By Marco Capellini
Measuring circularity? A cultural and economic perspective for understanding how to design and evolve. In the debate on sustainability, circularity is often evoked as a guiding principle. It is a word that is linked to concepts such as regeneration, responsibility, balance, convenience, competitiveness (the list goes on!).
But what does it really mean to be circular?
And above all: how can we measure it objectively, preventing it from remaining an abstract concept or a simple label?
The new EU Ecodesign Regulation (ESPR) invites us to make a cultural leap. It is no longer enough to “be circular” by declaration or “lexical fashion”: we need to demonstrate it with data, metrics and transparency.
Circularity thus becomes a measurable dimension, requiring tools, skills and vision.
Qualitative vs quantitative measurement
The difference between qualitative and quantitative measurement is profound:
1️. The former tells a story, the latter proves it.
2️. The former inspires, the latter guides.
3️. The former builds a narrative, the latter enables a strategy.
In short, between saying and doing…
Only through a quantitative approach is it possible to:
- Assess the effectiveness of design choices,
- Compare alternative scenarios,
- Respond to regulatory and market demands,
- Integrate circularity into corporate decision-making processes.
Measurement is not just a matter of compliance. It means asking ourselves how a material, product, process or organisation actually contributes to the regeneration and efficient use of resources, the reduction of impacts and the creation of shared value.
Circularity is not just an environmental goal. It is an economic and cultural perspective that invites us to rethink the way we design, produce, communicate and collaborate. It is a language that allows us to understand complexity and recognise the interconnections between materials, products, people, territories and economic systems.
Towards a common grammar
The new UNI TS11820, ISO59020 and ISO59040 standards (and others currently being defined) are helping to establish a common language and method for measuring circularity. But the real change will come when companies begin to ask themselves how to integrate these tools into their processes, not only to comply with legislative requirements, but to evolve and respond to new strategies.