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Jonquil Hackenberg: How Can Design Accelerate the Shift to a Circular Economy?
In this episode of Design Perspectives, host Martin Pauli talks with Jonquil Hackenberg, CEO of the Ellen MacArthur Foundation, about how design can accelerate the shift from a linear to a circular economy. Drawing on more than two decades of experience in business transformation and sustainability, Hackenberg explains why circularity must become a core economic and strategic driver.
The conversation highlights the circular economy as a powerful, apolitical framework for change, explores design’s role in enabling systemic innovation, and discusses what it takes to move from pilot projects to scalable, real-world impact.
Three Takeaways:
Circular Economy Is More Than Recycling
Jonquil Hackenberg emphasises that circularity is often misunderstood as being synonymous with recycling. In reality, its greatest potential lies upstream: in design, business models and systems thinking. Designing out waste from the start and keeping materials at their highest value for as long as possible creates new economic opportunities and resilience across supply chains.
Design as a Strategic Lever for Systems Change
From product and service design to policy, ownership models and behavioural change, design sits at the heart of the circular transition. Whether rethinking battery ownership in the automotive industry or enabling circular business models in fashion and textiles, designers play a critical role in reshaping how value is created, shared and sustained.
Collaboration, Courage and Long-Term Thinking
True progress towards circularity requires collective action. Hackenberg highlights the importance of pre-competitive collaboration, brave leadership and aligning sustainability with core business strategy rather than treating it as a reporting exercise. Moving from short-term thinking to long-term value creation is essential to achieving scale and impact.
Guest:
Jonquil Hackenberg – CEO, Ellen MacArthur Foundation
Host:
Martin Pauli – Director & Global Leader Circular Economy Services at Arup
Further links:
🎧 Design Perspectives – the podcast of the German Design Council.
How can design act as a lever for transformation and economic success? In Design Perspectives, we talk to leading voices from design, business, sustainability and architecture about how transformation, innovation and long-term value creation can go hand in hand. Insightful, relevant and inspiring.
Chapters:
00:00 – Introduction: Design and the circular economy
01:24 – Jonquil Hackenberg’s career path and motivation
05:24 – Where the global circular transition stands today
07:46 – Common misconceptions about circular economy
09:55 – From pilot projects to scale: leverage points for change
11:54 – Leadership, collaboration and courage
18:46 – The role of design in driving circular innovation
21:56 – Design opportunities in fashion and textiles
24:12 – Advice for young designers
25:07 – Skills future leaders will need
28:59 – AI, optimism and shaping a positive future
31:55 – Outlook on the Circular Design Summit keynote
View all episodes
By German Design CouncilIn this episode of Design Perspectives, host Martin Pauli talks with Jonquil Hackenberg, CEO of the Ellen MacArthur Foundation, about how design can accelerate the shift from a linear to a circular economy. Drawing on more than two decades of experience in business transformation and sustainability, Hackenberg explains why circularity must become a core economic and strategic driver.
The conversation highlights the circular economy as a powerful, apolitical framework for change, explores design’s role in enabling systemic innovation, and discusses what it takes to move from pilot projects to scalable, real-world impact.
Three Takeaways:
Circular Economy Is More Than Recycling
Jonquil Hackenberg emphasises that circularity is often misunderstood as being synonymous with recycling. In reality, its greatest potential lies upstream: in design, business models and systems thinking. Designing out waste from the start and keeping materials at their highest value for as long as possible creates new economic opportunities and resilience across supply chains.
Design as a Strategic Lever for Systems Change
From product and service design to policy, ownership models and behavioural change, design sits at the heart of the circular transition. Whether rethinking battery ownership in the automotive industry or enabling circular business models in fashion and textiles, designers play a critical role in reshaping how value is created, shared and sustained.
Collaboration, Courage and Long-Term Thinking
True progress towards circularity requires collective action. Hackenberg highlights the importance of pre-competitive collaboration, brave leadership and aligning sustainability with core business strategy rather than treating it as a reporting exercise. Moving from short-term thinking to long-term value creation is essential to achieving scale and impact.
Guest:
Jonquil Hackenberg – CEO, Ellen MacArthur Foundation
Host:
Martin Pauli – Director & Global Leader Circular Economy Services at Arup
Further links:
🎧 Design Perspectives – the podcast of the German Design Council.
How can design act as a lever for transformation and economic success? In Design Perspectives, we talk to leading voices from design, business, sustainability and architecture about how transformation, innovation and long-term value creation can go hand in hand. Insightful, relevant and inspiring.
Chapters:
00:00 – Introduction: Design and the circular economy
01:24 – Jonquil Hackenberg’s career path and motivation
05:24 – Where the global circular transition stands today
07:46 – Common misconceptions about circular economy
09:55 – From pilot projects to scale: leverage points for change
11:54 – Leadership, collaboration and courage
18:46 – The role of design in driving circular innovation
21:56 – Design opportunities in fashion and textiles
24:12 – Advice for young designers
25:07 – Skills future leaders will need
28:59 – AI, optimism and shaping a positive future
31:55 – Outlook on the Circular Design Summit keynote
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