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IDEO - Aligned for Sustainable Design

IDEO - Aligned for Sustainable Design

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BSR and IDEO developed the report.
BSR and IDEO developed the report.

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Published by: Designer Marcio Dupont on Apr 01, 2012
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 Business for Social Responsibility and IDEO
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Aligned for Sustainable Design
0
 
 
Aligned for Sustainable Design
An A-B-C-D Approach to Making Better Products 
 
May 2008
 
 Business for Social Responsibility and IDEO
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Aligned for Sustainable Design
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About This Report
Companies succeed in sustainable product design, at least in the short term, by developing a moreintegrated design process. Rather than just focusing on acquiring new skill sets, they create new cross-functional interactions in their organizations that enable them to design and commercializebreakthrough products. Using in-depth case studies, this report offers examples of the introspectiveprocess that organizations have gone through to develop the capacity to design products moresustainably. These real-world examples illustrate how an Assess-Bridge-Create-Diffuse framework builds sustainability intelligence and life-cycle awareness into the product design process.The report was written by Chad White with Emma Stewart, Ph.D., of BSR’s Environmental R&Dteam, and Ted Howes with Bob Adams of IDEO. The report was reviewed by Jeremy Faludi of  Worldchanging and Alastair Iles, Ph.D., Assistant Professor of Environmental Science, Policy andManagement at UC Berkeley. Interviewees included Ken Alston (MBDC), Bryant Bainbridge andErin Dobson (Nike Inc.), Chris Hacker (Johnson & Johnson), Bill Morrissey and Sumi Cate(Clorox), Paul Murray and Gabriel Wing (Herman Miller Inc.), Monica Oberkofler (Gap Inc.), andDavid Rinard (Steelcase Inc.). Please direct comments or questions to BSR’s Environmental R&Dteam atenvironment@bsr.org.
About Business for Social Responsibility
Since 1992, Business for Social Responsibility (BSR) has been providing socially responsible businesssolutions to many of the world’s leading corporations. Headquartered in San Francisco and withoffices in Beijing, Guangzhou, Hong Kong, New York and Paris, BSR is a nonprofit businessassociation that serves its 250 member companies and other Global 1000 enterprises. Throughadvisory services, seminars and research, BSR works with corporations and concerned stakeholders of all types to create a more just and sustainable global economy. As a non-profit organization, BSR isuniquely positioned to promote cross-sector collaboration in ways that contribute to theadvancement of corporate social responsibility and business success. For more information, visit www.bsr.org.
About IDEO
IDEO is an innovation and design firm that uses a human-centered, design-based approach to helporganizations generate new offerings and build new capabilities. Well known for many standard-setting innovations, including the first mouse (for Apple Computer) and the world’s first notebook computer (for GRiD Computer), IDEO is a forerunner in the development of products, services andexperiences that bring design strategy to life. IDEO has been independently ranked by globalbusiness leaders as one of the world’s most innovative companies and continues to gain recognitionfor its work with the CDC, Acumen Fund, Bank of America, Eli Lilly, Shimano and Eclipse Aviation—to name a few. For more information, visit www.ideo.com.
 Note:
BSR publishes occasional papers as a contribution to the understanding of the role of business insociety and the trends related to sustainable business practices. BSR maintains a policy of not actingas a representative of its membership, nor does it endorse specific policies or standards. “StakeholderPerspectives” that may appear in this publication are intended to illustrate the diversity of opinionson various issues and do not necessarily reflect the views of the authors.
 
 Business for Social Responsibility and IDEO
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Aligned for Sustainable Design
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Table of Contents
I. Executive Summary
.................................................................................................................3
II. The Shifting Business Environment for Design
.............................................................5 A. Drivers for More Sustainable Design...................................................................................6B. Opportunities for Sustainable (Re)Design............................................................................7C. The Challenge: Evolution of the Design Function...............................................................8
III. Innovation in Design Practice
.........................................................................................11
IV. Re-envisioning the Design Function
.............................................................................14 A. The Design Pipeline: A Challenge for Sustainability Learning...........................................16B. Integrative Product Design: An Alternative Approach........................................................19C. The A-B-C-D Framework: A Guide for Developing Sustainable Design Intelligence........21
 V. Applying the ABCDs: Examples from Apparel, Furniture and Cleaning Products
.....................................28 A. How Sustainability Became Considered at Nike Inc. .....................................................28B. The Way a Stand Has Changed a Seat at Herman Miller Inc. .......................................31C. Reflecting on Green Works in The Clorox Company.....................................................36
 VI. Conclusions
..........................................................................................................................38 A. Sustainable Design Is an Innovation in Practice..............................................................38B. Sustainable Design Is a Kind of Organizational Intelligence............................................38C. Sustainable Design Is Organizational Learning...............................................................40
 VII. Appendix: Concepts and Tools for Sustainable Design
..........................................42
 VIII. Notes and References
......................................................................................................47

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