Systems thinking Consumption and Use Skills, creativity and entrepreneurial ability What is acceptable? Challenging business models

If 80% of a product's environmental and economic cost is committed by the final design stage, before production begins, it is necessary to design out these costs. Industry has already made some progress by looking at specific aspects of environmentally conscious design and manufacture. The challenges are forward looking and not easy to resolve. It will require investment, in both economic and political terms. These may be in contrast to what we are familiar with, they may be difficult to implement, and will undoubtedly present challenging opportunities for the future of design.

Sustainable design requires an understanding of systems and life cycle thinking. In order to understand the product/service life cycle it is necessary to understand a number of relationships across the life cycle: the service provided, the supplier, the retailer, the user, local community, the workforce, the waste collector, and so on. This changes the dynamic of the design process and produces new and different information which requires interpretation and management.

Consumption and Use

There is growing recognition that influencing consumer behaviour is key for achieving the goals of sustainable development. How can we influence consumption patterns but still provide user delight? How can consumption polices be integrated with secondary use and recycling?

• User-centred design: Many environmental impacts are incurred whilst in the hands of the user. These are related to energy use and product consumables. How can we influence consumer behaviour? Should this be something that the users are aware of or should this involve subconscious change?
• Influencing: If we are to challenge existing conventions we have to establish how to effectively communicate these new benefits. How can society change to endorse service-based proposals? It is necessary to find new ways to meet peoples' needs expectations and aspirations. How do we change habits and rituals?
• Longevity: How do we increase the durability of products? 25% of vacuum cleaners, 60% of stereos and 90% of computers still function when people dispose of them (van Hinte, 1998). Users are either bored or annoyed with the way these products look and feel or advancing technology has made the products obsolete.

Skills, creativity and entrepreneurial ability

Sustainable design challenges the traditional design development process. It is necessary to understand the consequences of decisions, this means we require greater ownership of the product/service development. These new ways of thinking require new processes, new information, new responsibilities and clear strategic direction and stakeholder dialogue. Design has always provided the link. However, this takes designers into potentially uncharted territory; an area where they presently do not have all the tools, skills or understanding.

So, if we are to improve current practices and begin to adopt new ones we have to encompass many more considerations than we presently do. It is necessary to engage in complex and closer relationships with unfamiliar disciplines. We need to develop the ability to function within and facilitate interdisciplinary and multidisciplinary project work.

What is acceptable?

Is the design output acceptable and appropriate? Social responsibility is possibly the least well-established component of sustainable development. This encompasses supporting local communities, health and safety, fair-trading and engaging with all the stakeholders (community, employees, employers, investors, suppliers, consumers etc.). This means questioning motives and assessing whether the motive is deemed worthwhile.

Challenging business models

How can sustainable design strategies be integrated into business? Sustainable development challenges many existing business principles. Companies claim that they can only supply longer lasting products and services if they can sustain their profits. How can loyalty be designed into a product or service?