In 2021, “circularity” is a buzzword and 46 % of people say that they consider the product’s environmental effect when purchasing hygiene products. But to reach this level of awareness has taken time. A lot of modern ideas, such as the circular product Tork PaperCircle, were first introduced at the 1994 Winter Olympic in Lillehammer – now known as the first green games. A reality today, but it took time for the Tork PaperCircle to catch on. Why? What has changed since 1994, and is it possible to nudge people towards a more sustainable thinking?