The circular economy represents a groundbreaking shift from the traditional linear economic model, centred on sustainability, resource regeneration, and waste reduction principles. However, adopting this paradigm requires more than technological innovation or policy reforms. 

Equally vital is rethinking our language to define roles and responsibilities within this new economic framework. Words are not neutral; they shape perceptions, influence behaviours, and create the cultural conditions necessary for change. In the context of the circular economy, the transition from consumer to user exemplifies the profound impact of language on economic and social systems.

From consumer to user: a linguistic and cultural reframing

The term consumer has long dominated economic discourse, evoking an image of passivity and detachment. A consumer is traditionally understood as an individual who purchases and exhausts goods or services, driven by personal utility and market forces. This perspective aligns with the linear economy, where resources are extracted, used, and discarded in a process that often disregards social and environmental consequences.

In contrast, the user concept represents a richer, more dynamic role. A user actively engages with goods and services, deriving value through interaction, participation, and shared experiences rather than mere ownership or material consumption. This linguistic shift highlights the importance of stewardship, relationality, and responsibility, aligning individual actions with the collective principles of sustainability and equity.

Conceptual differences: consumer vs. user

The consumer

The term consumer reduces economic participation to transactional acts. It is rooted in consumption as the ultimate goal, implying a linear progression from acquisition to depletion. Economically, the consumer is influenced by price, preferences, and utility, often prioritising convenience over long-term impact. This paradigm perpetuates patterns of overconsumption, resource waste, and environmental degradation.

The user

By reimagining the individual as a user, the focus shifts from possession to fruition. Users interact with goods and services to emphasise experience, value creation, and sustainability. This term resonates particularly in contexts such as the circular economy, digital ecosystems, and cultural industries, where the emphasis lies on access, co-creation, and the preservation of resources. The user actively shapes economic systems, influencing production and policy decisions through informed, ethical choices.

Language as a catalyst for economic transformation

The term user fosters a paradigm that values engagement over possession. In sectors such as the sharing economy or cultural industries, the emphasis on access and shared utility redefines the nature of economic value. For instance, streaming services, coworking spaces, and ride-sharing platforms embody a user-centric model that prioritises participation and sustainability over the traditional consumerist focus on ownership.

Redefining individuals as users rather than consumers promotes ethical and ecological awareness. The consumer model often reinforces a culture of disposability, while the user paradigm encourages responsible utilisation, reuse, and sharing. This linguistic shift aligns seamlessly with the principles of the circular economy, fostering behaviours that support resource preservation and long-term environmental stewardship.

Language serves as both a reflection and a driver of cultural change. By adopting the term user, businesses, policymakers, and educators can reshape narratives around economic participation, inspiring a collective sense of responsibility and interconnectedness. This reframing empowers individuals to see themselves not as isolated actors but as co-creators of a sustainable and inclusive economic system.

Toward a holistic vision of economic agency

The transition from consumer to user is not merely a semantic adjustment but a profound reimagining of human agency within the economy. It challenges the reductionist view of individuals as passive participants. It repositions them as active, relational agents who contribute to co-creating value and preserving shared resources. This shift reflects a broader cultural evolution emphasising interdependence, equity, and dignity.

By embracing users' language, we can lay the foundation for a new economic narrative that transcends transactional relationships and fosters a participatory, sustainable, and ethical approach to resource use. In this way, the circular economy becomes not just a model for production and consumption but a framework for redefining our relationships with goods, services, and one another.

Language is not a peripheral consideration but a central element in the transition to a circular economy. The adoption of user over consumer reflects and reinforces the values of sustainability, cooperation, and shared responsibility. It invites us to reimagine our roles as economic agents and contribute to creating an economy that values what is consumed and how it is experienced, shared, and preserved for future generations.

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