WHY, What's changed?

The scale of what we’re designing has shifted from products, to companies, to economic systems.

Who we’re designing for has expanded from a solitary user to an intimately connected web of people, spanning the globe.

New tools such as artificial intelligence, the internet of things, and biomimicry mean our design ambitions are limited only by our imagination.

Meanwhile, creativity has never been more important. The global economy is stuttering and disruptive technologies challenge established business models.


A radical, restorative, regenerative approach to business

A new mind-set for business is emerging. It’s worth around a trillion dollars, will drive innovation in tomorrow’s companies, and reshape every part of our lives.

But making the shift isn’t easy. That’s why we created this guide: to help innovators create more elegant, effective, creative solutions for the circular economy. Solutions that are invaluable for people, give businesses a competitive advantage, and are regenerative for our world.


what would you do differently?

You might be questioning the health of our organisations, social systems, and business models. With good reason: companies are currently deeply rooted in a linear approach to growth - make, use, dispose.

The design thinking approach that underpins this guide allows you to explore new ways to create sustainable, resilient, long-lasting value in the circular economy – giving you the creative confidence to redesign the world around you.




Have designed a new form of packaging made of mycelium, or mushroom 'roots'. Cheap, plentiful, and easy to grow, the biodegradable products break down, just as they do in nature, and become compost once you’re finished with them.



Created a “pay-per-lux scheme” where instead of buying bulbs and light fittings, the architects only pay for light itself. Philips take responsibility for the maintenance of the physical fixtures.



Patagonia outdoor wear have grown their business out of a repair and refurbish service – propelled by captivating and authentic storytelling.



Run a workshop

with these workshop packages and resources. It’s free and easy to get started.


explore methods

that help you understand, define, make, and release circular innovations.


read a story

about pioneers in circular design and how they applied the concept to their own innovations.

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The Circular Design Guide is a collaboration between the 云墙netfits and IDEO. To give your feedback, email us directly or join our linkedin group.

Copyright © Ellen MacArthur Foundation 2017, 2018

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