Does the Circular Economy Give You the ‘Ick’?

Reading the environmental press, you might be forgiven for thinking the throwaway culture is finally on its way out and that the much-celebrated circular economy is gaining momentum. 

But dig beneath the headlines, and the picture is less encouraging. In fact, the proportion of reused materials in the global economy has declined—from 7.2% to 6.9% in recent years. This backslide comes despite growing evidence that a more circular economy—through reducing waste, scaling reuse, and enhancing recycling—could generate a £25 billion boost to the UK economy by 2035. 

So why is the transition stalling? 

This question is close to my heart. I recently launched Treasure Gardening, a social enterprise on a mission to celebrate the wonders of waste by transforming discarded materials into high-quality gardening products. 

Our flagship product, Wonderfuel—a game-changing peat-free compost—was designed to be both environmentally and horticulturally superior. We assumed that its origin in repurposed materials would be seen as a positive selling point. Instead, we’ve encountered a surprising amount of scepticism. Potential buyers question its quality, safety, and reliability—despite a growing body of evidence that proves its effectiveness. 

It turns out we’re not alone. According to a global study by the British Standards Institute and the Cambridge Institute for Sustainable Leadership, the so-called “ick factor”—an emotional aversion to reused or repurposed products—is a major barrier to circular adoption. The research found that: 

• 56% of consumers worry about product quality, 

• 51% about safety, and 

• 49% about reliability when it comes to circular goods. 

This consumer resistance has five broader implications that are slowing our collective shift to a circular economy: 

1. Investor Reluctance 

Launching a new circular product is inherently risky. It requires traceable supply chains, trusted retailers, and consumer buy-in. Unfortunately, investors often hesitate to back such ventures due to uncertainty around returns. This risk aversion makes it difficult for innovative products to reach the market or scale up. 

2. Lack of Recognised Standards 

Without clear quality benchmarks, consumers are right to be cautious. Take compost, for example. With peat being phased out, alternatives made from a variety of materials are appearing—but often without transparency about sourcing or performance. Industry-wide standards and clearer labelling are urgently needed to reassure consumers and support trust in circular products. 

3. Contaminated Waste Streams 

Most circular products still operate at the fringes of the market, making it hard to justify the infrastructure investment needed for clean, consistent feedstocks. Contaminated input streams compromise quality and raise costs, undermining both trust and viability. 

We saw this first-hand while working with a local authority to improve green waste quality. Despite proving that simple changes could reduce contamination and raise product value, we struggled to convince decision-makers that the small investment required was worthwhile. 

4. Poor Public Understanding of Circularity 

The circular economy remains a vague concept to many consumers. What’s missing is accessible, engaging storytelling that clearly connects circularity to everyday benefits—economic, environmental, and social. A coordinated effort across industry, media, and government is needed to demystify the circular economy and inspire participation. 

5. Inconsistent Government Policy 

Circularity cuts across waste, energy, agriculture, manufacturing, and more—yet policymaking remains siloed and piecemeal. While the creation of the Circular Economy Taskforce is a welcome step, we need coherent national strategy and aligned incentives to drive meaningful progress. We look forward to seeing the Taskforce’s recommendations this autumn. 

At Treasure Gardening, we’ve been exploring how to get better value from the UK’s vast quantities of bio-waste. Together with a coalition of partners, we’ve developed five policy recommendations we hope will influence future government thinking. 

There’s no doubt about the benefits a more circular economy could deliver. But to get there, we must tackle the “ick factor” head-on—with better product standards, clearer messaging, stronger investment, and smarter policy. 

It's time to rethink what waste really is—and see it for the treasure it can become.