In the circular economy, as well as delivering shopping, supermarket brands might also take away consumer food waste or empty packaging – waste that will have value as a material that can be reprocessed.
When it comes to identity and belonging, the more than a person defines themselves by what they own, rather than what they create or what they know or experience, the less inclined they will be to relinquish ownership. Such understanding will require marketers to re-engage consumers in different ways.
It’s important to educate customers about quality and value, and show them the benefits of re-marketed products such as re-furbished or re-manufactured products
Opening products up as a service will form the basis for the new business model by maximising them to their full lifetime potential. What will make it work will be the platform and messaging – and fostering DIY skills