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Stop selling products that cannot be recycled!

Voices from Circular Initiative 2023

Louise Eriksson

Principal Consultant at Stena Circular Consulting

Ulrika Molander

COO of GreenIron

Sara Davidsson

Sustainability & Compliance Director at Stena Recycling

Danish consumers outliers when it comes to responsibility

Although the large difference of 15 percentage points between Poland and Denmark is difficult to explain without further study, part of the explanation could lie in who consumers see as the key player for driving circularity forward.

Denmark is an outlier in this respect, with the largest share of respondents – 30 percent – placing the responsibility for promoting the increased use of recycled materials in various products on themselves as consumers. Perhaps Danes don’t necessarily view legislation as the only solution; if the demand for strictly circular products is strong enough, the suppliers will have no choice but to comply.

Business viewed as the most crucial circularity promotor

Overall, the largest share of survey respondents – 35 percent – view the business community as the key player in promoting increased use of recycled materials in various products. The countries where this is the prevailing view are Finland and Poland, with a whopping 50 percent of Finnish consumers placing the responsibility on businesses.

In contrast, the largest share of Swedish and Norwegian respondents put their trust in politicians and authorities, with 30 and 29 percent respectively saying that it’s up to elected officials to promote the increased use of recycled material.

Navigating responsibility

"It’s interesting to see such major differences between the countries in which you place the greatest responsibility. Everyone in the chain – from design and production to consumption and recycling – is an important piece of the puzzle in achieving a circular economy in general. Although every individual needs to take responsibility, what is required above all are initiatives by decision-makers and the business community to help consumers live a more circular life."

Anna Sundell, Head of Sustainability & Communications at Stena Metall Sweden.

Key figures from Circular Voice on this topic


believe that it should be forbidden to make and sell products that cannot be recycled


of Polish respondents would like to see a ban on non-recyclable products


view business as the key player in driving circularity forward


of Danish respondents view consumers as the most crucial circularity promotor

Last updated: 2023-12-13
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