Understanding Sustainable Design: Part 1
A pertinent conversation for today’s designers, innovators and creators.
When contemplating sustainable design, I believe it revolves around keeping in mind the interconnectedness of People, Planet, and Profits — The 3Ps of Sustainability. From an individual level, and as a designer, it's about the consciousness of the profound influence my creations have on the environment, the community, all living things, and with whom we share our living, working, and recreational spaces. Taking a holistic approach is imperative to comprehend the potential consequences of our designs on the planet.
Related to sustainability, is a pertinent construct called ecological impact. Ecological Impact refers to the effects left on organisms and their environment due to actions made by humans and natural occurrences (Glossary of Environment Statistics, 1997). The implications can be positive or negative for the planet. From the late 90s, notable researchers and sustainability policy institutions have cited an EU study that states that the design phase can influence more than 80% of all product-related environmental impacts.
Acaroglu (2020) posits that at the design phase, the impacts are inadvertently ‘locked’/ decided and thus embedded in the product by the designers at the design decision-making stage.
Allow me to elaborate further. Consider this example: Suppose you are tasked with designing a bottle, and you opt for plastic as the primary material. It’s crucial to understand that this choice means the bottle will likely never biodegrade, resulting in a permanent and detrimental impact on the environment. However, if you explore more sustainable options and decide on recycled carton paper as the material, you create a product that, once discarded, can biodegrade under the right conditions. Or one might go with clear glass, which over time would still look beautiful and can be recycled for reuse. It is these eco-friendly approaches, that demonstrate positive outcomes, aligning with the principle of contemplating ecological impacts and ensuring positive environmental effects.
Having grasped the significance of these concepts, it becomes essential to recognize that embracing sustainability and by extension sustainable design, demands a fundamentally different mindset and approach to problem-solving. For designers, this entails considering every aspect from the inception of the design thinking process to the entire lifecycle of the product. No element is left to chance, and ecological impacts are carefully weighed when making strategic decisions about the products (or services) being created.
Moreover, it’s crucial to incorporate the third paradigm of sustainability into the design thinking process, moving beyond mere functionality and aesthetics. This expanded approach goes far beyond the immediate product or service and encompasses the broader implications of sustainable considerations. By doing so, designers create a lasting positive impact on both the environment and society at large.
Going back to the packaging example, incorporating sustainable design principles entails establishing and promoting favorable actions that consumers will take while using or after consuming the product. For instance, a sound sustainable practice would involve using biodegradable plastic or naturally degradable materials like carton paper. Additionally, designers should explore inventive approaches to ensure that these biodegradable or degradable materials are effectively integrated into the appropriate ‘after-life’ value chain, facilitating recycling or decomposition. Without such thoughtful implementation, the notion of sustainability could become nothing more than a mere buzzword associated with the packaging material, lacking meaningful impact in practice.
Furthermore, it is crucial for designers to ensure clear communication on the packaging wrapper, conveying two essential pieces of information to consumers:
a) The nature of the packaging material: Clearly indicating what materials are used for the packaging, such as whether it is biodegradable, recyclable, or has other eco-friendly attributes.
b) Proper disposal instructions: Providing guidance on how consumers should responsibly dispose of the packaging after they have finished using the product. This might include simple instructions like burying the packaging or highlighting embedded seeds, encouraging consumers to plant it to yield flowers or plants.
By considering such aspects, sustainable design expands beyond merely focusing on the product’s use during its lifecycle; it also encompasses post-lifecycle considerations. Thoughtful decisions must be made concerning how the packaging will be dealt with after its primary purpose is fulfilled. These decisions hold significant implications for humanity, the environment, and the economy, emphasizing the importance of responsible and eco-conscious choices in sustainable design.
And therefore, in our role as creatives, it is imperative that we equip ourselves with a profound understanding of sustainability. As per the UN’s definition, sustainability encompasses a multi-dimensional process that combines economic, social-ethical priorities, and environmental protection, all aimed at promoting the well-being of society.
Indeed, sustainability is far from a simple concept; it is a complex construct that demands our attention. As designers, we have a responsibility to devise innovative problem-solving approaches that yield positive outcomes for three essential aspects: the environment, social inclusiveness, and the creation of opportunities for others.
We must acknowledge that conventional strategies are no longer sufficient for the times we live in. The reality of climate change cannot be ignored, and it is crucial that we recognize the consequences of human activities on our planet. Now, more than ever, we need to be conscious of the impact of our actions and strive to develop solutions that contribute to a sustainable and thriving world.
At Nanjala Design, we prioritize sustainable design. We factor it in because we know, that these considerations ought to be made at the very onset of coming up with design solutions. Embracing sustainable design not only benefits our clients but also has a positive impact on our planet and, ultimately, on our economy. While it is tempting to focus on solutions that are grandiose, attention-grabbing, and popular, we recognize the need to shift away from “sensationalist” advertising and marketing approaches. Instead, we aim to prioritize genuine, environmentally-friendly design that aligns with our identity as a sustainable communication agency.
Our approach blends Systems Thinking and Design Thinking, acknowledging the critical importance of scientific knowledge and the implications of our actions. We are committed to crafting solutions that contribute meaningfully to mitigating our impact on the environment.
We invite you to collaborate with us and explore our ethos, as we are dedicated to assisting you in making a difference. Our awareness of the global context drives us to be pragmatic in promoting climate action.
Are you ready to take on a green design approach for your brand?
References
Acaroglu, L. (2020 May 27). A quick guide to sustainable design strategies. Medium. Retrieved from https://medium.com/disruptive-design/quick-guide-to-sustainable-design-strategies-641765a86fb8
Glossary of Environment Statistics. (1997). United Nations Statistics Division — Environment Statistics. United Nations. Sales №96.XVII.12 ISBN 92–1–161386–8. Retrieved on 25th July 2023, from https://unstats.un.org/unsd/envstats/Glossary/SeriesF/SeriesF_67E.pdf
