向消費(fèi)者學(xué)習(xí)

1、Introduction: Evolving expectations and the circular economyThere have been numerous attempts in recent times to estimate the business opportunity presented by the circular economy. While the figures arent in exact agreement, the general consensus is that the circular economy represents a multi-tril

2、lion-dollar business opportunity.1, 2Where will that value come from? There are many ways in which companies can apply the circular economy principles of reduce, reuse, and recycle to increase profitability. Whether through more energy-efficient production, finding alternative uses for waste streams

3、, reducing reliance on primary raw materials, or selling their products multiple times as sharing models and markets for refurbished pre-owned items continue to expand.The potential business gains are vast too big for any company to ignore. And this message is clearly hitting home. In our 2019 surve

4、y of US executives within the automotive, electronics, food and agriculture, and healthcare industries, we found that 78 percent of these companies have now adopted or plan to adopt circular economy frameworks, as they recognize the importance of this strategy to their future competitiveness.3All of

5、 this will be in vain, however, if companies cannot bring consumers with them as they transition to circular economy models. Without consumer buy-in, companies will be unable to close material loops or to generate additional value through product sharing and product-as-a-service (PaaS) models.The go

6、od news for companies investing in the circular transformation of their business models is that consumers want to change, too. Our latest circular economy research, a global study of 15,000 consumers, reveals that 83 percentbelieve their own behavior and consumer choices can have a positive impact o

7、n addressing global environmental challenges.The upshot, however, is that consumers sense of personal responsibility is married to changing expectations of the brands they buy from. There is a real threat to companies that dont act, as consumers are prepared to vote with their feet: 59 percent are b

8、ecoming more influenced by a products environmental impact when they make purchasing decisions.And they are becoming frustrated by brands that fail to inform them adequately; only one-fifth of consumers are satisfied that theyre getting the full picture from companies about the environmental impact

9、of their products.Companies also have other significant hurdles to overcome if they are to design circular models that really work for their customer base. Although theyre demanding change, consumers are currently interacting with brands in the context of the existing convenience economy, whose line

10、ar infrastructure is optimised for the take, make, and disposecycle. To transition consumers towards circular practices, from recycle and repair to product sharing, companies alongside governments need to help put the infrastructure in place to give consumers more sustainable options.Only by making

11、this transition as frictionless as possible for consumers will companies encourage mass engagement with circular practices and succeed in capturing all of the gains on offer from circular models.Our latest consumer research provides fresh insight into three industries: fashion, food, and electronics

12、. Circular models offer huge business opportunities to companies in these industries, and all consumer groups frequently interact with brands in these markets.Our findings highlight where consumers are already engaging in circular activities, their appetite for new product and service models, and ho

13、w these shifting preferences will change the way that businesses operate and generate revenues in the future.Europes circular-economy opportunity, McKinsey & Company, September 2015Waste to Wealth: Creating Advantage in a Circular Economy, Accenture, 2015Opportunity and disruption: How circular thin

14、king could change US business models, ING, 2019About the researchAge distributionGender1824years2534years3544years4554years5564years6574years75+yearsFemaleMaleOtherFigure 1: Survey demographicsTotal respondents:15,001North America:US = 5,000Europe:France = 1,000Germany = 1,000Italy = 1,000Netherland

15、s = 1,000UK = 1,000APAC:Australia = 1,001China = 1,000India = 1,000Japan = 1,000Singapore = 1,0001,6152,8212,9812,7852,3971,5138897,7217,26614A nationally representative sample, based upon age, gender and income, was targeted within each market.We partnered with Longitude, of the Financial Times Gro

16、up, to survey 15,000 consumers across 11 countries during H2 2019.Consumers were asked about their attitudes and current interactions with fashion, food, and electronics brands, as well as their appetite for emerging product and service models.We also conducted a series of in-depth interviews with e

17、xecutives in the fashion, food, and electronics industries.We would like to thank our interviewees for the valuable insights they shared about their companies circular economy strategies:Quentin Drewell, Strategy Principal & UK Circular Economy LeadAccenturePam Batty, Vice President Corporate Respon

18、sibilityBurberryMarc Lichtenstein, Joint Chief Executive OfficerClose the LoopJoe Iles, Circular Design Programme LeadEllen MacArthur FoundationNik Engineer, Executive Lead - North America (Interim) and Executive Lead - Business Programs Ellen MacArthur FoundationJoanna Drake, Deputy Director Genera

19、l,in charge of Coordination of Resource-efficiency policies and instruments, DG Environment European CommissionThibault Sorret, Chief of StaffLufa FarmsPhil Graves, Managing Partner,Tin Shed Ventures and Corporate DevelopmentPatagoniaDaan Weddepohl, CEO & FounderPeerbyMonika Colle-Nussbaum, Global D

20、irector Communications & CSRTeleplan InternationalExecutive summaryThe majority of consumers believe they have a role to play in tackling environmental issues.More than eight out of ten (83 percent) consumers think their own behavior and choices can have a positive impact on addressing global enviro

