Eco-design presents an integrated approach to develop products with as small environmental footprint as possible taking a life-cycle perspective. However, still, the vast majority of manufacturing companies do not use eco-design, or at least they do not use it in their marketing. Taking a company perspective, this report tries to understand why. Its ambition has been to identify and explain the incentives companies have for implementing eco-design practices in their product development. Ultimately, the report is trying to answer the question on how authorities can use these incentives to better support eco-design. The findings presented in the report are based on interviews with Nordic manufacturing companies, experts in the field and a literature survey. Conclusions are followed by general recommendations on how to stimulate the use of eco-design in companies.