Times have changed, Circularity has become a conversation stopper.
This is a common input from circular economy practitioners at the moment. But we need to ask ourselves: why?
Economic conditions are tough. Budgets are under pressure, customers are scrutinising every decision, and businesses need to deliver more value with less than ever.
So “we need to redesign for regeneration” is not the top of priority for many businesses.
At times like this, it reminds us that –
If circularity is your only competitive advantage, you don’t have a competitive advantage.
Markets adopt products because they deliver better value, performance and convenience.
And the question comes down to
How can designing for circularity help us create better products, lower costs, reduce risk, build resilience or unlock new value?
Circularity shouldn’t replace the value proposition.
It should strengthen it, complement it and magnify it
It should specify ‘what change should be” and “look like” when oragnisations undergo transformation economically, strategically and commercially.
Even at times like this, maybe circularity shouldn’t be where the conversation starts.- but it is definitely where it shifts and shapes to a new level.
