how to design solutions for sustainability (04 18 2012)
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How to design
solutions for
sustainability? April 2012
How to design solutions for sustainability ? 2
Designing solutions
for sustainability
IS IT TIME TO RETHINK YOUR STRATEGY?
HOW TO DESIGN AND ORGANIZE THE CHANGE?
ILLUSTRATIONS: SOME ECO-DESIGN TRENDS
1
2
3
How to design solutions for sustainability ? 3
Is it time to rethink your strategy?
DESIGNING STRATEGIES IN A COMPLEX ENVIRONMENT 1.1
WHY RETHINKING STRATEGIES? 1.2
How to design solutions for sustainability ? 4
“ Take, make, waste ”…
our current industrial system
Designing the
characteristics and
the patterns of the
product
Engineers
Design team
Desk of study/Lab
Production of the
product or service in
high scales
Project manager
Workers
Office clerks
Transportation,
Packaging,
Marketing,
Communication
Marketers
Commercials
Logistics
Consumer purchase
Consumption of the
product or services
Purchasers
Consumers
CONCEPTION PRODUCTION RETAILING CONSUMPTION DISPOSAL?
What about the end
of life of a product?
Who
should handle the;
product’s disposal?
ORGANIZATION IN SILO:
PRODUCTS ARE CONCEIVED WITHOUT ANY ATTENTION TO THE DEMANDS AT STAKE
1 2 3 4 5
How to design solutions for sustainability ? 5
…how to deal with
this complex world?
ENDANGERED
BIODIVERSITY
HEALTH
DAMAGES
ENVIRONMENTAL
IMPACTS
ENERGETIC
CONSUMPTION
STRATEGY
DESIGN
PROCESS
CONSUMERS’
EXPECTATIONS
COMPLIANCE
& REGULATIONS
RAW MATERIALS DEPLETION
& PRICE VOLATILITY
ONG
CAMPAIGNS
ENVIRONMENT GROWS AT A COMPLEX LEVEL
HOW TO COPE WITH THE RAISE OF FACTORS OF CHANGE?
How to design solutions for sustainability ? 6
Focus 1:
Endangered biodiversity
LIVING RESOURCES DECLINED
FROM 40% BETWEEN 1970 AND 2000
THE EARTH HAS LOST
30% OF IT NATURAL RESOURCES
IN 30 YEARS
Source: Good planet
How to design solutions for sustainability ? 7
Focus 2: (1/2)
Raw material depletion
COTTON PRODUCTION:
FROM 6 MILLIONS TONES
TO 26 MILLIONS TONES
IN 50 YEARS
1
TEE-SHIRT IN COTTON =
10 000 LITERS OF WATER
Source: International Trade center
How to design solutions for sustainability ? 8
Focus 2: (2/2)
Raw material depletion
IN 2008
31 YEARS
OF COPPER STOCK REMAINING.
RECYCLED COPPER : 37%
COPPER PRODUCTION:
15,6 MILLION
TONES PER YEAR
Source: USGS & European Copper Institute
How to design solutions for sustainability ? 9
Focus 3:
Energetic consumption
53% REFERS TO THE RAISE OF
THE ENERGETIC DEMAND IN 2030
95% OF THE ENERGY CONSUMED IS NOT
RENEWABLE
Source: Goodplanet.com
How to design solutions for sustainability ? 10
Focus 4:
ONG Campaigns
How to design solutions for sustainability ? 11
Focus 5:
Health damages
THE INDOOR POLLUTION INDUCE
30 000 PREMATURE DEATHS PER YEAR
THE INDOOR AIR IS
TWICE TO FIVE TIMES
MORE POLLUTED THAN THE OUTDOOR
Source: Goodplanet.com
How to design solutions for sustainability ? 12
Focus 6:
Consumers’ expectations
IN 2010,
60% DECLARE HAVING CHANGE THEIR
BEHAVIOR IN PURCHASING IN FAVOR OF
SUSTAINABLE PRODUCTS
3/4 AMONG FRENCH PEOPLE REGARDS
SUSTAINABLE DEVELOPMENT AS A
NECESSITY
Source: Ethicity « Les Français et la consommation responsable, le retour du vivant! »
How to design solutions for sustainability ? 13
Focus 7:
Environmental Impacts
15 TO 40% OF PLANTATION WOULD HAVE DISAPPEARED
IN 100 YEARS.
