Summary

Sustainability sells – or at least, it should. But for many customers, the circular economy still feels confusing, distant, or simply irrelevant. If your brand talks about take-back, refurbishment or recyclability, but sees little engagement – you’re not alone.
A flat-style illustration showing a female customer trying to talk to a brand representative in a suit, with tangled lines between them symbolizing confusing circular economy communication.

According to a study by NewStandard.studio:

🧠 58 % of consumers have trouble understanding the concept of circular economy.

🙈 41 % have never even heard the term.

The message isn’t landing. But the problem isn’t circularity itself – it’s how we talk about it.

In this post, we explore why the language of sustainability often fails, and how brands can change that. With better communication, we can break down real barriers – and turn circularity from niche topic into customer loyalty driver.

If you’re not reaching them, you’re not changing them.

Let’s be clear: circularity isn’t too complex. But too often, we make it sound like it is.

We use policy buzzwords, abstract life-cycle diagrams, and terms like “post-consumer resin” that nobody outside of procurement understands. What’s missing?

🔍 Context. Clarity. Relevance.

In other words: customer communication.

A repair program only builds loyalty if people know it exists. A take-back system only scales if customers understand how it works – and why it benefits them.

So let’s stop talking about materials. Let’s talk about emotions, everyday habits, and smart incentives.

The real blockers – and how to solve them

Data shows that it’s not resistance, but misunderstanding that limits engagement. Here are six invisible barriers – and how to dismantle them:

1. Complexity & Confusion

Circular economy still feels like academic jargon to many.

🛠 Solution: Use simple, vivid examples. Tell stories about real products and users – not theoretical systems.

💬 Instead of “resource preservation through optimized lifecycles” → say “We make sure your products last – and come back stronger.”

2. Distance & Abstraction

Most people don’t relate to global waste flows or lifecycle charts.

🛠 Solution: Ground it in everyday life. Show how your programs change what happens in their home, closet, or community.

💬 Instead of “end-of-life scenarios” → say “We take your old sofa, fix it, and give it a new home.”

3. Mistrust & Greenwashing Skepticism

Green claims are everywhere. And many fall flat.

🛠 Solution: Be radically transparent. Show the process, the numbers, and the flaws. Circularity is messy – and that’s okay.

💬 Instead of “eco-friendly” → say “Last year, we repaired 12,000 jackets instead of selling new ones.”

Like Patagonia does with Worn Wear.

A young woman looking skeptical at vague sustainability labels like “eco-friendly,” “green,” and “natural” on a beige wall.
Buzzwords will not bring you anywhere. Be transparent and engaging.

4. Comfort & Habit

People don’t resist circularity because they dislike it. They just like what they already do.

🛠 Solution: Make it more convenient. And show it’s not just sustainable – it’s easier, cooler, or cheaper.

💬 Think IKEA’s Second-Chance resell section. You don’t have to browse eBay. It’s already in your store.

5. Loss aversion (e.g. ownership)

For some, circularity sounds like giving up what’s “mine.”

🛠 Solution: Reframe it. Don’t talk about loss. Talk about access, community, flexibility.

💬 “Your clothes can outlive you – and still serve someone else.”

See how fashion brands combine trade-in with resale.

6. Cost perception

Circular offers often seem more expensive – or simply less attractive.

🛠 Solution: Show long-term value. Highlight savings, loyalty bonuses, or durability.

💬 “Get €80 credit for your old appliance. And a new one that’s made to last.”

Let’s make circularity easy to love.

The most powerful sustainability message is one people actually understand. So let’s:

  • Replace jargon with emotion
  • Swap policy with personal relevance
  • Make data visible and human

Because circularity isn’t just a material cycle. It’s a customer experience.

And yes – platforms like koorvi can handle your take-back logistics, refurbishment tracking, and compliance workflows.

But if the story isn’t right, the system won’t fly.

👉 Need help turning circular systems into clear customer journeys? Let’s talk.

FAQs

Why do 58% of consumers struggle to understand circular economy according to NewStandard.studio?

The study reveals circular economy feels like academic jargon to most people – 58% find it confusing while 41% have never even heard the term. The issue isn't circularity itself but how brands communicate it: policy buzzwords, abstract lifecycle diagrams, and terms like "post-consumer resin" that only procurement understands. Without context, clarity, and relevance, circular programs stay invisible to customers who actually want to participate.

What are the six main barriers preventing customer engagement with circular programs?

Common blockers include complexity (jargon overload), distance (global waste stats don't resonate), mistrust (greenwashing skepticism), comfort (habits trump change), loss aversion (fear of giving up ownership), and cost perception (seems more expensive). Data shows it's misunderstanding, not resistance – people want circularity but need it framed as convenient, personal, and valuable rather than theoretical or sacrificial.

How can brands build trust and overcome greenwashing skepticism?

To combat skepticism, brands should practice radical transparency. Instead of vague eco-claims, show real data, authentic stories, and even the imperfect parts of your process. Circularity isn’t spotless—it’s progress in motion. Sharing how many items were repaired or reused makes the message credible and human. Honesty builds lasting trust and distinguishes genuine efforts from marketing noise.

How can companies make circular programs more attractive to consumers?

Convenience and emotional appeal are key. Showing circular options as easier, smarter, or even cheaper encourages participation. Examples include second-hand programs in-store or reward-based trade-ins that make reuse feel effortless. By reframing circular actions as personal benefits instead of sacrifices, brands can motivate positive behavior and increase adoption without relying on abstract sustainability language.

How can effective communication boost a circular brand’s success?

Clear storytelling directly affects program adoption and customer loyalty. When brands talk about impact in human terms—repair, reuse, and shared value—people understand and care. Strong circular storytelling transforms logistics into meaningful relationships. To see how language and systems can work together in circular commerce, visit koorvi.com.