EDC Impact2008

Title: Is ecodesign really good design?

Presenter: Frank O’Connor

Conference: Impact 2008 Conference

Date: 17th June

Venue: Glasgow Caledonian University

“We aim to encourage ecodesign and sustainable production and consumption in Wales”

Environment Strategy for Wales 2026, Welsh Assembly Government, 2006

Wales will be an internationally renowned ecodesign led nation with ecodesign embedded as a sustainable competitive core value within all relevant government strategies and support services, industry, the design community and higher education.

Ecodesign Centre Wales, 2006

Ecodesign Centre Wales

established in September 2006, core funding from Welsh Assembly Government, team of 5

our rolebuild capacity and capabilities so that effective ecodesign can happen in Wales

we believe ecodesign can enable a positive difference

www.edcw.org

We need to get radical about design education.

Dr Emma Dewberry, cited in Design Week, June 2008

“ “

education vision“in 5 to 10 years all design graduates in Wales will be literate in sustainability and ecodesign thinking and practice. These professional graduates will carry these skills and knowledge through to industry thus contributing to sustainable development in Wales and beyond”

education activity

working in partnership with course leaders and lecturers from the four universities in Wales that offer product design degrees to provide a platform for the sharing of skills and knowledge with a view to mainstreaming ecodesign and sustainable development issues within existing design curricula.

what is ecodesign?

what is ecodesign?ISO/TR 14062:2002

checklists

guidelines / handbooks

LCA, SLCA, LCI

concept demonstrators

ethnographymatrices

design for disassembly

Remanufacturing

Eco-labels

IPP / Producer Responsibility / WEEE / RoHS (Chinese RoHS) /

EuP / IPPC / REACH / Packaging Regs....

Life cycle accounting and costing

ECMA 341

Ecomapping Eco-Indicator 99

sustainable design

design for recycling

design for environment

LiDS strategy wheel

ecodesign is concerned with reducing

environmental & social impactsof a product or service through better design

80%of environmentalimpactsof a product or service can be locked-in at the design stage

ecodesign requires life cycle thinking

take make wastebuy/use

re-usere--manufacturerecycle

most designers are concerned with these stages

we believe ecodesign is just good design

and ecodesign is good business practice

common approaches

design for…. recycling/reusedisassembly, servicing, upgrade, reduced material mix

image source: Hermann Miller

image source: Panasonic

design for…. disassemblyrecycling, servicing, end-of-life, upgrade, lean manufacturing, cleaner production, down-cycling, material segregation,

design for…. low impact materialsrecycled, recyclable, bio materials, compatibility, compostable,renewable, sustainable

image source: inhabitat, Worn Again, Moscardino, Remarkable, Sony

design for…. eco-packagingnatural, returnable, reusable, multifunction, biodegradable

design for…. renewable powerhuman powered, solar, wind, bio, re-chargeable

image source: Philips, Freeplay, Solio

design for…. manufacture &assemblylean manufacturing, cleaner production, servicing, upgrade,

image source: steelcase

design for…. durabilitylongevity, durability, desire

image source: dualit, kitchenaid

design for…. full life cycleslife cycles, nutrient cycles, material selection, cradle to cradle

image source: mc donagh / braungart

design for…. fair & just productionhealth and safety, employees rights, unions, forced labour, child labour, discrimination,

image source: martin charter / CFSD

design for…. product systemsreturnable, remanufacture,re-use, closed-loop, end-of-life,product-service-system

image source: RSA

WHY ARE THERE CONFLICTS BETWEEN ECODESIGN AND TRADITIONAL DESIGN?

reason no.1ecodesign is perceived as an an optional extra.

air pollution kills 3 million people each year, mostly in poor countries

source: WHO / BBC

3million tonnesof plastic waste isdumped each yearin the UK, most of which is put in landfill

waste

source: Wales Environment Trust, Queenstown Lake District Council

reason no.2we live in a global economy.

"Sonicare Elite 7000“produced at 11 locations and in five time zones, comprised of 38 components, parts supplied by Japan, France, China and Malaysia, materials and production in Austria, Sweden, assembly in Philippines and United States, when fully assembled and packaged in Seattle the components have travelled a full 27,880 kilometres, two thirds of the Earth's circumference.

source: SPIEGEL Magazine

50million tonnesof e-waste is produced annually. Much of this waste is dumped in countries such as China and Africa

source: RSA

responsibility

reason no.3over-consumption is not being addressed.

“If everyone in the world were to consume natural resources and generate carbon dioxide (CO2) at the rate we do in the UK, we'd need three planets to support us”

WWF UK

98% of products are thrown away within 6 months

source: Chris Jordan and CKS recycling

the amount of raw material are required to manufacture the average desktop PC and monitor

1.8tonnes

resources

60,000tonnesof Christmas decorations were imported into the UK from China in 2006

reason no.4true life cycle costs are not considered.

1000pollution incidentshad a serious impact on the environment in England and Wales in 2005

pollution

source: Edward Burtynsky and environment agency UK

between 100 and 1000species become extincteach year, because their habitats are changing or being destroyed.

source: UK Government

Image www.castlereagh.gov.uk

£32Landfill tax in the UK has risen from £7.00 per tonne in 1996 to £32.00 in 2008

cost

reason no.5not everyone embraces change.

image source: The Independent Online

1976 - 2005 cost of motoringfell by 10%cost of publictransport rose by 50%

transport

Source: Observer, June 08

who is claiming to be doing it?

image source: M&S

leaders?

Philips EcoVision & Green Flagship Products

• More than 200 Green Flagships products on the market• 24% more Green Flagships in 2006• Total sales of Green Flagships of EUR 2.2 billion

image source: philips

Philips EcoVision & Green Flagship Products

To achieve Green Flagship status

• product must be investigated in at least three Green Focal Areas• Life Cycle Score needs to be calculated and improvement criteria met

image source: philips

DECT 525

• consumes 54% less energy • uses 14% less packaging • 33% lighter• improves recycling and disposal by 12%. • eliminated cadmium, lead and mercury

image source: philips

what about our clients?

image source: Orangebox

general observations for SMEs

• need inspiration to engage with ecodesign– non-standard drivers

• expect local knowledge from Business Support Organisations or intermediaries

• benefit from long-term relationships (not dependency)– negotiating risks, trust, confidence, building capacity

• not just about champions• benefit from partnerships

– industry as service provider• listen to appropriate language• require flexible financial support

we see opportunity

designers interactbetween industry and consumers

industry

consumers

design

designers can influencehow people consume products

industry

consumers

design

Self-preservation for product designers is likely to mean innovating all the way down the line, from concept to consumption.

Emily Pacey, Design Week, June 2008

“•“

The only businesses around in 20 years time will be green and sustainable businesses

Richard Branson, Virgin, 2008

“ •“

thank you

[email protected]