The Tipping Point: Building Trust in the Circular Economy

8 July 2025 - Developed in partnership with the British Standards Institute, the primary goal of this publication is to identify the "tipping point" for achieving trust in circularity and accelerating its adoption. Through in-depth stakeholder interviews and a global survey, the research aims to understand and address barriers to trust, drive behavioural change, and inform client needs regarding circular economic models.

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Our current dominant economic model operates on a linear trajectory: extract resources, manufacture products, use them – often briefly – and then discard them. Accordingly, global waste generation is on an upward trajectory. The circular economy (CE) represents a systemic shift towards an economy intentionally designed to be restorative and regenerative – and according to our research, 86% of consumers believe it should be a priority for businesses and government.

While the economic and environmental logic of the circular economy is compelling, its widespread adoption hinges on a critical factor: trust. This is because a transition to circular models requires significant shifts, for businesses and consumers. This research sets out to explore the fundamental pillars required to build trust and reach a societal tipping point, whereby sustainability becomes the norm, desired by consumers and appealing as a business model.  

Citing this report

The British Standards Institute and University of Cambridge Institute for Sustainability Leadership (CISL). (2025). The Tipping Point: Building trust in the circular economy.