As sustainability becomes a growing priority for consumers, Rachel Watt explored how cultural connection can help to drive behavioural change — for Creative Brief

The circular economy has hit a sweet spot across culture, consumers and convenience; meaning there’s no better time for brands to be driving it forward.

We’re seeing a rise in circular behaviour playing out in culture: from upcycling pop-ups, to the fashion industry repurposing waste materials, and even the popularity of TV shows such as The Repair Shop.

And consumers – particularly sustainability-championing Gen Z, with whom so many brands want to engage – are loving it.

In fact, with circularity becoming increasingly convenient, there’s little excuse not to jump on board. Supermarkets have made loop deposit systems easily accessible, e-waste recycling bins now appear on street corners, and there are easy means for unwanted textiles to be made into new clothes, or even insulation (brilliant when done well, a greenwashing red flag when not!).

Circularity also poses an opportunity to work collectively. Brands that join heads to offer creative solutions for consumers (whether that’s sharing waste materials, technologies or knowledge) will not only make strides in their sustainability and efficiency goals, but will also benefit from reaching a broader audience and extending their brand fame.

Those who embrace the culture of circularity will not only help to drive it forward, but they will position themselves as leaders in a space that audiences increasingly prioritise.

Rachel’s analysis was part of Creative Brief’s Bite series.