Innovation
Key takeaways
Circular product design is the most powerful upstream lever to reduce environmental impact and eliminate waste before it’s created.
Circular design turns the 6,9 % global circularity gap into an innovation opportunity by attacking waste at the drawing board.
Strategies like modularity, durability, and material traceability are reshaping how we build products from smartphones to sofas.
The new ISO 59000 series (59004 / 59010 / 59020) and the EU’s Ecodesign for Sustainable Products Regulation (ESPR) give designers a clear, legally backed playbook for durability, repairability and material traceability.
Digital Product Passports (DPPs) and the EU Green Claims Directive will soon make transparent product data non-negotiable, turning eco-scores into a competitive essential rather than a nice-to-have
Devera, an AI-powered platform for measuring environmental impact, helps design teams make informed, real-time decisions using LCA data.
Brands that embed circularity early, from Fairphone’s modular phones to IKEA’s “design for reuse” furniture lines, are already capturing growth, loyalty and regulatory head-starts.
If there’s one place where climate, resource pressure and innovation intersect, it’s not in the factory or supply chain. It’s at the drawing board.
Circular product design is becoming the most effective way to reduce environmental impact, not by offsetting it later, but by eliminating waste before it happens. It challenges us to rethink what we make, how we make it, and what happens after it’s used. And more than ever, it’s becoming a competitive lever for the brands who get it right.
Design is ground zero for climate action
Over 80% of a product’s environmental footprint is determined at the design stage. That means designers are no longer just shaping function or form; they’re deciding lifespan, repairability and even recyclability from day one.
Circular design turns away from the outdated linear model (take–make–waste) and asks sharper questions:
Can this be repaired instead of replaced? Will the materials still hold value in five years? Are we designing a product or future waste?
For companies serious about sustainability, these are no longer fringe considerations. They’re becoming central to the product brief.
Turning the 6,9% circularity gap into a design challenge
Globally, just 6.9% of the materials we use make it back into productive use. That’s not just a sustainability crisis, it’s an untapped opportunity for differentiation. Circular product design turns that gap into a challenge to be solved by creativity and engineering, not by PR.
At its core, circular design is about keeping products, parts and materials in use for as long as possible. That means designing for longevity, for repair, for upgradeability, and for eventual recovery. It requires a shift in mindset: from maximising short-term output to maximising long-term value.
This isn’t theoretical. It’s happening now, embedded in the way forward-thinking brands develop their next generation of products.
Principles that move circularity from ideal to action
The ISO 59000 family, released in 2024, offers a structured framework for implementing circularity at the design level. It translates broad sustainability goals into specific, actionable principles across six key areas:
Principle | Design Application |
Durability | Use fatigue-resistant components, build for longevity, offer long warranties. |
Modularity | Design with standard fasteners, avoid glue, enable easy repairs and upgrades. |
Sustainable Inputs | Prioritise post-consumer plastics or certified materials like FSC timber. |
Upgradability | Separate hardware/software layers; allow components to be replaced individually. |
Safe Chemistry | Eliminate PFAS, PVC and hazardous flame retardants. |
Reverse Logistics | Make products easy to disassemble and return; design returnable packaging. |
These principles aren’t just for eco-conscious startups—they’re quickly becoming standard practice for large-scale product teams.
Regulation is raising the stakes
With the Ecodesign for Sustainable Products Regulation (ESPR) now active, the EU is mandating new design criteria for durability, energy efficiency, and recyclability. Disassembly in under 20 minutes is no longer a bonus, it’s a requirement.
The Green Claims Directive demands that sustainability claims be backed by robust Life Cycle Assessment (LCA) data. Vague labels like “eco-friendly” won’t cut it anymore.
And by 2030, Digital Product Passports (DPPs) will be mandatory, giving every product a scannable record of its materials, carbon footprint and repairability. These changes shift sustainability from marketing into product architecture, where it belongs.
Real-time impact data, built for design teams
Circular design thrives on information, but traditional LCA tools are slow, costly and often disconnected from the design process. That’s where Devera comes in.
Our platform uses AI to generate instant environmental impact assessments based on your own product data. It reads product pages, technical docs and images, runs 10,000+ Monte Carlo simulations, and compares your design against top performers in real time.
