Circular Design Guide

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Design

Now is the most exhilarating time to be an innovator

Why, what's changed?

The scale of what we’re designing has shifted from products, to companies, to economic systems. Who we’re designing for has expanded from a solitary user to an intimately connected web of people, spanning the globe.

New tools such as artificial intelligence, the internet of things, and biomimicry mean our design ambitions are limited only by our imagination. Meanwhile, creativity has never been more important. The global economy is stuttering and disruptive technologies challenge established business models.

The next big thing in design is circular

A radical, restorative, regenerative approach to business

A new mind-set for business is emerging. It’s worth around a trillion dollars, will drive innovation in tomorrow’s companies, and reshape every part of our lives.

But making the shift isn’t easy. That’s why we created this guide: to help innovators create more elegant, effective, creative solutions for the circular economycircular economyA systems solution framework that tackles global challenges like climate change, biodiversity loss, waste, and pollution. It is based on three principles, driven by design: eliminate waste and pollution, circulate products and materials (at their highest value), and regenerate nature.. Solutions that are invaluable for people, give businesses a competitive advantage, and are regenerative for our world.

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What if you could redesign everything?

What would you do differently?

You might be questioning the health of our organisations, social systems, and business models. With good reason: companies are currently deeply rooted in a linear approach to growth - make, use, dispose.

The design thinking approach that underpins this guide allows you to explore new ways to create sustainable, resilient, long-lasting value in the circular economy – giving you the creative confidence to redesign the world around you.

The shift is already in motion

Mushrooms
Case study

Packaging from ‘mushroom plastic’: Ecovative

Ecovative makes fully compostable packaging products made from mushroom roots or ‘mycelium’ branded...

  • Design

So, roll up your sleeves and get started

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The Circular Design Guide is a collaboration between the Ellen MacArthur Foundation and IDEO.

Ellen MacArthur Foundation logo and IDEO logo

Acknowledgements

The Circular Design Guide has been co-created with participation from more than 400 people, through the contribution of ideas to the testing of resources, in an iterative and inclusive design thinking process.

Advisory board

  • Bob Adams, Researcher and Author, Design for Sustainability

  • Tim Brown, CEO IDEO

  • Peter Childs, Head, Dyson School of Design Engineering, Imperial College London

  • Gayle DeBruyn, Associate Professor, KCAD

  • Leif Huff, Executive Design Director,  IDEO

  • Andrew Morlet, CEO, Ellen MacArthur Foundation

  • Gavin Warner, Director Sustainable Business, Unilever

Lead Philanthropic Partner

Schmidt Family Foundation logo

Contributing organisations

Amcor logo
Ashridge Executive Education Hult logo

Ashridge Executive Education Hult

Biomimicry 3.8 logo
Coca-Cola logo

Coca-Cola

Cradle to Cradle logo

Cradle to Cradle

Cranfield University logo

Cranfield University

M&S logo

M&S

Mars Inc. logo
National Institute of Design logo

National Institute of Design

Nike logo

Nike

Northumbria University logo

Northumbria University

Rochester Institute of Technology logo

Rochester Institute of Technology

Royal College of Art logo

Royal College of Art

RPC logo

RPC

Suez logo

Suez

TUDelft logo

TUDelft

Unilever logo
USP logo

USP

University of Bradford logo

University of Bradford

University of Exeter logo
University of the Arts London logo
Unschool logo

Unschool