• As a first step, all available knowledge on the measurement and calculation of greenhouse gas emissions and other environmental impacts from households, with particular attention to the above-mentioned consumption areas, will be screened and consolidated. A simple and robust method for a quick comparison of environmental impacts, using in particular PEF expertise, will be established.

Proposals shall define the exact scope of demonstration projects, e.g., to transform X households in Y Member States into model circularity/sustainability cells, with a focus on a limited number of material flows, and set reduction benchmarks that are ambitious and plausible, and that can be validated using the above-mentioned knowledge.

• In a second step, a support service directly targeted at citizens will be established. Similar to energy advisory services, material efficiency advisors will contact households and identify individual needs and optimisation potential. This can build on the infrastructure of the upcoming Circular Cities and Regions Initiative and other projects that operate at macro level, and on ongoing environmental NGO advisory activities. While the focus is on material flows, trade-offs between material and energy efficiency are to be avoided. All proposed measures have to respect the principles of non-toxicity and zero-pollution. 

The advisors will be the link between retailers/service providers, insurances etc., where necessary also public services and administration, and households. All proposed measures need to be easy to implement and at least cost-neutral for households. Measures will range from environmentally friendly purchasing, shared product use, swaps to optimised maintenance, upgrade, repair, down to waste disposal. Financing of significant expenses that can be a barrier to transition at household level, and amortisation issues need to be addressed in the context of the advisory service. The aim is also to debunk the notion that sustainable living is a privilege of the wealthy.

• In a third step, results will be analysed and presented in a robust way that allows multiplication both through media initiatives and on the ground, via public authorities or directly by individual actors who want to replicate and implement successful circular measures in their remit.