Shifting behaviour for circularity: positive tipping points in the transition to a circular future

In this inaugural address, reflections on the transition towards a circular economy are shared, with a deliberate focus on human behaviour. This focus is intentional. According to the Intergovernmental Panel on Climate Change, behavioural changes could reduce global greenhouse gas emissions by as much as 40-70% relative to the baseline scenario projected for 2050. This represents a significant opportunity, provided we make a concerted effort! Research on positive tipping points further underpins this optimism. Positive tipping points occur when a series of relatively small changes collectively trigger a transformative shift within the system.