THEY REPRESENT 50% OF OUR MEDICATION.
55% OF THE GROUND WATERS ARE
POLLUTED BY MORE THAN
700
SUBSTANCES.
Source: Goodplanet.com
How to design solutions for sustainability ? 14
Focus 8:
Compliance and regulation
1991 2011
How to design solutions for sustainability ? 15
From words to action… it’s time!
“WE HEARD THE STRONG
NOISE OF A DESTROYED
TREE, BUT WE DON’T LISTEN
TO THE TREES GROWING”
Mahatma GANDHI
How to design solutions for sustainability ? 16
Is it time to rethink your strategy?
DESIGNING STRATEGIES IN A COMPLEX ENVIRONMENT 1.1
WHY RETHINKING STRATEGIES? 1.2
How to design solutions for sustainability ? 17
The “3 R approach”:
Reduce, Reuse, Recycle!
We use
too many
materials
and energy.
We have
to slow
down
REDUCE
In a
finite world
we have to
get used
to recover
second-hand
products
REUSE
As
raw materials
are becoming
scarce, we have to
avoid waste,
and recycle
materials
RECYCLE
“ WE NEED TO USE LESS, TO MAKE MORE ” JASON CLAY, WWF EXPERT
How to design solutions for sustainability ? 18
…But “ Less bad is not good ” *
*M. Braungart and W. McDonough, Cradle to Cradle
50
75
100
125
150
175
200
1980 1985 1990 1995 2000 2005
GDP Population Ressource extraction Ressource intensity
-30%
+50%
RESOURCES’ SAVINGS GAINS ARE FAR BEHIND NECESSARY EXTRACTION GROWTH…
…AND DO NOT OFFSET POTENTIAL DEMAND OF A FAST GROWING GLOBAL POPULATION
How to design solutions for sustainability ? 19
Reduce is not enough…
…WITHOUT RAISING IN ANOTHER? HOW REDUCING IN ONE PLACE…
Source: Pôle eco-conception, St Etienne
How to design solutions for sustainability ? 20
Reuse is not enough…
IS REUSE APPEALING FOR THE USERS?
LESS BAD IS NO GOOD!
CAMPER WABI
How to design solutions for sustainability ? 21
Recycle is not enough…
RECYCLE
GOODS
+ LOST VALUE
Hybrid product with
material of lower quality
LOST MATERIALS
Material reduce
over time
CONTAMINATION
Mixture of amorphous
and cheap materials
+
DOWN RECYCLING
Recycled products contained more polluted materials
than a virgin one
How to design solutions for sustainability ? 22
“ We need to trash the system,
or crash the planet ”*
*T. Jackson, Prosperity Without Growth: Economics for a Finite Planet
“WE CAN'T SOLVE A
PROBLEM BY USING THE SAME
KIND OF THINKING WE USED
WHEN WE CREATED THEM”
Albert Einstein
WE NEED TO RETHINK
THE WHOLE PROCESS
“The (re)design of products,
processes, services or systems to
tackle imbalances between the
demands of society, the
environment and the economy
requires the holistic consideration
of the impacts of products /
services in these 3 areas, now and
in the future.” Source: Recycle, a catalyst for change
How to design solutions for sustainability ? 23
What do we want?
RENEWABLE
SOCIAL
EFFICIENT
AFFORD
ABLE SAFE
WORTHY
AFFORDABLE
ESTHETIC
DESIGNED
PRODUCTS
&
SERVICES
How to design solutions for sustainability ? 24
Key questions
to rethink the entire process
HOW TO CONCEIVE A PRODUCT/SERVICE WITH ZERO IMPACT?
