Effective communication to raise awareness about the circular economy and the climate crisis

Alba Junquera

The research emerges in a context where action is needed to address the current climate crisis. The main current approach is the circular economy, an effective production and consumption model that extends the life cycle of products and services by redesigning production models.

This study yielded several conclusions, including a lack of coordination among the various sectors involved, which makes it difficult to adopt measures; uneven public awareness, as the concept of recycling is widely known, but the circular economy varies by age and region; and communication barriers, caused by an excess of information and a lack of messaging, which creates confusion.

To conduct the study, a qualitative methodology based on grounded theory was used, a technique that analyzes the discourse of the stakeholders involved in the process. Specifically, 44 interviews were conducted with representatives from several key sectors: public administration, private companies, university professors, and scientific personnel. The interviews were subsequently transcribed and analyzed, and the most frequently repeated responses were identified.

Three key categories were identified for study: stakeholder involvement in the transition to the circular model, public awareness of the circular economy, and communication strategies to increase awareness. "It's necessary to raise awareness about the advantages of this model, and in the awareness-raising process, communication plays a fundamental role in raising awareness and promoting sustainable habits," explains Alejandro Carbonell, a member of the Ciberimaginario group.

Based on the results, strategies and recommendations have been established that can be consulted in the manual Recommendations kit for proposing effective communication actions on the circular economyThis manual outlines key communication strategies for raising public awareness in this area, such as clear and direct communication and the inclusion of examples in messages. It also includes recommendations and guidelines for specific groups, including promoting training processes in local institutions and involving individuals in the communication process.

Projects and personnel involved

The research is included in two projects. On the one hand, the BIOTRES-CM Project (S2018/EMT-4344), co-financed by the Community of Madrid, the European Social Fund and the European Regional Development Fund, which collected data from the interviews conducted. On the other hand, the eCOMCIENCIA Project (PID2021-127019OB-I00), which includes new interactive and immersive narratives to boost the circular economy and is funded by the Ministry of Science and Innovation and the State Research Agency.

Various members of the Cyberimaginary research group have participated: Alejandro Carbonell Alcocer and Manuel Gertrudix from the Rey Juan Carlos University (URJC), along with Juan Romero Luis from the University of Design, Innovation and Technology (UDIT).