The 2025 BSI global circularity study, “The Tipping Point: Building Trust in the Circularity Economy,”was conducted in collaboration with the Cambridge Institute for Sustainability Leadership (CISL).
The research emphasises the importance of establishing trust in the quality and dependability of “reused or repaired products” to encourage consumers to engage in circular behaviours.
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About 8,214 people globally were surveyed on their engagement with ten specific circular practices, such as recycling, reusing packaging, or buying second-hand items.
Over half of the respondents worldwide (53%) classified themselves as either early adopters or part of the early majority.
However, the findings reveal a discrepancy between self-perception and actual behaviour; merely one-third express willingness to purchase second-hand technology (33%) or select food products in recycled packaging over those in standard packaging (31%).
This disparity is driven by three primary concerns: doubts about quality (56%), safety (51%), and reliability (49%).
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By GlobalDataThe study notes that “overcoming these trust barriers is essential to disrupting the ingrained inertia of linear consumption – buy new, use briefly, discard easily”.
BSI chief executive Susan Taylor Martin said: “While consumers routinely weigh price and quality in their purchasing decisions, reused, repaired or recycled goods introduce new questions around quality, safety, and reliability. For circularity to thrive, businesses must move beyond sustainability messaging and bolster it by demonstrating genuine value, durability, and trustworthiness – convincing consumers that circular options are as reliable as traditional products.”
Findings also show that while 76% of individuals worldwide acknowledge their role in promoting circularity through their actions and purchases, the proportion of reused materials in the global economy has decreased from 7.2% to 6.9%.
Although 67% of respondents worldwide recognise environmental benefits as a key motivation for adopting circular habits, this awareness does not consistently lead to action, said the report.
Consumers’ cautiousness is evident, with only 29% open to buying second-hand or refurbished furniture and a mere 25% willing to purchase imperfect food products.
While one-third (35%) are comfortable with second-hand clothing, fewer (22%) would opt for a second-hand bike or scooter.
For one-third of people (32%), scepticism towards environmental claims impedes the purchase of circular products. However, 59% indicate that a credible label substantiating such claims could foster trust, stated the study.
CISL CEO Lindsay Hooper said: “The transition to a mainstream circular economy hinges on trust and credibility. We need circular products and services with quality, safety and reliability fully embedded, and organizations that act decisively to introduce these solutions will facilitate an economic transformation whilst unlocking a wealth of opportunities. Our report provides essential guidance for driving meaningful change, outlining the conditions necessary for accelerating adoption and catalysing tipping points, it offers a strategic blueprint for organisations ready to lead.”
