Finland's National Circular Design Programme

Introduction to the economics of the circular economy. Company examples from an economic perspective: changes in revenue logic. Programme content, objectives and practicalities. We recommend that the entire company team (management, product/service designers, communications & marketing, etc.) participates in the kick-off webinar.

The EU Green Deal and its implications for companies—particularly taxonomy, the Circular Economy Action Plan, sustainable product policy and the expanded Ecodesign Directive. Listeners gain a comprehensive overview of EU steering mechanisms driving companies to design and manufacture circular-compliant products, and an understanding of impacts on their own company and supply chain: risks and opportunities.

Content:

• Case examples of company journeys toward regenerative growth and circular economy business models.
• Discussion & exercises: what the change means and requires from strategy and leadership; high-level mapping of the company’s path to regenerative growth.

Objectives:

• Understand why the linear “take–make–waste” model is untenable and why a major mindset shift is needed alongside incremental changes.
• Understand what a regenerative growth framework means in practice and what goals it may imply for your company.
• Know how to integrate climate and other environmental targets into growth objectives.

Content:

• Moving from a one-way supply chain to closed loops with multiple product/material lifecycles requires evolving toward a networked value chain.
• What these changes mean in practice and how to start developing the supply chain toward the new model.

Objective:

• Executives gain an understanding of what a circular value chain means and how it differs from a linear model.

Content:

• Through workshop activities, a company models a target state for its value chain; partners from the ecosystem can be invited.
• Identify changes, actors and functions needed to transition to a circular model (e.g., take-back and reuse of products/materials).

Objectives:

• Obtain a systems-level view of change needs, opportunities and challenges.
• Support strategic decision-making while identifying the business potential of the new model.

Content:

• The role and impact of chemicals in circular-compliant products.
• Company cases of “green chemistry” within design processes.
• What a Restricted Substances List means in practice and how to get started.

Objectives:

• Knowledge of chemical impacts on safe material circulation.
• Understand why creating a company chemical policy pays off.
• Know how to initiate an internal “green chemistry” policy.

Content:

• Through upcoming EU initiatives and case examples, what a product passport is and its role and significance in product development.

Objective:

• Participants gain a solid understanding of why to start developing a product passport and its future role in design.

Content:

• What is meant by greenwashing; what to avoid in corporate communications.
• Overview of the EU Green Claims initiative and its implications for communications.
• Especially relevant for executives and key marketing/communications personnel.

Objectives:

• Learn greenwashing definitions and the content of the Green Claims initiative.
• Apply the insights to plan credible corporate communications.

Content:

• As societies rapidly set climate and circularity targets, winners will be those who—beyond circular product development and value-chain changes—deliberately build brands aligned with these goals.
• Deep-dive into frontrunner companies and review their brand work from climate and circular perspectives.
• Hands-on work on participants’ own projects.

Objective:

• Identify company strengths in a circular context and generate actionable inputs for brand development.

Content:

• Are your company’s purpose, mission and strategy future-proof? Mainstreaming circular products/services requires compelling visions of what sustainable business and a good life look like—what to give up and what is gained.
• How to craft narratives that attract and engage employees, stakeholders and partners, rather than dystopian futures.
• Storytelling tools and examples.

Objectives:

• Understand the importance of a positive future vision in brand building.
• Recognise diverse storytelling techniques.

Content:

• Circular operating models and offerings imply organisational and cultural change (e.g., product-as-a-service requires cross-functional teams rather than siloed units).
• Case studies, discussion and exercises to deepen understanding of change requirements, practical solutions and how to evolve culture toward regenerative growth.

Objectives:

• Understand the crucial role of change leadership on the regenerative growth path.
• Gain a view on how to develop team structures and company culture.

Content:

• Joint workshop for executives and product/service developers, focusing on advancing the company’s concept idea together with circular design experts.

Objective:

• Develop a plan for piloting and scaling the concept.

Company presentations highlighting transformation journeys: how leadership, design processes, value networks, product and service offerings, and customer experience evolved throughout the programme.