Lecture 3 social and environmental sustainability

DesignSustainability

Nicola Morelli 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)


Industrial production Local production

Western countries Developing countries

Business Environment

Market Driven Social Driven

Papanek and involuntary dualities


• The market-driven approach is ecologically unsustainable

• The ecological approach is economically unsustainable

Is there a way out from this dichotomy??


• 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

Changes and challenges


• 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?)

Market driven approach


• What does the idea of quality imply in the traditional market approach?

Markrket approach Social needs

Economic efficiency Social inclusion

comfort Active participation


In order to find new solutions we need to revise the industrial model

DesignSustainability• The new industrial context


The pre-industrial context

Manufacturers

Customer 3

Suppliers

Suppliers

Product 1Customer 1

Customer 2Product 2

Product 3


The industrial context

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Manufacturers

Consumer

Suppliers

Suppliers

Suppliers

Products

Consumer

Consumer


• ProductThe material and specific

output of the activity of an individual craftsman

– Hard to reproduce– Targeted to individual needs

production in the pre-industrial model

craftsmanFormgivning

Project

Individualproduction


Industrial production

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CraftsmanFormgivning

Project

Industrial Production

Standardisation

Mass production

Division of labour

Codified knowledge

Economy of Scale


• ProductThe material output of

an industrial process– Highly reproducible– Highly standardised– Individual needs have

to adapt to the industrial offering


From Mass Production to Mass Customisation

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Mass production Mass customization


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KraftmanFormgivning

Project


Standardisation

Mass production

Division of labour

Codified knowledge

Economy of Scale

Mass Customisation


• ProductThe material output of

an industrial process– Highly reproducible– Lower level of

standardisation– Industrial production

targets clustered individual needs

Mass customizationMass Customisation


The new industrial context

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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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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)


From informal to formal economy

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Children education

Party organisation

Elderly care

Dating and weddings

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New solutions are required for new needs

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Continuous education and knowledge creation

New lifestyles, new personal organisation

New experience, entertainmentAddress

social inequality

Sustainable solutions


From Mass Production to highly customised solutions

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Mass production Mass customization

???

???

????? ???

?

Highly customised solutions


The traditional industrial logic is too expensive

• Disabling solutions• TV entertainment

• Frozen ready-made food • Cars

• Dating sites

• Enabling solutions• Opportunities for social

interaction• Opportunities to cook• Walking/cycling (physical

exercise)• A chance to try…

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• COSTS:• More services (economic transactions)• Lower capability to solve everyday problems (knowledge)• Reduced social interaction (social cohesion)



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Value Co-production

CustomersActor

Actor

Actor


Organising value creation

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Back to craftsmanship?

24Co-production

Nat

ure

of

Kn

owle

dge

Craftsman Fordist industry Mass customisation

Evolution of production

Unc

odifi

ed k

now

ledg

eC

odifi

ed k

now

ledg

e


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

New corporate mission


Perspective shifts in production

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KraftmanFormgivning

Project


Standardisation

Mass production

Division of labour

Codified knowledge

Economy of Scale

Uncodified knowledge

Mass Customisation

Value co-production


• ProductThe material and

immaterial output of the activity of an organisation, which include

• Material components (products, infrastructures); and

• Immaterial components (services, knowledge, communication


• 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

Developing solutions for the new context2


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

The design activity

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Example: Delight Assist


Development of the system


What is, in fact, that should be designed?

32Source HiCS

project

Lecture 3 social and environmental sustainability

Technology

Transcript of Lecture 3 social and environmental sustainability