Circular Economy: The Social Side of the Story When you think about the Circular Economy, what comes to your mind first? Chances are, it is aspects such as recycling, reusing and repairing or maybe products that are designed to last longer. Oftentimes, it is overlooked how central human behaviour is to Circular Economy. We need those who design, produce, and most of all, use the products to act in line with circular principles in order to keep the cycle intact. But what exactly is circular behaviour and how can social norms in particular support the Circular Economy? Thinking beyond reuse and repair In a nutshell, the Circular Economy is about how to effectively keep materials in use or re-use for as long as possible. While waste management – such as recycling – often comes first to mind, there is a whole part of the cycle which concerns which materials and products we already have and how we use them. If this part is organised well, the need for new products and use of additional materials in the cycle is reduced. So, how can we curb overconsumption in the first place, consume efficiently, and design new products with longevity in mind? And what role do social norms play in all of this? Putting the human element into the centre Methodologies and approaches such as design thinking, service design and human-centred design all share a common element: the principle that the product or service will be much more effectively used if it is designed with an understanding of the needs and lifestyles of those who will be its users. In other words, this means that this knowledge has to be included already in the design stage of the product or service, either by target group research, or even better, by direct co-creation with a sample group of potential end users. For products designed to support circular behaviours, this can help ensure that the product is not only suitable for effective use throughout its lifecycle, but also that it will be easy enough for users to repair or put to another use, and eventually recycle its parts when it reaches that point. Therefore, participation of relevant stakeholders is key to creating products that will end up as low-waste as possible. In our CARE Horizon Europe project, for example, citizens were brought together in 5 European cities and regions to take part in human-centred design workshops. The aim was to co-create innovative prototypes with citizens which could help them to reduce their household waste in the areas of food and clothing. These ideas will then be taken forward to shape the support services that will be offered to 100 households over the course of the project on their journey to becoming more circular. One benefit is that through being part of the design phase, the participants will also feel more ownership of the solutions and be more likely to use them going forward. Moreover, it also means that the products will be much more user-friendly and thus fit for use on a larger scale. Understanding the importance of social norms The sustainability transition will, however, not happen through actions by individuals alone, but rather relies on social practices and norms to support the scaling up of circular behaviours across communities and on a societal level. The main challenge here is that the drivers behind behaviours can often be perceived as quite intangible. Several theories (such as the COM-B and MOA frameworks) have been developed to better understand why we behave in the ways we do, and how these behaviours, especially on the collective level, can be influenced. In the majority of the existing behavioural models, social norms appear somewhere between the motivation and opportunity factors. This could be due to the fact that social norms take place in a community context, but are interpreted by the individual in terms of influence on their actions. For example, in our Horizon Europe project, CHORIZO we are exploring how social norms affect citizens in a number of different contexts, from restaurants to schools, and particularly in relation to how much food is wasted. The premise is that by understanding which social norms affect food loss and waste behaviours, steps can be taken to help with the more efficient use of food as a resource, and the reduction of the amount wasted. As part of a wider strategy, social norms can be used alongside other methods such as defaults, nudges, and incentives in order to encourage more circular behaviours. Shaping sustainable norms The focus on the social side of the Circular Economy is growing and new research and initiatives are supporting people to not only dispose of products thoughtfully, but also to choose and use items with a circular mindset and behaviours, helping to shape new social practices and norms across societies. This will require systemic thinking, collaboration between sectors, and thinking beyond silos. Moreover, more focus needs to be put on reducing inequalities and ensuring a fair and just circular transition. The sharing of best practices, learnings and ideas can go a long way to inspire and guide this transition. Listen to our podcast series as part of the European Circular Economy Stakeholder Platform for deep-dives into topics such as circular behaviours in relation to waste, food, and cities & businesses. Would you like to engage with us on identifying and tapping into the power of behaviours, norms and practices to create circular solutions that really matter? Get in touch with Rosalyn Old!