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Circularity.fm episodes
- Circular Design: Systemic InnovationImplementing Circular Design Principles
How do you design circular systems, not just circular products?
In this episode, Anne Farken from Designworks, a BMW Group Company, talks about why circular design is not only about the product itself, but about the ecosystem around it. The conversation looks at the gap between saying design should be integrated from the beginning and actually thinking product and business model together from day one.
What you'll hear in this episode:
• How to design the product ecosystem and integrate product development, business model, and value creation from day one• The role of designers in translating business model insights into product requirements and facilitating integration across teams• Why the more you rethink a product, the more you need tolerance for ambiguity and alignment across teamsThe episode also touches on why constraints and tradeoffs should be seen as creative opportunities.
This is the final episode in the series Implementing Circular Design Principles, produced in collaboration with the German Design Council.
The series explored how design decisions shape circular outcomes at the material, product, and system level, following the principles of Rethink, Reduce, Reuse, and Recycle.
People
Anne Farken, Associate Director Sustainability & Creative Consulting at Designworks, a BMW Group Companyhttps://www.linkedin.com/in/anne-farken-30bb823/Patrick Hypscher, Circular Business Strategist, PaaS Expert
https://www.linkedin.com/in/hypscher/Chapters
00:00 Introduction02:15 Personal Insights on Circular Products04:59 Ecosystem Interaction in Circular Design08:34 Examples of Circular Products11:56 The Role of Designers in Circular Economy16:34 Integrating Knowledge and Expertise20:16 Tools and Mindset for Circular ThinkingAbout
BMW Group Designworks is the innovation studio of the BMW Group. Around half of its projects are delivered for clients beyond the automotive industry through its design and creative consulting services, operating from studios in Munich, Shanghai, and Los Angeles.Working across diverse industries allows Designworks to generate valuable outside-in impulses that fuel collaborative projects with the BMW Group’s brands.
In parallel, third-party clients leverage the studio’s automotive know-how by working with Designworks.
Further Links
Find more information about:Circular Design Summit: https://www.german-design-council.de/en/circular-design-summitOne-page Summary
Sign-up for the Circularity.fm Newsletter and get a summary with the take-aways of this episode. Register here: https://circularity.fm/circular-design-systemic-innovation/26 min - Circular Design: Rethinking ProductsImplementing Circular Design Principles
How can rethinking product design drive innovation, circularity and reduce costs?
In this episode, Nicola Stattmann, Co-founder and CEO of OMC°C, explains why circular product development, when integrated from the start, leads to less investment needed.
The conversation looks at how rethinking material and component choices enable innovation and simplify manufacturing, using the Nike Flyknit's reduction from 50 components to 5 as an example.
What you'll hear in this episode:
• Why less materials, components, and process steps translates to reduced costs• The role of curiosity and enthusiasm in rethinking how products are made• Why designers need to make their processes transparent to gain alignment across departmentsThe episode also explores how Stattmann applied these principles at OMC°C, building an interdisciplinary team of top experts to develop a modular urban greening system.
This episode was recorded in German. English subtitles are available on YouTube.
This is the second episode in the series Implementing Circular Design Principles, produced in collaboration with the German Design Council.
The series explores how design decisions shape circular outcomes at the material, product, and system level, following the principles of Rethink, Reduce, Reuse, and Recycle.
People
Nicola Stattmann, Co-founder and CEO of OMC°C at OMC°C, Büro Nicola Stattmannhttps://www.linkedin.com/in/nicola-stattmann-a5b612244/Patrick Hypscher, Circular Business Strategist, PaaS Expert
https://www.linkedin.com/in/hypscher/Chapters
00:00 Introduction to Nicola's Career and Achievements00:39 Personal Insights on Circular Products02:38 Exploring the Concept of Rethink with Nike Flyknit06:35 The Importance of Circularity in Product Development09:11 Challenges and Strategies in Product Design15:32 OMC-C: Revolutionizing Urban Greening20:25 Navigating Bureaucratic Hurdles29:47 Final Thoughts on Circular Design and ImpactAbout
Büro Nicola Stattmann is a Frankfurt-based office founded by product designer Nicola Stattmann that works at the intersection of product design, materials research, and technology.OMC°C (Office for Micro Climate Cultivation) was co-founded by Nicola Stattmann. The company develops modular greening systems for building façades and urban spaces to counter heat islands and improve biodiversity.
