This #EU Circular Talk, organised as part of Circular Week 2026, will explore how circular choices can become simple, affordable, trustworthy and attractive in people’s everyday lives.

While consumers are often called upon to make more sustainable choices, circular living still frequently requires additional time, knowledge, effort and resources. When circular options are more expensive, less convenient or difficult to identify, relying on individual awareness alone is not enough. The transition towards a circular economy requires changing not only consumer behaviour, but also the systems, products and offers that shape everyday decisions.

This #EU Circular Talk will explore a fundamental question: What has to change so that circular living does not depend on individual heroism, but becomes the default option?

Bringing together perspectives from retail, consumer protection and regional transition policy, the session will discuss how businesses, policymakers and other stakeholders can create conditions in which circular solutions become easier to access, more affordable and more trustworthy. From better product offers and business models to supportive policies and consumer-centred approaches, participants will explore how to move from encouraging people to “choose better” towards making the better choice the easiest choice.

This webinar will take place at 10.30-11:30 CEST on 27 October. Registration opening soon!