Creating Value with Ecodesign

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Creating Value with Ecodesign

  1. 1. Sustainability & product value
  2. 2. <ul><li>What is Sustainable Design? </li></ul><ul><li>Does it sell? </li></ul><ul><li>The market is a diverse place </li></ul><ul><li>Successful & failed products </li></ul>At a glance
  3. 3. S ustainable D esign <ul><li>People </li></ul>Planet Profit Product
  4. 4. <ul><li>Reducing product environmental and social impact by </li></ul><ul><li>Product re-design (materials, architecture, tech) </li></ul><ul><li>Product innovation (technology & functionality) </li></ul><ul><li>System innovation (system re-organization) </li></ul>W hat does it mean?
  5. 5. S ustainable Products
  6. 6. W here to act? <ul><li>Production </li></ul><ul><li>& design </li></ul>Packaging & transport Energy consumption Recycling
  7. 7. S etting priorities Average environmental load of an electronic product
  8. 8. <ul><li>“ Green” as such does not sell </li></ul><ul><li>A limited market segment buys “green” </li></ul><ul><ul><li>Doubtful added value </li></ul></ul><ul><ul><li>It may jeopardize functional quality </li></ul></ul><ul><li>Consumers value convenience, functionality, and intangibles (at different proportionality) </li></ul>D oes green sell?
  9. 9. P roduct Value EXCHANGE VALUE € Functional Value: storage & reproduction of media files Subjective Value: status, aesthetics, fashion, etc. USE VALUE
  10. 10. M arket Diversity
  11. 11. S uccsesful! <ul><li>Appeals to customer’s needs </li></ul><ul><ul><li>Convenience </li></ul></ul><ul><ul><li>Money saving </li></ul></ul><ul><ul><li>Innovative </li></ul></ul><ul><ul><li>Status </li></ul></ul>
  12. 12. F ailure! <ul><li>Market forces do not deliver </li></ul><ul><li>It’s against consumer’s rationale (high upfront price) </li></ul><ul><li>Functionality & quality jeopardized </li></ul>Vs.
  13. 13. <ul><li>Successful sustainable products match customer’s expectations </li></ul><ul><li>Tailor-made solutions are necessary </li></ul><ul><li>Know the facts and set priorities </li></ul>S ummarizing
  14. 14. O nsustain.com S ustainablerotterdam.com L earn more at

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