Further Links
Find more information on: Circular Design Summit https://www.german-design-council.de/en/circular-design-summitNicole Stattman: https://nicolastattmann.com/
Nike Flynit: https://www.nike.com/flyknitVERD: https://omc-c.com/One-page Summary
Sign-up for the Circularity.fm Newsletter and get a summary with the take-aways of this episode. Register here: https://circularity.fm/circular-design-rethinking-products/36 min - Circular Design Principles: Overcoming Material BarriersImplementing Circular Design Principles
What should designers know about materials before product development?
In this episode, Andreas Maegerlein, Head of the Creation Center Europe at BASF, talks about circular design from a material perspective, focusing on how material choices enable or limit circularity.
The conversation looks at how product design is affected when materials are developed to last for decades, while products are often designed to be disposable or short-lived.
What you’ll hear in this episode:
• The importance of aligning material choice with product lifetime and use cycles•Why material selection need to be informed by recycling infrastructure, recycling technologies, and energy-usage• How the role of designers is evolving from showcasing quality alone toward also conveying sustainabilityThis episode opens the series Implementing Circular Design Principles, produced in collaboration with the German Design Council.
The series explores how design decisions shape circular outcomes at the material, product, and system level, following the principles of Rethink, Reduce, Reuse, and Recycle.
People
Andreas Maegerlein, Head of Creation Center Europe at BASFhttps://www.linkedin.com/in/andreas-maegerlein-06564778/Patrick Hypscher, Circular Business Strategist, PaaS Expert
https://www.linkedin.com/in/hypscher/Chapters
00:00 Introduction03:41 The Scope of BASF’s Product Range05:33 The Role of the Creation Center06:55 Translating Design Needs into Material Science08:45 Prerequisites for Reuse11:08 Material Longevity vs. Product Lifespan13:48 Supporting Highly Recyclable Design15:31 The Complexity of Plastic Sorting and Separation22:31 Recycling Technologies and Materials28:09 Barriers to Adopting Recycled Materials31:09 Industry Examples of Recycled Content35:09 Rethinking Business Models for Circularity36:58 Designing the Appearance of Sustainability42:53 OutroAbout
BASF is a global chemical company headquartered in Ludwigshafen that supplies materials and solutions to industries such as automotive, construction, packaging, and consumer goods.Alongside its broader sustainability and circular-economy program, BASF runs a network of Creation Centers where designers, engineers, and customers work with BASF experts in dedicated spaces that combine materials libraries, workshops, and digital tools to explore polymers, test applications, and develop new products with a focus on efficient use of resources and recyclability.
Further Links
Find more information about:Circular Design Summit: https://www.german-design-council.de/en/circular-design-summit
BASF Creation Center: https://www.basf.com/eg/en/products/plastics-rubber/creation_center/Ludwigshafen
One-page Summary
Sign-up for the Circularity.fm Newsletter and get a summary with the take-aways of this episode. Register here: https://circularity.fm/circular-design-principles-overcoming-material-barriers/44 min - The Commercial benefits: Using recyclates in Washing Machines by V-ZUGRecycled Plastics for Premium Brands
How do you identify and act on the biggest levers in your environmental footprint?
In this episode, Marcel Niederberger, Head of Sustainability, and Marc Vetterli, Sustainability Expert in Engineering, explain how V-ZUG used life cycle assessment to discover that material intensity (and not just energy efficiency) drives environmental impact in home appliances.
