Design for ethical impact and social responsibility


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Design for ethical impact and social responsibility

  1. 1. Design for ethical impactand social responsibility Dr Ricardo Sosa Seminar on Design for Sustainability
  2. 2. Summary1. Design transparency2. Sustainability: technological and human complexity3. Designing cycles4. Product attachment5. Extend lifecycle6. Design research7. Survey
  3. 3. Background concepts• Life-cycle analysis (LCA)• Cost benefit analysis (CBA)• Carbon/water footprint• Kansei Engineering• Paradox of choice• The Fifth Discipline• Cradle to cradle
  4. 4. “Double ignorance: we don’t know the true impacts of our products/services and we don’t realise that we don’t know” Daniel Goleman in Ecological Intelligence
  5. 5. Sustainability• Definition?• Multi-dimensional• Measurable impacts• Design decisions
  6. 6. The hidden price tag• Everyday impacts determined by design decisions• What are the design decisions in your organisation?• What are the indirect and long- term consequences of these design decisions?• Genuine questions that lead to fresh perspectives from all stakeholders
  7. 7. Design transparency• Understand and make visible the (hidden) impacts of your products/services• The impacts of (even simple) products entail enormous complexity• The ‘illusions of choice’ – Conditioned by the decisions of others – Paradoxical discontent by choice
  8. 8. Paper or plastic? Environment / Economy
  9. 9. Paper or plastic? Materials are not the problemThe problem is… the way we source, process, move, use and dispose
  10. 10. Design cycles Sustainable Design Principles
  11. 11. Organic fashionNatGeo video:
  12. 12. Organic fashion“Organic cotton has very different impacts: 10.6 gallons/lb for rain-fed from Brazil782 gallons/lb for California organic cotton”
  13. 13. Product attachment
  14. 14. “Cars are an avatar. Cars are an expansion of yourself: they take your thoughts, your ideas, your emotions, and they multiply it.”
  15. 15. RecyclingLulls consumers into the illusion thatsomething is done (‘feel good’ story)
  16. 16. Extend lifecycle
  17. 17. Reforestation Promotes monocrops, requiresfertilisers, damages eco-diversity
  18. 18. Hybrid carsHighest impact of cars: manufacturing. Designing for Eco-driving
  19. 19. Paradoxes In NYC, a bottle of French wine has a smaller carbon footprint than a wine from Nappa Valley (airplane/truck) Lamb from New Zealand shipped toBritain has 25% of the carbon footprint from British lamb (energy, fertilisers)Dutch roses have 600% greater carbonfootprint than roses flown from Kenya
  20. 20. Design researchTo bring depth, precision and clarity to sustainable design To reveal hidden connections between built, natural and social systemsChallenges are too varied, too subtle and too complicated to be understood by any single discipline
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  24. 24. Credits Industrial designer Victor G. Martinez from Northumbria University in the United Kingdom developed Trophec as part of his PhD project, supervised by Dr. Stuart English, Matteo Conti and Dr. Kevin Hilton. Trophec software was programmed by Dan Hopper under the supervision of Dr. Garry Elvin.Trophec video:
  25. 25. Survey1. Main driver for sustainability 4. More necessary: in SMEs: a. Relevant, accurate data a. Legislation compliance b. Tools for decision-making b. Market demands 5. More valuable:2. Main role of design is: a. Disruptive ideas a. Product aesthetics b. Best practices from b. Product strategy successful cases3. Main constraints related: 6. Sustainable design: a. Technology a. To create radically new b. Budget product/service concepts b. To improve and optimise current portfolio Underlined responses selected by majority of participants