Woman with own container shopping products in refill store

Campaign

The Tipping Point: Building Trust in the Circular Economy

Using evidence to build trust in quality, safety, reliability and sustainability claims is essential in driving the uptake of the circular economy.

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Understanding the drivers for and barriers to circular economy adoption

We surveyed over 8,000 people across eight countries to understand their attitudes to circularity and engagement with the circular economy.

86%

Think businesses & governments should prioritise circularity to address environmental challenges.
67%

Said creating positive impacts for the environment was a top driver for engaging in circularity.
56%

Stated a lack of trust in quality would prevent them from buying or using circular products.
55%

Said they consider evidence of quality and reliability when purchasing circular products.
40%

Of people consider evidence of safety and hygiene when purchasing circular products.
59%

Said a recognised label would build trust in sustainability claims of circular products.

Hear from BSI & the Cambridge Institute for Sustainability Leadership (CISL)

Learn how evidence of quality and sustainability claims is key to move businesses and consumers towards a circular economy tipping point.

Drive engagement with the circular economy by building trust in sustainability, and accelerate its adoption by building confidence in quality.

A strong driver for circularity is to create positive outcomes for the environment with 67% of people globally ranking this in their top three motivators for adopting circular behaviours.

However, when turning this ambition into action through purchasing decisions, quality and reliability is what is most important. Whilst driven by sustainability gains, this alone is not enough to tip consumers towards circularity. Trust is essential, and ultimately, building trust is about evidence. Consumers need evidence of quality, reliability and safety as well as evidence of the sustainability and environmental claims of the circular products they are considering purchasing.

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