Podcaster
Episoden
30.07.2026
36 Minuten
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
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
Mehr
16.07.2026
58 Minuten
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 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
Mehr
03.06.2026
47 Minuten
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
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
Mehr
20.05.2026
32 Minuten
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
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
Mehr
05.05.2026
40 Minuten
WAYS – Ecodesign Encounters from the Field
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). Who This Episode Is For
Relevant for product designers, product managers, sustainability teams and organisations working on better material choices, circularity and eco-design readiness. About the Guest
Efrat Friedland Founder, Materialscout About the Host
Wolfgang Steiner Founder, Ecoviator https://www.linkedin.com/in/wolfgangsteiner/ https://www.ecoviator.com Summary
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. Key Topics
• 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 Action Items
• 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 Soundbites
• “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.” Chapters
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 #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). Who This Episode Is For
Relevant for product designers, product managers, sustainability teams and organisations working on better material choices, circularity and eco-design readiness. About the Guest
Efrat Friedland Founder, Materialscout About the Host
Wolfgang Steiner Founder, Ecoviator https://www.linkedin.com/in/wolfgangsteiner/ https://www.ecoviator.com Summary
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. Key Topics
• 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 Action Items
• 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 Soundbites
• “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.” Chapters
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
Mehr
Über diesen Podcast
WAYS – Ecodesign Encounters from the Field
Because ecodesign is not a checklist.
It’s a journey you take.
On WAYS, we meet people who are paving new paths for
sustainable products and services.
Straight from practice – in walking conversations or studio
discussions.
We share perspectives on ecodesign in practice, the ESPR
regulation, Digital Product Passports, data management, and the
circular economy.
Because ecodesign creates products and services that are fit for
the future.
Hosted by Wolfgang Steiner (Ecoviator).
New episodes every two weeks. Subscribe & share!
ecoviator.com/ways
Abonnenten
Episode teilen
WAYS - Ecodesign Encounters
Better Materials for Better Products – Efrat Friedland (Materialscout)
Close
Kommentare (0)
Melde Dich an, um einen Kommentar zu schreiben.