Rethinking Product Design
Innovative Ideas for Lasting Sustainability
With the circular economy reshaping industry norms, what exactly is required to stay ahead in sustainable product design? Recent advancements in material science have opened new avenues for creating products that are not only high-performing but also designed with their entire lifecycle in mind. Rethinking products has become a strategic imperative, influencing key aspects of business operations, from supply chain resilience to market differentiation.
As businesses adapt to these changes, a crucial question arises:
How can product developers strike a balance between innovation, regulatory compliance, and market demands?
We'll examine how these advancements are redefining circularity targets, all while propelling product design and material sourcing into new areas.
Beyond the Shelf
When discussing circular product solutions, it's important to recognize that it involves more than simply reducing or replacing raw materials. Organizations must embed recyclability into the very DNA of their product creation processes. This challenges designers to think beyond traditional boundaries and analyze how their products can be part of a larger, more circular ecosystem.
By considering a product's entire lifecycle — from conception to end-of-life — this expanded perspective brings with it a wealth of opportunities. Through the lens of recyclability and its ability to win recycled material, which minimizes the reliance on virgin material, the entire product development team including developers, designers, and engineers, can reduce environmental impact through thoughtful resource selection. As an added benefit, this can improve brand reputation by aligning with growing consumer preferences for eco-friendly options for everyday products.
As we explore new materials and designs, it's becoming evident that even seemingly small changes in everyday products can have a substantial industry-wide impact. For instance, Kaufland, just like PreZero part of the Schwarz Group, has taken circular practices to new heights by creating cookware made from 100% recycled materials. The pans, available in all Kaufland stores nationwide, feature bodies made entirely from recycled aluminum sourced from packaging waste processed by PreZero. The pan handles also incorporate recycled materials, including waste from rice production. Kaufland's new eco-friendly wares demonstrate how companies can meet consumer demand for high-quality, sustainable products by reducing reliance on virgin materials.
In addition to cookware, the second retail division of Schwarz Group Lidl offers gardening accessories and outdoor furniture made from up to 100% recycled plastic supplied by PreZero Polymers. These products showcase the versatility of recycled materials in creating durable, everyday items. Companies that use recyclates significantly reduce their emissions by consuming less crude oil during plastic production. As a result, this also helps decrease dependency on external market influences while still ensuring quality and material availability.
We also collaborate with major companies like Procter & Gamble to create innovative solutions that appeal to evolving customer expectations. As an example, our partnership with them has led to the development of product packaging using Silphie paper. This material, produced by our brand OutNature, provides sustainable packaging that doesn't sacrifice performance. It is recyclable, durable, compatible with existing waste systems, and versatile in its applications. Derived from the regionally cultivated Silphium plant, it has many benefits. Silphie paper reduces transport costs and emissions, supports local agriculture, and contributes to biodiversity by attracting pollinator bees. Groundbreaking materials like Silphie paper demonstrate how smarter design choices can create more sustainable practices and improve the environment.
True circularity in design extends beyond the product itself, as shown by forward-thinking companies like COMPO. By taking part in the "Duale System Deutschland" — Germany's dual packaging recycling scheme — and licensing their packaging with PreZero Dual, COMPO has become an outstanding example of sustainable packaging development. What sets them apart is their holistic view of sustainability, where product and packaging strategies are intrinsically integrated and aligned within their core business model. They have resourcefully adopted the concept of rethinking packaging, considering everything from design-for-recycling principles to the use of recycled raw materials. Both product and packaging processes are meticulously thought out from end to end, comprehensively addressing every aspect of the circular loop.
Our partnership with COMPO resulted in liquid fertilizer bottles made from 100% post-consumer recycled plastic. These bottles are also designed to be 100% recyclable, resulting in a completely circular approach to packaging design. Companies that work with us not only reduce their reliance on virgin materials, they also discover potential new revenue opportunities through material recovery.
Learn more about how COMPO and PreZero's partnership won the "Plastic Packaging Product Award 2023."
Redefining Operational Sustainability
In our work with industry-leading companies, we've observed that those with ambitious sustainability goals often extend their focus beyond products. This holistic approach to circularity encompasses every aspect of their operations, including store equipment and construction.
A prime example of this strategy are the recent initiatives by the retail divisions of Schwarz Group, Lidl and Kaufland.
These retailers are overhauling their approach to everyday store items, starting with their shopping baskets. The new hand-held baskets are made of 75% recycled material, while their roller baskets contain 80%, and XXL roller baskets boast an impressive 87% recycled content. This change alone is expected to save the companies of Schwarz Group approximately 390.62 tons of new plastic and 697.53 tons of CO₂e annually across all countries where their retail divisions operate.
But their commitment doesn't stop there. With the help of Schwarz Groups’ environmental division PreZero, Lidl and Kaufland also revamped their store infrastructure. In 2023, some stores implemented impact protection barriers made from 99% recycled material. These barriers, designed to protect walls from collisions with pallets and pallet jacks carrying restocking goods, are produced using our recycled plastics, saving about 409.70 tons of new plastic and 725.17 tons of CO₂e in 2023.
"REset Plastic", the jointly developed plastic strategy of the companies of Schwarz Group, includes measures to reduce the use of plastic and activities to promote circular economy. Such innovations in store equipment and construction are proving to be powerful tools in achieving broader sustainability goals. They demonstrate how thinking creatively about the use of recycled materials can lead to significant environmental benefits, even in areas that might not seem important at first. By doing so, companies can amplify their efforts to reduce environmental impact across their entire value chain.
Creating Tomorrow's Products Today
From innovative product and packaging solutions to upgraded store equipment, circular design is fueling progress across industries. Whether you're revamping product lifecycles or upgrading store infrastructure, the opportunities for sustainable growth are plentiful. Working with specialists in the circular economy can help put these ideas into practice, allowing you to improve business operations by addressing sustainability challenges.
As this field continues to grow, companies can help guide its development and bring about lasting positive changes in their industries.
