Heading To Europe: H2Move, Open Circular, Green Bay and Co-Effect Expand Internationally

Why Our Habits Are The Biggest Obstacle to Circularity

What if the main barrier to the circular economy… was us?

As part of the European CircleMED project, a survey of 3,059 citizens across seven Mediterranean territories provides fascinating—and
sometimes surprising—insights into our circular behaviors: sorting, reuse, repair, and reduction.

The first key finding: it is neither price nor the lack of recycled products that primarily blocks the transition… but resistance to changing habits! One in five respondents identifies daily routines as the main obstacle to adopting more sustainable practices, highlighting the need to rethink actions by considering psychological and behavioral levers.

Another interesting paradox: people over 50 are the best performers in sorting and circular practices.While younger generations are more informed about environmental issues, it is their elders—often more anchored in simple, sustainable habits—who take the most action.

To accelerate the transition, this study reminds us of the importance of better understanding citizen behavior, simplifying access to circular actions in daily life, and going beyond awareness campaigns. Concrete solutions, rooted in real habits, are what will sustainably transform behaviors.