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Shifting Mainstream Consumption Patterns Towards a Circular Economy Transition

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Shifting Mainstream Consumption Patterns Towards a Circular Economy Transition
by Ksenia Benifand was submitted to OCAD University in partial fulfillment of the requirements for the degree of Master of Design in Strategic Foresight & Innovation
Toronto, Ontario, Canada, April, 2015

Abstract

This Major Research Project (MRP) explores how we might shift mainstream consumption patterns as we transition towards the Circular Economy.

The research identifies essential circular consumption behaviour patterns, motivating drivers for choosing the behaviours, and barriers that may hinder adoption if not addressed. Strategies and case studies for cultivating and accelerating new social norm conditions and external contexts necessary to foster and support circular patterns of consumption are also examined. Finally, consumer engagement strategies and recommendations are proposed as guidance for organizations transitioning into circular modes of value exchange or business models, and for policy makers and advocates looking to support the circular economy transition.

Published in: Marketing
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Shifting Mainstream Consumption Patterns Towards a Circular Economy Transition

  1. 1. Production Consumption
  2. 2. Summary of Recommendations (1/2) To help users extend useful product life and counter obsolescence: • Designing for reparability and ease of disassembly, • Incorporating modular design, • Offering greater repair options, • Developing robust standards to counter obsolescence, • Designing for desirability to counter perceived obsolescence. To improve user accessibility for renting and borrowing behaviours: • Widening the ecosystem of solution providers with service design, • Working with city planners to improve accessibility. To engage consumers in choosing products made out of recycled/upcycled materials: • Designing products that fulfill multiple design and usability criteria. DesigningInstitutionalContext 82
  3. 3. Summary of Recommendations (2/2) For shifting social norms and normalizing circular behaviours: • Modeling Desired Behaviour – ‘Show, Don’t Tell’, • Fitting Circular Consumption Behaviours into Existing Social Norms, • Designing Experiences, • Re-framing Messaging from Environmental to Other Benefits, • Signaling Social Status and Relatedness. For shifting individual values and beliefs : • Identifying Decisional Points for ‘Unfreezing’ Behaviours, • Tapping into Existing Individual Values and Beliefs, • Developing a value proposition that connects with users, • Shifting Values from Materialism to Relationships. ShiftingSocial Norms ShiftingIndividual Values&Beliefs 83
  4. 4. For more information about the research, contact Ksenia Benifand ksenia@aeonstrategies.com

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