In today’s world, where concerns about climate change and environmental degradation continue to grow, the concept of a circular economy has gained significant attention. A circular economy aims to create a system that eliminates waste and promotes the continual use of resources. It focuses on designing products and processes that are regenerative, restorative, and sustainable. Recently, a nationwide research study conducted by DCMN in Germany shed light on consumer perspectives and their role in shaping a circular economy. Let’s explore the insights from this study and delve deeper into the concept that can help achieve a greener future.

Consumer Perspectives on Responsibility and Collaboration

According to the research, German consumers strongly believe that companies and brands bear the primary responsibility for establishing a sustainable circular economy, with 69% of respondents expressing this view. They expect businesses to take proactive measures towards reducing waste and adopting sustainable practices. Additionally, 60% of participants feel that governments play a crucial role in facilitating the transition towards a circular economy. This indicates that consumers perceive sustainability as a collective effort, with both the private and public sectors having vital roles to play.

Interestingly, the study reveals that while consumers acknowledge the significance of company and government initiatives, they also recognise the importance of individual actions. A remarkable 80% of respondents stated that they consider sustainability factors when making purchasing decisions. This demonstrates a growing awareness among consumers, highlighting their desire to support brands that align with their values and contribute positively to the circular economy.

80% of respondents stated that they consider sustainability factors when making purchasing decisions

Industries with Potential for Positive Impact

The research further reveals the industries that consumers believe will have the most significant positive impact through the adoption of circular economy principles. Energy tops the list, with 27% of participants recognising its potential for driving sustainable change. This is followed by Food & Beverages at 21% and Fashion/Clothing at 20%. These findings reflect the increasing importance placed on transitioning towards renewable energy sources, improving food production systems, and addressing the environmental impact of the fashion industry. For deeper insights into the consumer-driven changes in the Food & Beverages industry check our research on Food Upcycling in Germany.

Individual Contributions towards a Circular Economy

When it comes to individual contributions towards a circular economy, several key actions stand out. The most prominent actions taken by consumers include buying reusable products (57%), purchasing products with recycled or recyclable plastic packaging (56%), and opting for products with biodegradable packaging (47%). Additionally, 42% of respondents expressed their preference for using products made with sustainable materials. These actions indicate a willingness among consumers to embrace sustainable alternatives and reduce their ecological footprint.

It is worth noting that women are more inclined to take personal steps towards sustaining a circular economy in almost all the mentioned action points. This highlights the importance of gender-specific strategies and targeted marketing efforts to promote sustainable practices among different demographics.

Brands Contributing to the Circular Economy

There are many brands worldwide that contribute to the circular economy by implementing innovative practices. Some of these are:

• Reebelo focuses on refurbished electronic devices, reducing e-waste and promoting resource reuse. 
• Tuvalum facilitates the circular economy in the cycling industry by providing a platform for buying and selling pre-owned bicycles, extending their lifespan. 
• Motatos promotes sustainable fashion through clothing rental, reducing the demand for new garments. 
• Too Good to Go tackles food waste by offering surplus food from restaurants and grocery stores at discounted prices. 
• Swappie specialises in the refurbishment and resale of pre-owned iPhones, promoting electronic device reuse. 
• Refurbed refurbishes and resells a wide range of electronic devices, reducing electronic waste. 
• Rebuy provides a platform for buying and selling used books, electronics, and media products, promoting the reuse and extended use of various items.

These brands contribute to a more sustainable future by reducing waste and encouraging resource efficiency.

Collaborating for a Sustainable Future

In conclusion, a circular economy offers a promising pathway towards a greener and more sustainable future. German consumers recognise the significance of companies and governments in driving this transition, but they also understand their role as individuals. The insights from our research highlight the growing awareness and actions taken by consumers to support a circular economy. By adopting sustainable practices and making conscious purchasing decisions, individuals can contribute to creating a world where waste is minimised, resources are conserved, and the planet thrives. It is essential for companies, governments, and individuals to work collaboratively towards a circular economy, making sustainability a shared responsibility for the benefit of current and future generations.

Did you enjoy these insights?

If you liked the insights in this article, we have plenty more! Our German consumer research takes place monthly and we use it to explore a range of topics. We are also able to conduct custom research for your company, to help with branding, consumer and communication decisions. References

1. What is a circular economy – https://ellenmacarthurfoundation.org/topics/
2. DCMN Brand Tracker – monthly survey among 2000 German consumers conducted by DCMN.