8 July 2025: Fears about the hygiene and quality of reused or repaired products are holding back global efforts to move to a circular economy and minimize the impacts of consumption on the planet, a new study from BSI and a Cambridge institute has identified. The research pinpoints consumer concern about safety and reliability as critical barriers to the adoption of circular practices amongst consumers, despite widespread awareness of the environmental benefits.
Despite 72% of US consumers recognizing that their behaviors and purchasing decisions contribute to circularity, the share of re-used materials entering the global economy has fallen from 7.2% to 6.9% in recent years[1]. BSI’s 2025 Global Circularity study, The Tipping Point: Building Trust in the Circularity Economy, developed in partnership with experts from the Cambridge Institute for Sustainability Leadership (CISL), identifies how building trust in quality and reliability can drive consumer uptake of circular behaviors.
Perception vs. Reality: The trust gap in circularity
The research asked people to rate themselves along a scale of adoption for ten circular behaviors, including recycling, reusing packaging or purchasing secondhand goods, with more than half in the US (53%) identifying as early adopter or early majority. Yet the data indicates a gap between perception in reality; only a third go on to say they would consider buying secondhand technology (33%) or opting for food produce in recycled packaging over food in regular packaging (31%).
Three critical concerns are fueling this gulf between perception and reality: an absence of trust in quality (60% of US consumers), safety (52% of US consumers), and reliability (51% of US consumers). Overcoming these trust barriers is essential to disrupting linear consumption – buy new, use briefly, discard easily.
While 67% of people globally cite environmental benefits as a top three driver for adopting circular behaviors, this does not always translate into action. Consumers remain cautious about quality, with only 29% saying they would purchase secondhand or refurbished furniture, and just a quarter are willing to buy imperfect food produce. Nearly half of US consumers are comfortable purchasing secondhand clothing (45%), compared to just 35% globally, but far less are open to buying a second-hand bike (15%) or one made from recycled materials (only 11%).
Lack of trust in environmental claims is a barrier to purchasing circular products for a third of people (32%), yet 59% said a recognized label to support claims would build trust.
Susan Taylor Martin, Chief Executive, BSI said: “The circular economy presents an immense opportunity for both people and the planet, enabling us to protect natural resources and reap economic benefits. Yet trust remains a crucial barrier to adoption. While consumers routinely weigh price and quality in their purchasing decisions, reused, repaired or recycled goods introduce new questions around quality, safety, and reliability. For circularity to thrive, businesses must move beyond sustainability messaging and bolster it by demonstrating genuine value, durability, and trustworthiness - convincing consumers that circular options are as reliable as traditional products."
Lindsay Hooper, CEO, University of Cambridge's Institute for Sustainability Leadership, said: "The transition to a mainstream circular economy hinges on trust and credibility. We need circular products and services with quality, safety and reliability fully embedded, and organizations that act decisively to introduce these solutions will facilitate an economic transformation whilst unlocking a wealth of opportunities. Our report provides essential guidance for driving meaningful change, outlining the conditions necessary for accelerating adoption and catalyzing tipping points, it offers a strategic blueprint for organizations ready to lead.”
Download the full report here.
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About the research
BSI’s 2025 Global Circularity study, The Tipping Point: Building Trust in the Circularity Economy is comprised of a survey of 8,214 people globally, a series of in-depth stakeholder interviews, and an international literature review.
Detailed survey data on the above topics available on request, please contact Jennifer.lipman@bsigroup.com
About BSI
BSI is a business improvement and standards company that partners with more than 77,500 clients globally across multiple industry sectors. BSI provides organizations with the confidence to grow by working with them to tackle society’s critical issues – from climate change to building trust in AI and everything in between - to accelerate progress towards a fair society and a sustainable world.
For over a century BSI has been recognized for having a positive impact on organizations and society, building trust and enhancing lives. Today BSI engages with a 15,000 strong global community of experts, industry and consumer groups, organizations and governments to deliver on its purpose by helping its clients fulfil theirs.
BSI is appointed by the UK Government as the National Standards Body and represents UK interests at the International Organization for Standardization (ISO), the International Electrotechnical Commission (IEC) and the European Standards Organizations (CEN, CENELEC and ETSI).
To learn more, please visit www.bsigroup.com
[1] The Circularity Gap Report, Circle Economy, 2025.
