three planet living! … If everyone in the world were to consume natural resources and generate carbon dioxide (CO2) at the rate we do in the UK, we‘d need three planets to support us. source: WWF UK, DEFRA
!.. collecOve unconscious behaviour ….. with catastrophic unintended consequences!
"Sonicare Elite 7000 produced at 11 locations and in five time zones, comprised of 38 components, parts supplied by Japan, France, China and Malaysia, materials and production in Austria, Sweden, assembly in Philippines and United States, when fully assembled and packaged in Seattle the components have travelled a full 27,880 kilometres, two thirds of the Earths circumference.source: SPIEGEL Magazine
design for…. full life cycleslife cycles, nutrient cycles, material selection, cradle to cradleimage source: mc donagh / braungart
design for…. fair &just productionhealth and safety, employeesrights, unions, forced labour, childlabour, discrimination, source: martin charter / CFSD
! …...individuals act primarily on issues that impact their personal well-‐being, their family, and their immediate community. Unless those needs are tended to, most individuals wont commit to causes that promise to beneﬁt the world at large. Catherine Greener source: WHO / BBC
1. 2. 3. 4. rethink assess design communicate invesOgate the assess the select ecodesign develop a clear brand internal and external environmental strategies that will and markeOng drivers for packaging, impacts of the allow designers to strategy to reﬂect and product or service (re) packaging and tackle the main communicate the design. product. environmental environmental impacts. improvements. these drivers could map the life cycle so include legislaOon, you understand explore the consider how the customers, new where these impacts compromises and packaging will impact technology, occur. idenOfy where trade-‐oﬀs. involve upon the brand. compeOOon. materials and energy others from is used and where markeOng, sales, waste is produced. producOon, purchasing.
detailed design / launch guidelines / standards carbon footprint benchmarking Life Cycle Assessment rules of thumb checklists / material LiDS Wheel selection MET Matrix stakeholder driver assessment ECO-Indicator analysisanalysis/strategy Life Cycle applied Costing strategy market ethnography tools analysis qualitative quantitative ecodesign tools
design for…. low impact materialsrecycled, recyclable, bio materials, compatibility, compostable,renewable, sustainableimage source: inhabitat, Worn Again, Moscardino, Remarkable, Sony
Cradle to Cradle “remake the way we make things” thinking about the materials we use, how our products are designed and assembled, and their cycles of use with our customers. No matter how good your products are, there comes a time when their first useful life comes to an end. In considering product life cycles Cradle to Cradle asks us to re-think the commonplace approach of “take, make & waste” and this prompted us to act. During the early stages of the design of Ara we established a relationship with one of Cradle to Cradle’s authors, renowned industrial chemist Micheal Braungart. Throughout the development we have been working with EPEA, Micheal’s C2C organisation based in Hamburg. We’ve always very carefully considered the materials that we use in our products but our aim in working with EPEA is to ensure that what we’re using is truly safe, for humans and the environment alike, and successful in technical cycles of reuse. ecodesign is good design This means looking in much more detail at every chemicaltested it like mad.other plastic basesa base without a cSmart design and c difficult to remove. not so great when the base. Great for collar moulded into sense they are, and plastic chair bases a ourselves the quest Not the most comp recyclable. Do something rea we’ve ever made. armrest that’s robu with a separate in more effectively. Th than ever, using ma Our goal was to de Arm support that’ ingredient in the materials we use; to determine which inhibit this aim and need to be substituted or remove as a result.
! designed, made, remade in Wales. zero waste. only resource
!what is the one thing you would do to make ecodesign happen?
generic ﬁrst steps ! decide not to stay where you are ﬁnd something that you love to do, believe in, are passionate about take responsibility, lead don’t accept ‘that’s the way it is’ don’t be afraid to fail learn from your mistakes
generic ﬁrst steps ! clearly deﬁne your values set a clear vision, mission seek to understand, empathise, trust focus on building capacity ‘walk the talk’ keep it simple, do it now
ecodesign steps ! think ‘resource’ instead of ‘waste’ think ‘use’ instead of ‘consume’ transform ‘stuﬀ’, don’t destroy it think system, people & true cost understand your own role ensure you are contribuOng, relevant
our responsibility is no longer to acquire, but to be Rabindranath Tagore
to be… We cannot just be by ourselves alone. We have to inter-‐be with every other thing. Thich Nhat Hanh
!consider the role of: § government? § industry? § educaOon? in an world where ecodesign is the norm.
!a journey of a thousand miles must begin with a single step. Lao Tzu