What you'll hear in this episode:
• Why it is essential to carry on life-cycle assessments of all products.• The development process behind high-quality recycled ABS for visible white panels in washing machines and dryers, and its scalability.• V-ZUG's self-imposed CO2 penalty that funds fundamental research and early-stage circular projects.The episode also explores practical implementation topics, including closing material loops with suppliers, designing for reuse across product generations, and building competitive advantage.
This episode concludes the "Recycled Plastics for Premium Brands" series, sponsored by HolyPoly.
The series focused on the practicalities of using technical recyclates in long-lasting, high quality products.
People
Marcel Niederberger, Head of Sustainability at V-Zughttps://www.linkedin.com/in/marcel-niederberger-18a588105/Marc Vetterli, Sustainability Expert Engineering at V-Zug
https://www.linkedin.com/in/marc-vetterli-96456b17a/Patrick Hypscher, Circular Business Strategist, PaaS Expert
https://www.linkedin.com/in/hypscher/Chapters
00:00 Introduction03:26 Reasons for Increasing the Share of Recycled Materials06:28 V-Zug’s Circularity Approach - R’s Strategies09:06 Material Loops and Recycled Plastics Deep-dive23:06 Cost Factors and Supply Chain Considerations29:32 Product Design33:26 Funding Projects35:35 Material Properties38:57 Circularity - Scaling and Competitive AdvantageAbout
V-ZUG is a Swiss premium manufacturer of household appliances, specialising in high-end kitchen and laundry equipment designed for long service lives.V-ZUG collaborates with partners to integrate recycled materials, including selected plastics, into its products while maintaining stringent performance and design standards.
Further Links
https://www.vzug.comOne-page Summary
Sign-up for the Circularity.fm Newsletter and get a summary with the take-aways of this episode. Register here: https://circularity.fm/podcast-episodes/the-commercial-benefits-using-recyclates-in-washing-machines-by-v-zug/43 min - Feasibility & Desirability: How Bosch built a drill from post-consumer recycled plasticsRecycled Plastics for Premium Brands
Can recycled technical plastics meet quality, performance, and price requirements at the same time?
In this episode, Isabelle Gola from Bosch Power Tools explains how Bosch developed a closed-loop pilot for power tools using recycled technical plastics while maintaining the same quality and performance standards, at the same price point for the end consumer.
What you’ll hear in this episode:
• How recycled technical plastics were tested against existing quality and performance specifications.• How communication, certification, and transparency shaped internal alignment and customer response.• How Bosch defined success in the pilot, with feedback, learning, and data as central KPIs.The episode also looks at practical challenges behind the closed-loop approach, including reverse logistics considerations, sourcing sufficient volumes, and using disassembly data to inform eco-design and future product development.
This episode is part of the “Recycled Plastics form Premium Brands” series, sponsored by HolyPoly.
People
Isabelle Gola, Head of Sustainability at Bosch Power Toolshttps://www.linkedin.com/in/isabelle-gola-62116b198/Patrick Hypscher, Circular Business Strategist, PaaS Expert
https://www.linkedin.com/in/hypscher/Chapters
00:00 Introduction02:39 From Plastic Shortage to Closed Loop05:27 The Four-Step Technical Pilot Roadmap07:00 Reverse Logistics: The Challenge of the 17-Year Lifespan09:56 Data Mining: 500,000 Data Points for Eco-Design16:09 Technical Feasibility & Quality Validation33:25 Communication Strategy34:43 Isabelle's Personal LearningAbout
Bosch Power Tools is a division of the Bosch Group that develops and manufactures power tools, accessories, and measuring equipment for professional tradespeople and DIY users worldwide.In addition to product performance, Bosch Power Tools integrates sustainability and circular-economy principles into its strategy by improving repairability and product lifetimes, working on resource-efficient designs and materials, and expanding approaches for reusing and recycling tools and components across their life cycle.
