Did You Miss Our Workshop “Accelerating Circular Behaviours: How Can Digitalisation Help Us?” – Watch the Recording Now!

Are you a business trying to come up with a product-as-a-service business model or looking for ways to engage your consumers to return old products? Are you keen on collaborating with other stakeholders that can support you address challenges and find solutions? At our workshop “Accelerating Circular Behaviours: How Can Digitalisation Help Us?” as part of the Annual Conference of the European Circular Economy Stakeholder Platform (ECESP) we discussed all these aspects. Did you miss it? Watch the recording now!

Human behaviour is an important ingredient for a functioning Circular Economy. For example, what determines if recycling or take-back schemes are successful or not is closely linked to how well citizens cooperate. Three key aspects were highlighted when it comes to encouraging circular consumer behaviour:

  • Do people want to do it? In other words, is there sufficient motivation among consumers for the desired circular behaviour to occur?
  • Can people do it? Meaning, do they have the required capability, both physically and psychologically, to perform and accomplish the desired circular behaviour?
  • Is there a reason for people to do it now? This is all about the opportunities around people to get them to put their motivation and capability into action instead of procrastinating, for example cues in their physical surroundings, support in the social contexts they are part of or the timing and benefits of the interventions to foster circular behaviours.

The real-life business cases discussed during the session addressed these three pillars in detail.

The first case study was Faircado, presented by its Co-Founder and CEO, Evolena de Wilde d’Estmael. Faircado consists of an extension for the web browser that simultaneously suggests second-hand alternatives for the product of desire that the user searches and shops for online. de Wilde d’Estmael highlighted the importance of making the desired circular behaviour easier for consumers, in this case by adding a prompt with a more circular option offer directly instead of requiring them to visit a specific second-hand platform or App.

The second case presented was Vytal, which is a deposit-free reusable packaging system for take-away foods and drinks, made possible through an app available for consumers to download in order to be able to use Vytal’s reusable coffee cups and food containers. According to Tim Breker, Co-Founder of the start-up, being a deposit-free system fosters high consumer acceptance and motivation to choose the reusable packaging option when buying a drink or a dish to-go.

Katarzyna Dulko-Gaszyna, Sustainability Manager, IKEA Germany, presented IKEA’s strategy to provide services that enable more circular behaviours, including the second-chance markets that are integrated in many IKEA stores in Germany with the offer of second-hand furniture and consumer goods. Dulko-Gaszyna highlighted that digitalisation will help making such new services more accessible and scalable.


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The workshop was part of the ECESP Annual Conference 2023: Recovery, Open Strategic Autonomy and Resilience, hosted by the European Economic and Social Committee and the European Commission. The conference took place on 27-28 February 2023 and focused on the role of the Circular Economy in driving sustainable recovery and strengthening resilience.

For further questions, please contact Mariana Nicolau.