In the transition towards a Circular Economy, consumers are expected to change their behaviour (recycling, sharing etc.). How can we design products and services that will effectively result in behavioural change? The tool “Behavioural Lenses” has been developed to help designers to put theoretical insights from the behavioural sciences into practical use. Using this tool, a recent design case by DIG about recycling in an urban environment illustrates a possible approach. Changing consumer behaviour: moving towards a Circular Economy. How to we design to achieve behavioural change?
Garbage in the apartment
Behavioural insights and separting garbage in apartments
National Program consists of eight actions
- circular design
- sustainable consumption
- improve division and collection of separated garbage
- divert policies -garbage towards circular economy
- set up chains and streams for specific garbage -fractions
- developing financial and market incentives
- connect knowledge and education -circular economy
- develop easier indicators and marks.
From garbage to material - van afval naar grondstof
Assignment and team
What happens behind the front door?
Aim: gain insights in behavioral determinants to (not)
separate garbage as inspiration for the next stage
DIG,Ideate and behavioural experts from HU and TU/e.
te needs to rise
People in apart-
ments have 150 kg
waste pppy compa-
red to people living
in houses on the
Currenlty there is an
average of 250 kg
te pppy.The aim (of
is that by 2020 we
have only 100 kg
Through the lenses
Understanding behavior -building blocks
What we saw,using the lenses
Habits and impulses
Knowing and believing
Seeing and RealisingWanting and being able to
Doing and Persisting
Opportunities to break/strengthen habits
- break: habit of throwing away paper,plastic
- strenghten: structure,recognition of material
-Knowing what the ‘goal behaviour’should be
-Expand knowledge (on categorizing,
meaning and usefulness)
-Knowing and believing that one can
make a difference
No personal feedback,no social feedback
-Realising amount of paper/ plastic in unselected trash
-Receiving personal & instant feedback
-Realising when current behaviour is
different than the goal behaviour
-Follow role models
Lot of (perceived) obstacles +
every city has a different strategy
- Made easier,more fun.
Not so serious,favorite trash.
- Should be a no-brainer to not separate
It is easy to stop,or becomes sloppy
- Garbage needs to feel valuable for
- Bring structure in garbage behavior
Little empty bin
in front of the big building
lonely smelly stink
User perspective is vital in behaviour change for circular living.
Behavioural lenses offer a framework to assess user perspective.
Garbage separation is a chain of different behaviours. If we want
to change behaviour through interventions we need rich solutions.
Using the framework with the behaviour lenses provide designers
a basis to discuss what we see.