Further Links
https://www.bosch-professional.comOne-page Summary
Sign-up for the Circularity.fm Newsletter and get a summary with the take-aways of this episode. Register here: https://circularity.fm/podcast-episodes/feasibility-desirability-how-bosch-built-a-drill-from-post-consumer-recycled-plastics/37 min - Post-Consumer Recyclate: How to get organisational buy-in - The Vorwerk CaseRecycled Plastics for Premium Brands
How do you get organisational buy-in for sustainable initiatives?
In this episode, Nhung Kieu, Head of Sustainability at Vorwerk Group, and Michael Kroh, Fellow Materials Engineering and Sustainability Officer at Vorwerk Engineering, share how Vorwerk increased the use of recycled plastics in products such as Thermomix and Kobold vacuum cleaners.
Based on Vorwerk’s experience, we discuss how organisational support was built across engineering, procurement, and management.
What you’ll hear in this episode:
• What drove Vorwerk to increase recycled content and position sustainability as part of the business strategy.• Which barriers had to be addressed, including quality perceptions, pricing constraints, and internal skepticism.• Which factors help to create both sustainability impact and economic value.Listen now to get a practical perspective on how circular initiatives gain traction inside organisations by aligning technical feasibility with business and organisational realities.
This episode is part of the “Recycled Plastics form Premium Brands” series, sponsored by HolyPoly.
People
Michael Kroh, Materials Engineering and Sustainability Officer at Vorwerk Engineering.https://www.linkedin.com/in/dr-michael-kroh-72626b169/Nhunh Kieu, Head of Sustainability at Vorwerk Group
https://www.linkedin.com/in/nhungkieu/Patrick Hypscher, Circular Business Strategist, PaaS Expert
https://www.linkedin.com/in/hypscher/Chapters
00:00 Introduction05:02 Usage of Recycled Plastic in Vorwerk's Products06:29 Motivation for Improving the Share of Recycled Materials09:46 Sustainability as Integrative Business Strategy11:51 Barriers to Increasing Recycled Content15:24 Premium Pricing Considerations17:05 Strategies for Gaining Stakeholder Support21:52 The Role of Communication in Sustainability26:48 OutroAbout
Vorwerk is a German family-owned consumer-goods group known for high-quality household appliances, built around direct sales and long-term customer relationships. Founded in 1883 and headquartered in Wuppertal, Vorwerk focuses on durable, premium products such as Thermomix multifunctional kitchen machines and Kobold vacuum cleaners.The company emphasises innovation and reliability, combining engineering, service, and maintenance concepts to keep devices in use for many years, and it increasingly integrates sustainability by improving energy efficiency, using more recyclable materials, and aligning its product design and operations with circular-economy principles.
Further Links
https://www.vorwerk.comOne-page Summary
Sign-up for the Circularity.fm Newsletter and get a summary with the take-aways of this episode. Register here: https://circularity.fm/podcast-episodes/post-consumer-recyclate-how-to-get-organisational-buy-in-the-vorwerk-case/28 min - Recycled Plastics: How premium brands build a reliable supply - the HolyPoly approachTechnical Recyclates for Premium Brands
Mandatory recycled-content targets are expanding, while recycling capacity is not.
In this episode, Fridolin Pflüger, co-founder and CEO of HolyPoly, looks ahead to how regulatory recycled-content requirements and carbon pricing are likely to reshape plastics supply chains over the next decade.
This conversation explores the future of plastics recycling, highlighting the challenges and opportunities within the industry. It discusses the impact of regulatory changes, the dynamics of supply and demand, and the differences between mechanical and chemical recycling.
This episode is the first in our “Recycled Plastics for Premium Brands” series, sponsored by HolyPoly.