21、nmental challenges.Figure 2: The majority accept they have a personal responsibility to help address global environmental challengesAll respondentsI believe that my actions as an individual can have some positive impact in addressing global environmental challenges22%16%I think my actions as an indi

22、vidual can have a significant positive impact in addressing global environmental challengesI do not think my actions as an individual can make a real difference in addressing global environmental challenges61%Would be less willing to buy a companys products if discovered they werent taking their env

23、ironmental responsibilities seriouslyAre becoming more influenced by the environmental impact of the consumer products they buyWould be prepared to pay higher prices for products if assured they were being made in an environmentally-friendly way61%59%49%Figure 3: Consumers are becoming more influenc

24、ed by environmental concerns half are even willing to pay more to secure changeproducts has overtakenThe environmental impact of companiesbrand recognition in consumer buying decisions.is a highly importantclothing, more consumersWhen buying food and say environmental impactfactor than those who say

25、 the brand name is highly important. And 61 percent say theyd be lesswilling to buy a companys products if they discovered it was performing poorly on environmental practices.Clothing FoodElectronic devices39%27%27%Recognised brandname31%33%33%Brands environmentalreputation33%37%35%Environmentalimpa

26、ct47%46%Convenience41%62%64%Quality54%63%56%58%PriceFigure 4: How important are the following considerations when you are buying clothing/food/electronic items?(Percentage selecting 810 on importance scale of 010)Figure 5: I have actively stopped buying a companys food or drink products after discov

27、ering that the company is not environmentally responsibleAll consumers1824years old2534years old3544years old4554years old55 years old or above38%47%48%42%35%28%Companies that dont respond to sustainability demands face a real threat to profitability.Consumers are already acting in significant numbe

28、rs: 38 percent have boycotted food brands because of perceived bad environmental practices a figure that reaches 48 percent among younger consumers.Several barriers stand in the way of deeper consumer engagement with circular models.While consumers sustainability concerns are translating into action

29、, this often involves taking the path of least resistance, such as through buying decisions and convenient options like recycling. Only a small minority engage in actions that require additional effort on their part, whether that be repairing, renting, or adopting reusables. Some of these barriers a

30、re:Awareness and education: Consumers lack awareness of some circular product models, as well as how to participate in circular behaviours. In the electronics industry, for instance, only 21 percent think companies provide detailed information on the overall environmental impact of products; 41 perc

31、ent dont know where to access repair services;71 percent arent aware of device-sharing platforms; and 39 percent cant distinguish between recyclable and non- recyclable plastics.Empowerment and reassurance: Educational gaps mean consumer empowerment is lacking, too. The top reason for not repairing

32、clothes is consumers belief that, to do so,they need skills they dont have, with 48 percent saying this. Meanwhile, concern about implications for data security (42 percent) is the second-most cited concern around leasing electronic devices.Circular infrastructure and convenience: Engagement with mo

33、re novel circular practices is being held back by the perceived effort required: 41 percent think renting clotheswould require a lot more effort, and 36 percent say time is a barrier to repairing devices. At a country level, Chinese and Indian consumers attach high importance to companies adopting c

34、ircular practices, but most European consumers are ahead of them when it comes to activities such as recycling. This may be down to a lack of infrastructure to support circular practices in these developing markets.Cost: Price is still a decisive factor for many consumers when buying clothes, food,

35、or electronic devices. More than half (54 percent) of consumers still choose low-cost fast-fashion items over more expensive, more durable ones. And, after quality and freshness, pricing comparable to that of mass- produced food would be most likely to motivate consumers to opt for locally sourced a

36、nd produced food.Figure 6: How important is it that companies you buy products from adopt a circular economy approach?(Percentage selecting 810 for importance on a 010 scale)?Figure 7: Number of consumers that regularly recycle food and drinks packagingFigure 8: Electronics: Cost and awareness are b

37、igger barriers to consumers repairing devices than the time and effort involved45%41%70%Are unlikely to repair electronic devices because of the cost involvedDont know where they can get their electronic devices repairedWould be more likely to repair electronic devices if brands offered a low-cost r

38、epair serviceBrands can help bridge the engagement gap through better communication and doubling down on design innovationPlugging consumer awareness gaps by explaining a products overall environmental footprint or how to access repair and rental services could have a positive, measurable impact on

39、uptake of circular practices. Meanwhile, more innovative design thinking to make repair easier and cheaper, and to make products easier to share and resell, will empower consumers to undertake these activities.A deeper understanding of consumer motivations will help companies strengthen relationship

40、s as they accelerate transformationOur analysis identifies three broad consumer groups in relation to the circular economy: Circular Champions, Circular Sympathisers, and Non-engagers. Champions are already prioritizing sustainability in decision-making, but they need better information and access t

