Latest news with #CircleEconomy
Fashion United
3 days ago
- Business
- Fashion United
Circular fashion won't work without consumers on board
Although European consumers might be ready for a circular economy, their wallets aren't. Recent research carried out for the EU SOLSTICE project across four European territories—Catalonia, Berlin, Prato and Grenoble—found that price and convenience are major factors in driving engagement with circular clothing offerings: as long as circular offerings like second-hand, rental and repair remain expensive or inconvenient, fast fashion will continue to dominate. Authors Written for FashionUnited by Hannah Beisel (Researcher, Circle Economy) and Ana Birliga Sutherland (Editor, Circle Economy) Why consumer behaviour matters The global textile industry is just 0.3 percent circular, according to the Circularity Gap Report Textiles : of the 3.25 billion tonnes of materials it consumes yearly, more than 99 percent are virgin in origin. Other environmental impacts are rife—from water pollution, carbon emissions to mountains of waste—and social injustices permeate the production chain. Although efforts to overhaul the textile industry have largely centred on production, consumers have an active role to play as well: their choices can nudge brands towards more circular choices, while opting for durable garments and embracing reuse and repair can have positive impacts in their own right. We can't just wait for change to happen in Brussels or corporate boardrooms—consumers can also make a difference through their choices at the till. While system shifts in policy, industry and finance are vital, consumer behaviour remains a powerful lever: fast fashion isn't flooding the planet on its own, it's fuelled by our habits. As part of the EU SOLSTICE project, we set out to understand the people at the end of the supply chain: the wearers, buyers, menders, and throwers-away of textiles. By mapping behaviour patterns across the four territories, we're laying the groundwork for local pilot projects tailored to real-life contexts—that we hope will drive real change. What drives (and blocks) circular habits? Price is the biggest motivator—and the biggest barrier Across all territories, consumers confirmed that price is the deciding factor when buying clothes—whether they're buying new, second-hand, or looking to repair a worn-but-loved item. And sometimes, even just the perception that circular options are too expensive is enough to turn people away. Circular alternatives such as second-hand shopping (in some cases), rental, or repair services are simply seen as less economical and convenient than fast fashion's rock-bottom prices—especially when the real costs of materials, labour and services like repair are hidden from view. Repairing a €20 pair of jeans can often cost as much as replacing them, making circular options a hard sell. If circular fashion is to compete, it needs to be both affordable and accessible. Perceptions vary too: in higher-income neighborhoods, circular fashion is often seen as more exclusive or high-quality, often marketed as something aspirational. In lower-income areas, price is the bottom line. Circular solutions need to cater to these diverse demands by ensuring that offerings are both high-quality and affordable. Subsidies, alternative pricing models, or public investment could help close this gap—until sustainable fashion makes financial sense for everyone, it will remain a niche rather than the norm. Access and convenience shape behaviour Awareness alone isn't enough: even when shoppers knew about circular options, many didn't use them because they weren't easy to access or fit into their daily lives. Affordability is just one facet of access: location, lack of infrastructure, access to certain skills and even cultural accessibility are other important factors. In Berlin, where options like clothing swaps and rental schemes are more common, awareness and participation were far higher. In Catalonia, where such services are sparse, engagement was much lower. The pattern is clear: infrastructure enables behaviour. Circular solutions must be the easier choice—it's not enough that they're simply visible. Different shoppers, different needs We identified two broad consumer profiles. First, shoppers for fun, who are trend-driven, expressive, and are influenced by peers or social media. This type of shopping tends to be more common among younger people—but not exclusively so. To appeal to