HOW TO BEGIN ? BY WHICH PART?
WHAT ARE THE TOOLS AND PATTERNS TO CREATE?
HOW TO DESIGN AND ORGANIZE THE CHANGE?
How to design solutions for sustainability ? 25
Designing solutions
for sustainability
IS IT TIME TO RETHINK YOUR STRATEGY?
HOW TO DESIGN AND ORGANIZE THE CHANGE?
ILLUSTRATIONS: SOME ECO-DESIGN TRENDS
1
2
3
How to design solutions for sustainability ? 26
What is a Sustainable Strategy?
2.
3.
1. A NEW WAY OF THINKING
A NEW WAY OF DESIGNING
A NEW WAY OF DOING
A NEW WAY OF MANAGING 4.
AND
AND
AND
How to design solutions for sustainability ? 27
A new way of thinking
Life cycle thinking
Closed-loop industrial cycle
Up-cycling
1. A NEW WAY OF THINKING
2.
3.
A NEW WAY OF DESIGNING
A NEW WAY OF DOING
A NEW WAY OF MANAGING 4.
AND
AND
AND
How to design solutions for sustainability ? 28
Why do we need
a new way of thinking ?
80% OF A PRODUCT'S
ENVIRONMENTAL PROFILE
IS FIXED UNDER CONCEPT
CREATION IN PRODUCT
DEVELOPMENT
. Source : Technical University of Denmark, Tim McAloone
How to design solutions for sustainability ? 29
Life-cycle thinking
Source: Cradle to cradle,
W. Mc Donough & M. Braungart
BIOLOGICAL CYCLE TECHNICAL CYCLE
“ CRADLE TO CRADLE IS A LAW OF RETURN
BUT WITH MATERIALS RATHER THAN FOOD-CROPS ”
How to design solutions for sustainability ? 30
From linear to cycle process…
CONCEPTION
1
PRODUCTION
2
RETAILING
3
CONSUMPTION
4
DISPOSAL?
5
FROM CRADLE-TO-GRAVE… …TO CRADLE-TO-CRADLE
DESIGN
REALIZE
DISASSEMBLY
REUSE
How to design solutions for sustainability ? 31
Up-cycling:
The closed-loop industrial cycle
DESIGN
ELABORATION
DISASSEMBLY
PRODUCT
REALIZATION REUSE
Choice of the materials
Life Cycle Assessment
Taking account of the
future disassembly
New tools
Evaluation
throughout the
realization
Salvage of the
products
Separation of the
materials according
to their life cycle
New design with
the same
materials
Product service
No waste, no use
of new resources
How to design solutions for sustainability ? 32
Up-cycling:
The infinite process
The complexity of the system
constitutes its ability to adapt
to any kind of change
One ecosystem where waste
doesn’t exist because we work
with the entire system.
Products are meant to be
disassembled : it demands
another design process where
recycling is taken into account
from the conception.
To make research about
materials: which ones can be
reuse infinitely , how to reuse
them, in which assembly?
An infinite process: an infinite
possibility of reuse of the
materials.
The product process can be
transformed into a service
process
How to design solutions for sustainability ? 33
The key moment: Conception
MAPPING OF THE PRODUCT LIFE CYCLE FOR A SCAFFOLD.
POTENTIAL ENVIRONMENTAL CAUSES ARE INDICATED IN RED
How to design solutions for sustainability ? 34
The choice of the right materials
MATERIALS AS NUTRIENTS Assess existing materials & process
chemicals for their human &
environmental health attributes
MATERIALS AS REUTILIZATION Create a plan to develop systems to
recover used products and safety
continuously cycle materials nutrients
“MATERIALS HEALTH” Identify the chemical composition of the
materials that make up the product.
