Design is the Problem Webinar

Design is the Problem Nathan Shedroff Rosenfeld Media Smart Experience March 2009

What is Sustainability? Schedule: Design is the Problem Nathan Shedroff What is Sustainability? • Deﬁnitions & Domains • Systems Perspective Questions Sustainability Frameworks Sustainability Tools Questions Sustainability Design Strategies Summary Questions

What is Sustainability? An ofﬁcial deﬁnition: Design is the Problem Nathan Shedroff Use and development that meets today’s needs without preventing those needs from being met by future generations. Brundtland Commission, 1987 see DITP page xxi

What is Sustainability? A casual deﬁnition: Design is the Problem Nathan Shedroff Don’t do things today that make tomorrow worse. see DITP page xxii

What is Sustainability? A casual deﬁnition: Design is the Problem Nathan Shedroff Don’t do things today that make tomorrow worse. ...for your kids

What is Sustainability? A casual deﬁnition: Design is the Problem Nathan Shedroff Don’t do things today that make tomorrow worse. ...for your grand-kids

What is Sustainability? Sustainability encompasses 3 domains: Design is the Problem Nathan Shedroff FINANCIAL SOCIAL ENVIRONMENTAL

What is Sustainability? In business terms: Design is the Problem Nathan Shedroff FINANCIAL CAPITAL SOCIAL HUMAN CAPITAL ENVIRONMENTAL NATURAL CAPITAL

What is Sustainability? In terms of society: Design is the Problem Nathan Shedroff FINANCIAL CAPITAL MONEY SOCIAL PEOPLE ENVIRONMENTAL NATURAL RESOURCES

What is Sustainability? They form a system: Design is the Problem Nathan Shedroff MONEY PEOPLE NATURAL RESOURCES

What is Sustainability? So, we need to understand society from a systems perspective: Design is the Problem Nathan Shedroff • Diversity = Resiliency • Centralization • Decentralization • Competition • Cooperation • Vitality • Stakeholders see DITP chapter 1

What is Sustainability? Diversity = Resiliency Design is the Problem Nathan Shedroff see DITP page 6

What is Sustainability? Centralization: • Optimization and Efﬁciency Design is the Problem Nathan Shedroff • Standardization • Economies of Scale • Coordination see DITP page 10

What is Sustainability? Decentralization: • Local Expertise and Appropriateness Design is the Problem Nathan Shedroff • Higher/Quicker Response see DITP page 10

What is Sustainability? Decentralization: • Local Expertise and Appropriateness Design is the Problem Nathan Shedroff • Higher/Quicker Response • Resiliency and Robustness see DITP page 10

What is Sustainability? Competition: • Increases variety Design is the Problem Nathan Shedroff • Creates new—often better—solutions • Responds better to challenges • Responds better to change • Rewards better performance • Enhances innovation see DITP page 11

What is Sustainability? Cooperation: • Creates Standards Design is the Problem Nathan Shedroff • Increases volume and scale • Spreads “best practices” • Increases likelihood of success • Stabilizes markets see DITP page 11

What is Sustainability? Cooperation: • Creates Standards Design is the Problem Nathan Shedroff • Increases volume and scale • Spreads “best practices” • Increases likelihood of success • Stabilizes markets • Forms foundation for innovation see DITP page 11

What is Sustainability? Stakeholders: Design is the Problem Employees, Distributors, Partners, Organizations, Unions, Institutions Nathan Shedroff Suppliers, Media, Investors, Clients Business NGOs Government Individuals Courts, Departments, Lawmakers Customers, Fans, Teams, Groups, see DITP page 17 (city, state, federal, and international) Communities

What is Sustainability? So, we need to understand society from a systems perspective: Design is the Problem Nathan Shedroff • Diversity = Resiliency • Centralization • Decentralization • Competition • Cooperation • Vitality • Stakeholders • Balance see DITP chapter 19

What is Sustainability? Any questions so far on the following: Design is the Problem Nathan Shedroff • Deﬁnition of Sustainability • Scope/domain of Sustainability • Systems Perspective

Sustainability Frameworks What is a framework? Design is the Problem Nathan Shedroff

Sustainability Frameworks What is a framework? Design is the Problem Nathan Shedroff A perspective on Sustainability that organizes our understanding.

