WAYS - Ecodesign Encounters

About WAYS

WAYS explores real-world experiences at the intersection of Eco-Design, Circular Economy, Product Sustainability, Digital Transformation and Regulatory Readiness (including ESPR, the Digital Product Passport and Product Data Governance).

Who should listen?

Relevant for sustainability teams, product managers, retail leaders, marketing professionals, digital transformation teams, product designers and manufacturers preparing for the Digital Product Passport.

About the Guests

Clare Bushell
Sustainability Project Manager, Triumph International

Tatiana Captari
Retail Operations Manager, Triumph International

About the Host

Wolfgang Steiner

Founder, Ecoviator

https://www.linkedin.com/in/wolfgangsteiner/

https://www.ecoviator.com

Summary

In this episode I speak with Clare Bushell and Tatiana Captari from Triumph International about their Digital Product Passport journey – from an initial pilot to scaling across the organisation. Together they show why the DPP is much more than a compliance requirement: it is an opportunity to strengthen customer trust, improve collaboration across functions, connect sustainability with retail, and create richer product experiences throughout the customer journey.

Key Topics

• Launching a Digital Product Passport pilot before regulation was finalised

• Scaling from pilot projects to enterprise-wide implementation

• Data integration beyond spreadsheets

• Cross-functional collaboration across sustainability, retail, IT and marketing

• Supplier engagement and supply chain transparency

• Customer experience beyond compliance

• Building trust through Digital Product Passports

Soundbites

• "The Digital Product Passport is much more than a compliance tool."

• "It became a gift for us."

• "The Digital Product Passport is not really about data. It's about relationships."

Chapters

00:00 Two perspectives on the Digital Product Passport

06:44 Sustainability beyond the workplace

12:00 Purpose beyond compliance

13:58 Lessons from Triumph's DPP pilot

20:24 Scaling the Digital Product Passport across the organisation

23:02 Retail, customer awareness and brand trust

25:58 Supplier engagement and data transparency

30:00 From compliance to customer experience

35:41 Looking ahead: the future of the DPP

40:16 Personal sustainability and recharging

Content Type

Interview

Primary Goal

Education

Music Credits

"Lullaby | Hip-Hop Instrumental" by kontraamusic

Source: Freesound.org

Licensed under Creative Commons CC0

WAYS explores real-world experiences at the intersection of Eco-Design, Circular Economy, Product Sustainability, Digital Transformation and Regulatory Readiness (including ESPR, the Digital Product Passport and Product Data Governance).

Relevant for sustainability leaders, product managers, engineers, data and IT teams, corporate sustainability professionals and manufacturers preparing for the next generation of sustainability reporting and product transparency.

Jonas Bialk
Corporate Sustainability Lead, KSB SE

Indrayush De
Environmental Sustainability Manager, KSB SE

Wolfgang Steiner

Founder, Ecoviator

https://www.linkedin.com/in/wolfgangsteiner/

https://www.ecoviator.com

In this episode I speak with Jonas Bialk and Indrayush De from KSB about why corporate sustainability and product sustainability are no longer separate disciplines. We explore how reporting, product data, engineering and digitalisation are converging into one connected sustainability system, and why trusted data, shared methodologies and cross-functional collaboration will become essential foundations for the Digital Product Passport and AI-enabled sustainability management.

• Corporate vs. Product Sustainability: one system, different perspectives

• Why sustainability reporting and product sustainability are converging

• Product data quality, methodology and comparability

• Preparing for the Digital Product Passport

• AI, trusted data and connected sustainability information

• Cross-functional collaboration across engineering, IT and sustainability

• From periodic reporting towards continuous sustainability intelligence

• "There is no lack of ambition."

• "Customers are moving from sustainability claims to sustainability evidence."

• "Everything is connected: sustainability, engineering and digitalisation."

00:00 Two journeys into sustainability

02:38 Corporate and product sustainability: where they meet

06:18 Looking at sustainability through a data lens

10:50 Strategy, regulation and product realities

15:23 Preparing for the Digital Product Passport

20:18 AI, methodology and trusted sustainability data

28:54 One sustainability, two perspectives

34:30 Finding balance beyond sustainability

Interview

Education

"Lullaby | Hip-Hop Instrumental" by kontraamusic

Source: Freesound.org

Licensed under Creative Commons CC0

WAYS explores real-world experiences at the intersection of ecodesign, circular economy, product sustainability, digital transformation and regulatory readiness (including ESPR, the Digital Product Passport and product data governance).

