Rethinking the Consumption Compulsion; Sustainable Design - Nathan Shedroff
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Presentation from Nathan Shedroff at Sustainable Brands 10 regarding design, experience, and a new perspective on the triple bottom line.
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Rethinking the Consumption Compulsion; Sustainable Design - Nathan Shedroff
- 2. Rethinking the Consumption Compulsion Teaque Lenahan, Associate Partner, gravitytank Alan Marks, SVP Corporate Communication, eBay Nathan Shedroff, Program Chair, MBA in Design Strategy Sustainable Brands, May 2009
- 3. The most pressing questions of our times: What’s a more sustainable world look like? What’s a more meaningful world look like? What’s a post-consumer world look like?
- 4. more sustainable What’s a more meaningful world look like? post-consumer
- 5. What’s a more sustainable world look like?
- 6. “In a stable economy, sustainability is the competitive advantage strategy. In a down economy, sustainability is the turnaround strategy. In a collapse, sustainability is a survival strategy.” Hunter Lovins, 2009
- 13. What’s a more meaningful world look like?
- 16. What’s a post-consumer world look like?
- 20. We need to : Think in systems Engage deeply with our clients & customers Focus on efficiency, value, and health Focus on experiences & benefits, not products Create better assessment tools & metrics Require transparency & accountability of everyone Engage diverse stakeholders Work in multidisciplinary teams Create new visions based on core meanings Re/create new economic models Create new roles for advertising Re/create new corporate charters
- 21. We already have tools to use : Sustainability Helix Integrate Bottom Line Okala™ Curriculum Meaning and Experience Models covive.com/gri grossnationalhappiness.com B-Corp & Corp2020 sustainableminds.com www.eiolca.net (and many more)
- 22. Sustainability Helix Governance and Management Stakeholders & Communities Operations and Facilities Design and Process Innovation Human Resources and Corporate Culture High degree of organizational alignment Marketing and Communications Partnerships and Stakeholder Engagement Stage 0: Stage 1: Stage 2: Stage 3: Stage 4: Unsustainable Exploration Experimentation Leadership Restoration “Business as Usual” natcapsolutions.org/HELIX.htm
- 23. DESIGN SUSTAINABILITY BUSINESS
- 24. DESIGN SUSTAINABILITY MEANING BUSINESS
- 25. makingmeaning.org DESIGN SUSTAINABILITY MEANING VALUES EMOTIONS PRICE FEATURES BUSINESS
- 26. makingmeaning.org Core Meanings: Accomplishment Harmony Beauty Justice Creation Oneness Community Redemption Duty Security Enlightenment Truth Freedom Validation Wonder
- 27. SIGNIFICANCE DURATION Meaning Initiation Status/Identity Immersion Emotion/Lifestyle Conclusion Price Continuation Function TRIGGERS EXPERIENCE BREADTH Sight Product Sound Service Smell Brand Taste Name(s) Touch Channel/Environment Concepts (Space) Symbols Promotion Price INTENSITY INTERACTION Reflex Passive Habit Active Engagement Interactive