Is the Industrial Designer the Environmentalists Punching Bag?
I think that it's interesting how a third of the presentations and sessions at the IDSA conferences are about sustainability/environmental design. And they all admonish the designers, saying "shame on you for designing so much stuff that's going to be landfill." And we keep inviting these presenters and environmental activists year after year for more condemnation and scolding. It's as if we're coming back to church after a year of sinful product design, pleading, "please forgive us, O Earth, for designing a co-molded vinyl non-recyclable out-gassing product this year! Next year, I promise to do better."
In fact that's my idea for next years IDSA conference, to have an environmental confession booth for fallen designers. We can confess all our wrong doings to William McDonough behind the veil, and light a candle at a Victor Papanek shrine.
Do the environmentalists leave the IDSA conference thinking that they've done their duty? They given a bunch of evil product designers a good talkin' to? But do they wonder why they are even invited to the party at all? It's because we're with you, we agree, we want change, we want to do what's right for the future of life on Earth. We are on your side.
So we all nod in a agreement and feel pretty good inside. But things aren't getting much better. And why is that? The problem seems to be much bigger than us. And sorry, but industrial designers are not the only ones to blame here. We play just a small part, although we like to think that it's the most important part. In fact, we're not as powerful as we perceive ourselves to be. And here's what we're up against.
One: Industrial designers are not that powerful
Because we have the ability and skills to make an idea manifest into a tangible product, designers are targeted as a source of frivolous shiny things that litter our landscape. But, designers are a service provider to decision makers. These decision makers decide what ideas get designed, what designs get manufactured, how many get made, where they will get made, who they will be sold to, and how.
Two: The decision makers are business people
How many environmentalists have been invited to a business management conference, or a marketing conference, or an advertising conference, or a CEO conference? These people are the decision makers. Maybe in a session called "how to make money on this "green" market trend." Or "how to use the recycle symbol to increase sales." Is sustainability even part of their discussion? Why should it be, unless it's a way of making more money? Corporations are in business to make money, and the people leading them are there because they are very good at making money. If sustainable products are on their agenda, it's only as a means to that end. Try speaking at those conferences, see if you get in.
Three: People like shiny new stuff
This I believe is a human truth that is independent of time and culture. Look at ancient cultures through to the present, and people like shiny new things. Call it pride, status, identification, coveting, whatever. It's universal in people to have things that are beautiful. It's no invention of America commercialism, or product of advertising, or the fault of Italian sports cars. Designers are creating in response to this desire.
Four: It's a free-market economy
This is the dominant system that we've created in our world. Companies compete for the dollar of the customer. Supply and demand. If the customer demands crap, companies will fall over themselves to provide it. And do they ever. Just once, instead of your local organic crunchy store, walk through a Wall-mart. Welcome to the real world my friend.
So now what? How are we going to make the world a sustainable place? Dismantle and recreate the world's market system? Change human nature? Re-orient corporate culture and priorities? Teach sustainability in MBA programs? How can we give environmentalists and industrial designers decision making power? Meanwhile, see you at confession.
In fact that's my idea for next years IDSA conference, to have an environmental confession booth for fallen designers. We can confess all our wrong doings to William McDonough behind the veil, and light a candle at a Victor Papanek shrine.
Do the environmentalists leave the IDSA conference thinking that they've done their duty? They given a bunch of evil product designers a good talkin' to? But do they wonder why they are even invited to the party at all? It's because we're with you, we agree, we want change, we want to do what's right for the future of life on Earth. We are on your side.
So we all nod in a agreement and feel pretty good inside. But things aren't getting much better. And why is that? The problem seems to be much bigger than us. And sorry, but industrial designers are not the only ones to blame here. We play just a small part, although we like to think that it's the most important part. In fact, we're not as powerful as we perceive ourselves to be. And here's what we're up against.
