The consumer at the center of the Circular Transition: the success of VERDEinMED’s Living Labs
If the ecological transition of the textile sector were a puzzle, the citizen would be the final piece to complete the picture. With this awareness, the VERDEinMED project launched its Living Labs, an initiative that placed consumers at the center, transforming them from passive spectators into key actors of change.
The activity took place in Italy, Spain, and Greece, involving over 500 in-person participants through a structured four-phase methodology:
- Target identification
- An initial survey on perception and purchasing behavior
- Practical and experiential training sessions
- Final monitoring to evaluate the actual shift in awareness
A journey across three Countries: creativity, reuse, and green jobs
The beauty of the Living Labs lay in their ability to adapt to the specific characteristics and talents of the different regions involved, blending theory and practice:
- In Greece, the workshop engaged young professionals and students from the fields of design, fashion, and production. Following an initial day dedicated to the social impact of our consumption choices and practical workshops on textile reuse, participants visited a clothing workshop and a textile recycling plant, experiencing the reality of the supply chain firsthand. See more: VERDEinMED Greece Living Labs (Greek)
- In Italy, the Living Lab built an unprecedented bridge between creativity and science. Students from art academies and fashion high schools worked side-by-side with experts from the Environmental Protection Agency. This mix of eco-design, waste management, and the circular economy opened up stimulating perspectives in the field of green jobs. See more: VERDEinMED Italy Living Labs (Italian)
- In Spain, the focus was on degree programs related to clothing production and fashion design. Alongside roundtables with recycling organizations and educators, a solidarity initiative focused on the reuse of women’s clothing was promoted. Responsible consumption was encouraged through “Swap Parties” (exchanging clothes at symbolic prices), and any unexchanged garments were donated to the NGO Madre Coraje. See more: VERDEinMED Spain Living Labs (Spanish)
From the survey: the paradox of the modern consumer
To gain a deep understanding of citizens’ behaviors, motivations, and level of knowledge, VERDEinMED conducted a survey on a sample of approximately 400 people across the three countries. The results brought to light surprising data and a clear paradox:
- The disconcerting stat: 42% of respondents stated that they pay little to no attention to sustainability when purchasing textile products. This is unexpected, considering how central the topic currently is to public debate.
- Who reads the label? 69% claim to read it, but the percentage of those who ignore it increases drastically among younger demographics. Furthermore, 34.6% believe that the information on labels is incomplete, lacks transparency, and is unclear.
- What are citizens asking for? The very same consumers who claim to be partially indifferent then demand highly granular data on: geographical origin, raw materials used, supply chain logistics, and ethical working conditions.
- In the dark about end-of-life: 41.1% have no idea how textile waste is managed in their city.
The “Value-Action Gap”
We are faced with a gap between what people claim to believe and the actual choices they make at the time of purchase. This disconnect is particularly evident among young people (under-18s made up 50% of the sample), who are theoretically the most environmentally conscious, yet the least inclined to translate this awareness into practical purchasing actions.
However, a strong note of hope emerges: almost the entire sample declared themselves ready to change their habits to protect the environment and expressed a desire for more information and training.
VERDEinMED’s four proposals to close the loop
To bridge this gap and transform intentions into concrete actions, the VERDEinMED project has outlined four strategic lines of action for the future:
- Strengthen the ecosystem: Promote direct collaboration between industry leaders, public administrations, and citizens.
- Corporate responsibility and innovation: Companies must drive change by investing in eco-design and ensuring maximum transparency throughout the product lifecycle.
- Tailored strategic communication: Implement diversified information campaigns adapted to different target audiences (especially younger generations).
- Consumer empowerment: Educate citizens so they understand that their purchasing power is the most potent tool for driving systemic change.
Our choices are our power
We can discuss regulations, industrial plants, and economic investments indefinitely, but without the involvement and education of citizens, the fundamental link to close the loop of the circular economy will always be missing. The consumer is the end-user of the service, from the initial purchase right down to the sorted collection of textile waste.
The data and the tools are there. Now is the time to join forces, change habits, and drive the transition together!
