How design thinking can make the circular economy a reality

Design is a crucial tool in making the circular economy happen. Not only will it help us rethink products and how they are made, it will also help us re-shape systems in business and beyond. 

Chris Grantham, Circular Economy Executive Director at Ideo, says: “When we think about the scope of design, that has drastically shifted. With the circular economy we’re thinking about designing organisations to support their desire to have a circular impact.”

This idea, of more broadly applying design, is called design thinking. Applying design thinking could change an entire business model, including KPIs and how a company measures its value.

It could also mean redesigning how a business is owned and governed. This can allow companies to capture and create value differently. 

Design could also reimagine industry – breaking down competitive barriers to build co-operative chains of creation, which squeeze every bit of value out of resources to help counter environmental catastrophe.

Alice Bodreau, Strategic Partners Manager for Europe at the Ellen MacArthur Foundation, says: “Circular design is a very important new way of applying design methodologies. But it is at its most powerful when you apply it with a business-and-systems thinking cap on as well.”