this type of shopper, circular fashion must feel fresh and stylish, aligning with shoppers' identities. Circular solutions such as rental and swapping can hit the mark—allowing for continuous wardrobe refreshes at no additional cost to the planet— if they offer the kind of variety shoppers for fun are looking for. In contrast, shoppers for purpose tend to be practical, price-conscious, and focused on value. They shop for necessity, prioritising durability, comfort and need over novelty. Straightforward, reliable, and affordable circular options may pique this group's interest. Of course, these are just broad categorisations—and we must take care not to over-generalise. Decisions are shaped by numerous factors, from income and family needs to geography and access. But understanding these broad behaviours can help shape circular offerings that meet people where they are—making circular fashion the easier choice. Awareness doesn't equal action Even in areas where circular services were widely known—like repair shops—actual use was low. Reasons for this vary: for second-hand shopping, concerns related to hygiene, trust, convenience, and even social stigma were common. This demonstrates that knowledge alone won't shift behaviour: solutions must be easy, trusted, and embedded in daily life. Rental services, for example, need to be hassle-free, size-inclusive, and stylish enough to compete with fast fashion—not just exist in theory. Context matters, from neighbourhood to nation Cultural norms, economic status, urban/rural differences, and even specific neighbourhoods shape how shoppers engage, with some striking differences across territories. In Berlin, circular solutions are abundant—but decision fatigue can overwhelm shoppers. In Catalonia, fewer solutions exist, so awareness and usage are lower. In Prato and Grenoble, we saw strong links between clothing consumption and economic need—solutions must meet people where they are. Even neighbourhoods within cities tell different stories: as noted, higher-income neighbourhoods may see circular initiatives as exclusive and high-quality, while for others, affordability is the primary motivator. That's why circular strategies must be hyper-local — tailored to the cultural, economic, and educational realities of each community. One-size-fits-all won't work. We need tailor-made interventions based on local realities. Where do we go from here? These insights are already helping shape local pilot projects in all four territories, matching circular textile initiatives to real consumer habits and needs, targeting specific demographics, testing what works in practice, and focusing on making circular fashion more affordable and accessible. That might mean many different things: bringing movable repair services to rural areas, launching trend-conscious swap shops in urban centres, introducing affordability schemes for low-income communities, providing digital gamification platforms to enable citizens to connect with their local circular businesses, and even embedding circular education into school curriculums, for example. As the global fashion industry continues to evolve, the need for circular solutions has never been more urgent. Our research across Berlin, Prato, Catalonia, and Grenoble highlights the complexity of consumer engagement and the barriers to circular textile solutions. However, it also underscores the immense potential that lies in community-driven initiatives, tailored strategies, and increased accessibility to circular alternatives. Consumer behavior is often framed as the final hurdle to circular fashion—but it's also the key to unlocking demand. If circular choices can become the easy, affordable, and desirable option, people will follow. At every step, our aim is the same: to reduce textile waste by empowering people to buy less, buy better, and keep their clothes in use longer. Systemic change in the fashion industry requires shifts at all levels—from global supply chains to local shopping habits. Behavioural change won't solve everything, but without it, no other solution will stick. Learn more This is just the beginning. These insights are now guiding circular pilot initiatives across Catalonia, Berlin, Prato, and Grenoble — aligning real-world interventions with consumer mindsets. The SOLSTICE project aims to accelerate the textile sector's shift to circular practices through regional demonstrations. Learn more about what our textiles team are working on our website. .
