action won’t make any difference
It’s inconvenient
I don’t have time
I am not personally concerned about it
49
47
31
27
25
22
21
18
18
18
16
9
Agree
22
Neither agree nor disagree
24
Disagree 54
Cost Leadership Information Motivation Convenience
Too expensive
Not enough support from government
Not enough support from business
I’m not sure how
I like the way I live now
Not enough support from NGOs and charities
Other people not doing it
I dont trust what I read and/or hear about these issues
My action won’t make any difference
It’s inconvenient
I don’t have time
I am not personally concerned about it
49
47
31
27
25
22
21
18
18
18
16
9
Agree
22
Neither agree nor disagree
24
Disagree 54
Cost Leadership Information Motivation Convenience
Barriers to Improving Lifestyle to Be More Healthy and SustainableAverage of 25 Countries, 2019
I Need a Lot of Material Possessions To Be HappyAverage of 25 Countries, 2019
6 H o w C o n s u m e r E n ga ge m e n t C a n D r i v e C i rc u l a r i t y
People in the 25 countries surveyed remain hesitant
to buy second-hand household items or clothing,
with only 5 percent of consumers reporting that
they buy such items all of the time. When we look
at the age groups of consumers who buy second-
hand items or clothing at least “most of the time,”
Gen Z (25 percent) and Millennials (21 percent) on
average are more likely to purchase used items
than both Gen X (15 percent) and Baby Boomers
(12 percent). While younger generations may be
more willing to buy second-hand products, older
generations may be happier with fewer material
possessions but still be stigmatized by previously
owned goods.
7A Re p o r t b y G l o b e S c a n a n d G re e n B i z
The results of the study about owning and reusing material goods confirm that the required
change in societal mindsets (i.e., how society places value on living a quality of life and the
ownership of goods) might be achievable if we target different consumer audiences with
different messages aimed at educating and increasing the awareness around the economic,
environmental, social and personal benefits of circularity.
consumers are willing to change
Several of our experts confirm that consumers are starting to gravitate toward more sustainable
consumption patterns that, if properly supported by multiple stakeholders and infrastructure,
may be able to help accelerate the circularity transition. When asked to express their attitudes
toward the environment, well-being and consumption, 54 percent of consumers on average
across 25 countries recognize the importance of living a healthier and more sustainable lifestyle
and see the topic as a “major” or “large” priority. However, only 6 percent of consumers confirm
that they are completely living a healthy and sustainable lifestyle, signaling that their intentions
to do so are not fully matched by their actions.
25-country average
2521
1512
USA
3830
2219
Not at all
2
31
Moderately
46
Gen Z
Millennials
Gen X
Baby Boomers+
6
Completely
Mostly
14
A little
I Buy Second-hand Household Items or Clothing“All of the time” and “Most of the time,” by Generation, USA vs Average of 25 Countries, 2019
8 H o w C o n s u m e r E n ga ge m e n t C a n D r i v e C i rc u l a r i t y
When it comes to the environment, 64 percent
of respondents show a strong willingness to
reduce their impact and 66 percent agree that
in order to preserve the environment for future
generations, we need to consume less. A majority
confirm that they would pay more for products
and services that work to improve society and
the environment (51 percent) or are produced in
a socially or environmentally responsible way (50
percent). Also, nearly half affirm their support for
companies and brands that speak out on social
and environmental problems (49 percent) and
say they encourage others to buy from these
companies (49 percent).
While consumers say that they are on board
with some of the basic concepts of circularity, a
significant number still engage in consumerism-
linked behaviors that damage the environment. A
majority across the 25 countries say that they use
their own shopping bag (62 percent), that they
repair broken household goods rather than replace
them (59 percent) and that they recycle all or most
of the time (51 percent). Four in ten consumers
also avoid single-use plastic and products with
extensive packaging all or most of the time (42
percent). However, 26 percent of consumers
continue to buy water in single-use disposable
containers and 24 percent prefer to buy cheaper
25-country average
2521
1512
USA
3830
2219
Not at all
2
31
Moderately
46
Gen Z
Millennials
Gen X
Baby Boomers+
6
Completely
Mostly
14
A little
Extent of Living in a Way that is Good for You, Good for Other People, and Good for the EnvironmentAverage of 25 Countries, 2019
9A Re p o r t b y G l o b e S c a n a n d G re e n B i z
products that do not last long, which underlines the challenges of changing consumer behavior
that may be constrained by a lack of infrastructure (e.g., clean drinking water) and economic
limitations, as well as cultural preferences and practices.
