Dear Humans,

Earlier I shed light on how consumers have significant influence in the effectiveness of brands’ attempts to recycle and reuse post-consumption resources in a circular economy. However, there has been a perceived lack of participation despite some of their willingness to contribute to environmental protection. Today, we need to transform intention into action so I have returned to discuss how consumers’ participation can be boosted. 

Firstly, consumers need to be motivated into participating. Monetary incentives could be a form of motivation. For instance each used item returned would earn them points which they could use for their next purchase. Consumers are then “rewarded” for going out of their way and returning their finished products to producers. The incentivisation of participating in a circular economy can address and possibly offset consumers’ perceived inconvenience and negative sentiments towards take-back programmes (European Commission, 2018). Discounts and point systems set in place can also help create a loyalty programme with the consumers which facilitates greater product returnability and retention of customers in the long run. 

Secondly, consumers need to understand why they should participate. As mentioned previously, consumers lack awareness and interest in circular economies (Kirchherr et al. 2018). If consumers do not understand why they should participate, it is less likely for them to be inclined to do so. To raise consumers’ awareness in their role in circular economy, education and exposure is important. Producers or even the government can work together to help educate consumers about the circular economy and its benefits for the environment. For instance, posters can be put up along public transport networks, advertisements on the television or even producers engaging with consumers through the use of social media platforms. The possibilities are endless. Other than producers trying to shove information down consumers’ throats, the latter can try to be open-minded to new ideas and listen to what the producers have to offer. As the saying goes, “it takes 2 hands to clap”, despite information being readily accessible, consumers must also be willing to learn. With greater knowledge and understanding of the take-back programmes, perhaps consumer participation would increase.

Thirdly, the main bulk of resistance from consumers is due to the perceived inconvenience. To facilitate greater convenience, producers can set up monthly collection points in different neighbourhoods. This “doorstep” solution can possibly address the issue of consumers having to go out of the way to the store just to return a finished product. Producers can partner with recycling companies to facilitate the collection. It should be recognised that not everyone will be willing to participate in these take-back programmes. Consumer behaviour change is generational and does not happen overnight. It would take time for some consumers to come around to accept and participate in these initiatives. 

Cooperation between producers and consumers is largely what makes the circular economy successful and both are necessary for the system to work. Therefore it is important for producers to think from a consumer’s perspective and constantly innovate and keep up with changing demographics. Producers to come up with enticing return programmes and consumers to actively return their post-consumption beauty products. Hand in hand, you can reduce the creation of waste and exploitation of more resources. 

Hopeful vibes,

Mother Nature

References:

European Commission. (2018, October). Final Report Annexes. Behavioural Study on Consumers’ Engagement in the Circular Economy. https://ec.europa.eu/info/sites/info/files/ec_circular_economy_final_report_annex.pdf

Kirchherr, J., Piscicelli, L., Bour, R., Kostense-Smit, E., Muller, J., Huibrechtse-Truijens, A., & Hekkert, M. (2018). Barriers to the Circular Economy: Evidence From the European Union (EU). Ecological Economics, 150, 264-272. doi:10.1016/j.ecolecon.2018.04.028

Ledsham, N. (n.d.). Engaging Consumers to Reduce and Recycle. The Sustainability Institute by ERM. https://www.sustainability.com/thinking/engaging-consumers-to-reduce-and-recycle/