Bridging the Gap Between Circular Ambition and Action

Global material consumption has more than tripled since 1970. Amidst increased awareness of our environmental impact, many of us are striving to live more sustainably. We might have a recycling bin at home, drive secondhand cars or carry a reusable water bottle. We might buy pre-loved clothes or toys for our children or opt for food in recyclable packing.

Transitioning from linear to circular supply chains (i.e., ones involving reuse, recycling or repair) preserves resources and value, creating jobs while increasing profitability and operational resilience in the face of supply chain volatility and resource constraints. And it's something the public is on board with.

In fact, BSI’s research, conducted in partnership with the Cambridge Institute for Sustainability Leadership, found that more than half of us (53 percent) categorize ourselves as early adopters or early majority when it comes to 10 different "circular" behaviors. This aligns with a broader global trend: a clear readiness for collective change, with more than three-quarters agreeing that their behaviors can help contribute to the uptake and impact of the circular economy.

The Ambition-Action Gap

Yet there exists a significant gap between ambition and daily purchasing decisions. We listed a series of circular behaviors and asked about willingness to do them; the results were less encouraging.

While 35 percent said they would purchase pre-loved clothing, that fell to a third for secondhand technology, just a quarter were happy to buy aesthetically imperfect food produce, and only three in 10 would choose refurbished furniture. Across 10 categories, on average only a third of consumers indicated enthusiasm for the circular choice.

If the desire to behave sustainably is there, what explains the gap? The primary explanation lies in a "fear factor" among consumers, stemming from deep-seated concerns around hygiene, quality, safety and reliability.

Skepticism surrounding sustainability claims is also compounding consumer mistrust. The research shows that simply highlighting the environmental benefits of a product is failing to change purchase habits, with a third (32 percent) citing a lack of trust in sustainability claims as a top barrier to buying or using circular products.

The Role of Independent Assurance

This begs the question: How do we bridge the trust gap? How can we verify environmental claims and reassure consumers that circular products do not necessitate a compromise?

Our research highlighted the importance of evidence in verifying the quality, reliability or sustainability of circular products. Consumers may understandably question whether a remanufactured engine or a refurbished laptop is “as good as new.” Others might seek confirmation on the true percentage of recycled content or biodegradability of a product’s packaging.

Independent assurance confirming quality and performance can take many forms — e.g., established third-party certifications such as the BSI Kitemark™ for Remanufacturing, which assures consumers that remanufactured goods meet standards equivalent or superior to new products. Meanwhile, validated Environmental Product Declarations (EPDs) also contribute to verifiable circularity by quantifying the environmental impact of a product across its lifecycle.

Independent assurance functions build consumer trust by translating the complex aspects of circular processes — how something has been made or remanufactured — into easily understandable signals. Done well, a visible, recognized and trusted certification mark, based on objective assessment against established benchmarks, can become an essential component for building market confidence.

The Business Imperative

Retail businesses are already unlocking economic value by integrating circular practices such as repair services, product refurbishment and buyback programs into their commercial strategies. By collectively addressing trust barriers through independent verification, we can unlock more significant economic opportunities in the industry. The circular economy isn't just an environmental imperative for the retail supply chain; it represents a pathway to sustainable business growth that aligns consumer confidence with ecological responsibility.

Todd Redwood is the global managing director of consumer, retail and food at BSI, where he leads initiatives to support global brands and retailers to achieve their sustainability, digital trust, health, safety and wellbeing, and product quality and safety ambitions across all markets.