Insights around the circular economy have often focused on businesses or cities. When we have a holistic look at a circular economy, we miss out on a very important perspective. Even though the consumer plays a vital role in the economy, an actionable focus on consumption has not been in the driver's seat. Consumer spending keeps growing, the amount of middle class consumers is set to triple by 2030, and consumer patterns are changing, for example by a growing number of people living alone. Opportunities lie in identifying what consumers can do to adopt a circular lifestyle, enabling them to take responsibility and push for a transition towards a world that is inclusive, collaborative and regenerative.
