Trend Stage: R-EVOLVE: best practices for a circular future

Building on the work carried out as part of the European R-EVOLVE project, Barbara Del Curto will share the experiences of companies that have been working for years on issues of circularity and low environmental impact. The project aims to accelerate the adoption of innovations for the circular economy, integrating dedicated business models, sustainable design, bio-based or recycled materials, and digital tools such as the DPP. Within this framework, the perceptual and behavioural dimensions will also be explored: from how companies translate the aesthetic qualities of new materials into design choices and product narratives, to how consumers interpret recycled and bio-based materials, how perceptions of value change, and what resistance emerges. These dynamics are central to defining more effective design and positioning strategies.