Relevant for product designers, product managers, sustainability professionals, marketing and communication teams, innovation leaders, manufacturers, and anyone interested in bringing sustainable product innovation successfully to market.

Vanya Boneva is Sustainability Lead (Central & East Europe) and Regional Marketing Manager HHT at Essity (essity.com). Combining sustainability with commercial marketing, she works at the interface where sustainable product innovation becomes customer value. Her work on Essity’s award-winning Coreless technology demonstrates how sustainability, product development and marketing can come together to create innovations that benefit consumers, retailers, businesses and the environment alike.

Wolfgang Steiner has spent many years working at the intersection of product innovation and design, digital & data, and sustainability. He is the Founder of Ecoviator, helping companies navigate the Twin Transformation towards sustainable product businesses through digitalisation—including preparation for the Digital Product Passport.

https://www.linkedin.com/in/wolfgangsteiner/

https://www.ecoviator.com

In this episode, Wolfgang speaks with Vanya Boneva about what it really takes to transform a sustainable idea into a successful product innovation. Using the story behind Essity’s award-winning Coreless technology, they explore why sustainability alone is rarely enough. Instead, lasting innovation emerges when sustainability, marketing, product development and commercial teams work towards a common goal. A conversation about stakeholder alignment, credible sustainability communication, customer value—and why some of the most impactful innovations begin by questioning assumptions we’ve taken for granted for decades. 

• “Marketing and sustainability should not work in parallel—they should design together.”

• “The best innovations don’t always add something new. Sometimes they remove what we’ve always assumed was necessary.”

• “Sustainable innovation succeeds when customer value, business value and environmental value reinforce one another.” 

WAYS_Intro and Outro to Vanya Boneva_final script.pdf

00:00 Introduction and Vanya’s journey

04:15 Sustainability meets marketing

10:30 The story behind Coreless

20:05 Designing products retailers embrace

29:40 Communicating sustainability credibly

37:10 Aligning stakeholders across the organisation

45:25 Why less can become more

52:10 Looking ahead: the future of sustainable product innovation

Content Type: Interview

Primary Goal: Education

“Lullaby | Hip-Hop Instrumental” by kontraamusic

Source: Freesound.org

Licensed under Creative Commons CC0

Über WAYS:

WAYS beleuchtet echte Erfahrungen an der Schnittstelle von Eco-Design, Circular Economy, Produktnachhaltigkeit, digitaler Transformation und Regulatory Readiness (u. a. ESPR, Digital Product Passport, Daten-Governance).

Für wen diese Episode gedacht ist:

Relevant für Produktdesigner:innen, Produktmanager:innen, Sustainability Teams, Kommunikationsverantwortliche, Hersteller sowie alle, die Nachhaltigkeit glaubwürdig und wirksam in Produkte und Unternehmen integrieren möchten.

Über den Gast: Oliver Mergens

Mit über 20 Jahren bei VAUDE engagiert sich Oliver aktuell als Berater der VAUDE Academy für nachhaltiges Wirtschaften (vaude.com) mit langjähriger Erfahrung in Nachhaltigkeit und der Begleitung von Unternehmen auf ihrem Weg zu mehr Verantwortung und Kreislauffähigkeit.

Über den Host: Wolfgang Steiner

Engagiert sich seit vielen Jahren in den Schnittstellen von Produktinnovation und -design, Digital & Data und Nachhaltigkeit. Er ist Gründer und Inhaber von Ecoviator und unterstützt Unternehmen bei der Twin Transformation - zu nachhaltigem Produkt-Business mit Hilfe der Digitalisierung, inklusive der Vorbereitung auf den Digitalen Produktpass

https://www.linkedin.com/in/wolfgangsteiner/

https://www.ecoviator.com

Summary:

In dieser Episode sprechen wir mit Oliver Mergens darüber, wie Nachhaltigkeit vom Purpose zur gelebten Unternehmenskultur wird. Am Beispiel von VAUDE sprechen wir über Pionierarbeit im Eco-Design, den Umgang mit EMPCO, die Chancen des Digitalen Produktpasses sowie darüber, warum Transparenz wichtiger ist als perfekte Nachhaltigkeitsversprechen. Ein Gespräch über Glaubwürdigkeit, Suffizienz, Partnerschaften – und weshalb Circular Economy nur gemeinsam gelingen kann.

