G O O D
L I F E
Prof. Dr. Hartmut Esslinger
On Feb. 2, 2007, the United Nations scientific
panel studying climate change declared that the
evidence of a warming trend is quot;unequivocal,“
and that human activity has quot;very likelyquot; been the
driving force in that change over the last 50 years.
The earth’s average surface temperature rose by
more than 1 degree Fahrenheit since 1900
New York Times, Feb. 3, 2007
“Our whole economy is based
on planned obsolescence....
It isn't organized waste.
It's a sound contribution
to the (American) economy.”
Brook Stevens, Designer (1960)
THE WASTE MAKERS
The ultimate challenge for Design
is to create objects which are useful art,
and to inspire spiritual values.
by as few atoms and bits as possible.
To succeed in the world of business, we
designers must be creative entrepreneurs
or creative executives themselves.
THE GREEN MAKERS
O CS Cultural Barriers SOCIETY
DOMESTIC Goal justifies the Means NATIONS
& GLOBAL & TRIBES
Strategic - Opportunistic HUMANS Culture as Catalyst
Progressive - Lobbying BEHAVIORS Creative Community
ECONOMICS Power Struggle
FINANCE Cost vs. Effect TECHNOLOGY
& BUSINESS & SUSTAINABILITY
SHADES OF GREEN
MONEY BUSINESS ?
Today’s business mania about “shareholder
value” and “pleasing Wall Street” results more
and more incorporate behaviors that promote
“financially safe” and “politically correct”
conformity, stifle creative thinking and hollow a
company of all its intellectual, cultural and
Like a crack junkie, most of today’s companies
are addicted to wasteful mediocrity.
GREEN BUSINESS !
G US SS
We need to start with the front-end of the
industrial process and we need to change
the process model from designing
for continuation of “bad habits” towards
This also requires new business models
in which the customers – as a group of power –
join executives, employees and owners and
shareholders as competent “life-savers”.
ARE WE DESIGNERS GREEN ?
Design - like marketing – still is about driving
mass consumption and ultimately contributes
to pollution and global warming.
As of today, we designers are systemic players
in a financially aggressive, economic model
which depends on multiplying products into
thousands and millions.
This is not an achievement to be proud of.
HOW TO BECOME GREEN !
O O CO G
We need to advance our profession towards
the strategic early stage of the process
– where ecological strategy
needs to be defined to be effective.
We must innovate the way companies interact
and collaborate with their customers - and care
for them. But not “just to improve sales”
but to promote ecological competence, to design
for “less is more” and to reduce waste.
strategy and design
2 Production & Operations
applying materials, consuming energy, emitting pollutants
3 Usage & Consumption
consuming materials, consuming energy, emitting pollutants
re-use of materials, management of disposed waste
EVERYTHING IS VITAL
CALIFORNIA CARB INITIATIVE
No tailpipe emissions
No evaporative emissions
No emissions from gasoline refining or sales
No onboard emission-control systems
that can deteriorate over time
ZERO EMISSION VEHICLE
(re-using existing Canon lenses & bio-degradable Plastics)
Project by Marko Doblanovic, Bernhard Ranner, Szilveszter Buzasi, Vuk Jakovljevic,
University of Applied Arts in Vienna, Austria
-10 0 +10
G O O D
FOR OUR 4
L I F E