The Guardian
16-05-2025
- Business
- The Guardian
Global recycling rates have fallen for eighth year running, report finds
Global recycling rates are failing to keep pace with a culture focused on infinite economic growth and consumerism, with the proportion of recycled materials re-entering supply chains falling for the eighth year running, according to a new report. Only 6.9% of the 106bn tonnes of materials used annually by the global economy came from recycled sources, a 2.2 percentage point drop since 2015, researchers from the Circle Economy thinktank found. The problem is systemic, they say: the rise in consumption is even more rapid than the growth in global population, and although some companies are increasing the amount of recycled material they use, the majority ignore the issue with no apparent penalties. This means that societies generate more waste than recycling systems can handle. Even if all recyclable goods were recycled, which is unlikely as many goods are simply too difficult or costly to recycle, global recycling rates would only reach 25%, meaning that consumption must be slashed in order to tackle a growing global waste crisis. Ivonne Bojoh, chief executive of Circle Economy, said: ''Our analysis is clear: even in the ideal world, we cannot solve the triple planetary crisis by mere recycling. The much-needed systemic change requires fundamental change. 'This means unlocking circular potential in stocks like buildings and infrastructure, managing biomass sustainably and stopping sending perfectly renewable materials to landfills. 'This change doesn't happen outside ourselves. We all need to make different choices, be bold, and invest to implement circular solutions across value chains.' As many consumers can attest, recycling levels have been increasing in recent years. From 2018 to 2021, the use of recycled materials used in manufacturing has also increased by 200m tonnes, thanks to increasing awareness. But this increase has been outpaced by the growth in use of virgin materials, the researchers found. They cited figures showing that global extraction of raw materials has more than tripled in the past half century, recently reaching 100bn tonnes a year – a figure expected to rise by a further 60% by 2060, unless action is taken. Sign up to Down to Earth The planet's most important stories. Get all the week's environment news - the good, the bad and the essential after newsletter promotion The global per capita consumption grew from 8.4 tonnes in 1970 to 12.2 tonnes in 2020, but this increase has not been evenly distributed, with citizens of higher-income countries consuming six times as much as those from lower-income countries – 24 tonnes compared with 4 tonnes. This leads to a stark inequality, with the EU and US alone consuming more than half the world's materials despite comprising just 10% of the world's population between them. The report calls for the establishment of global circular economy targets to lower material use and energy demand alongside increasing recycling rates. It calls for the introduction of an 'International Materials Agency', along the lines of the International Energy Agency, to guide governments in measuring and monitoring sustainable resource use and circular economy progress. 'The shift to a circular economy cannot happen without the right policy environment and government action that phases out wasteful practices and promotes and supports smarter ways of meeting people's needs,' the report says.
Zawya
15-05-2025
- Business
- Zawya
Oman launches MENA region's first Circularity Gap Report
Muscat – Oman has launched the Circularity Gap Report (CGR) Oman Project, a first-of-its-kind initiative in the region aimed at advancing sustainable resource use and building a roadmap for a circular economy in line with Oman Vision 2040. The project, spearheaded by Ministry of Economy and supported by be'ah, was formally unveiled during a stakeholder roundtable on Wednesday that brought together government officials, industry leaders, academics and representatives from Circle Economy – an organisation based the Netherlands behind the global CGR initiative. The effort marks a key milestone in the sultanate's commitment to sustainability, with the project set to assess current resource consumption and identify areas where circularity can be improved. This includes reducing waste and ensuring resources are reused efficiently across all stages of the economic cycle. 'The concept of a circular economy extends beyond mere waste recycling; it ensures the optimal use of resources throughout all stages of the economic cycle,' said Dr Aisha al Sarihiyya, Economic Expert at Ministry of Economy. 'It enhances the connection between supply chains and, in turn, generates economic and social benefits alongside environmental gains.' © Apex Press and Publishing Provided by SyndiGate Media Inc. (
Muscat Daily
14-05-2025
- Business
- Muscat Daily
Oman launches MENA region's first Circularity Gap Report