People
Fridolin Pflüger, Co-founder & CEO at HolyPolyhttps://www.linkedin.com/in/fridolin-pfl%C3%BCger-holypoly/Patrick Hypscher, Circular Business Strategist, PaaS Expert
https://www.linkedin.com/in/hypscher/Chapters
00:00 Intro02:11 Time Warp to 203504:22 Regulation and the Coming Supply Shortage06:53 Winners and Losers11:46 Mechanical vs Chemical Recycling15:21 Building a Recycling Supply Chain20:41 Cost Parity and Carbon Savings30:51 Advice for Companies Starting NowAbout
HolyPoly is a German circular-economy company that helps brands keep plastic in circulation by designing and implementing end‑to‑end recycling systems for their products. Founded in 2020 in Dresden, the HolyPoly acts as a full-service partner for brand manufacturers, covering everything from take-back programs and sorting of end‑of‑life plastic products to the development of premium recyclates and design of new, market-ready products made from recycled materials.Further Links
https://www.holypoly.co/enOne-page Summary
Sign-up for the Circularity.fm Newsletter and get a summary with the take-aways of this episode. Register here: https://circularity.fm/podcast-episodes/recycled-plastics-how-premium-brands-build-a-reliable-supply-the-holypoly-approach/37 min - Chemicals – key challenge and core solution providerCircular Valley
95% of all products contain chemicals, which makes chemistry central to every industrial value chain. But what would it take to make this foundation of European production more circular?
In this episode, Frank F. Meyer from Henkel Consumer Brands, Inge Neven from VITO, Prof. Regina Palkovits from RWTH Aachen and the CATALAIX program, Prof. Manfred Renner from Fraunhofer UMSICHT and Fraunhofer CCPE, and William Stevens from Tech Tour join moderator Carsten Gerhardt to discuss the future of circular chemistry.
Together they explore three core questions:
What is on their horizon in terms of chemical innovation?What does it take to scale these technologies across industrial settings?And what does it take to bring something successful in the lab to the market?This episode concludes our series in collaboration with Circular Valley, which aims to advance Europe’s transition toward a circular economy across the cross border region of North Rhine Westphalia, Flanders and the Netherlands. The panel was recorded at the Circular Valley Forum 2025.
People
Frank F. Meyer, SVP/Head of R&D Henkel Consumer Brands,https://www.linkedin.com/in/frmeyer1/recent-activity/all/Inge Neven, CEO VITO,https://www.linkedin.com/in/inge-neven-96975a1/Prof. Regina Palkovits, RWTH Aachen and Head of Catalaix Program – Catalysis for a Circular Economy,https://www.linkedin.com/in/regina-palkovits-574a33a/Prof. Dr. Manfred Renner, CEO Fraunhofer UMSICHT and Fraunhofer CCPE,https://www.linkedin.com/in/prof-manfred-renner/William Stevens, CEO Tech Tour,https://www.linkedin.com/in/william-stevens-681b10/Chapters
00:00 Introduction to Circularity FM and Circular Valley Forum01:06 Challenges in the Chemical Industry06:02 Innovations in Chemical Recycling11:05 The Role of Research Institutions15:54 Innovation and Market Dynamics20:50 Collaboration for Circular Economy27:12 Consumer Engagement and Sustainable Products32:52 Future Directions and Closing RemarksAbout
Circular Valley is a European hub for circular economy innovation, bringing together international startups, industry, science and policymakers to accelerate the shift toward circular value creation. It is based in Wuppertal, one of Europe’s most dynamic economic regions, and supports cross-sector collaboration to close material loops, advance enabling policy and increase public understanding of circular solutions.Further Links
https://circular-valley.org/36 min - Metals – A highly circular industryCircular Valley
How can the metals sector advance circularity while navigating rising demand, resource scarcity and geopolitical pressure?
In this panel from the Circular Valley Forum 2025, industry and policy leaders discuss the opportunities and constraints of creating a more circular metals system. The speakers include Inge Hofkens, COO at Aurubis, Dr. Heike Denecke-Arnold, CEO of Salzgitter Flachstahl, Bruno Pelli from Vale in Brazil, Dr. Ing. Paul Mählitz from the German Mineral Resources Agency (DERA) and Dr. Matthias Koehler, Deputy Director General for Raw Material Policy, Circular Economy and Resource Protection at the German Federal Ministry for Economic Affairs and Climate Action.