They are ranked on a scale:
Unmarketable (red)
Gray
Positive list
AT THE UP-CYCLING BASIS:
THE CHOICE TO RETAIN HIGH QUALITY MATERIALS
How to design solutions for sustainability ? 35
Up-cycling:
Nike example
PERFORMANCE + INNOVATION + SUSTAINABILITY
“For Nike, the first step toward
“closed loop” manufacturing is
the Considered Index.
To create the Index, we
measured our environmental
footprint across all processes –
from product brief through final
production – and identified the
areas where changes would
most greatly impact our overall
environ-mental footprint:
Materials, Waste, Solvent Use
and Innovation.”
THE NIKE TEAM
How to design solutions for sustainability ? 36
Up-cycling:
Shaw example
Shaw developed commercial carpet tiles
that do not contain PVC and can be
separated into components materials &
fully recycled again and again
How to design solutions for sustainability ? 37
A new way of designing
Product Improvement
Product Redesign
Function innovation
System innovation
1. A NEW WAY OF THINKING
2.
3.
A NEW WAY OF DESIGNING
A NEW WAY OF DOING
A NEW WAY OF MANAGING 4.
AND
AND
AND
How to design solutions for sustainability ? 38
The 4 levels
HOW TO ECO-DESIGN A WHOLE SYSTEM?
Source: Recycle, a catalyst for change, Sustainable Design Technology
How to design solutions for sustainability ? 39
Level 1:
Product improvement
WHAT IS DONE?
Evaluation of the product through each step of the process
Improvement of one or several characteristics in order to reduce the
product’s impact through its production, distribution or consumption
BENEFITS
Assessment of the product
Consciousness of the black holes
First improvements
Reduce costs
SHORTFALLS
Still with the same frame of conception
and production
Local improvement
Be careful with the effects of “REDUCE”
Be careful to the greenwashing!
How to design solutions for sustainability ? 40
Level 2:
Product redesign
WHAT IS DONE?
Rethinking all parts of the products
Materials assessment
Re-evaluation of the product characteristics
Conception of a product according safe and sustainable indicators
BENEFITS
Local production
Renewable & safe materials
Transparency of the fabrication
Facility of transportation
The new W+W is the sum of
indispensable elements for
saving both water and space
because its renovation system
filters the wastewater from the
basin and reuses it in the
discharge of the cistern.
How to design solutions for sustainability ? 41
Level 3:
Function Innovation
WHAT IS DONE?
Rethink the use and purpose of the product
Integrate user centered approach
Think about new uses to develop new functionalities
Consider the product as an ecosystem
A PRODUCT AS AN ECOSYSTEM
To take into account the interaction with
the user
To develop a set of relations between the
functions of the products
To link the product with the services
matching
Eco-system prototype
featuring an impressive
level of interconnectivity
between different
appliances, the beautiful
& futuristic kitchen
creates an efficient
workspace that saves
energy, resources &
time.
How to design solutions for sustainability ? 42
Level 4:
System Innovation
WHAT IS DONE?
Rethink the business models
Substituting the supply of material goods with a service offer
“With Product Service System, industry sells more than added value.
Turnover is directly related to the intensity of use by the client rather
than actual possession.”D. Brissaud, INP Grenoble
WHAT KIND OF SYSTEM?
Sharing
Community
Loan
Exchange
Network relationship
Michelin fleet rents
tires to trucks in the
USA.
“For the customer, the
notion of definitive,
absolute ownership
lost, its meaning in
favor of the more
responsive notion of
usage.”
D. Brissaud, INP Grenoble
How to design solutions for sustainability ? 43
A new way of designing
Engineer thinking vs Design Thinking
Cross Pollination
Concurrent Engineering
Deep Collaboration
1. A NEW WAY OF THINKING
2.
3.
A NEW WAY OF DESIGNING
A NEW WAY OF DOING
A NEW WAY OF MANAGING 4.
AND
AND
AND
How to design solutions for sustainability ? 44
Two ways of doing:
Engineer vs designer?
