Material choices play a fundamental role in designing for a circular economy. They determine not only the product features but also everything that happens on the peripheries - from sourcing and manufacturing, over functions and use-cases to the end-of-life scenarios.

Knowing not only which material technologies to choose from, but also what are the real options regarding supply chains, long-term availability, and recyclability, is key to design sustainable products that also resonate with customer preferences.

Incorporating concerns about sustainability and circularity of consumers into the design practice is crucial for developing appealing product concepts that reflect on the functional and emotional needs of the customers. To implement those concerns into contemporary design practices, it is therefore important to identify them directly at the end-user side.

Targeted analyses of customer preferences towards sustainable product features and their awareness about circular material technologies and options help to create communication strategies that effectively deliver the product’s sustainability values directly to the customer.

A successful circularity business builds on strong partnerships, collaboration, and a good understanding of the environment. A common spirit within corporate or even small team structures must be present. Especially in the beginning of the shift, it is important to educate, inform and train employees, partners, team members and other stakeholders to change their mindset from thinking in value chains to thinking in value cycles.

Establishing a corporate vision, which points to the need for change toward sustainability, through stakeholder engagement and a review of traditional business models, contributes to ensure the concurrent enhancement of economic, social, and environmental benefits of the products.