IDEO is an award-winning global design firm that takes a human-centred, design-based approach to helping organisations in the public and private sectors innovate and grow.

As the Ellen MacArthur Foundation’s design partner, IDEO, led by its London studio, works closely with the Foundation to apply design thinking and expertise to help capture opportunities presented by the circular economy.

Achieving the shift to a circular economy requires re-imagining many aspects of our global economic system, to move away from existing linear models and associated thinking. In its work IDEO uses ‘design thinking’, a creative, human-centred approach to innovation, to transform products, services, processes, and strategy. There are many opportunities to apply such an approach to tackling circular economy challenges, whether through the circular design of systems, such as new business models, or products, for example, by creating standardised components.

Explore the Circular Design Guide - a free online resource to help businesses get started with circular innovation, produced in collaboration by the Ellen MacArthur Foundation and IDEO.