ECO-CONCEPTION ENGINEER LANGUAGE,
SCIENTIFIC BACKGROUND
LIFE ANALYSIS TOOL
ECO-DESIGN CONCEPTUAL & STRATEGIC
CREATIVITY &INNOVATION
DESIGN THINKING TOOL
LANGUAGE GAP
BETWEEN
TOOLS AND
DESIGNERS
How to design solutions for sustainability ? 45
Engineer tool:
Life cycle analysis
LIFE CYCLE ANALYSIS (LCA):
Source: Pôle eco-conception, St Etienne
LCA IS A USEFUL TOOLS FOR ASSESSING AND MEASURE
BUT DOESN’T FIT FOR THE CREATION OR THE CONCEPTION OF A PRODUCT
An analytical tool designed to quantify the ecological impacts or sustainability
performance of a system, to account for all the inputs (energy, chemicals, raw
materials…) and outputs of a system (air, water, land polluting…) presented in
its raw form, substantial amount of detailed information that is not easily
interpreted or comparable.
STRENGTHS
Useful for
benchmarking, rapid
testing assumptions
Useful for comparing
different products,
processes, industries.
WEAKNESSES
LCA takes 6 months to be
made and is pretty
expensive
Collecting environmental
information throughout the
product life cycle can be
difficult & interpreting
results is an art.
How to design solutions for sustainability ? 46
Nike develops and releases Nike
Considered Suppliers 'Guide to
environmentally preferred materials”
that guides suppliers’ research and
development effort for Nike EPMs.
Life cycle analysis
By Nike
The Considered index is a
system-integrated, online tool
for evaluating the predicted
environmental footprint of a
product prior to commer-
cialization.
Products are assigned a
“Considered” score based
on Nike’s assessed
footprint.
Nike defines Environmentally
preferred materials (EPMs) as
materials that have significant lower
impact on the environment in one or
more categories of chemistry,
energy, water or waste.
The Index metrics are based
on more than a decade of
collecting solid waste and
solvent use data in footwear.
To define Nike EPMs and
quantitatively evaluate and
rank our material choices, Nike
Develops a Material Analysis
Tool (MAT).Each material is
assigned a numeric value that
translates into a sustainability
score for their products.
“THE INDEX IS A PRODUCT CREATION TOOL,
ALLOWING NIKE TEAM TO FOCUS ON ENVIRONMENTAL SUSTAINABILITY” * * Nike Corporate responsibility report
How to design solutions for sustainability ? 47
Designer tool:
Design thinking
DESIGN THINKING IS NECESSARY TO BREAK THE CYCLE OF THE 3 R
AND BRING DISRUPTIVE AND SUSTAINABLE INNOVATION
TO THINK ABOUT AN SCALABLE AND UPGRADABLE PRODUCT
TO CONNECT THE PRODUCT TO THE GLOBAL NETWORK
TO SOLVE COMPLEXITY INTO SIMPLE INTERFACES
TO INSERT THE PLACE OF THE USER INTO THE PRODUCT, INTERACTIVITY
TO DETERMINE THE FITTEST TECHNOLOGY WITH THE RIGHT MATERIALS
TO INSERT THE PRODUCT INTO ITS ENVIRONMENT
DESIGN
IS…
How to design solutions for sustainability ? 48
Design thinking
by Frog design
BLINK, A ELECTRIC-VEHICLE CHARGING STATION
BY FROG DESIGN
FRIENDLY
& FAMILIAR
INTERACTIVE CONVENIENT
& ADAPTABLE
SMART
& CONNECTED
At the heart of the project,
A collaboration with ECOtality,
A deep understanding of the users
And the technical knowledge of
the Electric vehicles
How to design solutions for sustainability ? 49
Breaking dualism:
Iterative Thinking
NOT A SEQUENTIAL PROCESS
BUT AN ITERATIVE ONE
LCA + DESIGN THINKING
SOCIAL, TECHNICAL,
ENVIRONMENTAL
ISSUES
DESIGN THE BEST SOLUTION
FOR EACH CASE
& CONCEIVE THE FITTEST
TOOLS TO DEAL WITH IT
ENVIRONMENTAL SPECIALISTS
INDUSTRIAL DESIGNERS
STRATEGISTS
FACTORY MANAGERS
MECHANICAL ENGINEERS
…
SOLUTIONS AND APPROACHES ARE CUSTOM-MADE
How to design solutions for sustainability ? 50
Breaking dualism:
Designing the cognitive process
INNOVATION
VARIOUS METHODS… …ONE FOCUS
CROSS POLLINATION Teams with different backgrounds and specialties
work around a same issue. A design leader
operates some iterations to cross their different
works.
