Circularity is often considered as something relevant to the end of a product’s life, as a question of repair, reuse or recycle.
But by then, many of the most important decisions have already been made and design changes might be too complex to be implemented.
In fact, the real starting point occurs much earlier, on a piece of paper even, as one defines the ‘why’ and ‘how’ to design a product.
Decisions taken at this stage shape the materials used, the efficiency and longevity of the product, whether it can be repaired or upgraded and what happens when it eventually reaches the end of its useful life.
The Circularity Gap Report 2026 estimates that the global economy loses €25.4tn (US$29.3tn) annually through underutilisation, premature disposal, avoidable waste and inefficient resource allocation.