The panel explores recycling limits, alloying element recovery, the role of scrap in decarbonisation, and how global market dynamics shape European resource strategies.
This episode is part of our series in collaboration with Circular Valley and features sessions recorded at the Circular Valley Forum 2025.
People
Inge Hofkens, COO Aurubis.https://www.linkedin.com/in/ingehofkens/Dr. Heike Denecke-Arnold, CEO Salzgitter Flachstah.
https://www.linkedin.com/in/dr-heike-denecke-arnold/Bruno Pelli, VALE, Brazil.
https://www.linkedin.com/in/brunopelli/Dr. Ing. Paul Mählitz, DERA.
https://www.linkedin.com/in/pmhltz/Dr. Matthias Koehler, Deputy Director General - Raw Material Policy, Circular Economy, Resource Protection, BMWK.
https://www.linkedin.com/in/matthias-koehler-1a36b0122/Prof. Jan Grossarth, University Biberach, Editor.
https://www.linkedin.com/in/jan-grossarth-b2a4031b3/Chapters
00:00 Introduction and Panel Welcome04:42 Steel's Green Transformation07:58 Copper Recycling: Rates, Barriers and Energy13:37 Alloying Elements and Critical Raw Materials19:26 Germany's Urban Mine Potential21:43 Raw Materials as Strategic Security28:19 Vale's Circular Business from Brazil32:17 Closing ReflectionsAbout
Circular Valley is a European hub for circular economy innovation, bringing together international startups, industry, science and policymakers to accelerate the shift toward circular value creation. It is based in Wuppertal, one of Europe’s most dynamic economic regions, and supports cross-sector collaboration to close material loops, advance enabling policy and increase public understanding of circular solutions.Further Links
https://circular-valley.org/36 min - The Heart of Europe CollaborationCircular Valley
How can cross-border cooperation accelerate the transition to a circular economy in Europe’s industrial heartland?
This panel from the Circular Valley Forum 2025 brings together three senior public-sector leaders: Susanne Hagenkort-Rieger, Director General of the Economic Policy Department at the Ministry of Economy in North Rhine-Westphalia; Brigitte Mouligneau, Transition Manager at OVAM and Circular Flanders; and Arnoud Passenier, Circular Economy Advisor to the Government of the Netherlands. They discuss how their regions structure circular economy policy, where joint priorities lie, and why trilateral collaboration is essential for scaling circular value chains across chemicals, construction and battery materials.
The conversation highlights the need for shared infrastructures, coordinated industry support and policy alignment to make circular business models viable at European scale.
This episode is part of our series in collaboration with Circular Valley. The series features recorded sessions from the Circular Valley Forum 2025.
People
Susanne Hagenkort-Rieger (Director General of the Economic Policy Department, Ministry of Economy, NRWhttps://www.linkedin.com/in/susanne-hagenkort-rieger/Brigitte Mouligneau (Transition Manager, OVAM, Flanders)
https://www.linkedin.com/in/brigitte-mouligneau-67098b5/Arnoud Passenier (Circular Economy Advisor to the Government, the Netherlands) at
https://www.linkedin.com/in/arnoud-passenier-9366414/About
Circular Valley is a European hub for circular economy innovation, bringing together international startups, industry, science and policymakers to accelerate the shift toward circular value creation. It is based in Wuppertal, one of Europe’s most dynamic economic regions, and supports cross-sector collaboration to close material loops, advance enabling policy and increase public understanding of circular solutions.Further Links
https://circular-valley.org/18 min
About Circularity.fm
From the publisher's feed
Circularity.fm is the podcast about understanding, building and managing circular business models.
Most episode showcase one specific organisation that runs a circular business model or a business model in the circular economy. This can be a startup, an established SME or a business field of a corporate. Hence, interviews are both about founding and funding a circular business as well as transforming an existing linear business to a circular one, be it in Europe, North America, South America, Asia, Africa or Australia. The podcast focuses on experiences made in this build-up and transformation phase.