Reusable alternatives to disposable products, such as metal straws, bring-your-own cups or reusable water bottles, are examples of circular business models that have become more firmly established in our economy in recent years. However, there are still numerous consumer products for which sustainable alternatives are not the norm, despite the increasing availability of high-quality reusable alternatives.

We’re happy to announce that the INSTRINSIC team received funding from the NWO for the research project Circular ecosystems: EnablINg the TRansitIoN to reuSable personal hygIene produCts (INTRINSIC), through which they are focusing attention on one of the major polluters when it comes to household consumption: personal hygiene products.

Challenges

Personal hygiene products, such as incontinence products, nappies and period products, are a major source of waste in the Netherlands. For example, the average person who menstruates uses between 11,000 and 16,000 period products over their lifetime, whereas reusable sanitary pads can last up to five years. The barriers to using sustainable alternatives are often higher than for other products, due to the private setting in which these products are used. It is precisely for this reason that INTRINSIC has the potential to contribute to broader social shifts and to sustainability.

Limitations and solutions

The project combines behavioural sciences with research into practical innovations and actionable public policy. Project leader Castillo: “INTRINSIC is a unique opportunity to investigate, refine and embed practices that address neglected constraints of circular ecosystems. As a consortium, we are determined to make a decisive leap from current behavioural, infrastructural and transactional hurdles towards well-founded, coordinated enablers for circular ecosystem stakeholders.”

Collaboration 

INTRINSIC is a transdisciplinary research project focusing on reusable hygiene products, bringing together researchers, consumers, government and healthcare institutions, entrepreneurs and societal partners to accelerate the transition to reusable products in the Netherlands. Consortiumpartners are Utrecht University, Radboud University, Hogeschool van Amsterdam, Wageningen University, Stichting Zero Waste Nederland, SupZero and UMC Utrecht.

The project has recently received funding from the Netherlands Organisation for Scientific Research (NWO) via the KIC Call ‘Consumer Behaviour for a Circular System Transition’. This call offered a unique opportunity for social partners to participate in the funding application as co-applicants within a consortium. The Institute 4 a Circular Society, part of the EWUU-alliance, provided support in areas including the establishment of the consortium, the grant proposal and securing the necessary co-funding.