Innovation can support the circular economy

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The key issue in environmental impact is not so much the making of the product, but rather its use”

“There’s an apparent conflict between innovation and circularity because in circularity, you would like to use and reuse the same product, and in innovation you’d like to make new products. So the question is how do you marry these two? If your innovation is environmentally-driven, then the new products you’re going to produce, they may indeed have some impact on the circularity because you were going to use some energy, but the environmental impact of the footprint will be much less than the previous one. Therefore, innovation doesn’t necessarily work against circularity, but can work together with circularity to make sure that the new products we are producing, even if you are producing more frequently because you are innovative… even if you’re producing them more frequently, then the environmental impact is less.”