Our global mutual challenge is quite clear: we are overshooting. We use and consume much more than we give back to the planet.

We exceeded the planetary boundaries for the whole world on July 29th. The footprints of developed countries are much bigger than those of developing countries.

Designing the irresistible circular society

As a global society, we have acknowledged that we need to change. The European Commission’s Green Deal is one out of many proofs. And the New European Bauhaus initiative is a specific instrument to contribute to this change and transition.

We are dependent on a new norm to fulfil our mission, which is why we need to move towards circularity – by designing new systems, new markets, new solutions and new services - and not least new cultures. To succeed, we must remove the barriers that prevent us from accelerating circularity and enabling change.

To accelerate the necessary change, we need to ensure rapid diffusion. We are convinced the best way to do this is by finding ways for circularity to become irresistible. It calls for excellent new narratives, design, ethics, aesthetics, and art within the built environment.

We wish to create a new mindset by embossing, arousing and inspiring the desire to adapt. We want to unleash the potential of a circular society. But for circularity to become irresistible, we need to build communities, collaboration and new innovative partnerships. Thus, we commit ourselves to the mission of: “Designing the irresistible circular society”

This mission statement reflects our starting point and emanates from the values presented by the EU Commission. We aim to make the world a better place by accelerating the green transition through navigating in the perspectives of inclusion, aesthetics and sustainability.

By designing, we mean

Design as an approach to innovation that is human-centred and multidisciplinary. When designing, problem-solving is emphasised to reach an implementation that is long-lasting and sustainable.

By irresistible, we mean

The sustainability choice in today’s society is often more difficult and more expensive. With irresistibility, we aim for a future where sustainability should be the obvious choice - a choice so attractive that it barely is a choice. It should be a non-elitist aesthetic that inspires action.

By circular, we mean

We take sustainability one step further by focusing on circularity. To make up for years of overshooting, we need to consider planetary boundaries and adjust to a circular society. We want to design out waste and focus on how we best support the value of our planetary resources.

It can be summarised with the three core principles in the circular economy:

  1. Designing out waste and pollution
  2. Keeping products and materials in use
  3. Regenerating natural systems

Going from a linear to a circular approach and mindset is a challenge in itself. Therefore, we need to create incentives for transition - and do it rapidly.

By society, we mean

By focusing on inclusion, we as a nation are adding significant value to our society as a whole and on an individual level. In Denmark, we take great pride in inclusion by keeping users and citizens involved in our daily approaches to add value to our society. It is the Danish way, and that is why we see it as our duty to contribute to building a society that can include us all.

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Angles of action


Social values and communities

The ‘power of we’ comes from valuing a strong civic society and cooperative ownership. It represents how we both as a Union and as smaller communities are stronger when we work together.

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City(nature), resilience and biodiversity

When designing the irresistible society, making sure biodiversity and nature is an integrated part of the future is not only for the sake of ‘nature’ as its own entity, but also for the health and wellbeing of all humans in the future

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Resource loops and zero waste

All across Europe, buildings need to be renovated in order to withstand another 100 years and fulfill the expectations for a beautiful life for Europeans today. The most sustainable choice in construction is almost always to use what is already there.

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