The global study, The Tipping Point: Building Trust in the Circular Economy, developed in partnership with the University of Cambridge’s Institute for Sustainability Leadership (CISL), found that while 68% of people globally say they are motivated by environmental concerns to repair, reuse or recycle, this ambition isn’t translating into significant action at the point of purchase.
Perception vs reality
Although over half of respondents (53%) consider themselves early adopters or part of the early majority when it comes to circular behaviours, actual consumer habits tell a different story. Just 33% would consider buying second-hand technology, and only 31% would opt for food in recycled packaging.
The research reveals a striking “trust gap” around reused or repaired goods, highlighting three key consumer concerns: product quality (56%), safety (51%) and reliability (49%). These fears are said to be hampering wider uptake of circular models and reinforcing a linear consumption mindset.
“While sustainability remains high on the agenda for many, people are reluctant to compromise on perceived quality and safety,” said Susan Taylor Martin, chief executive of BSI. “For circularity to gain real traction, businesses must do more than talk about sustainability – they must demonstrate value, dependability and durability in the products they bring to market.”
Declining circularity
The findings come at a time when progress on circularity appears to be stalling. Despite 76% of consumers recognising that their behaviours impact the circular economy, the proportion of reused materials in the global economy has actually declined, from 7.2% to 6.9% in recent years.
While second-hand clothing fared slightly better (with 35% willing to buy), only 29% said they would purchase refurbished furniture, and a mere 25% would opt for imperfect fruit or vegetables. Second-hand bikes or scooters attracted the lowest consumer confidence, with just 22% open to buying them.
Sustainability claims under scrutiny
A further obstacle is a lack of trust in environmental claims. One in three respondents said they are deterred by uncertainty over the legitimacy of sustainability credentials, but nearly 60% said that a recognised label or standard would boost their confidence in circular products.
Lindsay Hooper, CEO of CISL, commented: “The transition to a circular economy hinges on building credibility and confidence in circular offerings. Our report provides a strategic framework for businesses to design trustworthy, high-quality products that meet consumer expectations – enabling them to seize the enormous potential of circular business models.”
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