Our research focuses on reducing the demand for emission-intensive industrial products, while delivering similar services, or even improved quality of products, for achieving a reduced energy demand and overall CO2 emissions. The range of strategies includes material substitution either by reducing the quantity of conventional material or replacing it with a low- carbon alternative, recycling or re-use, extending product life, light-weight design, and optimizing material use through innovation in technology. Our goal is to explore different demand reduction measures that have has the potential to significantly reduce emissions and investigate its benefits over the traditional approaches.