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How Consumer Engagement Can Drive Circularity

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How Consumer Engagement Can Drive Circularity HOW CONSUMER ENGAGEMENT CAN DRIVE CIRCULARITY A Report by GlobeScan and GreenBiz “ 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. ” introduction 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 A Report by GlobeScan and GreenBiz 3 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 of consumers also point to a lack of support from to embrace the concepts associated with circularity. business and 27 percent admit to not knowing how to Some are economical and some are cultural. do it, again highlighting the need for more consumer The experts we interviewed recognize that the education around achieving a more sustainable most prominent among these barriers is a lack of lifestyle. knowledge of how to participate in a Our experts also notice that there are other barriers to circular economy. introducing the concepts associated with circularity, When consumers across the 25 countries surveyed in such as culturally embedded objections to reuse, GlobeScan’s 2019 Healthy & Sustainable Living project or substituting services for product ownership, were asked to indicate the most significant barriers although there are clear disparities across cultures, to improving their lifestyles to be healthier and more generations and social strata in terms of how sustainable, nearly half indicate that affordability (49 consumers value and perceive their quality of life percent) and lack of support from government (47 and the value of owning a product or using a service. percent) are two major obstacles. Thirty-one percent These cultural and generational differences can also 4 How Consumer Engagement Can Drive Circularity Barriers to Improving Lifestyle to Be More Healthy and Sustainable Average of 25 Countries, 2019 Too expensive 49 Not enough support from government 47 Not enough support from business 31 I’m not sure how 27 I like the way I live now 25 Not enough support from NGOs and charities 22 Other people not doing it 21 I dont trust what I read and/or hear about these issues 18 My action won’t make any difference 18 It’s inconvenient 18 I don’t have time 16 I am not personally concerned about it 9 Cost Leadership Information Motivation Convenience 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 I Need a Lot of Material Possessions To Be Happy Agree Average of 25 Countries, 2019 22 Disagree 54 24 Neither agree nor disagree A Report by GlobeScan and GreenBiz 5 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 6 How C Can Drive owned goods.onsumer Engagement Circularity 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 25 21 Gen Z 25-country average 15 12 Millennials 38 Gen X 30 USA 22 Baby Boomers+ 19 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. A Report by GlobeScan and GreenBiz 7 Extent of Living in a Way that is Good for You, Good for Other People, and Good for the Environment Average of 25 Countries, 2019 Not at all A little Completely 2 14 6 31 Mostly 46 Moderately When it comes to the environment, 64 percent While consumers say that they are on board of respondents show a strong willingness to with some of the basic concepts of circularity, a reduce their impact and 66 percent agree that significant number still engage in consumerism- in order to preserve the environment for future linked behaviors that damage the environment. A generations, we need to consume less. A majority majority across the 25 countries say that they use confirm that they would pay more for products their own shopping bag (62 percent), that they and services that work to improve society and repair broken household goods rather than replace the environment (51 percent) or are produced in them (59 percent) and that they recycle all or most a socially or environmentally responsible way (50 of the time (51 percent). Four in ten consumers percent). Also, nearly half affirm their support for also avoid single-use plastic and products with companies and brands that speak out on social extensive packaging all or most of the time (42 and environmental problems (49 percent) and percent). However, 26 percent of consumers say they encourage others to buy from these continue to buy water in single-use disposable companies (49 percent). containers and 24 percent prefer to buy cheaper 8 How Consumer Engagement Can Drive Circularity Attitudes toward the Environment/Well-being/Consumption Average of 25 Countries, 2019 I believe we need to consume less to 28 38 66 preserve the environment for future generations I want to reduce the impact that I personally have on the 24 40 64 environment and nature by a large amount I am willing to pay more for products or brands that work to 16 35 51 improve society and the environment I am willing to pay more for products produced in a 16 34 50 socially/environmentally responsible way I encourage others to buy from socially and 16 32 48 environmentally responsible companies and/or brands I actively support companies/brands that speak out on 16 32 49 social/environmental problems I try to purchase brands that are independently certified by a 13 33 46 third party to be environmentally and/or socially friendly I feel guilty about my negative impact 14 30 44 on the environment Strongly Agree Somewhat Agree 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.
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