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Study: Consumers hope for more circular economy

Growing environmental awareness and concerns about waste and depleted resources are leading more and more consumers to focus on the circular economy. According to a Capgemini study, more than seven out of ten consumers in Germany would like to change their own consumer behaviour accordingly. Many see a need for companies to catch up.

Growing environmental awareness and concerns about waste and depleted resources are leading more and more consumers to opt for more sustainable consumption. According to a Capgemini study, more than seven out of ten consumers in Germany would like to change their own consumer behaviour accordingly. Many see a need for companies to catch up.

For the Study the Capgemini Research Institute more than 8,000 consumers in 14 countries worldwide, including 757 people in Germany. It shows that consumers want to consume more sustainably, for example by reducing their overall consumption (54 per cent), buying more durable products (72 per cent) or having products repaired and maintained to extend their lifespan (70 per cent). 67 per cent expect companies to advertise their products responsibly and not promote excessive consumption.

Many consumers, including in Germany, want to consume more sustainably. (Image: shutterstock)

Previous Capgemini research has shown that companies have so far failed to establish the circular economy model, which aims to close material loops as far as possible. At the same time, more and more consumers are turning to those companies that have developed such a sustainable business model. This applies especially for areas for which consumers have already developed a high level of awareness, such as food and plastic waste. In the last twelve months, 44 per cent of consumers have increased their spending with food and drink manufacturers who focus on recycling, reuse and waste prevention. 40 per cent of consumers have done this in the area of personal and household care products.

Insufficient product labelling

Overall, however, 49 per cent believe that companies still need to take further measures in the areas of recycling, reuse and waste reduction. A lack of willingness to act can also develop into a reputational problem for companies: More than half (51 per cent) of consumers currently have no confidence in companies' sustainability promises.

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In terms of convenience, access and cost, consumers feel impaired in making more sustainable consumption decisions. Three out of five (60 per cent) state that product labels do not contain sufficient information, for example on origin, recyclability or recycled content. For 55 per cent, the high cost of repairing products is an obstacle. And more than half (53 per cent) state that they do not want to compromise on convenience.

Too few sustainable products?

Regulatory efforts such as the EU's „Right to Repair“ initiative are already in place to extend the lifespan of products. In addition, companies should take further measures to make their product portfolio more sustainable and enable environmentally conscious consumption. Consumers are currently focusing their behaviour primarily on the post-use phase. For example, 58 per cent of consumers state that they separate food waste - in Germany this figure is as high as 69 per cent.

Packaging is a decisive factor in the circular economy. (Image: shutterstock)

However, only 48 per cent of German respondents buy food that uses as little packaging material as possible. This could indicate a limited choice of sustainable products that are actually available to consumers. Responsible disposal is indeed a key to the circular economy, but further efforts are needed to ensure that waste is not produced in the first place.

„The circular economy is the key to sustainable growth. Consumers are already playing their part with their behaviour, but they can only choose from a limited range of products. It is therefore up to industrial companies to develop products with a more sustainable life cycle„, comments Kiri Trier, Sustainability Solutions Lead at Capgemini Invent in Germany.

Source: Capgemini

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