Summary
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.
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 don’t customers understand circular economy concepts?
According to NewStandard.studio, 58 % of consumers struggle to understand the circular economy, and 41 % have never heard the term. The reason isn’t resistance – it’s complexity. Many sustainability terms are vague, abstract, or overly technical. Instead of lifecycle charts, brands should use concrete examples like: “We repair jackets instead of throwing them away.”
How can brands explain their take-back system more clearly?
Use simple, action-oriented messaging like:
- “Return your old chair, get 15 % off a new one.”
- “We pick up your used items and give them a second life.”
Provide visuals and step-by-step guides. Add FAQs and real-world use cases (e.g. IKEA's Second Chance Program) to build trust and participation.
What makes a circular business model believable – and not greenwashing?
Transparency and specificity. Instead of vague phrases like “We care about the planet,” share real data:
- Number of items repaired
- Volume of materials reused
- How refurbished products are graded and sold
Brands like Patagonia show every step of their Worn Wear process – from trade-in to resale.
How can you turn sustainability messaging into a loyalty strategy?
By making sustainability personal, rewarding, and repeatable:
- Offer store credit for trade-ins
- Use repair as a service and re-engagement tool
- Tell the story of each product’s second life
Example: A fashion brand offers €10 credit for worn jeans and highlights customers who contribute to its reuse mission. The result? More touchpoints and a stronger emotional connection.
How do circular brands deal with customer habits and convenience?
They remove friction and make it feel easy:
- Enable digital returns through QR codes
- Let customers drop off items during their next store visit
- Bundle second-hand options next to new products, like IKEA does
Convenience beats conviction. Always.
What language should you avoid when talking about sustainability?
Avoid overly abstract terms like:
- “Closed-loop systems”
- “Post-consumer inputs”
- “Decoupling growth from resource use”
Instead, say: “We take back used items, fix them, and resell them with full warranty.”
What’s a good way to make circularity relatable to customers?
Tell small stories with big meaning:
- “Your old jacket got a new zipper – and a second life.”
- “This sofa was loved once. Now it's ready for round two.”
Use storytelling, images, and customer testimonials to bridge the gap between process and purpose.