CONCURRENT ENGINEERING The leader launch a set of similar teams to settle a same
issue. The result is a syncretism of the best ideas found
in the different teams.
DEEP COLLABORATION A team made from different specialists goes deep in
the problem with the more iterations they can, to co-
create a final product.
How to design solutions for sustainability ? 51
What tools for what solution?
1
PRODUCT
IMPROVEMENT
2
PRODUCT
REDESIGN
3
FUNCTION
INNOVATION
4
SYSTEM
INNOVATION
Design thinking
Life cycle
Materials analysis
….
? ? ? ?
WHAT TOOLS FOR EACH ECO-DESIGN STEPS ?
DIFFERENT APPROACHES AND SCENARIOS ARE IMAGINABLE…
How to design solutions for sustainability ? 52
What tools for what solution?
Step 1
STEPS APPROACH EXAMPLE
1
PRODUCT
IMPROVEMENT
LIFE CYCLE ANALYSIS : Foot print assess
Reduction of energy waste
Materials analysis
2
PRODUCT
REDESIGN DESIGN PRODUCT
3
FUNCTION
INNOVATION
HOLISTIC PRODUCT DESIGN
4
SYSTEM
INNOVATION
ECOSYSTEM STRATEGY
How to design solutions for sustainability ? 53
What tools for what solution?
Step 2
APPROACH
1
PRODUCT
IMPROVEMENT
LIFE CYCLE ANALYSIS :
2
PRODUCT
REDESIGN
DESIGN PRODUCT Design the product’s end at the conception
Choice of natural or law-impact materials
Life cycle of each materials and reuse
process
Esthetics and uses consideration
3
FUNCTION
INNOVATION
HOLISTIC PRODUCT DESIGN
4
SYSTEM
INNOVATION
ECOSYSTEM STRATEGY
EXAMPLE STEPS
How to design solutions for sustainability ? 54
What tools for what solution?
Step 3
1
PRODUCT
IMPROVEMENT
LIFE CYCLE ANALYSIS :
2
PRODUCT
REDESIGN DESIGN PRODUCT
3
FUNCTION
INNOVATION
HOLISTIC PRODUCT DESIGN Design thinking for conceiving and
upgradable product
Iteration to connect uses and
functionalities
Technologies innovation
4
SYSTEM
INNOVATION
ECOSYSTEM STRATEGY
APPROACH EXAMPLE STEPS
How to design solutions for sustainability ? 55
What tools for what solution?
Step 4
1
PRODUCT
IMPROVEMENT
LIFE CYCLE ANALYSIS :
2
PRODUCT
REDESIGN DESIGN PRODUCT
3
FUNCTION
INNOVATION
HOLISTIC PRODUCT DESIGN
4
SYSTEM
INNOVATION
ECOSYSTEM STRATEGY From one house to an area
Enlargement of the “conceiving team” with
urbanites and politic people
New technologic to connect the house,
MICHELLE KAUFMANN
APPROACH EXAMPLE STEPS
How to design solutions for sustainability ? 56
A new way of designing
Engineer thinking vs Design Thinking
Cross Pollination
Concurrent Engineering
Deep Collaboration
1. A NEW WAY OF THINKING
2.
