MMM’s EU delegation has been chosen to participate in the EU research project CIRC4Life, funded by the Horizon 2020 Programme. The team has been in charge of communications and of conducting 4 consumer surveys on:

–       attitudes to recycling and reuse;

–       the eco-points system (reward system to encourage recycling and sustainable consumption);

–       newly developed products

CIRC4Life was an international collaborative innovation project, supported by the European Commission’s H2020 Circular Economy programme. The project consortium consisted of 17 partners across 8 EU countries.


OECD studies of household behaviour showed that women as consumers, tended to be more sustainable. They were more likely to recycle, buyed organic food and eco-labelled products and placed a higher value on energy-efficient transport.  In addition, women maked up over 80% of consumer purchasing decisions in families in developed countries. Women, and particularly mothers, played a key role in promoting sustainable practices among their children, family and the communities they live in. Therefore, we believed that mothers played a pivotal role in transitioning to a circular economy.

This three-year project, which was launched in May 2018 and ended May 2022, aimed to develop and implemented a circular economy approach for sustainable products and services through their value and supply chains.

A circular economy is a regenerative system in which resource input and waste, emission, and energy leakage are minimised by slowing, closing, and narrowing energy and material loops. This is in contrast to a linear economy which is a ‘take, make, dispose’ model of production.” Ellen Mc Arthur Foundation

The new circular economy business models has been demonstrated on a large scale in four industrial areas: domestic and industrial lighting products, vegetable farming and food, meat supply chain, and recycling and reuse of computer tablets.

The demonstrations has been held in the UK (Cornwall and Berkshire Counties) and Spain (Regions of Murcia, Basque Country and Valencia).

Read more here: MMM & the Circular Economy

This project has received funding under the European Union’s Horizon 2020 research and innovation programme under Grant agreement No. 776503.

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