On the whole, however, these results suggest that a collective conscience is progressively
developing wherein consumers are starting to rethink their consumption patterns and are ready
to support business models that actively support their changing needs. But they also show that
more needs to be done to support consumers and reduce barriers to more circular behaviors.
This will require clearer communication and consumer engagement in support of circularity.
Our experts confirm that circularity requires different communications for different actors
operating at different levels (including businesses, government, customers and consumers),
and should focus on issues and solutions specific to them
For instance, when talking to businesses, the focus should be on business models and cost
savings. When speaking within a business, the discussion may focus on issues such as design
and end-of-use recovery. And for civil servants or public authorities, the issues relate to landfills,
incineration and contaminated land and waters.
Strongly Agree Somewhat Agree
All of the time Most of the time
I believe we need to consume less topreserve the environment for future generations
I want to reduce the impact that I personally have on theenvironment and nature by a large amount
I am willing to pay more for products or brands that work toimprove society and the environment
I am willing to pay more for products produced in asocially/environmentally responsible way
38 6628
40 6424
35 5116
34 5016
32 4816
32 4916
33 4613
30 4414
I encourage others to buy from socially andenvironmentally responsible companies and/or brands
I actively support companies/brands that speak out onsocial/environmental problems
I try to purchase brands that are independently certi�ed by athird party to be environmentally and/or socially friendly
I feel guilty about my negative impacton the environment
Use own shopping bag 30 6232 Try to repair not replace 37 5922
Recycle 27 5124
Use own shopping bag 21 3817
Buy bottled water 16 2812
Buy second-hand 17 269
Avoid packaging 20 266
Avoid single-use plastics 20 266
Buy non-durable cheaper products 17 236
Try to repair not replace 38 5921
Recycle 27 5124
Avoid single-use plastics 29 4213
Avoid packaging 29 3910
Buy bottled water 17 269
Buy non-durable cheaper products 18 246
Buy second-hand 14 195
Average of 25 Countries USA
Attitudes toward the Environment/Well-being/ConsumptionAverage of 25 Countries, 2019
1 0 H o w C o n s u m e r E n ga ge m e n t C a n D r i v e C i rc u l a r i t y
Strongly Agree Somewhat Agree
All of the time Most of the time
I believe we need to consume less topreserve the environment for future generations
I want to reduce the impact that I personally have on theenvironment and nature by a large amount
I am willing to pay more for products or brands that work toimprove society and the environment
I am willing to pay more for products produced in asocially/environmentally responsible way
38 6628
40 6424
35 5116
34 5016
32 4816
32 4916
33 4613
30 4414
I encourage others to buy from socially andenvironmentally responsible companies and/or brands
I actively support companies/brands that speak out onsocial/environmental problems
I try to purchase brands that are independently certi�ed by athird party to be environmentally and/or socially friendly
I feel guilty about my negative impacton the environment
Use own shopping bag 30 6232 Try to repair not replace 37 5922
Recycle 27 5124
Use own shopping bag 21 3817
Buy bottled water 16 2812
Buy second-hand 17 269
Avoid packaging 20 266
Avoid single-use plastics 20 266
Buy non-durable cheaper products 17 236
Try to repair not replace 38 5921
Recycle 27 5124
Avoid single-use plastics 29 4213
Avoid packaging 29 3910
Buy bottled water 17 269
Buy non-durable cheaper products 18 246
Buy second-hand 14 195
Average of 25 Countries USA
Frequency of Actions Associated with CircularityUSA vs Average of 25 Countries, 2019
The media attention on plastic waste in our oceans has led consumers to start questioning their packaging and to become more aware that there is no ‘away’ when throwing things away.
“
”
1 1A Re p o r t b y G l o b e S c a n a n d G re e n B i z
having the talk: meeting consumers where they are
For consumers, circularity is about prolonging the
useful life of products, minimizing waste and being
able to repair, reuse and recycle to minimize the
environmental impact of consumption.
