#ImagineCircularity: The circular transformation will not be live-streamed

The circular economy is about systemic change and invites us to rethink what we are used to. One of the necessary changes in terms of mindsets is a different world view – where waste is a resource, and where existing processes need to be switched around and turned upside down. Photo by Brett Zeck on Unsplash

According to circular principles, repairing is one of the key action imperatives. Many products, however, are nowadays designed in a way that they cannot be repaired. The circular economy claims that this needs to change, via ‘circular design’. Photo by insung yoon on Unsplash

The circular economy is often confused and misperceived as more recycling; it is only one of several circular actions and is often referred to as “the last resort”. True circularity aims to “design out waste”. Photo by Sigmund on Unsplash

Systemic change in terms of the way we produce, consume and treat the environment needs to happen live – in our brains, corporate board rooms, and parliaments. In order to better understand how people around the globe perceive a transformation from a linear take-make-waste economy to a circular refuse-reduce-rethink society, the Vienna-based non-profit organization REVOLVE Circular and the Copernicus Institute of Sustainable Development at the Utrecht University will launch #ImagineCircularity on 19 April 2021 – the first ever survey seeking to understand how people around the globe envision a more circular economy.

The circular economy is still a relatively new paradigm which different stakeholders understand, apply and promote in a different manner. Some also criticise the concept for focusing narrowly on resource challenges and resource efficiency while neglecting environmental and societal concerns. The first global survey on the circular economy entitled ‘Imagine Circularity’ will seek to understand how consumers, producers and product designers perceive the circular economy. The findings shall feed into policy-making processes, influence corporate decision-making, and help change consumption patterns globally.

“Let’s be honest: the necessary transformation from a linear economy obsessed with an economic growth paradigm to a circular and inclusive society will not happen in well-written reports, press releases or in Zoom meetings”, says Sören Bauer, President of the Austrian non-profit organisation REVOLVE Circular. “Fifty years after the US American musician Gil Scott-Heron released ‘The revolution will not be televised’ a funky spoken word poem, we pay tribute to him and repeat his bold statement: You have to understand and change your mind before you change the way you live, the way you consume and the way you move ahead. Our claim that the circular transformation will not be live-streamed means that no one will ever be able to capture in zoom, MS Teams meetings or YouTube the systemic change that needs to happen in terms of consumer behaviour, and the way we produce and run the global economy. This change has to happen live – in our brains, corporate board rooms, and parliaments.”

Imagine Circularity has been designed as a survey that introduces each participant to a range of basic concepts related to the circular economy and in turn enhances participants’ circular literacy. As an opinion poll, its results will provide insights on the different understandings and perceptions on the topic across a wide range of stakeholders and countries. The aim is to engage one million participants from around the world in order to produce a representative sample of global views and understandings. 

Walter Vermeulen from the Copernicus Institute of Sustainable Development at the University of Utrecht in the Netherlands explains: “In our partnership with REVOLVE Circular we provide expertise from many years of sustainability and circular economy research to ensure the global survey is methodologically strong and captures circularity in a holistic manner. In addition to a global report, we hope to be able to produce a range of country, city, and industry reports, as many various partners from different countries are already planning to join us in this global effort. We will also use the survey’s findings for producing scientific evidence on how different stakeholders in various world regions and industries understand and perceive the circular economy globally.” The Copernicus Institute is the main partner of the global survey initiative which will initially be launched in English only. Up till 30 November 2021, partners can join the survey initiative by translating it into their respective language; in addition, they can extend the generic survey and adapt it into a culturally customized version for their respective country.

Jocelyne Landry Tsonang from the Executive Team of the African Circular Economy Network ACEN says:

“We are very interested in joining this global initiative to find out how people in Africa envisage a circular economy. Our experience shows that there are five main challenges and barriers to a more circular Africa. First and foremost, are the lack of institutional capacity and proper understanding of the concept as many policy-makers have simply not yet grasped the various benefits and the scope of circularity for the continent. Related to that is the misconception that a circular economy is the same as waste management and recycling which are only the last resort: Circularity starts with designing ‘out waste,’ usually referred to as ‘circular design’. A further big worry are regulatory frameworks – in Africa, they either do not exist or are often counterproductive. It will be a major challenge to establish ‘pro-circularity regulations’ in Cameroon, let alone on the continent as a whole”, says the Cameroon-based entrepreneur.” Last but not least, there is the need and the opportunity to embed circular economy education in curricula and practice it in schools & campuses which would enable the younger generation to work towards a circular Africa.”

Source: APO & REVOLVE Circular.