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2026 Spring | Business & Sustainability, Education & Outreach, Natural Science & Restoration

Building Capacity for a Circular Economy: Overcoming Barriers to Engage Businesses in Reuse Through Effective Communication

Student(s):

Lauren Dull

Program or Department(s):

  • Program on the Environment
  • University of Washington

Site supervisor(s):

Kami Bruner

Partner(s):

  • Repair X Reuse Washington

Faculty advisor(s):

Lauren Brohawn, Formerly of the Foster Buerk Center for Entrepreneurship, University of Washington

Large businesses and corporations produce a ton of waste that ultimately ends up overflowing landfills. This waste in landfills could be diverted and recycled back into our economy, but most businesses are not aware of sustainable, circular options that environmental organizations can provide. This study aims to investigate the barriers that businesses face in incorporating a circular economy approach and identify the most effective methods for environmental organizations to engage them to achieve sustainability, limiting the waste they produce overall. Through my internship with Repair X Reuse WA, I employed a mixed-methods research approach through literature review, survey, and interview process. I collected data on business hesitancies and motivations, and the best modes, framing methods, and approaches for environmental organizations to engage stakeholders. This data was analyzed and organized into a marketing campaign that recommended best practices for my organization. Results indicated that businesses have concerns about cost and implementation of a circular economy approach to resource management, which could be solved through effective support and communication from environmental organizations. Incentive-based approaches and an economic framing of communication were highlighted as the most effective methods for engaging audiences by avoiding hesitancies. These findings suggest that through the use of effective communication practices, environmental organizations will be more successful in encouraging businesses to make sustainable resource management decisions. If those at the top of the economic chain are more sustainable and informed, the waste they contribute to our landfills can be limited, making the largest impact on global waste reduction.

Light blue poster exploring how sustainability service providers can better engage businesses in reuse. Background introduces the circular economy. Results identify three primary barriers—convenience, cost, and confusion—and summarize preferred outreach modes, incentive-based approaches, and framing strategies. Takeaways discuss practical communication recommendations and broader significance for resource conservation.