About WAYS
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).
Who this episode is for
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.
About the guest: Vanya Boneva
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.
About the host: Wolfgang Steiner
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
Summary
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.
Soundbites
• “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
Chapters
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
Music Credits
“Lullaby | Hip-Hop Instrumental” by kontraamusic
Source: Freesound.org
Licensed under Creative Commons CC0
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