Presentation by Emma Dewberry at the 2012 Imperative Teach-in, 12 October 2009 at the V&A, London. Emma Dewberry is a senior lecturer at The Open University. She has taught design for sustainability for over a decade: notably at Goldsmiths College where she co-directed the UK’s first degree programme in Ecodesign in the late 1990’s; and then at Cranfield University where she directed a pioneering MSc in Design for Sustainability. Emma’s teaching and research aims to understand how design can generate different narratives and opportunities for shaping sustainable futures. She has been a champion for the emerging concept of ecological literacy and the holistic worldview required for creative thinkers to deliver greater degrees of sustainability in society. Emma originally trained and worked as an industrial designer before obtaining her PhD in Ecodesign in the mid 1990’s.

1. nurturing ecological habits of mind
IN
Emma Dewberry The Open University!
e.l.dewberry@open.ac.uk! DESIGN
Image: “nurturing ideas” by Danny Jenkins for the Centre for Sustainable Energy!
2012 IMPERATIVE! Dr Emma Dewberry!
Department of Design,
Teach-In! Development, Environment
!"#$"#%&'()*+,+'%*-,(( V&A! and Materials!
.-/%$0(+1(2%&3(%&(450%'&( Monday 12th October 2009! The Open University!

2. nurturing ecological habits of mind
IN
DESIGN
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Image: “nurturing ideas” by Danny Jenkins for the Centre for Sustainable Energy!
2012 IMPERATIVE! Dr Emma Dewberry!
Department of Design,
Teach-In! Development, Environment
!"#$"#%&'()*+,+'%*-,(( V&A! and Materials!
.-/%$0(+1(2%&3(%&(450%'&( Monday 12th October 2009! The Open University!

3. !./0/12.30*435267*/8*92:;*2:*;<721:=*
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L E A R N I N G : At a simple level, the process through which new knowledge,
values and skills are acquired. At a deeper level, it involves a ‘movement
of mind’. !
! ! ! ! ! ! ! ! ! ! - Senge, 1990 !
The difficulty lies not in the new ideas, but
in escaping from the old ones … ! ! !
- John Maynard Keynes!
TEACH-IN 2012 IMPERATIVE! Dr Emma Dewberry!
Department of Design,
Development, Environment
!"#$"#%&'()*+,+'%*-,(( V&A! and Materials!
.-/%$0(+1(2%&3(%&(450%'&( Monday 12th October 2009! The Open University!

4. !./0/12.30*435267*/8*92:;*2:*;<721:=*
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A new way of thinking
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B(6"$-%'(-,C*%&;')4'-,* >"<6<@92:279B* Stephen Sterling, 2009!
TEACH-IN 2012 IMPERATIVE! Dr Emma Dewberry!
Department of Design,
Development, Environment
!"#$"#%&'()*+,+'%*-,(( V&A! and Materials!
.-/%$0(+1(2%&3(%&(450%'&( Monday 12th October 2009! The Open University!

5. !./0/12.30*435267*/8*92:;*2:*;<721:=*
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ECODESIGN!
a focus on outcomes!
design
Sustainability
in design!
The current boundaries of designing (within
[design] limits; but without ecological limits) !
TEACH-IN 2012 IMPERATIVE! Dr Emma Dewberry!
Department of Design,
Development, Environment
!"#$"#%&'()*+,+'%*-,(( V&A! and Materials!
.-/%$0(+1(2%&3(%&(450%'&( Monday 12th October 2009! The Open University!

6. !./0/12.30*435267*/8*92:;*2:*;<721:=*
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ECODESIGN! SUSTAINABLE INNOVATION!
a focus on outcomes! a focus on process!
design
Design in
Sustainability!
Sustainability
in design!
The current boundaries of designing (within Designing in a sustainability context that connects
[design] limits; but without ecological limits) ! everything (without limits; but within ecological limits) !
TEACH-IN 2012 IMPERATIVE! Dr Emma Dewberry!
Department of Design,
Development, Environment
!"#$"#%&'()*+,+'%*-,(( V&A! and Materials!
.-/%$0(+1(2%&3(%&(450%'&( Monday 12th October 2009! The Open University!

7. !./0/12.30*435267*/8*92:;*2:*;<721:=*
! " # $ %& ' ( ) *
design
Sustainability Design in
in design! Sustainability!
Stephen Sterling, 2009:! Capacity building and action emphasis. !
‘Living’ and experiential curriculum. !
Content and/or skills emphasis. ! Sustainable institutions as permeable learning
Easily accommodated into existing system. ! communities. !
Learning about change. ! Learning as change. !
ACCOMMODATIVE RESPONSE - TRANSFORMATIVE RESPONSE -
MAINTENANCE! ENACTMENT!
TEACH-IN 2012 IMPERATIVE! Dr Emma Dewberry!
Department of Design,
Development, Environment
!"#$"#%&'()*+,+'%*-,(( V&A! and Materials!
.-/%$0(+1(2%&3(%&(450%'&( Monday 12th October 2009! The Open University!