Key Topics:

• Vom Purpose zur Unternehmenskultur: VAUDEs Nachhaltigkeitsreise

• GreenShape und die Entwicklung eigener Nachhaltigkeitsstandards

• EMPCO: Glaubwürdigkeit durch Transparenz

• Digitaler Produktpass als Enabler für Vertrauen

• Digitalisierung als Grundlage zirkulärer Geschäftsmodelle

• Nachhaltigkeit als Teamsport – SDG 17 in der Praxis

• Suffizienz: Warum weniger oft mehr ist

Soundbites:

• „Das beste Mittel zur Glaubwürdigkeit ist Transparenz.“

• „Ich bin SDG-17-Ultra.“

• „Müll ist ein Designfehler.“

Chapters:

00:00 Wie Oliver zur Nachhaltigkeit fand

03:10 Purpose und Nachhaltigkeitskultur bei VAUDE

08:50 GreenShape und ganzheitliche Nachhaltigkeit

22:07 EMPCO: Kommunikation zwischen Anspruch und Nachweis

29:46 Nachhaltigkeit als Teamsport

33:22 Digitaler Produktpass, Transparenz und Vertrauen

39:18 Digitalisierung als Grundlage der Circular Economy

45:25 Blick nach vorn: Design, Zirkularität und Entsorgung

48:42 Suffizienz und das Lieblingsprodukt Rucksack

52:34 Unterwegs sein – draußen und nach innen

Content Type: Interview

Primary Goal: Education

Music Credits:

“Lullaby | Hip-Hop Instrumental” by kontraamusic

Source: Freesound.org

Licensed under Creative Commons CC0

WAYS – Ecodesign Encounters from the Field

Episode #6 – The Human Side of Circular Economy – Mihaela Stefanescu (UNFCCC)

About WAYS

WAYS explores real-world experiences at the intersection of ecodesign, circular economy, product sustainability and the systems that help make sustainable transformation possible.

Who This Episode Is For

Relevant for sustainability professionals, policy makers, product teams, circular economy practitioners and anyone interested in the connection between climate action and product design.

About the Guest

Mihaela Stefanescu

Circular Economy and Climate Governance Expert | UNFCCC Roster of Experts | Senior Counselor to the Romanian Ministry of Environment, Waters and Forests
https://www.linkedin.com/in/mihaela-stefanescu-9b76702/

About the Host

Wolfgang Steiner

Founder & Owner, Ecoviator

https://www.linkedin.com/in/wolfgangsteiner/

https://www.ecoviator.com

Summary

In this episode, Wolfgang speaks with Mihaela Stefanescu about the relationship between circular economy, climate policy and product design.

Mihaela shares insights from her work on circular economy policy and as a nominated expert on the United Nations Framework Convention on Climate Change (UNFCCC) roster of experts supporting technical reviews under the Paris Agreement.

Together they explore why circularity is essential for achieving climate goals, why waste is often the result of design decisions made long before a product reaches consumers, and why repairability, transparency and material choices play a crucial role in creating more sustainable systems.

The conversation also highlights a theme often overlooked in technical discussions: circular economy is not only a challenge of technology and regulation, but also one of governance, education, trust and human behaviour.

Topics Discussed

• Circular economy and climate action

• The role of the UNFCCC and Paris Agreement

• Why waste is often a design problem

• Repairability and product longevity

• Material choices and product sustainability

• Transparency and Digital Product Passports

• Building trust across countries and value chains

• The human side of circular economy

Presented by Ecoviator

Your Journey Companion for the Twin Transformation of Products

https://www.ecoviator.com

Music Credits:
“Lullaby | Hip-Hop Instrumental” by kontraamusic
Source: Freesound.org
Licensed under Creative Commons CC0

Über WAYS:

WAYS beleuchtet echte Erfahrungen an der Schnittstelle von Eco-Design, Circular Economy, Produktnachhaltigkeit, digitaler Transformation und Regulatory Readiness (u. a. ESPR, Digital Product Passport, Daten-Governance).

