W4/L4: Circular Economy and Design

1. The Role of Design in the Circular Economy

Why is Design Important?

• 80% of environmental impacts of products are determined at the design stage (EU Sustainable Product Policy).

• Designers shape consumer decisions about what to buy and why.

• Good design can reduce waste, improve product longevity, and enhance sustainability.

Challenges in Design (UNEP)

The United Nations Environment Programme (UNEP) identifies key 21st-century design challenges:

• Resource Efficiency: Reducing raw material usage.

• Ecosystem Management: Preventing environmental degradation.

• Harmful Substances: Reducing toxic materials in products.

🔹 Example: Fast fashion's design choices lead to short-lived clothes and textile waste.

2. Design in the Linear Economy

Traditional Design Strategies

1. Product Obsolescence → Designing products that become outdated quickly to drive new sales.

2. Planned/Perceived Obsolescence → Encouraging frequent product replacements.

3. Industrial Design Focus → Products are designed for cost efficiency, not sustainability.

4. Green Design → Minimal inclusion of recycled materials.

5. Eco-Design → Some environmental considerations, but still part of a linear economy.

🔹 Example: Smartphones are designed with limited repairability to encourage frequent upgrades.

3. Transitioning to Circular Design

What is Circular Design?

Circular design considers not just the user but the entire system a product exists in.

Key Questions for Circular Design:

1. Can we reduce raw material use?

2. Can the product be reused or repaired?

3. Is it easy to recycle?

4. Can different materials be separated efficiently?

Circular Design Goals

✔ Prevent waste before it happens.
✔ Extend product lifespans through repair & modularity.
✔ Improve recyclability to recover valuable materials.

🔹 Example: Fairphone's modular smartphones allow users to easily replace and upgrade parts.

4. Circular Product Design Strategies

(A) Design for Product Integrity

• Prevents early obsolescence.

• Ensures durability and reliability.

• Encourages user attachment to products.

🔹 Example: Rolex watches are designed to last for generations.

(B) Design for Slowing & Intensifying Resource Loops

• Ensures longer product lifespans.

• Enables easy repair, upgrades, and modifications.

• Reduces resource waste.

🔹 Example: Gazelle’s refurbished electronics program gives old devices a second life.

(C) Design for Recyclability

• Uses materials that can be fully recovered.

• Simplifies product disassembly for recycling.

🔹 Example: Adidas’ Futurecraft Loop sneakers are made entirely from recyclable TPU.

(D) Design for Closing Resource Loops

• Recovers valuable materials at the product’s end-of-life.

• Optimizes recycling efficiency.

🔹 Example: Nike’s Reuse-a-Shoe program repurposes old sneakers into sports surfaces.

5. Six Circular Design Strategies

🔹 Example: H&M and M&S’ "Shwopping" program collects used clothes for reuse.

6. Design Strategies for Closing Resource Loops

(A) Design for the Technological Cycle

• Optimizes energy efficiency.

• Uses minimal materials & emissions.

• Focuses on disassembly & recycling.

🔹 Example: Apple’s Daisy Robot disassembles old iPhones for recycling.

(B) Design for the Biological Cycle

• Uses biodegradable materials.

• Inspired by natural ecosystems.

🔹 Example: PUMA’s InCycle Collection uses compostable & recyclable materials.

(C) Design for Disassembly & Reassembly

• Quick & easy disassembly.

• Modular product designs.

🔹 Example: Nike Grind repurposes old shoes into playground surfaces.

7. Minimizing Environmental Impact Through Design

🔹 Example: Unilever uses MuCell Injection Moulding to reduce plastic usage.

8. Circular Design & Business Model Innovation

Circular Design Business Models (Lüdeke-Freund et al., 2018)

• Performance Models: Customers pay for service instead of ownership.

• Take-Back Models: Businesses collect used products for reuse/recycling.

• Product Leasing: Instead of selling products, companies lease them.

🔹 Example: Mud Jeans leases jeans instead of selling them.

9. Limitations & Barriers to Circular Design

(A) Limitations

1. Product Life Extension vs. Environmental Impact

   • Newer models may be more energy-efficient, making old models obsolete.

2. Subjectivity in Design

   • Difficult to balance customer preferences vs. sustainability.

🔹 Example: Older cars are durable but less fuel-efficient than modern EVs.

(B) Barriers to Adoption

🔹 Example: Apple was initially against user repairs but later introduced the Self-Service Repair Program.

10. Summary & Key Takeaways

✔ Design plays a crucial role in the circular economy by closing, slowing, and narrowing resource loops.
✔ Circular design must consider the whole product lifecycle, from raw material selection to end-of-life disposal.
✔ Key circular strategies include: design for durability, repairability, upgradability, and easy disassembly.
✔ Closing resource loops requires technological & biological cycle strategies.
✔ Major barriers to circular design include: cost, lack of awareness, infrastructure limitations, and regulatory challenges.