90% of circular businesses or policies fail because people do not adopt them.
How can companies and policy makers integrate a user perspective into their circular economy initatives?
I am Juana Camacho-Otero, sustainability professional with over 15 years of experience working on a variety of issues such as climate change, sustainable livelihoods, green finance, and more recently, circular economy with NGO, the public and private sectors, and as a consultant.
Between 2007-2013 I lead Ecochic Estilo ConSentido, a project promoting responsible consumption of fashion in Colombia where I got curious about how to engage consumers in sustainable practices.
In 2017 I was recruited by the CircEUit Marie Curie Training Network to do a Ph.D. in Industrial Design Engineering. My research focused on integrating a consumption perspective into the circular economy in the fashion sector. I have published academic articles in international journals about the topic and give lectures to designers, students, and companies on how to integrate a consumption perspective in their efforts to transition to a circular business model.
I first got to know about the Circular Economy in early 2013 before moving to Austria to start my masters, and since then I have focused my professional and academic career on supporting the transition to a circular society.
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