Top 8 take aways
The project has resulted in a report (that can be requested from Vinnova) of which we list some of the conclusions and insights below. We hope this can help you get new perspectives and highlight possible obstacles and opportunities that you may not yet have considered, but perhaps already can act on.
1
System thinking is key! We are in this together and we cannot change only the product and materials in order to change the behavior of our customers.
2
Business models are crucial to adopting sustainable, circular solutions. Though changing a successful business model is challenging, it's a worthwhile investment as customer behavior can shift rapidly.
3
Redesigning products is often necessary to enable real transformation and to maximize the effects and profit from new opportunities and business models.
4
The sustainability framework and priorities need to be set before the first step in the product development process, otherwise we only address problems and solutions far down the waste hierarchy.
5
It can be a good idea to test in new markets/segments and in pilot projects that can be scaled up. Gradual scaling up and conversion to sales or service rather than product, with a focus on how we can generate customer benefits, is the way forward.
6
A key to responsible circularity is to ensure control of your products after use.
7
There is often a lot of commitment and competence at an individual level in companies in the field of sustainability, but to achieve real change, clear guidelines and priorities from the highest level in an organization are needed.
8
Financial resources, education and training are often needed to be able to prioritize sustainability issues internally.