3.
A NEW WAY OF DESIGNING
A NEW WAY OF DOING
A NEW WAY OF MANAGING 4.
AND
AND
AND
How to design solutions for sustainability ? 57
Why changing?
REACTIVE POSITION PROACTIVE POSITION
For complying the laws, regulations
norms
For cutting costs
For differentiate from the sector
competitors
For adapting the consumers
demands and wills
Because you have a vision
Because you want to seduce actual
non-consumers
Because you long for innovations
Because you are looking for
sustainable growth
Because you want to increase the
firm’s and brand’s immaterial values
GET THE WAVE OF CHANGE BEFORE IT BECOMES A CONSTRAINT
How to design solutions for sustainability ? 58
The eco-conception benefits
SHORT TERM
BENEFITS
LONG TERM
BENEFITS
ECO-CONCEPTION INSURES FIRM’S DURABILITY
Reduces environmental impact of
products
Optimizes raw material
consumption and energy use
Improves waste management
Encourages good design and drives
innovation
Cuts costs
Increases product marketability
Increases innovation
Develops a greater ability to compete,
Improves cost-effectiveness
Reduces environmental impacts and
liability
Gains a system perspective
Improves supply chain
Increases the immaterial assets
How to design solutions for sustainability ? 59
Change resistance(s)
STRUCTURAL
BARRIERS
INDIVIDUAL
BARRIERS
ORGANIZATION FREEZES AT VARIOUS LEVELS
HOW TO RAISE THESE LOCKS AND OBSTACLES?
How to change the culture and
organization of an established firm?
How to manage change?
How to assess risks & impacts?
How to insure short-term results in a
long-term strategy?
Lack of available information
Strategy perceived as extra costs in
time & money
Risk avoidance
Lack of vision
Change apprehension
Reality distortion
Lack of incentive
How to design solutions for sustainability ? 60
Strategic stages
STEPS
1
PRODUCT
IMPROVEMENT
4
SYSTEM
INNOVATION
LIFE CYCLE
ANALYSIS
ECOSYSTEM
STRATEGY
APPROACH
MEASURES &
COSTS REDUCTION,
COMPLIANCE
LONG-TERM STRATEGY
OR “PURE PLAYER”
1
2
3
“BE SILENT!” Greenwashing risk
2
PRODUCT
REDESIGN
DESIGN PRODUCT CONSUMER TARGET
SEGMENTATION
“BE MODEST!” Risk of Greenwashing
for the brand
Product and
communication focus
3
FUNCTION
INNOVATION
HOLISTIC PRODUCT
DESIGN
“SHARE!” Corporate brand
communication
“COMMUNITIES” Corporate and brand
communication
COMMUNICATION &
EXAMPLES
STRATEGIC
STAGES
Most
Companies
How to design solutions for sustainability ? 61
Designing solutions
for sustainability
IS IT TIME TO RETHINK YOUR STRATEGY? 1
HOW TO DESIGN AND ORGANIZE THE CHANGE? 2
ILLUSTRATIONS: SOME ECO-DESIGN TRENDS 3
How to design solutions for sustainability ? 62
Biomimicry
“Orgatonics” combine traducers and microcontrollers
with organic materials to make digital/natural hybrids
By Baptiste Labrune for Alcatel-Lucent Bell Labs
How to design solutions for sustainability ? 63
Modular
“Spring lamp design” was inspired by fresh growth of plants and
allows for multiple configurations using the modular components
By Victor Vatterlein
How to design solutions for sustainability ? 64
Multifunctional
“Ori.Tami” wais an example of how design becomes “eco” when it creates
versatile and multifunctional objects, even with non-sustainable materials.
By Giulio Manzoni for Campeggi
How to design solutions for sustainability ? 65
Upgradable
Alt Meta It is a new eco-designed computer easy to disassemble and
then easy to repair.
