Design challenges

Following a Use2Use mindset, understanding challenges related to people’s consumption processes is essential to explore opportunities for circularity. Circular consumption can be described as a process consisting of three main phases: obtainment (gaining ownership or access), use, and clearance (resigning ownership or access). A circular flow can be disrupted in any of these phases, making it essential to address people’s needs, concerns and challenges throughout the full process.

Generally, there are abundant opportunities for people to engage in circular consumption processes. Whether people find a particular consumption alternative desirable depends on its perceived benefits and how these compare with the consumption consequences of other alternatives. People are likely to avoid circular offers that entail undesirable activities and experiences. Hence, understanding the challenges related to circular consumption is not only about what people obtain, use, and clear, but also how they go about it. The practicalities associated with different consumption alternatives are therefore essential to understand as they influence how people prioritise and choose between them.