Adam Ferguson leads the consumer insights, product marketing and proposition functions at HMD. Over the last few years he and his teams have been on a journey to understand and meet the growing needs users and businesses have in the rapidly developing circularity segment. His work focuses both on the user insights and end proposition, but also the change needed within a business to fully set up for and capitalise on circularity and its benefits.

Adam is a member of the Circular Design Forum and in 2024 contributed to their Circular Electronics Design Guide, a joint venture with Accenture and the CEP which aims to guide anyone involved in electronic product value chain through the complexities of embedding circularity into design.

At Reset Connect 2025 Adam will be bringing a manufacturer’s perspective, seen through the lens of consumer behaviour and what a business needs to do to successfully balance innovation in circular design with consumer needs.