Sustainable living and the circular economy

Similar to 2023 results, the 2024 State of Sustainability Report found that the majority of Victorians (68%) believe that living sustainably is important. Just over half (51%) are thinking more about how best to do this.

When Victorians were asked about the sustainability actions they’d like more support and advice on, they selected:

• repairing and re-purposing things (61%)
• growing their own food/composting (61%)
• improving knowledge on correct recycling (59%)
• being more energy efficient in the home (70%)
• reducing greenhouse gas emissions (55%)

Increased familiarity with the term 'circular economy'

Victoria is at the start of its circular economy transition. Currently there are limited opportunities to do these things and visibility of circular consumption models is low. Despite this, a growing proportion of Victorians are familiar with the term ‘circular economy’ and understand to some degree what it means.

Those who have 'never heard of the term' (48% in 2023 decreasing to 38% in 2024) are more likely to be:

• females (47%, compared to 29% males)
• living in the regions (46%, compared to 36% in Melbourne)
• those with lower education levels (48% of those with no formal qualification, compared to 23% of those with a post-graduate degree).

Even with limited understanding of the circular economy, many Victorians are already participating in circular behaviours.

For example, 31% have bought or sold second-hand clothes online. Forty-eight per cent have bought or sold other second-hand items and 42% have bought clothing and other items through op shops.

Participation in buying, selling and donating second-hand items across age groups

Common circular behaviours

Victorians also participate in:

• buying refurbished/repaired electronic devices rather than buying new (26%)
• using repair cafés/services (29%)
• buying from companies with take-back programs (15%)
• borrowing, leasing or hires items rather than buying (8%) – this includes tool libraries, toy libraries, hire of other baby items, car share schemes.

Buying second-hand for more sustainable fashion

Australians, on average, buy 56 new pieces of clothing per year.

The goal for sustainable textile consumption should be 20 new pieces per year (Australian Fashion Council’s Roadmap to clothing circularity).

To help Victorians live more sustainably we explored how easy or difficult it might be for them to purchase only 20 new items of clothing each year. Just over half of Victorians (52%) said it would be ‘easy’ and 13% said they ‘already do this’.

Of those buying second-hand clothes, 72% reported they reduced the number of new clothes they purchased.

Victorians are ready to support circular consumption models

Victorians are positive about circular consumption choices such as buying:

• quality products that can be serviced to last longer (80%)
• products that can be easily repaired (78%)
• from organisations that take back old products and reuse or recycle the materials (69%).

Despite cost-of-living pressures, 47% of Victorians are willing to pay more for products that are recyclable or can be repurposed at end-of-life.

Environmental impacts still not top of mind

When buying new products, resources and environmental impacts are not top of mind. More Victorians think about the environmental impacts when disposing of old items (55%) rather than when they are buying them (30%).