What does it really take to design for circularity? And how do we balance ambition with the messy realities of business and innovation?

In this episode of The Circular Coffee Break, host Michael Hanf sits down with Joe Iles, Circular Design Programme Lead at the Ellen MacArthur Foundation, to explore the evolving role of design in driving the transition towards a circular economy. Joe has been with the Foundation since 2011 and has become one of the most recognized voices in circular design, working with companies, designers, and innovators around the world.

Together, they discuss:

☕ The evolution of circular design – how it has shifted from a standalone concept to an embedded part of mainstream innovation.

☕ The idea of “circular-ish” – why embracing imperfection and iteration is essential for progress.

☕ Six key entry points for businesses – practical ways companies can engage their design and innovation teams to accelerate circularity.

☕ Case examples – including Decathlon’s approach to combining repair, resale, and rental models to create a “minimum viable ecosystem.”

☕ The bigger picture – how circularity is not just about sustainability, but also about competitiveness, resilience, and future prosperity.

☕ A challenge to designers and innovators – are you empowered to take bold steps towards circularity in your organization?

Joe emphasizes that circularity is not about perfection but about momentum. Small steps, when connected, can trigger systemic change. He also highlights the importance of transparency and bringing customers along on the journey, even when progress is incremental.

This conversation is packed with insights for business leaders, designers, innovators, and policymakers who are grappling with how to move from ambition to action. It’s a reminder that circular design is both a mindset and a practice and that the transition will require courage, creativity, and collaboration at every level.

🎧 Listen in to discover how to embrace “circular-ish” thinking, empower creative teams, and turn design into a catalyst for real change in the economy.

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