Lecture 3 social and environmental sustainability


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Lecture 3 social and environmental sustainability

  1. 1. Design Sustainability
  2. 2. Papanek If design is ecologically responsive, than it is also revolutionary. All systems – private capitalist, state socialist, and mixed economies are built on the assumption that we have to buy more, consume more, waste more, throw away more. (p252)Nicola Morelli Design & Sustainability 2
  3. 3. Papanek and involuntary dualities Industrial production Local production Western countries Developing countries Business Environment Market Driven Social DrivenNicola Morelli Design & Sustainability 3
  4. 4. • The market-driven approach is ecologically unsustainable • The ecological approach is economically unsustainable Is there a way out from this dichotomy??Nicola Morelli Design & Sustainability 4
  5. 5. Changes and challenges • We need a factor 10 reduction • Population is ageing • Jobs are relocated to developing countries • Family structures are changing • Migration flows are changing social structuresNicola Morelli Design & Sustainability 5
  6. 6. Market driven approach • Private companies, rather than public institutions can solve this on the basis of normal criteria of economic efficiency • (but are we sure that the quality is the same?)Nicola Morelli Design & Sustainability 6
  7. 7. • What does the idea of quality imply in the traditional market approach? Markrket approach Social needs Economic efficiency Social inclusion comfort Active participationNicola Morelli Design & Sustainability 7
  8. 8. In order to find new solutions we need to revise the industrial modelNicola Morelli Design & Sustainability 8
  9. 9. Design Sustainability• The new industrial context
  10. 10. The pre-industrial context Suppliers Customer 1 Product 3 Manufacturers Customer 2 Customer 3 SuppliersNicola Morelli Design & Sustainability 10
  11. 11. The industrial context Suppliers Consumer Products Consumer Suppliers Manufacturers Consumer SuppliersNicola Morelli Design & Sustainability 11
  12. 12. production in the pre-industrial model craftsman Formgivning • Product Project The material and specific Individual output of the activity of an production individual craftsman – Hard to reproduce – Targeted to individual needsNicola Morelli Design & Sustainability 12
  13. 13. Industrial production Craftsman • Product Formgivning Project The material output of an Industrial industrial process Individual Production – HighlyCodified reproducible Design production Mass – Highlyknowledge standardised Sustainability production – Individual needs have to Standardisation adapt to the industrial Division of labour offering Economy of Scale13
  14. 14. From Mass Production to Mass Customisation Mass production Mass customizationNicola Morelli Design & Sustainability 14
  15. 15. Mass Customisation Kraftman • Product Formgivning Project The material output of an Industrial industrial process Individual Production – HighlyCodified reproducible Design production Mass – Lowerknowledgeof level Sustainability production standardisation Standardisation – Industrial production Division of labour targets clustered Mass Customisation Economy individual needs of Scale15
  16. 16. The new industrial context In the new era, markets are making way for networks, and ownership is steadily being replaced by access. Companies and consumers are beginning to abandon the central reality of modern economic life – the market exchange of property between sellers and buyers. (Rifkin 2000: p.4)Nicola Morelli Design & Sustainability 16
  17. 17. The new industrial context In the age of access Exchanging goods is less important than sharing access to services and experiences between servers and client (Rifkin 2000: p.52)Nicola Morelli Design & Sustainability 17
  18. 18. From informal to formal economy Children education Party organisation Elderly care Dating and weddingsNicola Morelli Design & Sustainability 18 10
  19. 19. New solutions are required for new needs Continuous New education and lifestyles, knowledge new creation personal organisation New experience, entertainment Address social inequality Sustainable solutionsNicola Morelli Design & Sustainability 19
  20. 20. From Mass Production to highly customised solutionsMass production Mass customization Highly customised solutions ? ?? ??? ????? ????Nicola Morelli Design & Sustainability 20
  21. 21. • Disabling solutions • Enabling solutions• TV entertainment • Opportunities for social interaction• Frozen ready-made food • Opportunities to cook• Cars Design • Walking/cycling (physical Sustainability• Dating sites exercise) • A chance to try…• COSTS:• More services (economic transactions)• Lower capability to solve everyday problems (knowledge)• Reduced social interaction (social cohesion)21
  22. 22. The new industrial context Actor Actor Value Customers Co-production ActorNicola Morelli Design & Sustainability 22
  23. 23. Organising value creation Traditional production logic Organising value creation row material Production distribution Sale UserNicola Morelli Design & Sustainability 23
  24. 24. Nature of Knowledge Back to craftsmanship?Uncodified knowledge Design SustainabilityCodified knowledge Evolution of production Craftsman Fordist industry Mass customisation Co-production24
  25. 25. New corporate mission Industry should revise its role from: • Giver to enabler • Product to service • Technology to social innovation Josephine Green, Philips Design Creative Community, Eindhoven 18.10.2005Nicola Morelli Design & Sustainability 25
  26. 26. Perspective shifts in production Kraftman • Product Formgivning Project The material and immaterial Industrial output of the activity of an Individual Productionorganisation, which include Design production Mass • Codified Material components knowledge (products, infrastructures); Sustainability production and Standardisation • Immaterial components Division of labour (services, Mass knowledge, communication Customisation Uncodified Economy knowledge of Scale Value co-production26
  27. 27. 2 Developing solutions for the new context • From Products to Product Service Systems (PSS) • The new demand for solutions can only be met by network of companies cooperating in Solution Oriented Partnerships (SOP) • SOPs include producers, service providers, users and others, which co-produce a solution • The ‘glue’ of such partnership is not a contract, but a active interest from all the actors • This partnership implies that there are not Providers and Consumers, but all the actors have an active role in the development of the solutionNicola Morelli Design & Sustainability 27
  28. 28. The design activity Design is the ability to give form to a stakeholder system Stefano Marzano, CEO, Philips Design Paste Tense, Future Sense, celebrating 80 years of Design Roundtable, TU Eindhoven 18.10.2005Nicola Morelli Design & Sustainability 28
  29. 29. Example: Delight AssistNicola Morelli Design & Sustainability 29
  30. 30. Example: Delight AssistNicola Morelli Design & Sustainability 30
  31. 31. Development of the systemNicola Morelli Design & Sustainability 31
  32. 32. Design Sustainability Source HiCS project32