8. !./0/12.30*435267*/8*92:;*2:*;<721:=*
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UNsustainability
The emphasis is on reducing the environmental [& social] impacts of what we do today!
J Ehrenfeld (2004) ‘Searching for Sustainability:
No Quick Fix’, SOL Reflections Vol 5 No. 8!
TEACH-IN 2012 IMPERATIVE! Dr Emma Dewberry!
Department of Design,
Development, Environment
!"#$"#%&'()*+,+'%*-,(( V&A! and Materials!
.-/%$0(+1(2%&3(%&(450%'&( Monday 12th October 2009! The Open University!

9. !./0/12.30*435267*/8*92:;*2:*;<721:=*
+!,'-'!)$!*
UNsustainability
The emphasis is on reducing the environmental [& social] impacts of what we do today!
C R E AT I N G s u s t a i n a b i l i t y
The emphasis is on rethinking our goals and visioning different futures and ways of
getting there!
J Ehrenfeld (2004) ‘Searching for Sustainability:
No Quick Fix’, SOL Reflections Vol 5 No. 8!
TEACH-IN 2012 IMPERATIVE! Dr Emma Dewberry!
Department of Design,
Development, Environment
!"#$"#%&'()*+,+'%*-,(( V&A! and Materials!
.-/%$0(+1(2%&3(%&(450%'&( Monday 12th October 2009! The Open University!

10. !./0/12.30*435267*/8*92:;*2:*;<721:=*
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Quick Fixes don’t solve Fundamental Flaws
The Problem! Quick Fix! Negative Side Fundamental
Effects! Solution!
Global Warming! CO2 Trading! R&D slips:! Renewable Energy!
Irresponsibility!
Material Use Eco-efficiency! Eco-system Industrial
Growth! collapse! restructuring!
Mal-distribution! Tax policy! Irresponsibility! Cultural change!
Unsatisfaction;! Commodity Addiction; loss of Self-development;
Alienation! consumption! competence! Convivial
technology!
J Ehrenfeld Beyond Sustainability - a Manifesto!
http://www.worksavvy.ws/BeyondSustainability.pdf!
2012 IMPERATIVE! Dr Emma Dewberry!
Department of Design,
Teach-In! Development, Environment
!"#$"#%&'()*+,+'%*-,(( V&A! and Materials!
.-/%$0(+1(2%&3(%&(450%'&( Monday 12th October 2009! The Open University!

11. !./0/12.30*435267*/8*92:;*2:*;<721:=*
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In transition to the ‘long view’ we need to !
e x a m i n e
the very
ROO TS of
o u r
c u l t u r e
TEACH-IN 2012 IMPERATIVE! Dr Emma Dewberry!
Department of Design,
Development, Environment
!"#$"#%&'()*+,+'%*-,(( V&A! and Materials!
.-/%$0(+1(2%&3(%&(450%'&( Monday 12th October 2009! The Open University!

12. !./0/12.30*435267*/8*92:;*2:*;<721:=*
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In transition to the ‘long view’ we need to !
e x a m i n e
the very
ROO TS of
o u r
c u l t u r e
- embrace profound changes in individual behaviour!
- fundamentally shift to different concepts of work and reward!
- create holistic systems and structures of governance!
TEACH-IN 2012 IMPERATIVE! Dr Emma Dewberry!
Department of Design,
Development, Environment
!"#$"#%&'()*+,+'%*-,(( V&A! and Materials!
.-/%$0(+1(2%&3(%&(450%'&( Monday 12th October 2009! The Open University!

13. !./0/12.30*435267*/8*92:;*2:*;<721:=*
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We know what we should do but we don’t think it is urgent or relevant to us – !
creative interruptions are required to shift societal perceptions and goals!
2012 IMPERATIVE! Dr Emma Dewberry!
Department of Design,
Teach-In! Development, Environment
!"#$"#%&'()*+,+'%*-,(( V&A! and Materials!
.-/%$0(+1(2%&3(%&(450%'&( Monday 12th October 2009! The Open University!

14. !./0/12.30*435267*/8*92:;*2:*;<721:=*
+!,'-'!)$!*
/@;2:3@C*92:;7*<A<@C;3C*
We know what we should do but we don’t think it is urgent or relevant to us – !
creative interruptions are required to shift societal perceptions and goals!
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2012 IMPERATIVE! Dr Emma Dewberry!
Department of Design,
Teach-In! Development, Environment
!"#$"#%&'()*+,+'%*-,(( V&A! and Materials!
.-/%$0(+1(2%&3(%&(450%'&( Monday 12th October 2009! The Open University!