Für wen diese Episode gedacht ist:

Relevant für Produktdesigner:innen, Produktmanager:innen, Sustainability Teams, Hersteller sowie Akteure aus Recycling, Refurbishment, und Repair.  

Über den Gast: Christian Aschenbrenner

Gründer & Geschäftsführer, PA GmbH (we-are-pa.com) – „Circular Architects“ mit Fokus auf profitablere Recyclinglösungen, insbesondere WEEE (E-Waste) und große Hausgeräte.  

Über den Host: Wolfgang Steiner

Founder, Ecoviator

https://www.linkedin.com/in/wolfgangsteiner/

https://www.ecoviator.com

Summary:

In dieser Episode spreche ich mit Christian Aschenbrenner über Kreislaufwirtschaft dort, wo sie oft am wenigsten glamourös – aber am wirkungsvollsten – ist: im Recyclingprozess selbst. Christian beschreibt, warum echte Zirkularität nicht mit „mehr Recycling“ beginnt, sondern mit besserer Trennung, saubereren Fraktionen und Materialqualitäten, die am Markt wirklich bestehen können.  

Key Topics:

• Zero Waste WEEE: Anspruch, Nutzen, Grenzen  

• Industrialisierung im Recycling: Qualität, Standards, Prozessfähigkeit  

• Skalierung: Mengenlogik der Hersteller vs. Realität der Stoffströme  

• Design for Disassembly: Kleben/Materialmix als Circularity-Blocker  

• DPP aus Recycler-Perspektive: welche Infos wirklich fehlen  

• KI & Robotik für E-Waste-Behandlung (inkl. Demontage)  

• Wertschöpfungskette auf Augenhöhe: Zusammenarbeit als Voraussetzung

Soundbites:

• „Kreislaufwirtschaft entscheidet sich im konkreten Prozess – nicht im Konzeptpapier.“  

• „Zero Waste WEEE ist ein Zielbild – und es gibt viel Potenzial zu holen.“  

• „Hersteller brauchen Masse und gleichbleibende Qualität – nicht viele unterschiedliche Qualitäten.“  

Chapters:

00:00 Intro & Kontext  

02:03 Vor Ort bei PA: Recycling, Refurb, Repair  

04:42 Zero Waste WEEE – was heißt das praktisch?  

10:43 Industrialisierung im Recycling & Qualitätslogik  

14:31 Designentscheidungen, die Circularity blocken  

16:42 DPP: fehlende Infos aus Sicht der Recycler  

24:56 Blick nach vorn: Robotik & KI in der E-Waste-Behandlung  

27:33 „Wenn Hersteller nur eine Sache tun…“ (First Step)  

Content Type: Interview

Primary Goal: Education

Music Credits:

“Lullaby | Hip-Hop Instrumental” by kontraamusic

Source: Freesound.org

Licensed under Creative Commons CC0

Episode #4 – Efrat Friedland (Materialscout)

About WAYS

WAYS explores real-world experiences at the intersection of eco-design, product sustainability, digital transformation and regulatory readiness (ESPR, Digital Product Passport, data governance and the twin transformation).

Relevant for product designers, product managers, sustainability teams and organisations working on better material choices, circularity and eco-design readiness.

Efrat Friedland
Founder, Materialscout

Wolfgang Steiner
Founder, Ecoviator
https://www.linkedin.com/in/wolfgangsteiner/
https://www.ecoviator.com

In this episode, Wolfgang speaks with Efrat Friedland, material expert and founder of Materialscout, about the role of materials in sustainable product design.

Efrat shares her journey from industrial design into material expertise – shaped by the realisation that the world does not simply need more products, but better decisions on what products are made of.