Sustainability Frameworks What is a framework? Design is the Problem Nathan Shedroff A perspective on Sustainability that organizes our understanding. What is a tool?

Sustainability Frameworks What is a framework? Design is the Problem Nathan Shedroff A perspective on Sustainability that organizes our understanding. What is a tool? A mechanism to use to measure or evaluate sustainable impacts.

Sustainability Frameworks What is a framework? Design is the Problem Nathan Shedroff A perspective on Sustainability that organizes our understanding. What is a tool? A mechanism to use to measure or evaluate sustainable impacts. What is a strategy?

Sustainability Frameworks What is a framework? Design is the Problem Nathan Shedroff A perspective on Sustainability that organizes our understanding. What is a tool? A mechanism to use to measure or evaluate sustainable impacts. What is a strategy? A design approach to lessen the negative impacts of something.

Sustainability Frameworks These are the major frameworks: Design is the Problem Nathan Shedroff Natural Capitalism The Natural Step™ Cradle to Cradle Holistic Management see DITP chapter 3

Sustainability Frameworks These are the major frameworks: Design is the Problem Nathan Shedroff Natural Capitalism The Natural Step™ Cradle to Cradle Holistic Management LCA (Life Cycle Assessment) Total Beauty™ Biomimicry SROI (Social Return on Investment) Sustainability Helix see DITP chapter 3

Sustainability Frameworks Natural Capitalism (eco-efﬁciency): Design is the Problem Nathan Shedroff MANUFACTURED CAPITAL FINANCIAL CAPITAL USE HUMAN CAPITAL MANUF. DISPOSAL NATURAL CAPITAL see DITP page 45

Sustainability Frameworks Natural Capitalism (eco-efﬁciency): Design is the Problem Nathan Shedroff • Radical Resource Productivity: Buy time HUMAN FINANCIAL using resources radically more productively • CAPITAL CAPITAL Ecological Redesign: Make use of Biomimicry • Service & Flow Economies: Redesign all products and processes for sustainability MANUF. NATURAL • Investing in Natural Capital: Restore Ecosystem Services CAPITAL CAPITAL • Whole Systems Thinking see DITP page 46

Sustainability Frameworks Natural Capitalism (eco-efﬁciency): Design is the Problem Nathan Shedroff • Human Capital: people & society HUMAN CAPITAL FINANCIAL CAPITAL • Natural Capital: materials, energy, stability & diversity • Financial Capital: money, proﬁt, etc. • Manufactured Capital: materials, MANUF. NATURAL energy, & IP CAPITAL CAPITAL see DITP page 46

Sustainability Frameworks Sidebar: Types of Capital Design is the Problem Nathan Shedroff Natural Capitalism Progressive Economics Michael Fairbanks LASER Manual Natural Natural Natural Endowments Natural Human Human Human Human Social Social Cultural Cultural Institutional Institutional Manufactured Manufactured Humanly Made Built Knowledge Resources Techniological Financial Financial Financial Resources Financial Technical Exchange see DITP page 49

Sustainability Frameworks The Natural Step:™ Design is the Problem Nathan Shedroff FINANCIAL IMPACTS SOCIAL IMPACTS ENVIRONMENTAL IMPACTS see DITP page 83

Sustainability Frameworks The Natural Step:™ Design is the Problem Nathan Shedroff Four System Conditions • System Condition #1: Substances SOCIAL FINANCIAL from the Earth’s crust shouldn’t accumulate IMPACTS IMPACTS in the environment • System Condition #2: Substances produced by society should not increase in the biosphere • System Condition #3: We must preserve the productivity and biodiversity ENVIRONMENTAL IMPACTS of the ecosystem • System Condition #4: Resources should be see DITP page 84 used fairly and efﬁciently to meet human needs.

