Anticipating and preventing rebound effects by design: an action research study of refillable packaging at Beiersdorf

ABSTRACT:

Companies lack methods to anticipate rebound effects (RE) in design, jeopardising their sustainability ambitions. This action research at Beiersdorf pilots a framework for ex-ante RE identification, modelling, and prevention. The study found 31 economic, behavioural, and social rebound mechanisms triggered by a refillable packaging innovation, using system dynamics to find leverage points for prevention (e.g., foster non-msaterial practices via packaging design). This paper offers a first attempt at a practical approach to integrate RE analysis into design, towards absolute sustainability.