The conversation explores how material choices influence environmental impact, product perception, storytelling and collaboration across design, engineering, procurement and marketing. Through a real-world case with BSH / Bosch Siemens Hausgeräte, Efrat shows how teams can align around better material decisions – and how easily sustainability claims such as “recyclable” can be misunderstood.

A key insight: material selection alone does not define sustainability. Materials may represent only one part of a product’s footprint, but they remain a powerful lever when combined with lifecycle thinking, supply chain strategy and portfolio-level decisions.

Looking ahead, Efrat calls for reduced material complexity, fewer unnecessary product variants, closed material loops and a shift in mindset: brands should start seeing materials as their own long-term assets.

• Materials as emotional and strategic product drivers
• BSH case: recycled materials in consumer electronics
• Recyclable vs. recycled – terminology matters
• Limits of material impact in lifecycle assessments
• Barriers to adopting new materials
• Positive Plastics as a learning tool for designers
• Closing material loops and reducing portfolio complexity

• Reduce unnecessary material complexity
• Align design, procurement, engineering and marketing early
• Think beyond one product: look at the whole portfolio
• Prioritise lower material use, not only material substitution
• Explore take-back and closed-loop material systems

• “We don’t need more products – we need better material decisions.”
• “Recyclable does not mean recycled.”
• “Brands should think of materials as their own assets.”

00:00 Introduction
05:31 From designer to material expert
11:35 BSH material case
17:04 Recyclability claims
20:05 Materials and LCA
22:58 Introducing better materials
28:20 Positive Plastics
31:43 Future material standards
35:50 Making eco-design the norm

Content Type: Interview

Primary Goal: Education

Music Credits:
“Lullaby | Hip-Hop Instrumental” by kontraamusic
Source: Freesound.org
Licensed under Creative Commons CC0

Episode #3 – Beth Hadley (WBCSD / PACT)

WAYS beleuchtet reale Erfahrungen an der Schnittstelle von Eco-Design, Produktnachhaltigkeit, digitaler Transformation und regulatorischer Vorbereitung (ESPR, Digitaler Produktpass, Daten-Governance, Twin Transformation).

• Produktmanager:innen in der nachhaltigen Produktentwicklung

• Nachhaltigkeits- und ESG-Verantwortliche

• IT- und Datenteams im Kontext von Produkttransparenz

• Unternehmen in Vorbereitung auf ESPR & DPP

Beth Hadley

World Business Council for Sustainable Development (WBCSD) – PACT

Hintergrund in Data Science & Software Product Management

Wolfgang Steiner | Founder, Ecoviator

LinkedIn: https://www.linkedin.com/in/wolfgangsteiner/

www.ecoviator.com

In diesem Walk-and-Talk entlang der Isar spricht Beth Hadley über ihren Weg von Data Science in die Nachhaltigkeit und ihre Arbeit an CO₂-Transparenz in globalen Lieferketten.

Im Zentrum stehen die praktischen Herausforderungen von Scope-3-Daten, die Rolle von Standards und der oft zitierte „Standards-Zoo“. Beth bringt eine klare, pragmatische Perspektive ein: Nachhaltigkeitssysteme und Datenreife entwickeln sich iterativ – nicht perfekt von Anfang an.

Zentrale Hürden sind fehlende Anreize, mangelnde Zusammenarbeit zwischen Abteilungen und unzureichende Datenqualität. Ihr Ansatz: „Minimum Viable Truth“ – Fokus auf die wichtigsten Impact-Kategorien, statt alles gleichzeitig messen zu wollen.

Die Episode zeigt, wie Unternehmen trotz unvollständiger Daten handlungsfähig werden – und warum Entscheidungen wichtiger sind als Perfektion.

Zum Abschluss gibt Beth einen Ausblick auf die nächsten fünf Jahre: klarere Standards, integrierte Softwarelösungen und der wachsende Einfluss von KI auf Datenqualität und Entscheidungsfindung.