The durability aspect of circularity is highly valued
by consumers, as confirmed by GlobeScan’s
research. When consumers across 25 countries
are asked to rate the helpfulness of various actions
that companies in different sectors can take to
help people live healthy and sustainable lives,
durability is highlighted as being particularly helpful.
Consumers recognize the importance of buying
products that last a long time (44 percent) and are
affordable (41 percent). Consumers also confirm
that business plays an important role through
corporate efforts to eliminate environmentally
harmful ingredients (45 percent), reduce negative
environmental impacts of its products (42 percent),
offer products and services that reduce the impact
on the climate (42 percent), be transparent on the
environmental effects of products (41 percent) and
1 2 H o w C o n s u m e r E n ga ge m e n t C a n D r i v e C i rc u l a r i t y
not charge more for sustainable products (41 percent). These results highlight the importance
of the product design element in enabling consumers to advance circularity.
In addition to durability, consumers globally are very concerned about the issue of single-
use plastic waste in the environment, suggesting that plastic waste offers an entry point to
circularity that is likely to continue to resonate. Although consumers in the United States
express somewhat lower levels of concern about the issue compared to those in most other
countries, four in ten Americans say that the single-use plastic waste issue is very serious. In
the Latin American and Southern European countries surveyed, as well as in Turkey, roughly
three-fourths of respondents say that it is a very serious issue.
Several of our experts suggest that to effectively engage with consumers, circularity must
be communicated in a way that is positive and inspiring. Communications should emphasize
that circularity offers a vision of an economic system that is beneficial and adds value rather
than one that is disruptive. To achieve this, the message should be simple and easy to
understand. The narrative should focus on consumer engagement and standard procedures
Eliminating harmful ingredients 45
Products/services that last a long time 44
Reducing impacts on climate change 42
Protecting privacy of personal data 42
Reducing negative environmental impacts 42
Affordable products/services 41
Investing in science/R&D 41
Same price for socially/environmentally friendly products 41
Open about impacts of products/services 41
No energy/materials wasted in operations 40
Treating employees fairly 39
Advocating for better policies/behaviors 33
Informing on living in environmentally friendly way 33
Informing on how to live healthier 32
Third-party certi�cation 31
Mexico 78
78
76
75
73
72
67
65
64
64
62
62
60
59
58
58
57
55
54
51
47
43
42
40
38
BrazilSpain
ItalyTurkey
ArgentinaPhilippines
FranceSouth AfricaSouth Korea
GermanySweden
IndiaIndonesia
United KingdomCanada
KenyaSaudi Arabia
Hong KongAustralia
RussiaUnited States
ChinaNigeria
Japan
Products/services
Operations
Communications/advocacy
Helpfulness of Actions to Enable Healthy and Sustainable LivingAverage of 25 Countries, 2019
Eliminating harmful ingredients 45
Products/services that last a long time 44
Reducing impacts on climate change 42
Protecting privacy of personal data 42
Reducing negative environmental impacts 42
Affordable products/services 41
Investing in science/R&D 41
Same price for socially/environmentally friendly products 41
Open about impacts of products/services 41
No energy/materials wasted in operations 40
Treating employees fairly 39
Advocating for better policies/behaviors 33
Informing on living in environmentally friendly way 33
Informing on how to live healthier 32
Third-party certi�cation 31
Mexico 78
78
76
75
73
72
67
65
64
64
62
62
60
59
58
58
57
55
54
51
47
43
42
40
38
BrazilSpain
ItalyTurkey
ArgentinaPhilippines
FranceSouth AfricaSouth Korea
GermanySweden
IndiaIndonesia
United KingdomCanada
KenyaSaudi Arabia
Hong KongAustralia
RussiaUnited States
ChinaNigeria
Japan
Products/services
Operations
Communications/advocacy
Eliminating harmful ingredients 45
Products/services that last a long time 44
Reducing impacts on climate change 42
Protecting privacy of personal data 42
Reducing negative environmental impacts 42
Affordable products/services 41
Investing in science/R&D 41
Same price for socially/environmentally friendly products 41
Open about impacts of products/services 41
No energy/materials wasted in operations 40
Treating employees fairly 39
Advocating for better policies/behaviors 33
Informing on living in environmentally friendly way 33
Informing on how to live healthier 32
