To coincide with Winchester Green Week (21-29 September) Dr Mir Dost and Dr MinHye Lee Senior Lecturer in Management/Marketing at the University of Winchester look at how the concepts of the circular economy, bricolage and frugal innovation can help us live a more sustainable life. The blog is inspired by their recent academic article published by Wiley Online.
Living a more sustainable life may seem challenging, but it doesn’t have to be complicated. In a world facing resource constraints and environmental challenges, it is time to rethink our everyday habits and find practical solutions that anyone can apply.
According to the UN (2024), “Sustainable Lifestyles are considered as ways of living, social behaviours and choices, that minimise environmental degradation (use of natural resources, CO2 emissions, waste and pollution) while supporting equitable socio-economic development and better quality of life for all.” It is about minimising our negative environmental impact so everyone can live better and lighter. Achieving this doesn’t mean overhauling your entire life—it’s about tiny, mindful steps that add up over time. To help with this journey, we’ll explore three key concepts transforming how we think about sustainability.
The concept of frugality emphasises how businesses can achieve more with available resources (Prabhu & Gupta, 2014; Radjou, 2012). Since its introduction, numerous researchers have offered definitions of frugal innovation. In their recent study, Dost M et al. (2019) defined frugal innovation as “the degree of changes in the products and services that make them cost-effective, functional, and sustainable.” The frugal innovation model is also referred to as reverse engineering or Gandhian innovation. Its goal is to cater to the needs of those at the bottom of the population pyramid, who struggle with income and are not willing to pay premium prices for branded products.
Frugality is becoming more common due to the rising cost of living and ongoing economic challenges. Many businesses are adopting this approach to save costs and appeal to a larger market. For example, stores like Aldi, Lidl, and Sainsbury’s compete on price by offering affordable products to a broader population. To stay competitive, they reduce costs through self-service checkouts and automation. Similarly, individuals recognise the importance of frugality in everyday purchases, usage, and practices, where the primary goal is to save on products and services. This also includes expecting products to be easy to use and dismantle at the end of their life cycle.
The circular economy focuses on reducing waste, reusing resources, and designing regenerative and restorative systems. It aims to shift away from the traditional linear “take-make-dispose” model towards a more sustainable approach. You can integrate circular economy principles into your daily life by making thoughtful choices that minimise waste and maximise resource efficiency. In our recent article, Dost, Lee, & Umrani (2024: 4), we define the circular economy at the firm level as “a system that prioritises the most efficient utilisation of resources and empowers firms to significantly reduce waste generation.”
Applying circular economy principles to daily life involves considering the entire life cycle of products, from sourcing to disposal. By reducing consumption, reusing and repairing items, and recycling or composting, you can help create a system that minimises waste and conserves resources. This shift in mindset promotes sustainability and environmental responsibility. Other ways to incorporate circular economy practices into daily life include purchasing second-hand goods, embracing circular fashion, using circular transportation (such as car-sharing), and participating in the sharing economy.
The concept of bricolage, introduced by Lévi-Strauss in 1962, involves creatively using existing resources to address new challenges and opportunities. It refers to accessing, tinkering with, and combining diverse resources to achieve better outcomes. In resource-constrained environments, individuals leverage local networks to access knowledge and resources, employing various strategies to create ventures.
Bricolage is a mindset and approach to problem-solving that promotes flexibility, creativity, and resilience. It empowers individuals to maximise limited resources, driving innovation in various aspects of life. By embracing available resources, repurposing tools and materials, and leveraging local knowledge and networks, you can incorporate this concept into your daily life to achieve better results in work, personal endeavours, and broader social contexts.
Incorporating frugal innovation, the circular economy, and bricolage into your daily life can reduce your environmental impact, save money, and foster a unique lifestyle. It is not about achieving a perfect green life but getting closer daily.
When everyone adopts a sustainable mindset and makes minor changes, we collectively move towards a greener future. Learning, sharing, and practising sustainable habits are critical. Living green is the means to a better world, not just the end goal. Start today!
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