• Nachhaltigkeit operativ umsetzen – über Abteilungen hinweg

• Mit unvollständigen Daten sinnvoll arbeiten

• Product-Management-Denken auf Nachhaltigkeit übertragen

• Von Reporting zu echten Entscheidungen kommen

• Pragmatismus als Schlüssel zur Transformation

Eco-Design, Product Carbon Footprint, Scope 3, Lieferkette, Nachhaltigkeitsdaten, Standards, PACT, WBCSD, Digitaler Produktpass, KI

• „Wir haben einen Standards-Zoo.“

• „Eine Entscheidung ist besser als keine.“

• „Priorisiere Handeln – nicht Reden.“

• „Perfekte Daten gibt es nicht.“

00:00 Einstieg & Walk

02:26 Beths Weg

10:05 Scope 3

18:13 Minimum Viable Truth

26:51 Von Reporting zu Wirkung

33:39 Blick in die Zukunft

Content Type: Interview

Primary Goal: Bildung

Music Credits:

“Lullaby | Hip-Hop Instrumental” by kontraamusic (CC0)

WAYS – Ecodesign Encounters from the Field

Episode #2 – Jahanzeb Tariq (Viessmann Climate Solutions)

Why sustainable product design often fails not because of technology – but because the product data simply isn’t there.

About WAYS

WAYS explores real-world experiences at the intersection of eco-design, product sustainability, digital transformation and regulatory readiness (ESPR, Digital Product Passport, data governance and the twin transformation).

Who This Episode Is For

Relevant for:

• product managers working on sustainable product development

• sustainability and ESG leaders in manufacturing

• engineers integrating lifecycle thinking into product design

• teams preparing for ESPR or the Digital Product Passport

About the Guest

Jahanzeb Tariq

Global Manager Sustainability Innovation

Viessmann Climate Solutions

LinkedIn

https://www.linkedin.com/in/jahanzebtariq/

Company

https://www.viessmann-climatesolutions.com/

About the Host

Wolfgang Steiner

Founder, Ecoviator

LinkedIn

https://www.linkedin.com/in/wolfgangsteiner/

Ecoviator

https://www.ecoviator.com

Summary

In this conversation with Jahanzeb Tariq, we explore how eco-design becomes operational inside a global manufacturing organisation.

JT works at the intersection of engineering, sustainability and business innovation, helping product teams integrate sustainability KPIs into real product decisions.

The discussion touches on the practical challenges of introducing lifecycle thinking into complex industrial products. From manually weighing components during early lifecycle assessments to coordinating sustainability, engineering and product teams, the episode illustrates the organisational and data realities behind eco-design.

We also discuss product data maturity, system thinking in energy technologies and the growing role of the Digital Product Passport.

Why Listen

Practical insights on:

• translating sustainability goals into product development decisions

• using embodied carbon as a design KPI

• overcoming data challenges in lifecycle assessments

• coordinating cross-functional teams for eco-design

• why the future of sustainable product innovation lies in system thinking

Keywords

Eco-Design, Lifecycle Assessment, Product Sustainability, Sustainability Data, Digital Product Passport, ESPR, Product Development

Chapters

00:00 Intros

02:50 JT’s journey into sustainability

04:41 The organisational paradox

06:17 Embodied carbon as KPI

08:01 Aligning teams

11:31 System thinking

15:22 Data challenges in LCAs

20:06 System-agnostic energy solutions

23:23 Breaking silos

24:40 Switching off

26:59 Reflections

Content Type: Interview

Primary Goal: Education

Music Credits

“Lullaby | Hip-Hop Instrumental” by kontraamusic

Source: Freesound.org

Licensed under Creative Commons CC0

WAYS – Teaser Video as first entry

Why this podcast. Why now.

Climate change is happening. Regulations are tightening. Product transparency is no longer optional.

In this short teaser episode, Wolfgang Steiner – Founder of Ecoviator – shares why WAYS exists and what listeners can expect. The podcast explores real-world experiences at the intersection of eco-design, product sustainability, digital transformation, and regulatory readiness (ESPR, Digital Product Passport, data governance).

WAYS is not about theory. It is about practice.

Conversations with practitioners who are already walking the path – navigating complexity, building new capabilities, and turning sustainability into structured ways of working.

If you work in product development, sustainability, innovation, or data – this podcast is for you.

Music Credits:

“Lullaby | Hip-Hop Instrumental” by kontraamusic

Source: Freesound.org

Licensed under Creative Commons CC0 (public domain)