The Ecodesign Centre (EDC) was established in September 2006 through funding from the Welsh Assembly Government to build capabilities around ecodesign in industry, public sector organizations, and higher education in Wales. The EDC delivers ecodesign initiatives and develops expertise on ecodesign for Wales through applied research, demonstrations with industry, knowledge sharing, communications, training, and international partnerships. Orangebox has challenging environmental goals like zero landfill waste and using 50% recycled materials in products, with perceived benefits including innovation, cost savings, and improved brand perception. However, some companies do not adopt ecodesign due to barriers such as lack of resources, awareness, competing priorities, and uncertainty around benefits.

8. Our philosophy is simple, if you can measure it, you can reduce it. Orangebox “ “

12. challenging goals for Orangebox comprehensive “environmental” design process target zero landfill (85% reduced in 2 years) offer product take-back – end-of-life management increasing use of recycled content to 50% zero VOC emissions efficient transit supply chain initiatives FSC / PEFC

13. perceived benefits of ecodesign strategic innovation new product/service ideas long term gains changing the value equation emerging revenue models internal reduced production, compliance, end-of-life treatment costs better communications improved brand perception, differentiation “ added value” motivated, healthy environmentally aware staff external resource efficiency waste minimisation / avoidance on-site recycling reduced packaging transit packaging (in/out) and point of sale potential for material re-use

14. if it’s so good why isn’t every company doing ecodesign? managerial, process and system barriers e.g. lack of managerial and operational resources lack of awareness, training, and motivation of employees failure of managers to harness the strategic considerations competing policy rationales (e.g. environment and innovation) SMEs “can’t or won’t act” - i.e. uncertainty / poor appropriability

16. strategic fit

17. negotiating language

18. negotiating complexity

19. understanding trade-offs

21. different perceptions

22. different perceptions

23. what value(s)

24. co-development?

27. create platforms

28. in the last decade, our context has changed (…) we not only need empathy for individuals, but also need to get the pulse of the collective. aradhana goel - lead service designer/strategist, IDEO “ “