By Alt Meta It.
How to design solutions for sustainability ? 66
Reusable
Pi-Pan is a new eco-designed box for pizza which is reusable a
thousand times…
By Pi-Pan
How to design solutions for sustainability ? 67
Materials innovative
Made with the foam extracted from potato starch, not only is the chair completely biodegradable
but also, in theory, edible. As it solidifies, the strings of starch create a rigid sculpture.
By Max Lamb - Starch Chair
How to design solutions for sustainability ? 68
Convergence
“Iphone” gathers multiple functionalities in a simple interface.
It limits the use of other products or apparel
By Apple.
How to design solutions for sustainability ? 69
Lighten design
“Modular cross unit” is a bookshelves made of white lacquered steel
whose slimless and transparency lighten the space.
By Philippe Nigro for Sintesi.
How to design solutions for sustainability ? 70
Mono-Materialistic
“Gio chair ” is made from a singular material,
leather or fabric
By Claudio Bellini
How to design solutions for sustainability ? 71
Nudge
“Poor little fish” is quite a simple concept making us visualize our
immediate water consumption when we wash our hands
By Yan lu
How to design solutions for sustainability ? 72
Transparent
“Second life mobile ” uses very little energy
and degree of transparency shows how much battery is remaining
By …
How to design solutions for sustainability ? 73
Techno/ecologically
Czeers is a speedboat for racing powered by solar energy. Its
surface is entirely covered by photovoltaic panels. By David Czap and Nils Beers
How to design solutions for sustainability ? 74
Zero emissions
GreenKitchen - Everything that is expelled from one unit gets filtered and sanitized so
it can be used by another unit, which translates into energy savings of up to 70%.
By Whirlpool
How to design solutions for sustainability ? 75
Do It Yourself
“Sac à faire” is a veritable craft kit for making bags that consists of
just one diagram and ten patterns
By Marlne Liska
How to design solutions for sustainability ? 76
So…
… HOW TO DESIGN
THE NEXT SUSTAINABLE SOLUTIONS ?
Who are we?
Helixa is a strategy consulting boutique working in the field of disruptive strategies and their
implementation. Set up in 2007 by two partners who were convinced that strategies needed to be
designed differently, Helixa works alongside company managers to invent new solutions, enabling firms to
decide upon and reach the right targets.
Before setting up Helixa, Isabelle worked for more than
twenty years in the strategic planning departments of a
variety of big French and international groups, such as BP,
Henkel, FNAC and PPR. She was notably the manager of
the strategic planning and development departments of PPR
and Fnac.
Since1999, she has been an advisor to the leaders of major
companies, holding groups and trusts – as well as to small
start-ups – in matters of strategic planning, new technologies
and sustainable development.
Isabelle has an engineering diploma in material physics from
the National Institute for Applied Sciences of Lyon and has
also mastered in strategic planning.
Thomas worked for close on ten years in the retail and
internet sectors of big French and international groups like
PPR, Fnac, Amazon. He has held a succession of positions,
namely category manager, business development manager
and strategic planning project manager. He notably took part
in the setting up and implementation of the internet strategy
of the luxury goods firms within the PPR group. As a category
manager, he was in charge of e-commerce business units
with a turnover of more than €50 M and was involved in
piloting annual growth rates of + 50%. Thomas is an alumni
of ESSEC, where he gained a MBA in Strategic planning and
Innovation, and of the IESE Business School (Internet & New
Technologies).
Isabelle
GEORGE
Thomas
VILLENEUVE
Strategy Consulting
70 rue Cortambert - 75116 Paris
+33 1 56 91 20 34
FIND ALL OUR PUBLICATIONS ON:
www.helixa.com
www.helixa.com/blog
www.slideshare.net/isabellegeorge
www.twitter.com/helixa_strategy
ISABELLE GEORGE
(+33)6 62 92 05 59
THOMAS VILLENEUVE
(+33)6 20 54 36 86
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