The gravity of the consumer experience is drifting upstream—towards the point of purchase and away from the richness of use, longevity, and endings. This shift is bad news for circularity. It promotes a culture of momentary highs, encourages emotional detachment from the products we buy, and distances us from the consequences of our consumption.

Offsetting today is often a performance. Swipe your card, tick a box, and leave with the comfort that your footprint is handled. But the carbon doesn’t disappear—it lingers. Your offset begins its long, slow journey toward balance.  

We need to create a better, more balanced and just experience alongside all the legislation.

Waste streams lack transparency. Data on product disposal and material recovery is minimal, fragmented, and unreliable.

The result? A critical gap in evidence. Companies trying to design for circularity are operating in the dark when it comes to end-of-life outcomes. Without robust data, proving circular success remains elusive.

This role deserves celebration. Not because it signifies hardship or poverty, but because it represents something profoundly human—the ability to negotiate the end of a material experience with purpose and agency. The Rag and Bone man did not merely take waste; they facilitated a meaningful transition, offering reward and recognition to those who engaged in the process. 

Unpacking the Narratives That Blame Consumers
Marketing can be described as telling stories to your customers that reinforce a point of view. What happens when you need to change the point of view? Can you blame the believer? Some will try.