Complex language around the circular economy is alienating consumers, a new report from SUEZ has found.

The report, commissioned by SUEZ recycling and recovery UK (SUEZ), found that use of the term circular economy was the ‘single biggest inhibitor to progress’ and was causing people to actively switch off.

Created by WPI Economics ‘Bringing the Consumer into the Picture: Normalising the Circular Economy’ the report also found that terms like waste prevention and sustainability were widely misunderstood as being the same as recycling.

The consumer research was carried out with two groups of eight participants who had different levels of self-assessed knowledge and engagement with circular economy practices.

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