15. !./0/12.30*435267*/8*92:;*2:*;<721:=*
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Ecological impacts; !
Alternative Resource nature &
Material
Co-creation! Approaches flows; !
Journeys! Distances!
Activism! to Designing!
Ownership!
Labour & Human health &
Well-being;!
Economic Needs!
Development!
Impacts of
Design!
Resources! Consumption
Fitness for Purpose! How much STUFF?!
En-durability! & Product Perceived ‘value’ / purpose!
Use! Real costs!
Life stories!
2012 IMPERATIVE! Dr Emma Dewberry!
Department of Design,
Teach-In! Development, Environment
!"#$"#%&'()*+,+'%*-,(( V&A! and Materials!
.-/%$0(+1(2%&3(%&(450%'&( Monday 12th October 2009! The Open University!

16. design narratives
Flock knitwear: !
a line of knitwear
where the fibers can
be traced back to
specific animals
(sheep and goats)
and the clothing tag
provides information
about the animal and
its location and
breeding. !
by Nancy Nowacek From Farm to Closet,
Metropolis, December 2006: 52! Designer: Christien Meindertsma !
2012 IMPERATIVE! Dr Emma Dewberry!
Department of Design,
Teach-In! Development, Environment
!"#$"#%&'()*+,+'%*-,(( V&A! and Materials!
.-/%$0(+1(2%&3(%&(450%'&( Monday 12th October 2009! The Open University!

17. design narratives
challenging perceptions of personal resource needs!
Kate Fletcher and Becky Early AHRC 5 Ways Project !
No Wash!
2012 IMPERATIVE! Dr Emma Dewberry!
Department of Design,
Teach-In! Development, Environment
!"#$"#%&'()*+,+'%*-,(( V&A! and Materials!
.-/%$0(+1(2%&3(%&(450%'&( Monday 12th October 2009! The Open University!

18. design narratives
making the invisible visible!
Power Aware Cord"
Seeing Personal Energy Consumption!
STATIC! INCREASING ENERGY AWARENESS!
http://www.tii.se/static/!
2012 IMPERATIVE! Dr Emma Dewberry!
Department of Design,
Teach-In! Development, Environment
!"#$"#%&'()*+,+'%*-,(( V&A! and Materials!
.-/%$0(+1(2%&3(%&(450%'&( Monday 12th October 2009! The Open University!

19. design narratives
Disappearing-Pattern Tiles!
Expressing Daily Hot Water Routines!
STATIC! INCREASING ENERGY AWARENESS!
http://www.tii.se/static/!
2012 IMPERATIVE! Dr Emma Dewberry!
Department of Design,
Teach-In! Development, Environment
!"#$"#%&'()*+,+'%*-,(( V&A! and Materials!
.-/%$0(+1(2%&3(%&(450%'&( Monday 12th October 2009! The Open University!

20. design narratives Lunar-Resonant Streetlights!
by the San Francisco’s design collective Civil Twilight!
Streetlights respond to ambient moonlight, dimming and
brightening each month as the moon cycles through its phases.
On clear nights they turn off completely saving up to 80% of
energy used in street lighting.!
Metropolis, May 2007: 158-161!
2012 IMPERATIVE! Dr Emma Dewberry!
Department of Design,
Teach-In! Development, Environment
!"#$"#%&'()*+,+'%*-,(( V&A! and Materials!
.-/%$0(+1(2%&3(%&(450%'&( Monday 12th October 2009! The Open University!

21. design narratives
Experiencing a different scale!
Tumbleweed Tiny House company!
http://www.tumbleweedhouses.com!
2012 IMPERATIVE! Dr Emma Dewberry!
Department of Design,
Teach-In! Development, Environment
!"#$"#%&'()*+,+'%*-,(( V&A! and Materials!
.-/%$0(+1(2%&3(%&(450%'&( Monday 12th October 2009! The Open University!

22. nurturing ecological habits of mind
IN
DESIGN
‘Why is being heard so healing? !
I don’t know the full answer to that question, but I do know it has
something to do with the fact that listening creates relationship. !
We know from science that nothing in the universe exists as an isolated
or independent entity. Everything takes form from relationships, be it
atomic particles sharing energy or ecosystems sharing food. !
In the web of life, nothing lives alone.’!
Meg Wheatley Turning to one another: simple conversations to restore hope to the future: 89
(2002)!
2012 IMPERATIVE! Dr Emma Dewberry!
Department of Design,
Teach-In! Development, Environment
!"#$"#%&'()*+,+'%*-,(( V&A! and Materials!
.-/%$0(+1(2%&3(%&(450%'&( Monday 12th October 2009! The Open University!