The benefits of circular design for business, customers and the world we live in.

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As I delve deeper into the evolving practices of design, I’ve become increasingly curious about the impact of sustainability within the design process. Specifically, I’m interested in how leaders can drive positive change within an organisation by transitioning from a linear economy to a circular one and the benefits this shift can bring to businesses, their customers, and the world we live in.

It’s not an understatement to say that the call for sustainability has never been louder. And as our world continues to evolve, so too does our approach to sustainability. You see, circular design is a method that aims to extend the life cycle of the products we use by minimising waste and regenerating our natural environment.

What is circular design?

I was fascinated to learn that circular design is not just a concept but a practical approach to economic and environmental sustainability. What excites me about it is that it challenges the traditional linear model of “take, make, dispose” and proposes a looped cycle where materials are reused and continuously circulated.

This model is based on three key principles:

  1. Eliminate waste and pollution
    As leaders, we should design processes that anticipate and eliminate waste and pollutants from the start.
  2. Circulate products and materials
    We should ensure that the products we create and the materials we use are durable, reusable, repairable, and recyclable, maintaining their highest value for as long as possible.
  3. Regenerate natural systems
    Unlike traditional models that degrade natural resources, circular design encourages us to enhance and restore our natural ecosystems.

The benefits of circular design

The benefits of circular design extend to multiple parties:

  • For businesses
    Adopting     a circular design approach can lead to cost savings in raw materials and waste management. It can also open new revenue streams through services like product leasing, repair, and refurbishment. Circular business models often build stronger relationships with today’s mindful customers who value sustainability, enhancing brand loyalty and reputation.
  • For customers
    Products designed using circular principles are typically more durable and adaptable, offering better long-term value. Customers benefit from products that are designed to be repaired rather than replaced, providing more control over their purchases.
  • For the environment
    Circular design reduces the strain on finite resources and minimises environmental impact. By designing out waste and regenerating our natural systems, this approach helps mitigate climate change and promotes biodiversity.
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Real-world example: IKEA

IKEA aims to become a circular business by 2030. They are transitioning every aspect of their operations, from sourcing energy and materials to designing products and engaging with customers. They plan to enable customers to pass on products in circular ways and design every product from the beginning to be reused, refurbished, remanufactured, and recycled using renewable and recyclable materials.

Getting started with circular design

Implementing circular design is no easy feat. It requires a significant shift in mindset and operations, which can be challenging but rewarding. Here are some steps companies might take to integrate circular principles into their business models:

  1. Design for longevity
    During the design phase, explore ways to make products easy to repair, upgrade, and recycle. Leaders should ask difficult questions to ensure we design for longevity.
  2. Use sustainable materials
    Where appropriate, opt for materials that are recyclable or biodegradable and sourced responsibly to minimise environmental impact.
  3. Rethink business models
    Consider models     that focus on leasing or renting products instead of selling them, ensuring the return and reuse of products.
  4. Educate consumers
    Help customers understand     the benefits of circular products and encourage practices like returning used products for recycling or refurbishment.

Exploring circular design is a pathway to a sustainable future that benefits everyone — economically, socially, and environmentally. It’s the natural evolution of design thinking. By rethinking how we design, use, and reuse materials, businesses can transform their impact on the planet and drive innovation.

As designers and consumers, embracing circular design principles is not just an option but a necessity in our journey towards a more sustainable world.

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Embracing circular design for sustainability was originally published in UX Planet on Medium, where people are continuing the conversation by highlighting and responding to this story.