One: Industrial designers are not that powerful
Because we have the ability and skills to make an idea manifest into a tangible product, designers are targeted as a source of frivolous shiny things that litter our landscape. But, designers are a service provider to decision makers. These decision makers decide what ideas get designed, what designs get manufactured, how many get made, where they will get made, who they will be sold to, and how.
Two: The decision makers are business people
How many environmentalists have been invited to a business management conference, or a marketing conference, or an advertising conference, or a CEO conference? These people are the decision makers. Maybe in a session called "how to make money on this "green" market trend." Or "how to use the recycle symbol to increase sales." Is sustainability even part of their discussion? Why should it be, unless it's a way of making more money? Corporations are in business to make money, and the people leading them are there because they are very good at making money. If sustainable products are on their agenda, it's only as a means to that end. Try speaking at those conferences, see if you get in.
Three: People like shiny new stuff
This I believe is a human truth that is independent of time and culture. Look at ancient cultures through to the present, and people like shiny new things. Call it pride, status, identification, coveting, whatever. It's universal in people to have things that are beautiful. It's no invention of America commercialism, or product of advertising, or the fault of Italian sports cars. Designers are creating in response to this desire.
Four: It's a free-market economy
This is the dominant system that we've created in our world. Companies compete for the dollar of the customer. Supply and demand. If the customer demands crap, companies will fall over themselves to provide it. And do they ever. Just once, instead of your local organic crunchy store, walk through a Wall-mart. Welcome to the real world my friend.
So now what? How are we going to make the world a sustainable place? Dismantle and recreate the world's market system? Change human nature? Re-orient corporate culture and priorities? Teach sustainability in MBA programs? How can we give environmentalists and industrial designers decision making power? Meanwhile, see you at confession.
Comments
The next step really is not about taking steps in better eco-design. In fact, you have touched on it, that is the customer and consumer.
Fostering sustainable behaviours is to me Sustainable 2.0. Whats the point of installing a water saving shower head when the person takes longer showers? What's the point of a environmentally friendly mobile phone when people continue to change phones every 6 months or less?
I've spoken at length with Mario Vellandi on my blog perhaps you might be interested in a read.
http://www.designsojourn.com/2007/10/15/lets-talk-about-design-strategy-and-sustainable-behaviors/
We are to blame for the ills of society since it is our pen from which the wretched excess of consumer culture spawns; yet when in fact, we are only practicing our trade and attempting to satisfy the legitimate demands involved in designing and introducing new products to market(s). Hence, your first point (“Industrial designers are not that powerful”) is right on target. Kudos to you for expanding on the first point (and perhaps most important) w/ the 2nd, 3rd, and 4th points. Environmentalists conveniently ignore these facts every time.
Big (and small) businesses exist solely to generate profit(s); they then re-invest the profit(s) into operations, to generate more profit(s). This is capitalism at work, this is our socio-economic system, and it’s as simple as that. Once that is forgotten, the enterprise itself becomes irrelevant - and folds, to the benefit of none. A good designer can be a persuasive element in the boardroom and champion TRULY sustainable design while still making money for the company or client.
As far as confession goes, I’ll pass - being that I have nothing to feel guilty about.
We are to blame for the ills of society since it is our pen from which the wretched excess of consumer culture spawns; yet when in fact, we are only practicing our trade and attempting to satisfy the legitimate demands involved in designing and introducing new products to market(s). Hence, your first point (“Industrial designers are not that powerful”) is right on target. Kudos to you for expanding on the first point (and perhaps most important) w/ the 2nd, 3rd, and 4th points. Environmentalists conveniently ignore these facts every time.
Big (and small) businesses exist solely to generate profit(s); they then re-invest the profit(s) into operations, to generate more profit(s). This is capitalism at work, this is our socio-economic system, and it’s as simple as that. Once that is forgotten, the enterprise itself becomes irrelevant - and folds, to the benefit of none. A good designer can be a persuasive element in the boardroom and champion TRULY sustainable design while still making money for the company or client.
As far as confession goes, I’ll pass - being that I have nothing to feel guilty about.