1. Design
Sustainability

2. Papanek
If design is ecologically
responsive, than it is also
revolutionary. All systems –
private capitalist, state
socialist, and mixed
economies are built on the
assumption that we have to
buy more, consume more,
waste more, throw away
more. (p252)
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3. Papanek and involuntary dualities
Industrial production Local production
Western countries Developing countries
Business Environment
Market Driven Social Driven
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4. • The market-driven approach is
ecologically unsustainable
• The ecological approach is
economically unsustainable
Is there a way out from
this dichotomy??
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5. Changes and challenges
• We need a factor 10 reduction
• Population is ageing
• Jobs are relocated to developing
countries
• Family structures are changing
• Migration flows are changing
social structures
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6. Market driven approach
• Private companies, rather than
public institutions can solve this
on the basis of normal criteria of
economic efficiency
• (but are we sure that the quality
is the same?)
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7. • What does the idea of quality
imply in the traditional market
approach?
Markrket approach Social needs
Economic efficiency Social inclusion
comfort Active participation
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8. In order to find new solutions we
need to revise the industrial model
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9. Design
Sustainability
• The new industrial context

10. The pre-industrial context
Suppliers
Customer 1
Product 3
Manufacturers Customer 2
Customer 3
Suppliers
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11. The industrial context
Suppliers
Consumer
Products Consumer
Suppliers Manufacturers
Consumer
Suppliers
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12. production in the pre-industrial model
craftsman
Formgivning
• Product
Project The material and specific
Individual
output of the activity of an
production
individual craftsman
– Hard to reproduce
– Targeted to individual
needs
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13. Industrial production
Craftsman
• Product
Formgivning
Project
The material output of an
Industrial
industrial process
Individual Production
– HighlyCodified
reproducible
Design
production
Mass
– Highlyknowledge
standardised
Sustainability
production
– Individual needs have to
Standardisation
adapt to the industrial
Division
of labour
offering
Economy
of Scale
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14. From Mass Production to Mass Customisation
Mass production Mass customization
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15. Mass Customisation
Kraftman
• Product
Formgivning
Project
The material output of an
Industrial
industrial process
Individual Production
– HighlyCodified
reproducible
Design
production
Mass
– Lowerknowledgeof
level
Sustainability
production
standardisation
Standardisation
– Industrial production
Division
of labour
targets clustered
Mass
Customisation
Economy
individual needs
of Scale
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16. The new industrial context
In the new era, markets are making
way for networks, and ownership is
steadily being replaced by access.
Companies and consumers are
beginning to abandon the central
reality of modern economic life – the
market exchange of property between
sellers and buyers.
(Rifkin 2000: p.4)
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17. The new industrial context
In the age of access
Exchanging goods is less important
than sharing access to services and
experiences between servers and
client
(Rifkin 2000: p.52)
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18. From informal to formal economy
Children education
Party organisation
Elderly care
Dating and weddings
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19. New solutions are required for new needs
Continuous
New education and
lifestyles, knowledge
new creation
personal
organisation New
experience,
entertainment
Address
social
inequality
Sustainable
solutions
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20. From Mass Production to highly customised solutions
Mass production Mass customization Highly customised
solutions
? ??
???
?????
????
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21. • Disabling solutions • Enabling solutions
• TV entertainment • Opportunities for social
interaction
• Frozen ready-made food • Opportunities to cook
• Cars Design • Walking/cycling (physical
Sustainability
• Dating sites
exercise)
• A chance to try…
• COSTS:
• More services (economic transactions)
• Lower capability to solve everyday problems (knowledge)
• Reduced social interaction (social cohesion)
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22. The new industrial context
Actor
Actor Value Customers
Co-production
Actor
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23. Organising value creation
Traditional production logic Organising value creation
row material Production distribution Sale User
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24. Nature of Knowledge
Back to craftsmanship?
Uncodified knowledge
Design
Sustainability
Codified knowledge
Evolution of production
Craftsman Fordist industry Mass customisation Co-production
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25. New corporate mission
Industry should revise its role
from:
• Giver to enabler
• Product to service
• Technology to social innovation
Josephine Green, Philips Design
Creative Community, Eindhoven 18.10.2005
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26. Perspective shifts in production
Kraftman
• Product
Formgivning
Project
The material and immaterial
Industrial
output of the activity of an
Individual Productionorganisation, which include
Design
production
Mass •
Codified
Material components
knowledge
(products, infrastructures);
Sustainability
production
and
Standardisation • Immaterial components
Division
of labour
(services, Mass
knowledge,
communication
Customisation Uncodified
Economy knowledge
of Scale
Value
co-production
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27. 2
Developing solutions for the new context
• From Products to Product Service Systems (PSS)
• The new demand for solutions can only be met by
network of companies cooperating in Solution Oriented
Partnerships (SOP)
• SOPs include producers, service providers, users and
others, which co-produce a solution
• The ‘glue’ of such partnership is not a contract, but a
active interest from all the actors
• This partnership implies that there are not Providers and
Consumers, but all the actors have an active role in the
development of the solution
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28. The design activity
Design is the ability to give
form to a stakeholder system
Stefano Marzano, CEO, Philips Design
Paste Tense, Future Sense, celebrating 80 years of
Design
Roundtable, TU Eindhoven 18.10.2005
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29. Example: Delight Assist
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30. Example: Delight Assist
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31. Development of the system
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32. Design
Sustainability
Source HiCS project
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