This document discusses the emergence of "nonsumers," people who are cutting down on consumption and looking for more sustainable ways of living. It provides examples of design trends that appeal to nonsumers, including urban farming, multifunctional products, designs with a human touch, futuristic eco-friendly designs, and brands that build crusading communities around social causes. The document argues that concerns about the environment and ethics are driving more consumers to adopt simpler, less wasteful lifestyles.
Unraveling Multimodality with Large Language Models.pdf
Design for Nonsumers Appeals to Eco-Minded Consumers
1. Design for Nonsumers
trends in innovative designs across multiple disciplines
that appeal to a new breed of future-focused
ecologically minded consumers
2. We believe that there is a new breed of
ecologically-minded yet future-focused
consumer emerging. We’re calling them
nonsumers - people who are actively
cutting down on their consumption and
looking for a more sustainable way of living
that still fits into a modern, technology-
driven world. Where have they come from
and what ‘s driving their buying behaviour?
7. The big question is: if the credit tap turned
back on again would we simply go back to
the way we were…
8.
9. Or has a rising awareness of the need to
change our behaviour in order to stem
climate change combined with the
realisation that we can still have good
lifestyles while buying less challenged our
values so fundamentally that there’s no
going back?
10.
11. On April 15 each year, the UK
goes into ecological debt…
Do Good Lives Have to Cost the Earth, Andrew Simms & Joe Smith
12. On April 15 each year, the UK
goes into ecological debt…
Do Good Lives Have to Cost the Earth, Andrew Simms & Joe Smith
Approximately 65 per cent
of the annual growth in
carbon dioxide emissions
is due to the increase in
global economic activity
New Economics Foundation, www.neweconomics.org
18. Well that makes sense - a
“hydration vessel” for 30
quid when I could just buy
a plastic water bottle for 2
and keep using it!
19. Of course - that’s the
solution. Buy a car!
Why didn’t we all
think of this sooner…
20. Organic and ethical was
almost exclusively a value-
add proposition in the boom
years. But this luxury
positioning is very much at
odds with the new mood of
austerity and the pragmatic
need for frugality….
21. And I’m not alone in thinking so
“One in nine people polled in a survey of 1,030 adults in July said they could no
longer afford to pay a premium for ethical or environmentally friendly products,
while 19% said they were not in a financial position to think about such issues.
But, the new research from consumer, media and market research firm Mintel
also found a strong commitment to ethical and environmental issues among
consumers with 97% of adults claiming to have adopted at least one of the
"more green" types of behaviour included in the survey.”
Source: Mintel via The Guardian
http://www.guardian.co.uk/environment/2009/oct/12/ethical-shopping
22. What’s important to nonsumers?
- Proactively buying less
- Living small, compact and without wastefulness
- Thinking ethical, all the way through the chain
- Rejecting unnecessary products, embracing experiences
- Expressing self through what they do, not what they have
- Being part of global communities of like-minded people
- Crusading for change through how they behave and what
they buy
23. Let’s look at some of the trends that are
driving a new form of design with
nonsumer appeal…
24. URBAN FARMING
Future ecological living is going to be urban-focused. But
nonsumers have a new appreciation for the local and the
natural alongside an understanding of the spiritual importance
of connecting with Nature’s biodiversity. Here are some ideas
that bring the farm back into the city…
32. MULTIFUNCTIONALITY
For people who are trying to live with less “stuff”, multifunctionality not
only makes financial sense, it makes ecological sense. Products that
are cleverly designed to perform more functions and to extend their life
will be valued. Here are some innovative designers who are
responding to this trend.
42. THE HUMAN TOUCH
A combination of factors - technology & social media, the global recession,
an appreciation of the simple way of life, a straightforward reaction to the
highly technical forms of the past 10 years - is driving a return to products
and services with a spirit of humanity.
51. FUTURISTIC ECO
Until now, ecological products were visibly so. Nonsumers
appreciate design, and with the new mood of austerity,
future-focused eco design will be both intelligent and stripped
back, not just to eliminate unnecessary materials and
processes, but to reflect an almost monastic aesthetic.
54. Philippe Starck & Ballantyne
Multifunctional ergonomic garments
made with “intelligent cashmere”
55. Ecopod coffin
It's made only of earth-friendly materials, such as
papier mache, which readily biodegrades when buried.
56. CRUSADING
COMMUNITIES
The collapse of many of the stable structures within society -
religion, global peace, the environmental health of the planet, our
financial system - is spurring the search for a new meaning in life.
Crusading brands with evangelistic qualities and genuine integrity
that allow people to gather around a common purpose will win in
this new economy.
57. Change
Obama’s use of social media
united America around a
common crusade for change
58. The Human Race
Nike united a global
community around running
and tapped into running’s
spiritual qualities
69. CRADLE TO CRADLE
Highly innovative designs using environmentally-friendly
production processes that incorporate an ecological end for a
product when it comes to the end of its life.
70. Cradle to Cradle
Technical nutrients
and biological
nutrients to remake
the way we make
things. Essential
reading.
75. 83% of global consumers say they are willing to
change their consumption habits if it helps make
the world a better place to live, and 68% feel it's
becoming unacceptable not to make efforts to
show concern for the environment or live a
healthy lifestyle.
Source: Edelman global survey of 6,000 consumers, Oct 09
76. Interested?
Bored?
Cynical?
Inspired?
Join the debate or share your ideas
www.twitter.com/nonsumers
Or every time you find something that you feel is
relevant to this group of people, just add
#nonsumers to your tweet and let’s build a
global picture of how things could be.
77. Want to hear the background
to the nonsumer theory?
www.wearethreesixty.com