Gunnlaugur Erlendsson, CEO and founder of ENSO Tyres, discusses the environmental crisis caused by traditional tires, which contribute significantly to microplastic pollution and air quality issues. He reveals how ENSO’s innovative tires, tailored for electric vehicles, reduce pollution by 35% and enhance EV range. The conversation explores the complex composition of tires, the historical impact of the tire industry, and the shift towards a circular economy. Erlendsson emphasizes the urgent need for sustainable solutions in the automotive landscape.

Rich Gilbert from the Agency of Design dives into product service systems, highlighting their potential to prioritize mobility over ownership. Gunnlaugur Erlendsson of Enso Tyres shares insights on providing tires as a sustainable service for electric vehicles, emphasizing circularity. Natasha Franck, founder of Eon, discusses her subscription-based model for fashion, aiming to promote upcycling and reduce waste. Together, they explore how these innovative approaches can reshape consumer experiences and contribute to a more sustainable economy.