# Inform - How does it work?
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![Inform - Use data](../../files/mod_page/content/0/Inform-2.jpg)

The ‘Inform’ approach refers to the use of data and technology to make solutions more efficient, easier to repair, or simply last longer. In practice, the use of the Inform approach will look very similar to the other four approaches of the Circularity Deck, but supported by the use of data and smart technology. As the adage goes ‘you can’t influence what you can’t measure’, and that holds true especially in the circular economy where circular solutions are not yet fully understood.  

If your business or organisation doesn’t really make use of physical materials, or if the other approaches do not make a lot of sense for your operations, the use of the Inform approach might appeal. Detailed data collection and analysis can be used to find efficiencies or assist with improving one of the other approaches. Putting the Inform approach into action can look like this, when implemented on three different levels: 

You can put the Inform approach into practice at the **product-level** if your business or organisation has control over the design or production process of a product, consider these strategies: 

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Virtualise: Offering products and services virtually does away with the need for physical materials altogether. For example, think about how the rise of music streaming services has reduced the need for physical CDs and other media to be produced. Consider what solutions you currently offer could be virtualised instead. 

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Design connected products: Making products more effective or efficient can rely on the optimisation of how and when they are used. Designing those products with sensors and connectivity to send and receive different types of data can assist with this. 

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Use AI to develop products with circular properties: The rapid evolution of the application of AI creates opportunities to improve circular outcomes. Consider how AI can be used to rapidly analyse design options or select the best material. 

On a **business model-level**, you can use the Inform approach when your business or organisation plays a service-focused role or procures products from other businesses in your value chain. Consider strategies like: 

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Use product-in-use data: Whether through the use of sensors and connected products or other means, data on how your solutions are used by the target audience can help with making better design decisions for future products and services. 

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Track product resource intensity: In a similar way, tracking the resource use of products while they are in use can help influence user behaviour to decrease resource intensity. For example, consider how better understanding the power consumption of your kitchen appliances can help you use them more efficiently. 

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Track the condition, location, and/or availability of a product: Circular solutions rely on reverse logistics to close the loop. Being able to track the condition, location and availability of a product will help you doing so. 

The Inform approach can also be used on an **ecosystem-level**, which might be relevant when your organisation plays a coordinating or influencing role in your value chain. This usually includes government or not-for-profit organisations, who could consider these strategies: 

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Market circular products, components and materials through online platforms: The use of online platforms is a great way to allow businesses and organisation to market their circular solutions, and also allow others to find their needed circular components and materials.  

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Build material database ecosystems: Material databases describe the characteristics of materials and components. Developing or leveraging such databases can assist with selecting better materials during design, but also provide reference material on how materials are best recycled, reused, or refurbished. 

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Co-create products, components, material and information via online platforms: Online platforms can also be used to ‘crowdsource’ the design of solutions, simplifying the collaborative aspect of the circular economy. 

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Use AI to optimise circular infrastructure: As with using AI to develop more circular products, artificial intelligence has evolved to the point where it can be used to find efficiency gains for entire value chains. Consider how AI can be used to help optimise your circular infrastructure. 

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Operate service ecosystems via online platforms: For solutions that require several actors who need to coordinate their interactions, online platforms can help them do so. For example, think of ride sharing services where the driver and the passenger are matched on demand through an app on their phones. 

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Provide education services: When trying to influence others to adopt circular practices, providing education services on the circular economy can help them get started.