Third-party certi�cation 31
Mexico 78
78
76
75
73
72
67
65
64
64
62
62
60
59
58
58
57
55
54
51
47
43
42
40
38
BrazilSpain
ItalyTurkey
ArgentinaPhilippines
FranceSouth AfricaSouth Korea
GermanySweden
IndiaIndonesia
United KingdomCanada
KenyaSaudi Arabia
Hong KongAustralia
RussiaUnited States
ChinaNigeria
Japan
Products/services
Operations
Communications/advocacy
Eliminating harmful ingredients 45
Products/services that last a long time 44
Reducing impacts on climate change 42
Protecting privacy of personal data 42
Reducing negative environmental impacts 42
Affordable products/services 41
Investing in science/R&D 41
Same price for socially/environmentally friendly products 41
Open about impacts of products/services 41
No energy/materials wasted in operations 40
Treating employees fairly 39
Advocating for better policies/behaviors 33
Informing on living in environmentally friendly way 33
Informing on how to live healthier 32
Third-party certi�cation 31
Mexico 78
78
76
75
73
72
67
65
64
64
62
62
60
59
58
58
57
55
54
51
47
43
42
40
38
BrazilSpain
ItalyTurkey
ArgentinaPhilippines
FranceSouth AfricaSouth Korea
GermanySweden
IndiaIndonesia
United KingdomCanada
KenyaSaudi Arabia
Hong KongAustralia
RussiaUnited States
ChinaNigeria
Japan
Products/services
Operations
Communications/advocacy
1 3A Re p o r t b y G re e n B i z a n d G l o b e S c a n
(how to read labels, for example), and it needs to explain
how consumers can contribute through their behavior (daily
actions, patterns, etc.).
When communicating to consumers, the message should
be tangible and supported by real examples and inspiring
initiatives. In Japan, McDonald’s Happy Meal toys are
returned to the restaurants to become trays. This helps
consumers to close the loop in their minds: they get
something to take home at the restaurants and it goes
back to the restaurant to become part of another product.
This helps consumers relate to the concept through an
experience.
Kei Lap Li (Philippe), business development manager of HK
Recycles, illustrates how a lack of infrastructure can make
it harder for consumers to engage in circular behavior: “60
percent of Hong Kong’s municipal solid waste is from the
households, domestic waste. However, most of the newly
constructed buildings are small and it is hard for property
managers to have the right bins. If each floor does not
have the space and cannot accommodate the bins, forcing
people to go somewhere else to recycle, this has an effect
on a person’s willingness to recycle.”
The lack of knowledge of practical actions to take is also
confirmed in GlobeScan’s research. Twenty-seven percent
of consumers across 25 countries say that they do not
know how to live in a way that is good for themselves,
other people and the environment when asked to indicate
the barriers to improving their lifestyles in order to be
healthier and more sustainable.
1 4 H o w C o n s u m e r E n ga ge m e n t C a n D r i v e C i rc u l a r i t y
Educating consumers on what circularity is (e.g., with positive and targeted messages), increasing
their awareness through examples (e.g., showing them what they can do to make it happen) and
encouraging their interest around entry concepts (e.g., plastic, waste) are all important steps to
increase consumer engagement, according to the experts we interviewed. Although some of
them emphasize that we are in a phase where the language around circularity is still developing,
they also recognize that consumers are increasingly showing an interest in issues such as waste
because it is a problem that is receiving increased attention across several media channels.
Eliminating harmful ingredients 45
Products/services that last a long time 44
Reducing impacts on climate change 42
Protecting privacy of personal data 42
Reducing negative environmental impacts 42
Affordable products/services 41
Investing in science/R&D 41
Same price for socially/environmentally friendly products 41
Open about impacts of products/services 41
No energy/materials wasted in operations 40
Treating employees fairly 39
Advocating for better policies/behaviors 33
Informing on living in environmentally friendly way 33
Informing on how to live healthier 32
Third-party certi�cation 31
Mexico 78
78
76
75
73
72
67
65
64
64
62
62
60
59
58
58
57
55
54
51
47
43
42
40
38
BrazilSpain
ItalyTurkey
ArgentinaPhilippines
FranceSouth AfricaSouth Korea
GermanySweden
IndiaIndonesia
United KingdomCanada
KenyaSaudi Arabia
Hong KongAustralia
RussiaUnited States
ChinaNigeria
Japan
Products/services
Operations
Communications/advocacySeriousness of Single-use Plastic Waste “Very Serious,” by Country, 2019
1 5A Re p o r t b y G l o b e S c a n a n d G re e n B i z
what next?