Sustainability Frameworks The Natural Step:™ Design is the Problem Nathan Shedroff The Natural Step™ Resource Funnel Declining Life- Sustaining Resources SOCIAL FINANCIAL IMPACTS IMPACTS Sustainable Supply The margin for Sustainability action narrows Sustainable Demand ENVIRONMENTAL IMPACTS Increasing Societal Demand for Resources The Past The Present The Future see DITP page 84

Sustainability Frameworks Cradle to Cradle (eco-effectiveness): Design is the Problem Nathan Shedroff TECHNICAL NUTRIENTS FINANCIAL IMPACTS USE SOCIAL IMPACTS MANUF. DISPOSAL ENVIRONMENTAL NUTRIENTS see DITP page 51

Sustainability Frameworks Cradle to Cradle (eco-effectiveness): Design is the Problem Nathan Shedroff SOCIAL FINANCIAL IMPACTS IMPACTS Concept & term coined by Stahel Popularized by McDonough & Braungart ENVIRONMENTAL • Eliminate hazardous materials IMPACTS • Consider the entire lifecycle • Materials should be upcyclable • Less Bad does not equal Good! see DITP page 52

Sustainability Tools These are the major tools: Design is the Problem Nathan Shedroff LCA (Life Cycle Assessment) Total Beauty™ Biomimicry SROI (Social Return on Investment) Sustainability Helix

Sustainability Tools LCA (Life Cycle Assessment) Design is the Problem Nathan Shedroff FINANCIAL IMPACTS USE SOCIAL IMPACTS MANUF. DISPOSAL ENVIRONMENTAL IMPACTS see DITP page 66

Sustainability Tools LCA (Life Cycle Assessment) Design is the Problem Nathan Shedroff see DITP page 67

Sustainability Tools Total Beauty™ Design is the Problem Nathan Shedroff FINANCIAL IMPACTS SOCIAL IMPACTS ENVIRONMENTAL IMPACTS see DITP page 86

Sustainability Tools Total Beauty™ Design is the Problem Nathan Shedroff EFFICIENT SOCIAL SAFE FINANCIAL IMPACTS SOCIAL IMPACTS SOLAR CYCLIC ENVIRONMENTAL IMPACTS see DITP page 87

Sustainability Tools Biomimicry Design is the Problem Nathan Shedroff FINANCIAL IMPACTS SOCIAL IMPACTS ENVIRONMENTAL IMPACTS see DITP page 59

Sustainability Tools Biomimicry Design is the Problem Nathan Shedroff SOCIAL FINANCIAL IMPACTS IMPACTS ENVIRONMENTAL IMPACTS see DITP page 63

Sustainability Tools Biomimicry Design is the Problem Nathan Shedroff Self-assembly Simple building blocks Solar transformation Use of feedback loops SOCIAL FINANCIAL Power of shape Redundancy IMPACTS IMPACTS Color without pigments Cyclic solutions Cleaning without detergents Diverse solutions Water-based chemistry Metals without mining Green chemistry Timed degradation ENVIRONMENTAL Sensing and responding IMPACTS Growing fertility Life creates conditions conducive to life Decentralization and distributed control see DITP page 60

Sustainability Tools Biomimicry Design is the Problem Nathan Shedroff Evaluate your design against Distill the design function Life’s principles • Don’t ask “What do you want to design?” • Can your design adapt and evolve? • Instead, ask “What do you want your design to do?” • Does your design create • Keep asking “Why do you want your design to do that?” conditions conducive to Life? • How can you improve your SOCIAL FINANCIAL design? IMPACTS IMPACTS Emulate Nature’s Translate to biology strategies • Identify the functions • Ask “How does Nature do that • Brainstorm multiple function?” solutions • Reframe the questions • Refer back to the Discover • Define habitat conditions that phase and consider chimera reflect design parameters designs • Translate Life’s Principles into • Consult with biological experts design parameters ENVIRONMENTAL • Go back to your model and explore more strategies IMPACTS Discover natural models • Go outside • Consider both literal and metaphorical models • Comb the literature • Brainstorm with biologists • Create a taxonomy of Life’s strategies see DITP page 62

Sustainability Tools SROI (Social Return on Investment) Design is the Problem Nathan Shedroff FINANCIAL IMPACTS SOCIAL IMPACTS ENVIRONMENT IMPACTS see DITP page 79

Sustainability Tools SROI (Social Return on Investment) Design is the Problem Nathan Shedroff SOCIAL FINANCIAL IMPACTS IMPACTS ENVIRONMENTAL IMPACTS see DITP page 81

Sustainability Tools Sustainability Helix Design is the Problem Nathan Shedroff Marketing & Stakeholders Communications & Partnerships Governance & Management FINANCIAL IMPACTS HR Develop. & Design Process Corp. Culture Innovation Operations & Facilties SOCIAL IMPACTS ENVIRONMENTAL IMPACTS see DITP page 93

