Considering the user in the circular economy

This paper reflects on how much of the dialogue and literature regarding a move towards a circular economy tends to focus on production and that this language reflects a technological narrative around innovation for a future circular economy. The authors argue that there is a need for a more profound consideration of users in both the research activity and practical implementation of the circular economy, where the real needs, desires and values of the end user are incorporated from the outset, whether as part of research agendas, theories, frameworks or business models. The paper concludes by arguing that changing the way that the circular economy is framed so that it is more inclusive of the consumption side of the development process would open up greater opportunities for success.