Bridging the Gap: How Businesses Can Drive Consumer Behavior Towards a Circular Economy

The transition to a circular economy faces a significant challenge: the gap between consumers' intentions and actions.

While many consumers express a desire for sustainable options, convenience often trumps eco-friendly choices in practice. A recent article by Sustana explores this dilemma and offers insights on how businesses can help bridge this gap.

Studies show that consumers are willing to embrace sustainable practices and even pay more for eco-friendly options. A 2023 McKinsey survey found that 4-7% of consumers would pay over 10% more for sustainable packaging. However, the linear "take-make-waste" model remains prevalent due to its convenience and familiarity.

To overcome this challenge, businesses must take the lead in making circular choices more accessible and convenient for consumers. By reducing the effort required to participate in circular practices, companies can help shift consumer behavior.

The article highlights paper as an exemplary material for circular economy practices:

Paper products are renewable, recyclable, and biodegradable
Consumers are already accustomed to recycling paper
Demand for paper packaging is growing at 3.5% annually
Paper can be repurposed from the "urban forest" of recycled materials

Major companies like Google and Amazon are already transitioning away from single-use plastics towards recyclable paper alternatives for packaging.

To further promote circularity, businesses should focus on:

Providing convenient sustainable solutions
Using high-quality, recyclable materials
Developing creative, practical designs that meet consumer demands
Ensuring product safety and hygiene, especially for food packaging

Sustana emphasizes its commitment to developing sustainable solutions with clean materials and a circular mindset, making sustainability an ingredient in everyday products.

While the shift from a linear to a circular economy won't happen overnight, businesses can take tangible steps to facilitate this transition. By making circular choices more accessible and appealing, companies can help consumers align their actions with their sustainable intentions, driving meaningful progress towards a more circular future.

TAPPI
http://www.tappi.org/