CircleUp is a highly innovative endeavor that aims to increase the diffusion rate of circular practices at the micro level, as a vital step towards achieving a circular economy, optimizing material streams into and out of households and closing the loops wherever possible.

CircleUp seeks to achieve its goal by developing, testing, implementing, evaluating, disseminating an innovative behavioral intervention package consisting of consultation and information, gamification, and feedback approaches, supplemented by a technical solution to provide this intervention package. With this innovative behavioral approach, the project will shape social norms by promoting communication and encouraging participants to question the status quo. It will establish and foster the social identification of individuals as circular citizens, inviting them to engage in and organize group activities that reinforce sustainable social norms and discourage unsustainable habits.

The project will leverage an innovative technology tool to stimulate and channel interactions, allowing participants to engage with people beyond their direct circle of neighbours or friends. By sharing circular stories and participating in group activities, participants will not only strengthen social bonds and satisfy the need for social connection and self-esteem. Interactive Learning Environments and simulation tools will support the transfer of insights and develop competencies for integrated analysis and model-based assessments of key sustainable consumption policy and practice topics. System dynamics mode-based tools will support scoping and appraisal of strategies and policies related to sustainable consumption.

The success of this intervention package in 100 model households in four structurally and culturally different countries will demonstrate CIRCLEUP’s potential to transform the way people consume, how they can benefit from the circular economy, and reduce social disparity, environmental footprints, GHG emissions.

The CircleUp consortium is a unique and dynamic collaboration between 10 core partners from 5 different countries (Latvia, Norway, UK, Germany, and Portugal) that brings together a diverse range of multidisciplinary expertise.

The consortium is led by Riga Technical University, Institute of Energy Systems and Environment (IESE).