1 - Communication must be empathetic, not moralising
The language of ‘opportunity’ can be misleading if it overlooks the lived reality of transition. Becoming a parent may increase concern for the future, but it can also bring exhaustion, time scarcity, financial pressure, and anxiety. Moving home may create a chance to rethink household consumption, but it can also involve stress, cost, urgency, and limited access to transport or services. Retirement may create more time for repair or community participation for some people, but for others it may involve health concerns, reduced income, care responsibilities, or social isolation.
This matters because circular economy communication can fail when it asks too much of people at the wrong moment. For example, a message that says ‘repair more’ is unlikely to work if repair is expensive, inconvenient, unavailable, or too time-consuming.
The implication is clear: communication should not shame people for the choices they make, particularly when under pressure. This goes beyond life events research. Consistently, market research shows that the design of effective communications is empathetic to the challenges people face in making consumption decisions and focuses on simple positive actions that they can take.
2 - From awareness to action
A recurring finding across the circular economy communication literature is that information alone is rarely enough. Awareness can help, but it does not automatically change behaviour. People need to know what to do, why it matters, where to go, how much it costs, and whether the option is reliable.
This is especially important during life transitions, when decisions are often practical and immediate. Messaging should focus on clear actions:
repair this item before replacing it
buy this category second-hand
rent or borrow this product for short-term use
use this local reuse service
return this product through this scheme
choose durable items when setting up a new home
share, donate, or resell items during a move
The more specific the behaviour, the easier it is to design communication around real barriers. Good communication does not simply persuade. It helps people complete the action.
3 - The role of repeated and familiar messages
Traditional marketing research adds another useful insight: during life transitions, people may respond differently to communication because uncertainty is higher. When routines and identities are in flux, familiar, repeated messages may provide reassurance rather than irritation.
This has practical implications for circular economy campaigns. Repetition should not simply mean showing the same generic slogan again and again. It can mean building familiarity around a specific behaviour, service, or decision point. For example, a campaign aimed at people moving home could consistently repeat a small number of practical actions: donate before you move, buy second-hand before buying new, repair before replacing, and find local reuse services in your new area.
In moments of transition, predictability can be useful. People may not need more abstract inspiration. They may need clear, repeated, trustworthy guidance that helps them make decisions quickly. Traditional marketing studies suggest that life transitions can reshape responsiveness to advertising, marketing activities, and repeated messages, especially when people are adjusting to new roles or circumstances (Hopkins et al., 2014; Borenstein et al., 2025).
Circular communication needs circular systems
The strongest conclusion from the evidence is that communication works best when it is connected to systems of provision. People are more likely to act when circular options are available, affordable, accessible, and socially supported.
This is where circular economy communication becomes a systems challenge. Communication should connect people to the infrastructure, services, incentives, and social norms that allow circular behaviours to become part of everyday life. This aligns with research showing that sustainable consumption is shaped not only by individual motivation, but also by systems of provision such as infrastructure, technology, services, and social support (Rezaie et al., 2024).
