Objective of the Tool
The Circular Consumer Compass helps organisations understand how consumers perceive, interpret, and adopt circular products and services. The tool supports companies in identifying the motivations, barriers, attitudes, and behavioural patterns that shape consumer responses to circular business models. It enables organisations to design circular offerings that align with real consumer expectations and behavioural dynamics.
What the Tool Is
The Circular Consumer Compass is a behavioural insight tool used to map how consumers interact with circular economy solutions. It helps organisations analyse consumer motivations, barriers, perceptions, habits, and decision triggers that influence the adoption of circular products and services. The compass provides a structured way to translate consumer insights into actionable design decisions for circular value propositions and circular business models.
When to Use the Tool
The Circular Consumer Compass is particularly useful when organisations are designing or refining circular offerings and need to understand consumer behaviour more deeply. It can be used when companies are:
Designing circular products or services
Testing new circular business model concepts
Understanding consumer resistance to circular solutions
Developing reuse, repair, refurbishment, or leasing models
Designing consumer engagement strategies
Preparing market experiments or pilots
How to Use the Tool
Step 1 – Identify Consumer Motivations: Explore the drivers encouraging circular behaviour such as economic savings, environmental concern, product quality, or identity values.
Step 2 – Identify Adoption Barriers: Analyse frictions that may prevent consumers from adopting circular solutions such as higher upfront prices, perceived effort, or trust concerns.
Step 3 – Analyse Attitudes and Perceptions: Examine how consumers interpret circular solutions and whether they associate them with positive or negative meanings.
Step 4 – Examine Habits and Practices: Identifyexisting routines related to purchasing, maintaining, repairing, or disposing of products.
Step 5 – Identify Decision Triggers: Map events or moments that create opportunities for behavioural change.
Step 6 – Identify Trade-offs and Tensions: Explore contradictions shaping consumer decision-making.
