We have had the privilege of coordinating the Eco-design Technical Session at the National Environmental Congress (CONAMA 2024). This session is a pivotal space to discuss the most pressing challenges and emerging opportunities in eco-conscious design. In particular, this year we couldn’t overlook a key topic: the new Sustainable Product Eco-design Regulation (REPS). However, at Monnou, we didn’t just talk about the present regulation — we shared our vision for the future of eco-design.
Together with Marta González (Lurnova), we had the honor of opening the session with a keynote that not only set the stage for the debate but also highlighted two critical areas for the future of eco-design: designing sustainable services and business models (beyond physical products) and embracing digital eco-design (beyond industrial design) as a driving force for a dual green and digital transition.
A Holistic Vision of Ecodesign
Strategic Ecodesign: Beyond Products
Although the Eco-design Regulation specifically addresses physical products, meeting those requirements inevitably means rethinking services and business models as well.
Let’s consider an example. One of the regulation’s main requirements is ‘durability.’ If a company wants to maintain — or even increase — the profitability of a product with extended durability, it must shift its focus to delivered value rather than the product itself. This means designing the entire product-service system, from offering complementary services like repairs or refurbishment to exploring subscription or rental models, or even transitioning to result-oriented services where the product becomes a company asset.
During the panel discussion, Aloia López Ferro (Terraqui) reinforced this point, echoing Pedro’s insights from the opening talk. The regulation broadens the definitions and opens up opportunities for eco-design to encompass services and business models, not just products.
Aloia also stressed that the regulation goes beyond eco-design requirements and waste management measures — it introduces strict information and transparency obligations. For example, it’s not just about banning the destruction of unsold consumer goods; companies will also be required to disclose how many unsold products are destroyed and why.
Digital Ecodesign: Innovating for the Future that’s already here
In an increasingly digital world, digital eco-design is a must. Across Europe, the concept of the ‘twin transition’ — green and digital — is gaining traction. Many measures to improve environmental impact are intrinsically linked to digitalization, such as the Digital Product Passport, which we also discussed at the congress. At Monnou, we advocated for the need to adopt a ‘digital eco-design’ approach — considering the entire lifecycle and environmental impact of digital products, services, and businesses.
This topic sparked further discussion during the panel. Juan Carlos Alonso (23 de Setembre) expressed concerns about the energy demands of widespread AI adoption, which may outstrip renewable energy availability, potentially leading companies to advocate for nuclear power — with all its associated risks — as a decarbonization strategy. Sara Aguado (IHOBE) expanded the discussion to other technologies like blockchain and virtual reality, both of which have high energy and water consumption. Aloia pointed out that while data center energy use is partially addressed in the regulation as a physical product, we need to go further to achieve truly sustainable digitalization.
In this context, we must consider the Jevons Paradox: improving individual data center energy efficiency doesn’t reduce overall consumption if demand for data centers keeps rising.
Key Concerns in the Ecodesign Regulation
One critical aspect of the regulation is traceability and transparency throughout the entire value chain — essential for implementing the Digital Product Passport (DPP). However, this raises concerns about industrial secrecy, a significant issue for companies.
Sara highlighted that while transparency requirements will be unavoidable, access to DPP information will be tiered depending on the recipient. For instance, consumers or competitors might only access relevant environmental performance data, while sensitive details tied to trade secrets could remain protected.
Aloia added that access levels will be determined by delegated acts in each Member State, reiterating that while tensions will arise between transparency demands and protecting trade secrets, the overarching trend is toward greater information sharing.
Meanwhile, Juan Carlos emphasized the benefits of proactively adapting to the regulation’s requirements. Although it will take time to implement (with delegated acts in each country followed by an 18-month compliance period), companies that move early will gain valuable development time for improvements and adaptations, potentially securing competitive advantages by:
(a) Meeting regulation requirements ahead of schedule, benefiting clients and the entire value chain.
(b) Going beyond regulatory compliance to innovate and create distinctive value. Once the regulation takes effect, mere compliance will no longer be a differentiator — it will be the baseline expectation.
To get ahead, companies should review preparatory studies (like those from the Joint Research Center), identify their product’s position within regulatory priorities, and understand how their products — whether final or intermediate — fit into the value chain and the regulation’s requirements.
Finally, Aitor Aragón Basabe (a BIM and sustainability expert at the Spanish Association for Standardization, UNE) emphasized the role of industry associations, clusters, and public administrations in providing guidance and clarifying regulatory measures for companies. Collaboration is essential, and while the regulation is coming, businesses have time to prepare — the key is to start steadily laying the groundwork.
Inspiring Cases from the Ecodesign Contest
The Ecodesign Contest was another highlight of CONAMA 2024, showcasing the positive impact of innovation on the transition toward a more circular and sustainable model. The winning projects — Latxa Basque Wool Fabrics and LANTERO Group (jury award), as well as A&B Biotechnology Laboratories and ECOLUM Foundation (public award) — serve as inspiration for all of us, demonstrating leadership in driving business evolution toward sustainability.
At Monnou, we believe strategic design doesn’t just transform products — it redefines services, business models, and entire organizations. We’re committed to leading this path toward a greener, fairer, and smarter future.
Do you have questions about the Eco-design Regulation and how it might impact your business? Want to dive deeper into any of these topics? Reach out — we’d love to talk!