Last updated on Jun 13, 2024

What are the emerging trends and opportunities in commercialization methods and models for sustainability?

Commercialization methods and models for sustainability are changing rapidly as businesses face new challenges and opportunities in the global market. In this article, we will explore some of the emerging trends and innovations that are reshaping how products and services are developed, delivered, and valued by customers and society.

1 Customer-centric design

One of the key drivers of sustainable commercialization is the shift from product-centric to customer-centric design. This means creating solutions that address the needs, preferences, and values of the end users, rather than focusing on the features and functions of the product itself. Customer-centric design involves engaging with customers throughout the innovation process, using tools such as surveys, interviews, personas, and prototypes. By understanding the customers' pain points, motivations, and expectations, businesses can create more relevant, desirable, and impactful solutions that generate value for both parties.

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Robert M.

Life Sciences Executive | Uniting Law, Science, and Commercial Strategy | Empowering Innovators in Pharmaceuticals
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The key to being customer-centric is identifying your customer segment and focusing on features, benefits, and messaging for those customers in your segment. Focusing on a target customer segment enables creation of a competitive advantage to facilitate commercial launch. Don’t worry about other customer segments before or at launch, focus on getting adoption in your customer segment first, then consider line extensions to adjacent customer segments later. Following this strategy will provide for a meaningful way to prioritize product/service options, feedback, messaging, and commercial strategy (marketing, sales, distribution, and KOLs).

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2 Circular economy

Another trend that is influencing sustainable commercialization is the adoption of circular economy principles. A circular economy is a system that aims to eliminate waste and pollution, keep products and materials in use, and regenerate natural systems. It contrasts with the traditional linear economy, which follows a take-make-dispose model. Circular economy practices include designing products for durability, repair, and reuse, using renewable and recycled materials, offering product-as-a-service models, and creating closed-loop systems that recover and regenerate resources. By adopting a circular economy approach, businesses can reduce their environmental footprint, lower their costs, and create new sources of revenue and value.

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Albert Brønd Wendelboe

Head of Sustainability and Compliance at Contour Design
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My experience is that circular economy mainly contributes to the commercial strategy by minimizing costs in your value chain, e.g., lowering material consumption (BOM costs) and creating long-lasting products. The best example of commercial value in the circular economy is PaaS or DAAS, where products or devices are not owned but leased by consumers. This opens up for products having multiple users (meaning you can "sell" the same product multiple times). A less radical version is to design products with repairability or refurbishment accessories that customers can buy to extend the product life. A yet-to-be-seen commercial value is the carbon offsetting costs that would be lowered by having sustainable products or services.

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3 Social entrepreneurship

A third trend that is shaping sustainable commercialization is the rise of social entrepreneurship. Social entrepreneurship is the practice of using business methods and models to address social or environmental problems. It differs from traditional entrepreneurship in that it prioritizes social impact over profit, while still aiming to be financially viable and scalable. Social entrepreneurs use various strategies to create and deliver solutions that benefit society, such as social innovation, social enterprise, impact investing, and corporate social responsibility. By engaging in social entrepreneurship, businesses can enhance their reputation, attract and retain talent, and create positive change in the world.

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4 Digital transformation

A fourth trend that is transforming sustainable commercialization is the acceleration of digital transformation. Digital transformation is the process of using digital technologies and data to create new or modify existing business processes, products, services, and models. It enables businesses to improve their efficiency, agility, innovation, and customer experience. Some of the digital technologies that are enabling sustainable commercialization include cloud computing, artificial intelligence, blockchain, internet of things, and 3D printing. These technologies can help businesses optimize their operations, reduce their resource consumption, increase their transparency and traceability, and customize their offerings.

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5 Collaborative innovation

A fifth trend that is influencing sustainable commercialization is the emergence of collaborative innovation. Collaborative innovation is the practice of working with other actors in the innovation ecosystem, such as customers, suppliers, competitors, universities, research institutes, NGOs, and governments, to co-create and co-deliver solutions that address complex and systemic challenges. Collaborative innovation can take various forms, such as open innovation, crowdsourcing, co-creation, and partnerships. By engaging in collaborative innovation, businesses can access new ideas, resources, capabilities, and markets, and create shared value for multiple stakeholders.

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Lisa Papworth
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In healthcare, collaboration among pharmaceutical companies, NGOs, and other stakeholders creates fundamental advances for sustainable pharmaceutical development. Green labs to reduce energy and minimize waste, renewable energy, adopting closed loop systems, and even using more plant-based and biodegradable ingredients. The practice of sharing knowledge, expertise, and resources is encouraging continuing innovation toward sustainability.

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What are the emerging trends and opportunities in commercialization methods and models for sustainability?

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1 Customer-centric design

2 Circular economy

3 Social entrepreneurship

4 Digital transformation

5 Collaborative innovation

Commercialization

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