For our latest podcast, we set out to talk about circular design in an engaging way that would illuminate the path for businesses facing the long journey of transforming towards circularity. To do so, we invited Cristina Sendra, Technical Director at Eco Intelligent Growth, a company with over 20 years of experience in Cradle to Cradle. A top-tier guest with extensive knowledge to share after years of working on such projects.
We know that 80% of a product's future impact is determined at the design stage. That makes us key players in this transformation, which is why at Lúcid, we integrate circular design as a core pillar across our projects.
This conversation with Cristina yielded numerous insights, which we've distilled into the highlights below-so anyone can take away some knowledge for their field 😉
Cradle to Cradle: An Open Design Framework for Positive Impact
In the podcast, Cristina explains what Cradle to Cradle is, a methodology she's passionate about and that has always guided her projects. She describes Cradle to Cradle as a design framework that enables projects to create a positive impact. It is an open framework that allows for rethinking processes to generate better outcomes.
Transforminga business model from linear to circular is a long journey that must be tackled and executed in a structured manner. EIG specializes in guiding companies through these complex processes. Marc asked Cristina how businesses should approach such projects.
Cristina describes an initial step where companies must shed their preconceptions to define a fearless, intergenerational vision: "We need to understand exactly where we're starting from, what real risks the product presents, so we can recognize how businesses can adapt to change."
Cristina emphasizes that "the more honest we are at this stage, the more real and positive the business transformation will be".
Which Sectors Need to Embrace This Transformation the Most?
Cristina explains that all sectors face challenges. She highlights construction as a field with significant work ahead, but also mentions the textile industry, consumer electronics, and more.
Marc and Cristina agree: all sectors face significant challenges, but they also hold great opportunities in terms of circularity.
The key is to support companies on this journey so they take the right steps and achieve real change.
Collaboration: A Must for Faster Progress
We know that business transformation projects are highly complex, spanning strategic vision, resource allocation, product design, manufacturing, and more.
This complexity can only be tackled by fostering partnerships and synergies that enable companies to advance more rapidly.
As Cristina acknowledges, "Not everyone can know everything. Collaboration is essential to combine expertise and form alliances that make tackling projects more efficient."
She gives the example of EIG and Lúcid: two companies that complement each other in their expertise and circularity vision, offering a comprehensive and joint service to clients.
The Absurdity of Greenwashing
One of the hottest topics in sustainability is greenwashing. Cristina defines it as absurd, arguing that "there is so much real work to be done that it's actually easier to make small, genuine changes than to fabricate misleading claims."
A Message for Companies: Launching Products Means Taking Responsibility for Them
One of the key reflections in this discussion centered around corporate responsibility for products.
Recently, there's been a lot of talk about reshoring production and its link 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 under ethical, safe conditions.
Another major corporate responsibility is overseeing the lifecycle of their products. "Understanding why users dispose of products allows businesses to develop alternatives to extend their lifespan," Cristina points out.
"Take responsibility for the products you introduce to the market," because only by doing so can you design, manufacture, and recycle/reuse them sustainably.
That's our brief summary of key takeaways from our latest podcast. This is just an excerpt from 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 toward change, we lay them all out 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 😊
