AWS Community Day CPH - Three problems of Terraform
Green Leaps
1. G O O D
GREEN
CREATIVE 4
LEAPS
L I F E
Prof. Dr. Hartmut Esslinger
2. On Feb. 2, 2007, the United Nations scientific
panel studying climate change declared that the
evidence of a warming trend is quot;unequivocal,“
and that human activity has quot;very likelyquot; been the
very likely
driving force in that change over the last 50 years.
The earth’s average surface temperature rose by
more than 1 degree Fahrenheit since 1900
1900.
New York Times, Feb. 3, 2007
GLOBAL WARMING
3. “Our whole economy is based
Our
on planned obsolescence....
It isn't organized waste.
It s
It's a sound contribution
to the (American) economy.”
Brook Stevens, Designer (1960)
THE WASTE MAKERS
4. The ultimate challenge for Design
g g
is to create objects which are useful art,
and to inspire spiritual values.
p p
by as few atoms and bits as possible.
To succeed in the world of business, we
designers must be creative entrepreneurs
g p
or creative executives themselves.
THE GREEN MAKERS
5. POLITICS
O CS Cultural Barriers SOCIETY
SOC
DOMESTIC Goal justifies the Means NATIONS
& GLOBAL & TRIBES
Strategic - Opportunistic HUMANS Culture as Catalyst
Progressive - Lobbying BEHAVIORS Creative Community
& ETHICS
ECONOMICS Power Struggle
SCIENCE
FINANCE Cost vs. Effect TECHNOLOGY
& BUSINESS & SUSTAINABILITY
SHADES OF GREEN
6. MONEY BUSINESS ?
Today’s business mania about “shareholder
value” and “pleasing Wall Street” results more
and more incorporate behaviors that promote
“financially safe” and “politically correct”
conformity, stifle creative thinking and hollow a
company of all its intellectual, cultural and
human assets.
Like a crack junkie, most of today’s companies
are addicted to wasteful mediocrity.
7. GREEN BUSINESS !
G US SS
We need to start with the front-end of the
front end
industrial process and we need to change
the process model from designing
for continuation of “bad habits” towards
humanistic innovation.
This also requires new business models
in which the customers – as a group of power –
join executives, employees and owners and
shareholders as competent “life-savers”.
8. ARE WE DESIGNERS GREEN ?
SG SG
Design - like marketing – still is about driving
mass consumption and ultimately contributes
to pollution and global warming.
As of today, we designers are systemic players
in a financially aggressive, economic model
which depends on multiplying products into
thousands and millions.
This is not an achievement to be proud of.
9. HOW TO BECOME GREEN !
O O CO G
We need to advance our profession towards
the strategic early stage of the process
– where ecological strategy
needs to be defined to be effective.
We must innovate the way companies interact
and collaborate with their customers - and care
for them. But not “just to improve sales”
but to promote ecological competence, to design
for “less is more” and to reduce waste.
10. 1.Product Genesis
strategy and design
2.
2 Production & Operations
applying materials, consuming energy, emitting pollutants
3 Usage & Consumption
3.
consuming materials, consuming energy, emitting pollutants
4.
4 Recycling
re-use of materials, management of disposed waste
EVERYTHING IS VITAL
26. CALIFORNIA CARB INITIATIVE
No tailpipe emissions
No evaporative emissions
No emissions from gasoline refining or sales
No onboard emission-control systems
that can deteriorate over time
ZERO EMISSION VEHICLE
35. BIONIC CAMERA
(re-using existing Canon lenses & bio-degradable Plastics)
Project by Marko Doblanovic, Bernhard Ranner, Szilveszter Buzasi, Vuk Jakovljevic,
University of Applied Arts in Vienna, Austria
ELF?
-10 0 +10
36. G O O D
GREEN
FOR OUR 4
FUTURE
L I F E
h@frogdesign.com