Muscat – Oman has launched the Circularity Gap Report (CGR) Oman Project, a first-of-its-kind initiative in the region aimed at advancing sustainable resource use and building a roadmap for a circular economy in line with Oman Vision 2040. The project, spearheaded by Ministry of Economy and supported by be'ah, was formally unveiled during a stakeholder roundtable on Wednesday that brought together government officials, industry leaders, academics and representatives from Circle Economy – an organisation based the Netherlands behind the global CGR initiative. The effort marks a key milestone in the sultanate's commitment to sustainability, with the project set to assess current resource consumption and identify areas where circularity can be improved. This includes reducing waste and ensuring resources are reused efficiently across all stages of the economic cycle. 'The concept of a circular economy extends beyond mere waste recycling; it ensures the optimal use of resources throughout all stages of the economic cycle,' said Dr Aisha al Sarihiyya, Economic Expert at Ministry of Economy. 'It enhances the connection between supply chains and, in turn, generates economic and social benefits alongside environmental gains.' Ivonne Bojoh, CEO of Circle Economy The project positions Oman as a regional leader in circular economy planning. Ivonne Bojoh, CEO of Circle Economy, said, 'Today marks the first roundtable for the Circularity Gap Report Oman – the first of its kind in the MENA region. The collaboration among Omani stakeholders is a strong signal of the country's readiness to lead systemic change for future generations.' Tamara Fieldboer, Director at Circle Economy, added, 'We saw Oman's circular vision come to life through critical dialogue and practical solutions. The diverse perspectives and shared leadership demonstrated today will drive the nation's circular transition forward.' The baseline report currently under development will offer detailed insights and recommendations to guide Oman's national strategy on circularity. It is expected to play a key role in achieving the sustainability and economic resilience targets set out in Vision 2040. Tamara Fieldboer, Director at Circle Economy
Observer
11-05-2025
- Business
- Observer
Oman commissions Mideast's first Circularity Gap Report
Underscoring Oman's commitment to fostering the growth of a circular economy, the Ministry of Economy has tapped Circle Economy, a global circularity foundation behind the internationally acclaimed Circularity Gap Report (CGR), to undertake the production of the first-ever report on the Sultanate of Oman. Preparatory work on 'CGR-Oman', envisaged as a definitive roadmap charting the country's pathway to circularity by 2040, will be kicked off this week in conjunction with the Oman Sustainability Week 2025, which opens in Muscat today, May 12, 2025. 'The Ministry of Economy of Oman has commissioned the Circularity Gap Report Oman, in partnership with Circle Economy,' the Amsterdam-based think-tank announced in a recent post. 'This trailblazing initiative aims to: Support the development of Oman's Circular Economy National Roadmap and advance the country's vision of a green and circular economy by 2040; Provide strategic insights to reposition the waste sector as a driver of economic growth; and Measure Oman's circularity baseline and its potential, allowing for strengthening circular economy policies and aligning them with international standards and climate objectives,' the Foundation added. A coalition of industry experts and stakeholder representatives – dubbed the CGR Oman coalition – will hold its first roundtable this week against the backdrop of Oman Sustainability Week 2025. Circle Economy, based in the Netherlands, describes itself as a global impact organisation that seeks to empower businesses, cities and nations with practical and scalable solutions to put the circular economy into action. Its ultimate goal is to enable the doubling of global circularity by 2032, up from a dismal 6.9 per cent presently. 'More and more countries are recognising the circular economy as a means to make their economies more competitive, improve living conditions for growing populations, help meet emissions targets and avoid deforestation. But how countries reach an ecologically safe and socially just development space for their people varies greatly. The Circularity Gap Report for Countries provides insight into the best interventions to boost circularity on a national level and the tools to monitor progress,' it explained on its website. First unveiled in 2012 during the World Economic Forum in Davos, around the dozen countries have since engaged Circle Economy to produce Circularity Gap Reports on their respective national performances benchmarked against a global circularity score. The list includes Austria, The Netherlands, Norway, Sweden, Denmark, Switzerland, Poland, Ireland, Scotland, United Kingdom, Quebec (Canada) and India. Slated to join this august list is the Sultanate of Oman – the first country in the Middle East to seek an assessment of its circularity performance, backed by a national strategy to take it to world-class levels by 2040. 'The Circularity Gap Reports highlight the urgent need to transition to a circular economy. We aim to empower key decision makers in both government and business to coordinate action to accelerate that transition. We do this by measuring current states of circularity and by bringing together stakeholders from businesses, governments, academia and NGOs to input and evaluate our findings on the state of the transition based on the latest scientific evidence,' the Foundation added.
