BELOOP: from circular awareness to action

The need for a circular transition in resource use has never been more obvious, as the negative social, environmental and economic impacts of the incumbent linear consumption model continue to be felt. However, conceptual clarity does not automatically translate to action. It is also necessary to investigate practicable ways through which growing social, political and economic favourability can be harnessed to create a circular resource system.

Funded by the EU, BELOOP aims to demonstrate how behavioural change, circular business models, and digital enablers can accelerate the shift to sustainable consumption and production across key value chains. It is a collaborative multi-year, multi-disciplinary project that relies on behavioural science, AI-driven forecasting and real-world piloting to accelerate the transition to a circular economy across Europe. BELOOP seeks to empower consumers, economic actors and public authorities by enriching consumer knowledge, democratising intervention implementation, providing evidence-based guidance and creating lasting engagement structures.

The project outlines a number of key expected outcomes, including a 10-15% increase in circular product adoption and 20% improvement in consumer comprehension of green claims and digital product passports (DPPs). Also, it seeks to produce a new standard for behavioural forecasting through the PREDICT tool, which was developed by the YNOT Institute at Queens’ College, Cambridge with the El-Erian Institute. Through these expected outputs, BELOOP will contribute to the development of a circular economy in Europe.