Spotlight Report: Overcoming consumer barriers to circular economy adoption
A study by British Standards Institution (BSI) and Cambridge Institute for Sustainability Leadership (CISL) in July 2025 revealed that the “ick factor” is a major barrier to circular economy adoption, referring to consumer discomfort with previously owned items. Tackling this challenge requires innovative strategies, including digital solutions for transparency and provenance tracking.
Key Insights
🔹 57% of people are familiar with the circular economy, but awareness varies
🔹 Cost savings and environmental impact are top motivators
🔹 Quality, safety, and reliability concerns remain high
🔹Trust in circular products is essential – 59% say a recognised label would help
The report outlines five pillars to build consumer trust:
🔹 Assured performance and quality
🔹 Transparency and traceability (e.g. Digital Product Passports)
🔹 Independent verification and certification
🔹 Harmonisation through standards
🔹 Secure and ethical data management
To reach a tipping point, circular products must be competitive, appealing, and accessible. It is essential to be supported by system-level drivers like technology, policy, finance, and citizen engagement.