To reach consumers we should speak their language and focus on concepts that bring
them value and that they understand, such as the need to reduce single-use plastic
waste to save the oceans. We also need to overcome significant barriers to enable
consumers to participate in a circular economy, making sure the design and infrastructure
is in place, and challenging social and cultural norms.
Communication should generally be positive and inspiring, using concrete examples of
circularity that show the value it can bring to consumers and other stakeholders, rather
than presenting an abstract concept.
And finally, we should avoid making the same mistake we did with communicating the
idea of sustainability, with overcomplicated definitions and metrics, and using it as a
catch-all term in the context of an overly broad scope. Circularity has the natural potential
to offer a broader appeal because it has a more motivating message attached to it.
1 6 H o w C o n s u m e r E n ga ge m e n t C a n D r i v e C i rc u l a r i t y
As Marian Chertow (Yale University) explains, “Circular economy as a concept is appealing to
people by coming across positively. People get tired of being told all the terrible things they are
going to have as a result of climate change, like hurricanes, tornadoes, flooding and droughts.
Showing people that they can make a difference through leveraging circular behaviors, business
models and collaborations to drive change is a much more positive message.”
Consumers increasingly want to know not just where their products are coming from in terms of sourcing and impact on the planet, but also where the products are going at the end of their useful life.
“
”
1 7A Re p o r t b y G l o b e S c a n a n d G re e n B i z
appendix: the collective wisodom of thought leaders
GlobeScan 2019 Healthy & Sustainable Living: A Global Consumer Insights Project is a study drawing
from comparative and representative online surveys of 25,000 people across 25 countries to explore
current understanding, concerns, expectations and opportunities to support healthier and more
sustainable lifestyles.
The Healthy & Sustainable Living study was designed and launched with a range of partners,
including GlobeScan, IKEA, Procter & Gamble, PepsiCo, VF Corp., Visa and WWF International, to help
companies better understand the barriers and enablers of living in a way that is good for people and
the planet.
In addition to the research, this report is based on in-depth interviews with 20 global experts on
circularity, selected because of their expertise and influential contributions in the area. Interviewees
are based in North and South America, Asia-Pacific, Europe and Africa.
1 8 H o w C o n s u m e r E n ga ge m e n t C a n D r i v e C i rc u l a r i t y
First Name Last Name RegionPosition Company/Organization
Christina Amorim North AmericaVP, Facilities & EHS and CSO
Life Sciences Solutions Group Thermo�sher Scienti�c
Lorraine Francourt EuropeDirector, Circular Economy Dow
Guilherme Brammer South AmericaCEO Boomera
Marian Chertow North AmericaAssociate Professor, Industrial Environmental Management
Yale School of Forestry and Environmental Studies and Yale School of Management
Dr. Paul Dewick EuropeReader in Sustainability,
Technology and Innovation Management at MMU
MMU
Kate Daly North AmericaExecutive Director, Center for
the Circular Economy Closed Loop Partners
Merijn Dols North AmericaSr. Director of Open Innovation and Circular Economy for Food Danone
Cliona Howie del Río EuropeHead of Circular Economy Climate-KIC
Jeff Hogue EuropeChief Sustainability Of�cer C&A Global
Philippe Li AsiaBusiness Development Manager HK Recycles
Sally-Anne Kasner South AfricaDirector Circular-Vision
Angela Nahikian North AmericaDirector, Global Sustainability Steelcase
Wayne Ng AsiaGroup Auditor & ESG Cochlear Limited
Luisa Santiago South AmericaLatin America Lead Ellen MacArthur Foundation
Yalmaz Siddiqui North AmericaVice President, Corporate
Sustainability MGM Resorts International
Mathy Stanislaus North AmericaCircular Economy Fellow World Resource Institute
Elaine Strunk North AmericaDirector,
Global Sustainability McDonald's
Lauren Yarmuth North AmericaDirector of Circular Economy IDEO
Adrienna Zsakay AsiaExecutive Director Circular Economy Asia
Simon Lowden North AmericaPresident and Chief Marketing Of�cer — Global Snacks and
Global InsightsPepsiCo