Sophie is an established leader in communication and design, and in the investigation and promotion of circular economy design principles. She has been working in the fields of ethical design, behaviour change and material process through her design agency, Thomas.Matthews ltd, for nearly 20 years. We find out how Sophie uses her experience in sustainable and ethical design to help people understand more about the circular economy. We talk about the groundbreaking Great Recovery Project, which looked at the challenges and opportunities of the CE, through the lens of design. Sophie explains the importance of thinking about the system you are designing for, not just the object or product itself.
We know the circular economy aims to reduce, reuse, remake and eventually to recycle – but what if there is another R – rebound – opening the door for companies to adopt circular strategies and still drive growth in consumption (and pollution and waste)? We explore rebound, ask how to avoid it, and suggest we should be aiming instead for a regenerative economy.