Old
habits
die
hard
Circular ones rarely start.
We design how circular ideas fit into everyday life,so they don’t stay intentions, but become something people actually do.
“For change to stick, it has to fit into routines, decisions, and the moments where choices are made”.
Nelleke Wegdam / Co-Founder
Most circular ideas don’t make it into everyday life.
Not because people don’t care, but because they don’t fit how people live, decide and act.
That’s where adoption breaks down.
We design what needs to change so circular behaviour becomes part of everyday routines, not something extra people have to think about.
How we
work
Most ideas don’t fail because they’re wrong.
They fail because they don’t fit into real life.
So we start there.
We look at what people actually do
Not what they say, but the habits, shortcuts and routines that shape behaviour.
We find where it breaks down
The moments where good intentions don’t turn into action.
Where something feels unclear, not worth it, or too much effort.
We redesign those moments
Making the right behaviour easier, more natural and more rewarding.
We turn that into concrete solutions
From journeys to interventions, always grounded in real behaviour.
We test what actually works
Because if it doesn’t work in reality, it doesn’t work.
Curious how this applies to your brand?
Let’s explore which conditions need to be in place for circular behaviour to take hold in your customer’s world.
Book a 30-min behaviour scan, and we’ll show you exactly where intention drops, and what to redesign to make it work.
About us
“Most brands try to change minds.We believe behaviour comes first.”
Emma Runia / Co Founder