Sustainability Tools Sustainability Helix Design is the Problem Nathan Shedroff Governance and Management Stakeholders & Communities Operations and Facilities SOCIAL FINANCIAL Design and Process Innovation IMPACTS IMPACTS Human Resources and Corporate Culture High degree of organizational alignment Marketing and Communications ENVIRONMENTAL Partnerships and Stakeholder Engagement IMPACTS Stage 0: Stage 1: Stage 2: Stage 3: Stage 4: Unsustainable Exploration Experimentation Leadership Restoration “Business as Usual” see DITP page 95

Sustainability Tools However, there are many other tools: Design is the Problem Nathan Shedroff LCA (Life Cycle Assessment) ISO 50001 Total Beauty™ SOS (Blackburn) Biomimicry Wheel of Change City Climate Protection SROI Manual Sustainability Helix Metrics (GDP, GPI, GNH, Blended Value GRI, SRI) Integrated Bottom Line LEED LASER Manual FASB redeﬁnition of Proﬁt Footprint Calculators SCORE (water, carbon, etc.) Factor 4 and Factor 10 Stakeholder Analysis SHINGO SA 8000 SIGMA CSR see DITP page 99

Sustainability Frameworks & Tools MARKET (FINANCIAL CAPITAL) Corporate Strategy: Summary • Governance & Management • HR Development & Corporate Culture Design is the Problem • Operations & Facilities • Design & Process Innovation Nathan Shedroff • Marketing & Communications • Partnerships & Stakeholder ENVIRONMENT (NATURAL CAPITAL) • Ecosystem Services • Radical Resource Efﬁciency (min 10x) • Renewable energy and materials • Eliminate the use of toxic substances • Natureʼs solutions can inspire SOCIETY our own • Maintain Biodiveristy (HUMAN CAPITAL) • All Wastes are inputs for Multiple Potential Criteria other systems. • Safe deposits of energy and Issues: USE materials to the environment Fair/just distribution/use of are balanced with those resources according to taken from it (whose?) values MANUF. DISPOSAL PRODUCTS & SERVICES (MANUFACTURED CAPITAL) see DITP page 102

Sustainability Frameworks & Tools Any questions so far on the following: Design is the Problem Nathan Shedroff • Sustainability Frameworks • Sustainability Tools

Sustainability Strategies These are the major strategies: Design is the Problem Nathan Shedroff Reduce • Design for Use (Usability & Meaning) • Dematerialization (Materials, Energy & Transportation) • Substitution (Materials & Energy) • Localization • Transmaterialization • Informationalization Reuse Recycle Restore see DITP page 103

Sustainability Strategies Design for Use Design is the Problem Nathan Shedroff (Usability, Accessibility, Clarity & Meaning) see DITP page 112

Sustainability Strategies Dematerialization Design is the Problem Nathan Shedroff (Materials, Energy & Transportation) Apple iPhone Apple Keyboard see DITP page 119

Sustainability Strategies Dematerialization Design is the Problem Nathan Shedroff (Materials, Energy & Transportation) Apple packaging see DITP page 121

Sustainability Strategies Dematerialization Design is the Problem Nathan Shedroff (Materials, Energy & Transportation) Apple iPhone see DITP page 122

Sustainability Strategies Substitution Design is the Problem Nathan Shedroff (Materials, Energy & Transportation) Less expensive, less toxic, and more sustainable: Mirra chair, Herman Miller • Raw materials • Components • Energy sources see DITP pages 128, 130

Sustainability Strategies Localization Design is the Problem Nathan Shedroff (Materials, Energy & Transportation) Sealed cans are inserted into Each ton of Aluminum Oxide is cardboard cartons made of smelted into 1/4 ton of aluminum forest pulp from British Columbia in Sweden or Norway. Cans are created in roller mills in Phosphorus is Sweden or Germany. excavated from The Sugar Aluminum sheets are open-pit mines Lovins, et al. in Idaho. might come punched and formed into from beet cans, washed, dried, fields in The Caffeine might painted, lacquered, flanged, France. come from a chemical sprayed with protective manufacturer Cartons of cans coating and inspected. are shipped to A ton of mined warehouses and Bauxite turns into Ore takes a month supermarkets— half a ton of to travel to the 84% of which are aluminum oxide. refinery. discarded after use. see DITP page 136