41、o engage with more novel circular practices. Sympathisers are increasingly concerned about sustainability, but convenience remains king forthem, and theyre only likely to adopt behaviours that dont significantly disrupt their existing lifestyles. Non-engagers, the largest group, are less engaged wit

42、h sustainability issues; they need non-environmental incentives to adopt new modes of behaviour and consumption.Testing consumers circular practicesConsumers can participate in the circular economy in a number of ways. In our study, we tested consumers engagement with a number of circular practices

43、across the fashion, food, and electronics industries:Purchasing decisions: Are consumers being influenced by sustainability factors when buying products?Recycling: To what extent are consumers recycling clothing, food waste and packaging, and e-waste?Reusing: Are consumers adopting reusable food and

44、 drinks containers?Repairing: Are consumers repairing clothes and electronic devices?Secondary markets: Are consumers buying and selling items in second-hand clothing and electronics markets?Product-as-a-Service and product sharing: Are consumers renting clothes and electronic devices? Or using shar

45、ing platforms to rent or borrow devices? How open are they to doing this?Understanding consumers circular personasThrough their choices, consumers will influence how quickly companies are able to transition to circular models, how those models are delivered and, ultimately, how successful they becom

46、e.By analyzing the drivers and behaviours of the respondents in our study, we discovered that consumers tend to fall into three broad groups, based on two key dimensions:Attitudes towards sustainability:How much importance do consumers place on the environmental impact of products they buy?And the e

47、nvironmental performance of the brands they buy from?Willingness to change their behaviours:Are consumers willing to pay more for sustainable products?Would they expend additional effort to be more environmentally-friendly?We identified these three consumer groups:Non-engagers (42 percent of our sur

48、vey sample)Circular Sympathisers (30 percent of our sample)Circular Champions (28 percent of our sample)Our persona analysis reveals significant differences in the outlook and behaviour of the various consumer groups, and shows that an array of engagement tactics and incentives will be required to a

49、ccelerate their adoption of circular practices.In the following sections of the report, we analyse how these different consumer groups engage in circular practices across the fashion, food, and electronics industries; the barriers to their increased adoption of these practices; and the changes compa

50、nies can introduce to encourage stronger uptake.Figure 9: Consumers can be grouped according to their Circular PersonaNon-engagersDont factor sustainability into buying decisions just 5% say environmental impact of products is very important.Will not pay higher prices Only 14% prepared to pay more f

51、or sustainable products.Skeptical about individual responsibility Only 10% think their actions can have asignificant impact on addressing environmental challenges.Circular SympathisersCare about sustainability 62% say its very important companies they buy from adopt circular practices.Prepared to pa

52、y more to support change 72% would pay a bit more for products with environmental guarantees.But will not inconvenience themselves 72% say they wont partake in recycling and repair of products if it means more effort on their part.Circular ChampionsSustainability is critical 75% say environmental im

53、pact of products is very important to them, even more so than price (66%).Prepared to pay more to support change 77% would pay a bit more for products with environmental guarantees.Willing to go the extra mile for sustainability 87% say they will recycle and repair products even if it means more tim

54、e and effort on their part.Figure 10: Who are the Non-engagers?Largest group42% of our sample.Rural/suburban63% live in rural/suburban areas vs. 56% of our sample.Multi-regional Over-represented in Japan, US, and Australia.Less wealthy 39% have below-average incomes.Non-engagersUnempowered Only 10%

55、think their actions could have a significantpositive impact on the environment.Figure 11: Who are the Circular Sympathisers?Slightly wealthier33% have above-average income.More male52% male vs.48% female in our sample.More Asian Over-represented in India, China, andSingapore.Younger64% are under 44y

56、rs, vs.50% of our sample.Circular SympathisersMore urban54% are city-dwellers.Accept responsibility27% think they can have a significant positive impactin addressing environmental challenges.Figure 12: Who are the Circular Champions?In a minorityOnly make up 28% of our sample.More female56% female.v

57、s 44% male.More EuropeanOver-represented in Italy, France, and the UK.Slightly older 40% are 55yrs+, vs. 32% of our sample.Circular ChampionsTake ownership 34% think they can have a significant positive impactin addressing environmental challenges.Driving circular consumption in fashionFashion secto

58、r: circular economy round-upKey policy developmentsEurope: The new EU Waste Directive requires member states to ensure textiles are collected separately by 2025.4 The EU also has a voluntary Ecolabel for Clothing and Textiles, covering use of harmful substances, pollution reduction and extended life

59、time of clothing; around 60 textiles and footwear producers currently hold licenses.5North America: In New York State, legislation stipulates that, if more than 10 percent of a business commercial waste is textile material, they must recycle or repurpose it.6APAC: In 2018, China banned the import of

60、 waste textiles and set a target to reach 4.5m tons of recycled textile production by 2020.7Industry targets and commitments90 global fashion brands have signed up to the 2020 Circular Fashion System Commitment. In total, signatories have set 213 targets related to circular design, garment collectio