Perspectives on greener product development and manufacturing from Sustainable Minds, our partners, customers and contributors.

Marketing

Engaging customers in the sustainability dialog

By David Laituri on January 30, 2009

 When we first conceived of Vers back in 2007, we wanted to develop sound systems that were better in every way imaginable; an ambitious goal that we hoped would drive our company to do great things on into the future. This applied not only to the design and sound quality of our systems, but to their environmental thoughtfulness as well.

As we progressed, the idea of involving our customers in a dialog about energy efficiency, sustainability and carbon reduction seemed natural to us – we wanted Vers to be a participatory brand. Since the large part of Vers is its plantation-sourced wood construction, trees were an obvious device to help connect the CO2 generated by using a Vers system to a simple, easy to understand solution. Trees are both tangible and visceral; our customers easily related to them. Planting trees became an engaging way to initiate the carbon reduction dialog and to encourage our customers to participate in making a difference.

Make sense of your eco certifications

By Lorne Craig on January 23, 2009

These days, many corporate web sites are fairly bursting with well-intentioned fair trade, certified organic, sustainable supply-chain certification symbols. Looks great, but what does it all mean? Last week I got an e-catalogue from local clothing company Eco Apparel that answered that question. Eco Apparel is a Vancouver-based clothing manufacturer who really puts their sustainability where their mouth is. From recycled-content fabrics to responsible procurement, they work hard to do it right. They also boast their fair share of certifications – Bluesign, Intertek, 1% for the Planet, CSR Corporate Social Responsibility – as well as claims of certified yarns and fair-trade manufacturing.

Gathering your sustainability stories to build an authentic greener brand

By Sandy Skees on January 16, 2009

 Both early stage and legacy companies share common ground when developing a sustainable brand promise. In order to communicate authentically to key stakeholders, start by identifying the ‘head and heart’ story that inspires every product design, or in a larger sense, inspires each company’s formation. These intertwined rationales will build a ‘goodness narrative’ that is the foundation of a sustainable brand.

Companies are starting to give themselves permission to tell a multi-faceted story that goes beyond market dominance, product creation and increasing profits. Not that these aren’t important, they are. But they are not the only story. It is important to capture and communicate the anecdotes of how individuals inside companies are creating solutions that incorporate social and environmental impacts of products or companies.

1. Make an honest assessment of where you are
As you gather your sustainability stories, take stock of where you really are and include an honest measure of what is truly sustainable inside your operation in an accessible and clear way. Be up front about the challenges and your team’s assessment of how you will address them.

Taking the hit: not letting perfection get in the way of progress

By Travis Lee on January 11, 2009

Co-author, Scot Herbst

Recently, quite a few people have been asking me the same two questions: how do I feel about greenwashing and do I think we will see more or less greenwashing in the coming years? To which I usually respond that it depends on what they mean by greenwashing. Their definitions vary in the details, but they usually include two categories.

  1. The company that makes no sustainability efforts, but claims that they care about the environment more than we know.
  2. The company that releases a product and brags about the sustainability efforts involved in its creation, even when the product is not really sustainable.

The first category is obviously despicable, and companies that engage in that kind of blatant falsity are bound to soon be exposed for what they are by the increasingly educated and concerned consuming public.

In a world gone ‘green crazy’, how can you tell who’s telling the sustainable truth?

By Linda Chipperfield on December 12, 2008

Green Seal Laureate Program

More and more companies are recognizing the marketing benefits of ‘being green’ – or at least of claiming to be so. It will come as no surprise to those who read this site, but some of those claims are less than honest.

That’s why Green Seal is asking for input on a recognition program called “Green Seal Laureate” (working title). The program will provide a guide to continuous improvement and identify companies that are committed to sustained environmental leadership. It will provide a path to honesty and credibility when companies proclaim their commitment to sustainability.

The Laureate Program will focus on a company’s major environmental impacts and promote the environmental certification of products where recognized green standards exist. It will utilize life cycle analysis to evaluate impacts from products, including material sourcing, manufacturing, packaging, consumer use, and end-of-life.

In addition, the program will look beyond products alone, to the company's impacts related to corporate governance, operations and supply chain.

Transmaterialization

By Guest contributors on December 1, 2008

This post was submitted by guest contributor and author Nathan Shedroff. In his upcoming book, Design is the Problem, Nathan explores one of the most interesting sustainable design strategies available to product developers.

