An exploration of customers and the Circular Economy

Our research reveals actions you should be considering to bring customers along on your circular journey.

The Circular Economy is a systems solution framework that tackles global challenges like climate change, biodiversity loss, waste, and pollution. It is based on three principles:

  1. Eliminate waste and pollution
  2. Circulate products and materials (at their highest value)
  3. Regenerate nature

We believe that the concept of a Circular Economy has great potential to help solve some of the world’s largest sustainability struggles. However, as the experience consultancy, we were keen to understand how organisations looking to adopt more circular business models, were considering their customers’ experience, as well as their products and services.

Teaming up with The University of Exeter’s Centre for Circular Economy, we embarked on some research exploring two industries with exceptional opportunities in the Circular Economy – Food & Beverage and Consumer Goods.

Our end goal? To create a thorough understanding of the challenges around engaging customers in a Circular Economy, in order to support organisations that are struggling to shift towards more circular products and services that still meet customer needs and expectations.

This report explores extensive detail of our research findings including:

Findings from our initial literature review
The stages in a fully circular customer journey
What an exemplary circular journey could look like
Our recommendations for exploring circular value, designing circular products and services and ultimately, delivering circular value.
What is needed for widespread consumer adoption of the Circular Economy

Click ‘Download report’ now to discover the above insights.

For more of our thinking on how to engage customers in the Circular Economy, please visit our hub page.

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Feeling ready to design your circular business model with customers at the centre? We have created a toolkit full of tools and techniques to assist businesses with engaging customers in circular product and service adoption.