CARE’s Circular Pilots are underway: first coaching sessions with households across Europe

Across Europe, the households participating in the CARE project are starting their circular journey. From Norway to Estonia, local partners are sitting down with participants to explore how circular food and clothing habits can take shape in everyday life.

In the Tampere region in Finland, EcoFellows kicked off both pilot groups in autumn 2025 – one focused on preventing food waste, the other one on sustainable clothing consumption. Advisory services for the participating households began shortly after the initial measurements. These assessments – including a household survey and either a two-week food waste diary or a wardrobe study – provided valuable insights into current habits and the resulting greenhouse gas emissions. Based on the results, the EcoFellows team designed tailored recommendations for each household to support their shift toward more sustainable routines and potentially reducing their emissions.

We have met household members mainly in their homes and reviewed where their emissions come from. The discussions have been very fruitful – the food waste diaries and wardrobe studies provided a lot of valuable information, which we used to develop customized suggestions for each household, says Project Manager Sanna Teinilä.

The participating households in Finland are diverse – from families with children to retirees. “For the most environmentally conscious households, whose emissions are already quite low, we’ve had to think carefully about what kind of changes to propose. Fortunately, we’ve found ways for everyone to move forward toward more sustainable consumption,” adds Project Specialist Jenni Nummila.

By January, all approximately 35 Finnish pilot households will have completed their first coaching session. The advisory services will continue until the end of 2026, supporting households in testing and adopting new circular habits over the course of 18 months.

From individual coaching to collective impact

These early exchanges are more than just one-on-one conversations. They help identify everyday hotspots, uncover barriers, and offer the kind of personal support that makes real change possible. For CARE, they are a crucial step: grounding research in daily reality and empowering people to be part of the solution.

The same spirit is reflected in the other CARE pilot regions. In Berlin, Gothenburg, Asker and Lääne-Harju, partners have begun collaborating closely with households to offer guidance, promote interaction and develop circular skills. As the pilot phase unfolds, over time, these small moments will add up: a repaired zip here, a rethought meal plan there – all shaping a bigger picture of circular living: from individual habits to collective impact.

Together with CARE, we transform our world for the better.

Header Image: © Sanna Teinilä