The EU’s tightening sustainability regulations will significantly reshape industrial product design. We at Huld see the regulation as a clear opportunity. Smart design can save costs and improve competitiveness.
The EU’s Ecodesign for Sustainable Products (ESPR) regulation entered into force in summer 2024. It defines the requirements for the ecological design of products. It aims to minimize the environmental impact of products throughout their life cycle. This marks a unique chance for Finnish companies to stand out in the market with sustainable and customer-oriented product design.
“Companies are often in such a hurry to row the boat that they don’t have time to start the motor. Still, we know that product design has a huge potential to improve sustainability and cost-effectiveness – both at the same time,” says industrial product design expert Hannu Havusto.
Havusto argues that seeing regulation only as a constraint misses its full potential. When product design is done smartly from the beginning, you can reduce the number of parts, make it easier to repair products, and use modular solutions. All of these reduce costs. “Repairability is not an additional cost, but an opportunity. It brings value to the customer and savings to the company.”
Havusto points out that designing sustainable products does not require magic tricks. It’s all about the ability to examine the entire life cycle of the product: from raw materials to use, maintenance and recycling.
“Many companies have not yet fully woken up to the fact that the ‘EU-approved’ product of the future is of high quality, durable and provides the customer with information about its environmental impact. Those who do not react in time may be left out of the market – or, at worst, fill their warehouse with products that will no longer be allowed to be sold in the future,” Havusto warns.
Havusto believes that Finland’s strong technological expertise, high level of education and innovation-oriented environment provide an excellent starting point for the change. “We have both the tradition and the ability to design products that last from one generation to the next.”
Finland offers an outstanding environment for new innovations. Even small companies can access top expertise, research partnerships, and funding. “If we choose to, we have everything we need to lead sustainable product design in Europe – and share that expertise globally,” says Havusto.
Hannu Havusto
+358 50 547 9500