The document discusses sustainable product development from an eco-designer's viewpoint. It notes that the ideation and product development phase locks in 70-95% of a product's environmental impact, so focusing on the pre-design phase is important. Life cycle analysis is a primary tool used. While well-intentioned eco-design is good, regulation and limiting globalization may also be needed to achieve the required 90% emissions cuts. Innovation within free markets could help drive the necessary changes if sustainability constraints are imposed.

1. Corporate Responsibility: Eco-designer’s viewpoint
Aalto University School of Economics | 061010
Sustainable Product Development | IDBM | Helsinki | 291008

2. Sustainable design +
research.

3. ...so what’s sustainable?

4. (c) Black & Decker

5. Impact:
- manufacturing 3 %

6. Impact:
- manufacturing 3 %
- energy use 96 %

7. (c) Siemens

8. Ideation & product development phase locks
70-95 % of cost and
environmental impact

9. So we concentrate on
(pre)design phase

10. Primary tool: Life Cycle
Analysis

17. Selling eco-design

22. (c) Lisandro Suero / AFP / Getty Images

24. Picture source: USAF

25. Picture source: U.S.Army

28. BUT!

29. Is eco-design enough?

30. Nope.

31. Well-intentioned people
are just as capable for
wrecking the ecosystem

35. Wind Nuclear
0.15
0.1
0.05
0
Deaths per TWh
Data from EU ExternE project + WHO Chernobyl data

41. ??!!

42. World raw material consumption
over 10 000 000 000 tons in 1995
1970 1975 1980 1985 1990 1995

43. What we need:

44. What we need:
- 90 % cuts in emissions

45. I know; it’s difficult!

46. ... turning the economy
around on a dime

50. What we need:
- 90 % cuts in emissions
- this means regulation

51. What we need:
- 90 % cuts in emissions
- this means regulation
- and less globalization

52. Wait... we need to
campaign for regulation?

53. ... isn’t that some kind of
socialism?

55. Nope.

56. I have faith in
our skills and capabilities

57. I have faith in
innovation

58. I have faith in
free markets

59. ...the market will always
find a way

60. In fact,

61. creativity loves
constraints

62. Three ways to get more for less
1. Because I say so

63. Three ways to get more for less
1. Because I say so
2. our Q4 earnings
depend on that

64. Three ways to get more for less
1. Because I say so
2. our Q4 earnings
depend on that
3. The Earth* needs you

65. Three ways to get more for less
1. Because I say so
2. our Q4 earnings
depend on that
3. The Earth* needs you
* Actually, only the survival of our civilization

68. “We choose to go to
the Moon... and do other
things, not because they are
easy, but

69. “We choose to go to
the Moon... and do other
things, not because they are
easy, but
because they are hard,
because that goal will serve
to organize and measure the
best of our energies and skills,

70. “We choose to go to
the Moon... and do other
things, not because they are
easy, but
because they are hard,
because that goal will serve
to organize and measure the
best of our energies and skills,
because that challenge is one that we are willing
to accept, one we are unwilling to postpone, and
one which we intend to win...”
-John F. Kennedy, 1962

71. “We choose to go to
the Moon... and do other
things, not because they are
easy, but
because they are hard,
because that goal will serve
to organize and measure the
best of our energies and skills,
because that challenge is one that we are willing
to accept, one we are unwilling to postpone, and
one which we intend to win...”
-John F. Kennedy, 1962