There’s no shortage of environmental crises. Whether it’s climate change, plastic pollution, or simply our mounting waste, we just produce too much stuff — and then throw it away. There’s no silver bullet or magic tool that can solve everything. We need societal changes, better regulation, and more responsible companies. In a new study, a team of researchers from Lithuania and Italy looked at the latter. They asked: how can companies incorporate sustainability into their products, right from the very start?

Their newly developed tools help companies prioritize sustainability long before a product hits the shelves. Essentially, they’ve created a product design framework and a self-assessment tool that can guide companies through designing products that stay in the loop rather than end up in the landfill.

Traditionally, most sustainability efforts have focused on reducing the environmental impact of products that are already being manufactured or sold. These approaches, while valuable, are often reactive. Researchers led by Lina Dagilienė at the Kaunas University of Technology (KTU) have developed a circular product design framework (CD-Framework) and a self-assessment tool (CD-Tool) that shift the focus to the design phase — the point where critical decisions about materials, production, packaging, and end-of-life processes are made.

“The majority of existing practical tools (systems of indicators) are aimed at measuring the environmental impact of products already in the market. Many companies are aware of sustainability and circularity, but they need skills and tools, that can help develop sustainable new products,” says Dagilienė. “This proactive mindset mirrors the concept of Spaceship Earth — a recognition that humans must operate within a closed ecological system where resources are finite, and waste must be minimized.

This framework is structured around ten interconnected categories. These include everything from the circular business model and production processes to packaging, distribution, and user engagement. The CD-Tool allows designers and entrepreneurs to systematically assess these elements and make informed decisions that enhance product circularity.

The Circular Economy

The circular economy (CE) model emphasizes keeping products and materials in use for as long as possible through strategies like reuse, recycling, and regeneration. Unlike the traditional “take-make-dispose” approach, CE promotes a cycle where resources are continuously repurposed.

Embracing circular design isn’t just about doing good for the environment; it can also create real value for businesses.

For businesses, integrating circularity can lead to innovative product offerings and new revenue streams. For example, a company might design packaging that is easier to recycle or introduce additional services like repair and refurbishing to extend a product’s life. These strategies not only reduce environmental impact but also differentiate companies in a crowded market and align with evolving customer expectations.

This circular approach is also a genuine step in the direction of sustainability, as opposed to many token measures that companies are taking to just mimic acting responsibly.

“The growing amount of waste, pollution, noise, and diminishing biodiversity is the price that society pays for the environmentally harmful production. Our circular design tools emphasize the importance of planetary boundaries and promote the systemic attitude towards new product development among current and future entrepreneurs,” says Prof. Dagilienė, Principal Researcher at the Digitalization research group at the KTU School of Economics and Business.

Moreover, in the context of stricter environmental policies and ever-present greenwashing, the implementation of real circular innovations in the processes and products becomes increasingly important. For that, companies need knowledge and skills,” says the KTU researcher.

Bridging the Gap Between Research and Real-World Practice

Developing a tool that works in practice, not just in theory, required close collaboration with businesses. The researchers observed companies as they tested the CD-Framework and CD-Tool, noting the challenges and opportunities they encountered. The goal was to create an intuitive, user-friendly instrument that doesn’t compromise on depth.

“The research-practice gap can be described through the forest and tree metaphor. While a practitioner cares about a specific tree and its qualities, a researcher will always be interested in the whole forest, its growth tendencies, and other characteristics. Similarly, when developing new products, business practitioners require fast, specific solutions for their products, whereas researchers are developing systems, which focus on general tendencies, instead of individual needs of one company,” explains Dagilienė.

This collaboration culminated in a four-month circular design pre-accelerator program. The initiative drew participation from 62 applicants and resulted in 10 promising circular product ideas, including eco-friendly handbags, educational toys, and even a database for sustainable suppliers in the film industry.

For small companies, which often lack the resources for extensive R&D, tools like these are invaluable. They enable smaller players to adopt sustainable practices without getting overwhelmed by complexity.

Starting Right from the Design Phase and Focusing on Consumers

Incorporating sustainability into products starts with the very first design sketch. Decisions made in the earliest stages — from materials to manufacturing processes — determine a product’s environmental impact. Fortunately, advanced product design software has made this easier than ever. These digital tools empower designers to visualize a product’s full lifecycle, analyze potential environmental effects, and simulate how different choices impact sustainability.

For example, software can recommend materials that are easier to recycle, design configurations that simplify disassembly, or simulate how a product will perform in a circular business model. These tools allow companies to identify and solve sustainability challenges before production begins. By integrating real-time data and lifecycle analysis, designers can ensure their products are efficient, durable, and aligned with circular economy principles.

But even the most sustainable product won’t succeed if it doesn’t resonate with consumers. This is where storytelling becomes crucial. Consumers need to understand the why behind circular products. Whether it’s a chair made from recycled plastic or a smartphone designed for easy repair, sharing the story of its creation helps build trust and emotional connection. Visual representation, transparency, and compelling narratives are key to overcoming skepticism toward eco-friendly products, especially when they come at a higher cost.

Research shows that consumers are more likely to embrace circular products when they can see the environmental benefits clearly and understand how these choices align with their values. Advanced design tools can aid in this by generating visuals and data that support these narratives. For example, a product’s design software can create detailed breakdowns of carbon savings or material reuse, which can be shared in marketing campaigns. This transparency not only builds credibility but empowers consumers to make informed decisions.

The path to a greener future starts with the first sketch, the first choice of material, and the first concept. With the right tools, like the ones developed by researchers in this study, companies can design products that don’t just serve today’s needs but sustain tomorrow’s world.

The self-assessment tool is available on circuloop.lt website.

Journal Reference: Lina Dagilienė et al, Developing a circular design framework: Co‐creation and validation of a circular product and service design tool, Journal of Industrial Ecology (2024). DOI: 10.1111/jiec.13494