Buy into the Future: How Consumers Propel Circularity

The linear model of mass consumption has been a major contributor to climate change, if left unaddressed it could have grave repercussions for people, wildlife, and the planet. Circularity offers an alternative to this “take-make-dispose” model, optimizing resource use and minimizing waste and pollution throughout the production and consumption cycle. Estimates suggest that implementing circular strategies in manufacturing, food production, and product use could slash global greenhouse gas (GHG) emissions by 39%. Realizing this vision hinges on consumers actively driving the shift toward a circular economy.

Consumers’ purchasing habits directly shape demand and, in turn, influence how industries supply. Conscious consumption—where people buy only what they need, and support brands committed to sustainability—can play a key role. Each purchase sends a message, pushing businesses toward greener practices. Additionally, embracing the sharing economy through renting, borrowing, or buying second-hand helps curb the demand for new, thereby conserving resources. In fashion, choosing high-quality garments made from durable materials extends product life and reduces the need for replacements. Simply doubling the average wear of a garment could cut textile industry emissions by 44%.

Recycling is another cornerstone of circularity, but only 8.6% of the world’s resources are currently recycled and reused. To bridge this gap, consumers should prioritize eco-friendly products that reduce waste, reuse materials, and are recyclable themselves. It's also essential to gain practical knowledge about the end-of-life care of products—whether cleaning, sorting, or knowing where to take them for recycling.  A 2021 survey found that while 95% of Americans claim to recycle, fewer than half are familiar with basic recycling practices.

Nevertheless, consumer efforts alone aren’t sufficient to unlock the potential of circularity. Governments play a vital role in enacting supportive policies and incentives to accelerate the transition. Simultaneously, brands and manufacturers must innovate sustainable products and solutions for the market, optimizing the use of resources by circulating products and materials at their highest possible value. It is also their responsibility to mitigate negative externalities, such as air and water pollution, while preserving the world’s natural capital.

Circularity is not a new concept—people have lived in balance with nature for centuries. Now it’s up to all of us—consumers, businesses, governments, and beyond—to restore that equilibrium. Through collective effort and innovation, we can reshape our economy and preserve our planet for future generations.

<span class="story_highlight">Research is based on information from McKinsey, Circle Economy Foundation, World Resources Institute, Ellen MacArthur Foundation, and Paper and Packaging Board.</span>