Life Transitions and Circular Choices: Communicating the Circular Economy Through Moments of Change

Abstract

This work examines how circular economy communication can be more effectively designed around life events and transitions, such as moving home, becoming a parent, starting a new job or entering retirement. Building on a targeted rapid scoping review and qualitative research conducted by Ipsos B&A, the report argues that these transitions can disrupt routines and create temporary periods of behavioural openness, but they are not automatic windows of opportunity for sustainable change. Instead, they are often shaped by pressure, uncertainty, financial constraint, time scarcity and practical needs. The evidence suggests that circular economy communication is most likely to resonate when it is timely, trusted, practical and connected to accessible services such as repair, reuse, sharing, resale, donation or waste prevention. Rather than asking people to engage with circularity as an abstract environmental concept, Circular.ie communication should meet people within the life transitions they are already navigating, framing circular behaviours as ways to save money, reduce hassle, access quality, build trust and make better use of resources in everyday life.

Authors

Rediscovery Centre, Samuel Perpetuo, Niall Brennan, Adam Boland, Jenni Quinn, Rebecca Wilson, Claire Downey

With support from

Rediscovery Centre, Circular Centre Ireland