Designers use Devera to make faster, better-informed decisions. Teams can track impact across materials, see carbon hotspots, and embed Impact Scores and sustainability badges directly into product pages. No consultants, no spreadsheets, just clarity when it matters.
Circularity in action. Brands leading by example
Some companies are already ahead of the curve:
Fairphone: Their modular, repairable smartphones now come with five-year warranties, sourced from responsible supply chains. The result? Longer device lifespans, stronger resale value, and a customer base that sees repairability as a feature, not a compromise.
IKEA: Reversible panels and modular kitchens aren’t just clever, they’re strategic. Combined with a buy-back scheme, they helped the brand avoid over 1 million tonnes of CO₂e compared to linear design models..
Patagonia’s Worn Wear initiative is another proof point. By encouraging users to repair instead of replace, they’ve not only extended product life, they’ve deepened brand loyalty.
Cisco: Aiming for 100% circular design by 2025, has already saved $138 million in material costs in a single year. Efficiency, meet responsibility.
Circularity isn’t a cost centre. It’s a performance strategy.
Smart design meets smart tech
Today, designers don’t just have to rely on instinct, they can simulate, iterate and compare environmental outcomes in real time.
Generative design tools are enabling teams to explore thousands of structural options that reduce material use by up to 40%. When linked to Devera’s carbon scoring API, those options can be ranked not just by weight or price, but by true lifecycle impact.
It’s the kind of decision-making loop the industry has needed for years. Now, it’s finally within reach.
Measuring what matters. And making it visible
What gets measured gets improved. And what gets published builds trust.
Leading product teams are now using standardised, trackable metrics such as:
Carbon per functional unit (kg CO₂e/use)
Devera Impact Score (0–100)
WBCSD Circular Transition Indicators
Embedding these metrics into Digital Product Passports or visible interfaces—via QR codes or product pages—isn’t just a compliance play. It’s how brands earn credibility in a post-greenwashing world.
How to start without overhauling everything
You don’t need to overhaul your product development pipeline overnight. Most teams begin by simply assessing their current baseline. With Devera, you can run your first LCA in a sandbox environment in minutes:
Set a carbon budget next to your cost model.
Explore the environmental impact of different materials and components.
Prototype with disassembly and longevity in mind.
Launch with transparency tools already integrated.
Learn from the market—and adapt fast.
Circularity doesn’t mean slowing down. It means designing with direction.
What comes next (2025–2027): The circular momentum is building
Over the next two years, several shifts will further accelerate adoption:
Tax incentives: EU countries are piloting VAT reductions for high-MCI products.
Retail repair hubs: The Right to Repair directive is driving in-store micro-repair centres.
AI material marketplaces: Real-time bidding for recycled inputs is closing the loop on supply and demand.
Next-gen biomaterials: Mycelium and algae-based composites are now hitting ISO-grade performance thresholds.
None of this is hypothetical. It’s already underway. And the brands who embrace it first won’t just comply, they’ll lead.
Final thought: Circular design is where real change begins
Sustainability doesn't start in a press release. It starts with a design brief. It lives in the materials you select, the constraints you set, the trade-offs you make.
Circular product design isn’t a checkbox—it’s a blueprint. And with tools like Devera, it’s no longer a guessing game.
So the only real question left for product teams in 2025 is:
How fast can you move from intent to impact?
FAQs
What’s the difference between circular and sustainable design?
Circular design focuses on keeping materials in use through reuse, repair and regeneration. Sustainable design is broader, including things like energy efficiency or ethical sourcing.
How does design influence a product’s carbon footprint?
Material choices, manufacturing processes, transport, and end-of-life planning all begin at the design stage and directly impact emissions.
Can small brands implement circular design?
Absolutely. Tools like Devera make it easy and affordable to run LCA from day one, leveling the playing field for smaller teams.
How does the EU Green Claims Directive affect design?
It mandates that all sustainability claims be backed by certified LCA data. Design teams need to integrate impact validation into their workflow to stay compliant.
Where can I learn more about Devera’s methodology?
Visit Devera methodology page to see how Devera calculates impact and assigns scores.
What’s the easiest way to start designing more circular products?
Begin with a Life Cycle Assessment using Devera to get a real-time footprint of your existing products.
Do circular products always cost more to produce?
Not necessarily, designing for repair and reuse often lowers total lifecycle costs.
