The Three Musketeers of Coevolutionary Circular Design

ABSTRACT The transition from a linear to a circular economy necessitates systemic changes in product design, data sharing, and material flows. Applying a coevolutionary framework, this study shows how these three dimensions interact dynamically in circular economy transitions. Drawing on semi‐structured interviews with experts in sustainability, procurement, R&D, and suppliers engaged in circular product design, we analyze the mutual adaptation of product design practices, data sharing initiatives, and material flows within three industrial companies. By advancing the coevolutionary perspective, the study provides theoretical insights into the interdependencies that shape the emergence of a circular economy. These interdependencies concern the development of shared material data across internal, upstream and downstream actors; their alignment with the growth of active secondary markets, the increasing need for transparent information exchange; and sustained investments in traceability systems that support both circular product design and stable secondary material markets. The study also offers actionable guidance for firms seeking to embed circularity in product design and business models.