Towards an inclusive and circular HUB

Abstract

Current consumption and production patterns require drastic changes if we want to transition into a circular economy. Accordingly, the Dutch government has set up a nationwide programme that aims to achieve a completely circular economy by 2050 with an interim objective of a 50% reduction in raw materials by 2030. This includes creating a network of circular craft centers by 2030, places where product reuse and repair is of paramount importance.

The center for this project is located in the province of North-Holland, where municipalities Heiloo, Uitgeest and Bergen are working together on regional challenges in the ‘BUCH’ organisation. They aim to contribute with their own vision of such a center, The Circular HUB, whose success highly depends on the involvement of residents and their sustainable choices. This thesis aimed to discover how residents can be involved to visit the center and promote repair and reuse activities.

The challenge was approached by means of a triangulation method, a variety of methods to develop comprehensive understanding of problem context. Topics of waste, circular economy, behaviour change models and good practices for encouraging residents were explored together with other activities including resident interviews, co-creation sessions and surveys. These were used to identify the drivers and barriers of residents on circular activities and their perspective and needs on the center.

The obtained key insights are related to three tools of a behaviour change model, the SHIFT framework. Residents are not aware that even a seemingly small action can make a difference, lacking the knowledge or expertise (self-efficacy). Many are participating in repair and reuse practices and love to share their knowledge, but nothing is in place to make this visible to other non-active residents. This makes them unaware of what is possible and what the norm can be (social norms). These two factors can be explained by the current challenges on clear and consistent communication of the BUCH on the meaning of the circular center and circular activities to residents (tangibility). Consequently, residents do not feel involved and are not stimulated to participate on a regional level.

To address these challenges, a communication approach for the BUCH was developed. It aims to create support for key stakeholders of the climate programme to actively involve residents in activities as a preparation for the circular center. This to achieve a unifying vision for the circular center that is shared by all the stakeholders, including residents. The approach is delivered as a guide that consists of four elements that could be implemented:

The importance of communication in encouraging residents
The challenges in the BUCH context and how to deal with them
A strategic vision offering major milestones to take
A roadmap with actionable steps to achieve the vision

Each element can be used separately depending on the type of conversation context The solution contributes to the problem by offering support for the municipalities to involve residents in the communication so that they feel a sense of ownership and involvement on a local and regional level.