Transmaterialization is a strange word, but the process is a new phenomenon not easily recognized by most people. Sometimes called ’servicizing‘ or ’product service systems,’ defined simply, it’s the process of turning a product into a service. Because this is often abstract and foreign to many people, the best way to explain it is in an example:

Consider how people bought music in the past. First, there were records, followed by tapes of different types (reels, 8-tracks, cassettes, and so on), and finally, starting in the 80s, compact discs (CDs). All of these are physical products, even though the music itself wasn’t necessarily physical. (It could already be transmitted across radio waves, for example.) Most people associated music with a physical object. Now, however, music is completely digital and even more virtual. The rise in music downloads (both legal and illegal) is displacing the sale of the physical CDs (though some, like records, will probably always be traded by collectors). In this way, the physical product has been displaced by a nonphysical service.

The death of global warming: Sustainability 2.0 and design’s dirty little secret

By Scot Herbst on November 3, 2008

Escape with me for a few moments here – let’s play a visualization game. Close your eyes. You’ve inherited the role of Climate-Change Agent Alpha. You’re a relatively affluent consuming American, capable of meeting the fight against carbon emissions head-on. Your typical day looks something like this:

Wake up in the morning; refer to a series of wall-mounted monitors in your home that give you an endless relay of appliance energy consumption. You escape to work in a hybrid vehicle equipped with an unavoidable heads-up display offering a relentless series of digital algorithms to immediately inform your driving power usage. You’re greeted at work by an active-energy savings billboard espousing the minute-by-minute virtues of the power friendly LEED certified building. Throughout your day you refer to a special app on your cell phone that intermittently monitors your homes regenerative solar capacity. And finally, at day’s end, you retire confidently, having seen your ‘smart-home’ monitor flash a graphic depicting your ‘carbon neutrality’ for the day! An endless blitz of data and graphic information injected into your cognition, affording you the tools to continue consuming, eating and breathing in a responsible manner. The assumption could be that given an ambiguous concept like the ‘carbon footprint,’ we need constant reminders of our mission’s grand purpose. Mission accomplished Climate-Change Agent Alpha. You’ve made the world one day better by staving off your footprint… right?

Insights from the Green Event

By Grant Kristofek on October 24, 2008

The ‘Green Stamps‘ panel helps attendees learn about what is available in the market to support their green claims.

I was recently on Broadway — not in the latest production of West Side Story — but at the Hudson Theatre for The Green Event. The two-day conference brought together textile industry stakeholders — suppliers, buyers, designers, and regulators — to share ideas for developing eco-conscious practices across the board.

I had an opportunity to participate on the ’Creating Green‘ retail panel alongside Marks & Spencer’s veteran cotton expert, Graham Burden. I shared Continuum’s insights about the consumer perspective on sustainability, sparking a conversation about the need to consider the demand-side of the sustainability equation. My talk followed an excellent keynote by Andrew Winston, author of Green to Gold and founder of Winston Eco-Strategies. Mr. Winston spoke passionately about the business case for sustainability, citing numerous examples of companies that had achieved true competitive advantage by identifying upside opportunities or eliminating downside risks in this space.

TRIP REPORT: Sustainable Minds @ the IDSA 2008 National Conference, with Autodesk

By Terry Swack on September 26, 2008

Left: GREG CANAVERA, SM’s Director of Software Design manning the demo station. Right: DANE WESENBERG, our ASU intern, spreading the word about SM.

Our first trade show!
This was a very special event for us in many ways. We announced the big news about our strategic relationship with Autodesk, who made it possible for us to be at the show by providing a demo station in their booth. We are truly honored to have this special relationship with Autodesk, the only design and engineering software company out there actively building tools that enable their customers to design greener buildings and products.

I wrote in my first post, Part 2: The genesis of Sustainable Minds ― Things happen in threes, about the events that inspired me to start this company. This was one:

“In November, 2006, while attending the U.S. Green Building Council’s national GreenBuild conference, Autodesk announced its partnership with the USGBC to integrate LEED into their product, Revit® Architecture. I thought it was brilliant to integrate new knowledge with the software tools professionals are already using.”

That said, it was a profound experience for me to be at the IDSA national conference just shy of two years later, effectively working to accomplish a similar result for people who design and make products.

How product design can promote sustainable consumption

By Inês Sousa on September 5, 2008

In my previous post I told you about my work on a new approach based on learning algorithms to performing approximate life cycle assessment during the early stages of product development cycles. Now let’s go beyond ecodesign focusing on technical and engineering variables (e.g. use of life cycle assessment, materials optimization, design for disassembly and recycling) and look into different product design strategies addressing the other side of the equation – sustainable consumption.

Today’s patterns of consumption are increasingly offsetting the eco-efficiency created by clean production and ecodesign. Given a growing population with increased quality-of-life expectations, achieving sustainable development will require addressing and changing both production and consumption patterns. Indeed, sustainable consumption has been addressed by a number of United Nations and international agencies and governmental and non-governmental organizations. The goals have been to improve understanding of global consumption patterns and their environmental and social impacts, develop policies and programs to change unsustainable consumption patterns, and promote sustainable and equitable consumption for human development.