Last month, Earthwatch Europe attended the European Citizen Science Association — ECSA 2026 Conference in Oulu, Finland, where Anna Witter presented how citizen science can help open complex industrial processes and bring public perspectives into the circular economy.

The presentation was part of the CHEERS project, which is developing innovative ways to upcycle brewery side-streams into high-value bio-based products, contributing to more circular and resource-efficient production systems.

Citizen science beyond data collection

A key focus of the presentation was the citizen science activity Who’s Responsibility is it Anyway?, hosted on Zooniverse.

Rather than asking participants whether they would accept specific circular bio-based products, the activity invited them to reflect on a deeper question: what should matter most when designing new products and services?

Participants compared societal indicators such as labour conditions, environmental impacts, transparency and economic considerations, helping the project better understand which values citizens prioritise when sustainability trade-offs are made explicit.

What did citizens prioritise?

The results, based on more than 2,500 classifications across 39 indicators, revealed clear patterns.

Indicators linked to labour rights, worker safety and protection from harm were consistently ranked highest, while more abstract indicators related to economic performance or technological advancement were generally prioritised lower.

These findings suggest that citizens tend to place fundamental human wellbeing and social protections at the centre of circular innovation.

Connecting public values with sustainability assessment

Within CHEERS, this activity is not a standalone engagement exercise. It feeds into the project’s broader Life Cycle Sustainability Assessment, helping reflect on how sustainability is defined and whose values are included.

While technical assessment remains essential, the citizen science approach adds an important social dimension — supporting circular bioeconomy innovation that is not only technologically advanced, but also socially grounded.

This work also reflects Earthwatch Europe’s role in CHEERS, helping connect research, public engagement and sustainability assessment within the project.

Towards more socially grounded circular innovation

The presentation at ECSA 2026 highlighted that citizen science can play a role beyond data collection. It can contribute to discussions around governance, values and decision-making in emerging sustainability transitions.

As circular economy approaches continue to evolve, initiatives like this demonstrate how citizens can be kept “in the loop” — not just as consumers, but as active participants in shaping more sustainable futures.