For our latest podcast, we set out to talk about circular design in an engaging way that would light the way for companies facing the long journey of transformation towards circularity. To do so, we invited Cristina Sendra, CTO of Smart Green Growth, a company with more than 20 years of Cradle to Cradle experience. A first class guest with extensive knowledge to share after years of working on this type of projects.
We know that 80% of the future impact of a product is determined in the design phase. That makes us key players in this transformation, that's why at Lúcid, we integrate circular design as a fundamental pillar of our projects.
This conversation with Cristina yielded numerous insights, which we summarize in the highlights below, so that anyone can take away some knowledge about her field 😉.
Cradle to Cradle: an open design framework for positive impact
In the podcast, Cristina explains what Cradle to Cradle is, a methodology that she is passionate about and that has always guided her projects. She describes Cradle to Cradle as a design framework that enables projects to generate positive impact. It is an open framework that allows rethinking processes to generate better results.
Transforminga business model from linear to circular is a long journey that must be approached and executed in a structured manner. EIG specializes in guiding companies through these complex processes. Marc asked Cristina how companies should approach these types of projects.
Cristina describes an initial step in which companies must abandon their preconceived ideas to define a bold, intergenerational vision: "We have to understand exactly where we are starting from and what real risks the product presents, so that we can recognize how companies can adapt to change".
Cristina stresses that "the more honest we are at this stage, the more real and positive the business transformation will be".
Which sectors are most in need of embracing this transformation?
Cristina explains that all sectors face challenges. She highlights construction as an area where much remains to be done, but also mentions textiles, consumer electronics and more.
Marc and Cristina agree: all sectors face significant challenges, but also offer great opportunities in terms of circularity.
The key is to support companies on this journey to take the right actions and achieve real change.
Collaboration: essential for faster progress
We know that business transformation projects are very complex and encompass strategic vision, resource allocation, product design, manufacturing and more.
This complexity can only be addressed by fostering partnerships and synergies that enable companies to move forward more quickly.
As Cristina acknowledges, "not everyone can know everything. Collaboration is essential to combine expertise and form alliances that make project management more efficient".
He gives the example of EIG and Lúcid: two companies that complement each other in their experience and vision of circularity, offering a comprehensive and joint service to customers.
The absurdity of greenwashing
One of the hottest topics in sustainability is greenwashing. Cristina defines it as absurd and argues that "there is so much real work to be done that it is actually easier to make small, genuine changes than to fabricate misleading claims."
A message to companies: Launching products means taking responsibility for them.
One of the key reflections of this debate focused on corporate product responsibility.
Recently, there has been a lot of talk about the relocation of production and its relationship to sustainability. Cristina and Marc offer a different perspective on this trend.
They agree that manufacturing in other countries is legitimate. The key to ensuring ethical and sustainable production lies in oversight and commitment to these processes. Providing jobs in countries that need them is positive, as long as resources are sourced sustainably and workers operate in ethical and safe conditions.
Another important corporate responsibility is to monitor the life cycle of its products. "Understanding why users discard products enables companies to develop alternatives to extend their useful life," Cristina points out.
"Take responsibility for the products you bring to market", because only then can you design, manufacture and recycle or reuse them in a sustainable way.
This is our brief summary of the key takeaways from our latest podcast. This is just an excerpt of a long and inspiring conversation between two passionate advocates of circular design and business transformation for the circular economy.
If you still need more reasons to take steps towards change, we explain them all in this article. And if you want to be inspired by Cristina and Marc's unique and essential vision, we encourage you to listen to the full podcast 😊.
