The Sustainable Lifestyle project, part of the SPIRIT programme, is set to start in November 2025. The project aims to improve waste sorting practices, especially those of plastic and bio waste, eventually strengthening the role of consumers in the circular economy and changing consumer behaviour to enhance waste sorting and recycling rates in Finland.
Key researchers and their roles
The project is co-led by VTT Technical Research Center of Finland and the Finnish Environment Institute (Syke). Anu Seisto from VTT heads the Future Customer team and specialises in research into changing consumer behaviour and better material utilisation in the circular economy. VTT brings expertise in consumer behaviour, while Sari Kauppi from Syke serves as a specialist in waste and circular economy solutions, contributing her background as an environmental ecologist. In the Sustainable Lifestyle project, VTT will mainly be responsible for profiling and identifying support needs for waste companies and citizens alike, while Syke leads stakeholder interaction. Increasing understanding of people’s behaviour in waste sorting is central to this project.
Project background
Finland has developed an advanced infrastructure for waste collection, but recycling rates remain lower than desired due to consumer behaviour. The project seeks to identify ways to increase the collection rates for consumer waste and biowaste and better support and communicate with different segments of the population. In their previous research, VTT successfully identified and engaged different consumer profiles around sustainable eating and cooking. This encouraged the project team to focus next on sorting of plastics and broader waste issues. The goal is to identify both barriers and drivers for more precise waste collection and, consequently, higher volumes of waste sorting.
Supporting companies and developing new models
In addition to changing consumer behaviour, the project aims to support waste management companies by providing them with diverse operational models. This includes communication strategies, nudge experiments and peer learning opportunities to improve sorting. The project recognises that people have different needs and levels of motivation for adopting sustainable routines; some already practise sustainable habits, while others need more support to get started. The aim is to tailor support to these varied needs.
Research approach and activities
The project will start with a literature review, followed by segmentation to identify the drivers and barriers of waste collection. Co-development workshops will be organised with participating companies, and targeted work will be carried out with specific population groups to find ways to encourage better waste sorting. Several workshops are planned, alongside scenario work looking to the future. The approach combines research-driven data collection, practical experiments and close interaction with companies.
Connection to the SPIRIT programme
The Sustainable Lifestyle project complements other initiatives within SPIRIT. While technology can solve many challenges, human behaviour remains a weak link in achieving higher recycling rates. SPIRIT programme manager Jaakko Tuomainen from Borealis notes: “The foundation for circular economy and recycling must be built on behavioural change to increase collection rates, so that recycling targets can be met.” The project aims to provide this essential groundwork.
Project partners
The project brings together a diverse group of partners from the industry, circular economy and waste management. VTT and Syke are joined by Borealis, Vantaan Energia, Kivo (Kiertovoima ry) and Sumi. Waste management companies such as Rosk’n Roll, Pirkanmaan Jätehuolto, Jätekukko and Lakeuden Etappi will participate in the planning and implementation of nudging interventions. The project is supported by Valio and HSY. The City of Espoo has also expressed interest in supporting and learning from the project’s results.
Expected outcomes and challenges
Anu Seisto has high hopes for the project’s experiments, expecting to see positive results in increased sorting through supportive measures. She also hopes the project will stimulate more discussion, attract new companies, and foster greater interaction, laying the groundwork for future initiatives. Sari Kauppi sees that the project will give companies more tools for effective citizen communication, although she notes that the project’s two-year timeframe may be too short to see significant increases in collected waste volumes.
The project hopes to clarify and strengthen companies’ abilities to operate at the customer interface, ultimately leading to new service innovations and more effective recycling in Finland.
Image generated by AI.