CIRCLEUP is an innovative project designed to accelerate the adoption of circular economy practices at the household level. Its main goal is to streamline the flow of materials in and out of homes and close resource loops wherever possible, supporting the broader transition to a circular economy. The project introduces a comprehensive behavioral change package that combines consultation, gamification, and feedback techniques. This is supported by a digital tool that delivers these interventions. Through this approach, CIRCLEUP aims to shift social norms, spark dialogue, and encourage individuals to rethink their daily habits. Participants will be encouraged to identify as "circular citizens" and take part in group activities that promote sustainable behaviors and discourage wasteful ones.
An interactive tech platform will play a key role, enabling participants to connect beyond their immediate social circles. Sharing experiences and joining group efforts will help strengthen community bonds, meet social needs, and boost self-esteem. To deepen understanding and skills, simulation tools and interactive learning environments will help users assess policies and practices related to sustainable consumption, using system dynamics modeling for strategic evaluation. The effectiveness of the intervention will be tested in 100 model households across four culturally and structurally diverse countries. The project is led by Riga Technical University’s Institute of Energy Systems and Environment (IESE) and involves 10 core partners from Latvia, Norway, the UK, Germany, and Portugal. The participating households, selected to represent various European living conditions, will serve as pioneers of circular lifestyle change. In addition to the digital platform, personalized counseling and on-site assessments will support participants at key stages of their transition. CIRCLEUP will design, test, and implement this intervention across a diverse group of 100 European households. The package includes five well-established elements that have been proven effective in past projects, but here they are combined in a new, integrated way through a central digital platform. This approach draws on the latest advances in behavioral science, system modeling, engineering, and environmental communication to help households adopt circular practices. CIRCLEUP aims to combine insights from EU and international projects to create a powerful, ready-to-deploy intervention package. By implementing it in real-world settings, the project seeks to move beyond the typical pilot phase and demonstrate how meaningful lifestyle change is both achievable and scalable.