Sustainability Strategies Transmaterialization Design is the Problem Nathan Shedroff Zip Cars see DITP pages 142, 145

Sustainability Strategies Transmaterialization Design is the Problem Nathan Shedroff Interface FLOR carpet see DITP page 147

Sustainability Strategies Informationalization Design is the Problem Nathan Shedroff iTunes Music Store see DITP page 152

Sustainability Strategies Informationalization Design is the Problem Nathan Shedroff Open Architecture Network, Architecture for Humanity see DITP page 156

Sustainability Strategies These are the major strategies: Design is the Problem Nathan Shedroff Reduce Reuse • Design for Durability • Design for Reuse Recycle Restore see DITP page 159

Sustainability Strategies Design for Durability Design is the Problem Nathan Shedroff • Higher quality/longer lasting • Servicable/Repairable • Upgradable Dyson vacuum • Component service • Rental system (components and/or offering) see DITP pages 162, 173

Sustainability Strategies Design for Reuse (unintended) Design is the Problem Nathan Shedroff Artecnica tranSglass vases see DITP page 160

Sustainability Strategies Design for Reuse (intended) Design is the Problem Nathan Shedroff Reuse of: Materials, Energy, Components, and Functions Maille condiment jars see DITP pages 176, 178

Sustainability Strategies These are the major strategies: Design is the Problem Nathan Shedroff Reduce Reuse Recycle • Design for Disassembly • Close the Loop • Design for Effectiveness Restore see DITP page 181

Sustainability Strategies Design for Disassembly Design is the Problem Nathan Shedroff • Product redesign • Labeled components • Uni-material components Rickshaw Zero bag see DITP page 184

Sustainability Strategies Design for Disassembly Design is the Problem Nathan Shedroff • Use materials identiﬁcation labels • Avoid permanently attached, dissimilar materials • Design for ease of disassembly (snap ﬁts vs. screws) • Use only one polymer type per product • Use only one polymer-color combination per product • If necessary, use compatible combinations of From Eric Masanet, UC Berkeley polymers • Avoid paints and lacquers • Avoid labels or use compatible labels • Choose high-value plastics • Avoid density overlaps between different polymers see DITP page 185

Sustainability Strategies Close the Loop Design is the Problem Nathan Shedroff Combustible Misc. Waste Liquid Fertilizer Crude Oil Waste Compost Aalborg Water Noveren Lake Statoil A/S Portland A/S Tissø Refinery Sulfur Kemira & Road I/S Paving Glass, Metal, & Paper for Fuel Recycling Steam Gas Fly Ash Misc. Waste Bioteknisk ASNÆS BPB Nordrens City of Power GYPROC Kalundborg, Sludge Kalundborg Solirem A/S Station A/S Gypsum Condensate Denmark Treated Treated Water Water Treated Steam Water Sea Novozymes Novo Fish Water A/S Nordisk A/S Farms Sludge Fish Waste Fertilizer Coal Yeast Slurry see DITP page 199

Sustainability Strategies Design for Effectiveness Design is the Problem Nathan Shedroff • Process redesign • Take-back programs • Eco-industrial parks/industrial estates Rickshaw Bags see DITP pages 204, 206

Sustainability Strategies These are the major strategies: Design is the Problem Nathan Shedroff Reduce Reuse Recycle Restore • Design for Systems see DITP page 209

Sustainability Strategies Design for Systems Design is the Problem Nathan Shedroff Curitiba, Brazil see DITP pages 212-215

Sustainability Strategies Summary/Checklist: Design is the Problem Nathan Shedroff 1. Provide More (value, meaning, performance) for Less (materials and energy) 2. Focus on Efﬁciency and Health 3. Use & Promote Local energy, resources, and labor 4. Don’t use PVC 5. Design solutions to be savored 6. Don’t spend more declaring your results than the value they provide see DITP page 288

Sustainability Strategies Next Steps: Design is the Problem Nathan Shedroff see DITP page 296

Sustainability Strategies More in the book: Design is the Problem Nathan Shedroff • More examples • How this sits within development processes • Measuring results • Declaring results

Sustainability Strategies Now for the rest of the questions... Design is the Problem Nathan Shedroff

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Design is the Problem Webinar

by Nathan Shedroff

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