Professional Documents
Culture Documents
The Journal of
Sustainable Product Design
Re-PAIR
Re-THINK
Re-FINE
Re-DESIGN
ISSN 1367–6679
‘Casas Blancas’ chairs
Analysis, page 28
Re-PAIR
Bosch tools
O2 News page 57
Re-THINK
Re-DESIGN
‘Smart’, environmentally
considered city car
Gallery, page 40
ISSUE 8 : JANUARY 1999
The Journal of
Sustainable Product Design
5 Editorial
Martin Charter, Editor, The Journal of Sustainable Product Design
Analysis
7 Creating an economic infrastructure for sustainable product design
Tim Cooper, Director, Centre for Sustainable Consumption, School of Leisure
and Food Management, Sheffield Hallam University, UK
18 Company-specific guidelines
Henrik Dahlström, Research Associate, IVF, The Swedish Institute of Production
Engineering Research, Sweden
Interview
25 Professor Han Brezet, Director, Section of Environmental Product
Development, Faculty of Industrial Design Engineering, Delft
University of Technology, the Netherlands
Martin Charter, Coordinator, The Centre for Sustainable Design, UK
Analysis
28 Sustainable product development: a key factor for small enterprise
development – the case of furniture production in the Purépecha
region, Mexico
Dr Diego Masera, Product Development and Marketing Manager,
Micro-enterprises Support Programme, Kenya
Gallery
40 ‘Smart’, the environmentally considered city car, the Flymo experience
and office chairs from plastic bottle caps
Innovation
42 Cyclic, solar, safe – BioDesign's solution requirements for sustainability
Edwin Datschefski, Founder, BioThinking International, UK
52 Customers – the forgotten stakeholders
Emma Prentis, Director, Conservation Communications, UK, and Hedda Bird,
Managing Director, Conservation Communications, UK
New developments opment. IPP is one of the envi- mance evaluation. The initial
ronmental priorities within the conclusions are that there is a
here is growing worldwide
T interest in environmental
aspects of product development.
German presidency of the EC,
and the conference was seen as
general confusion over the issues
and terminology surrounding
the first part of a consultative eco-design and there is the need
However, discussion over eco-
process. for some degree of clarification.
service development is still in
its infancy. Three recent events Eco-design ’99 was organised in These three events highlight a
have highlighted the growing March 1999 in Tokyo, Japan and number of key issues and trends.
debate over eco-design and attracted 488 delegates (including
related issues: ‘Integrated 100 from overseas). The event Product development
Product Policy’ conference included a range of high level
Discussion is moving from eco-
(Brussels), Eco-Design ’99 speakers and focused particularly
design to thinking about the
(Tokyo) and the formation on technical aspects of eco-
integration of environmental
of an International Standards design. Eco-design ’99 was
considerations into product
Organisation (ISO) working sponsored by the Inverse
development. This means taking
group on ‘Design for Manufacturing Forum and the
account of the different environ-
Environment’. Japan Environmental
mental issues and concerns at
Management Association for
The European Commission’s different stages in the product
Industry (JEMAI). Eco-design
DG XI (Environment) and DG 3 development process. This a
and environmentally-conscious
(Industry) jointly organised a multi-stakeholder process and
product development (ECP) are
conference in December 1998 on new processes and tools need
becoming of growing importance
‘Integrated Product Policy (IPP)’. to be developed. A life cycle
in corporate Japan due to carbon
The conference follows on from approach is essential, but LCA
dioxide (CO2) emission reduc-
a consultancy report commis- is not the panacea.
tion targets resulting from Kyoto
sioned by DGXI (see Editorial
climate change agreements and
JSPD 7). The event included Decision-making
the implementation of a range
parallel workshops designed to
of green laws in Japan in 1998. Tools should be designed to
consider the demand and supply
side policy tools and issues The formation of a recent support decision-making at
involved in the development and ISO working group on ‘Design different stages in the product
implementation of product- for Environment’ has also high- development process – and
orientated environmental policy. lighted a number of key issues. there is no one tool that is
The eco-design workshops high- There are various existing ISO capable of fulfilling the different
lighted the continuing confusion standards that refer directly or requirements.
in some quarters over the differ- indirectly to product-related However, as highlighted above
ence between life cycle thinking issues and which sub-divide the backbone should be lifecycle
and Life Cycle Assessment (LCA) broadly into two categories: thinking. Some degree of judge-
and also the need for the devel- product-related eg. eco-labelling, ment is always needed to make a
opment of new tools to enable LCA; and management-related, decision over balancing environ-
the integration of environmental eg. environmental management mental concerns, so a key ques-
considerations in product devel- systems, environmental perfor- tion is what level of certainty is
needed to make a decision? If suppliers. Many suppliers to large guidelines and its use in a valve
existing LCAs have indicated the companies are likely to be small company. Dr Diego Masera,
biggest environmental impact of and medium-sized companies Product Development and
a product eg. the ‘use’ phase with (SMEs) that will have low aware- Marketing Manager, Micro-
washing machines, is there need ness of environmental, legislative enterprises Support Programme,
to spend money and time and eco-design issues 1. For exam- Kenya, illustrates the real issues
commissioning a new LCA? Is ple, as a result of the proposed associated with implementing of
investment better placed in EC WEEE Directive 2 in the SPD amongst small enterprises in
developing new energy efficient electronics sector, companies Mexico, with a description of an
washing machine technology and are likely to need to implement SPD training programme.
educating users about ‘use’ issues eco-design programmes eg. Professor Han Brezet, Director,
eg. energy efficiency (climate ‘design for dismantling’, use of Section of Environmental
change) and powder dosage fewer components in product Product Development, Faculty
(water pollution)? design, etc. of Industrial Design Engineering,
Delft University of Technology,
Management However, many previous elec-
the Netherlands, highlights the
tronics manufacturers are now
The overall goal of integrated lack of research into eco-service
‘system integrators’ and contract
environmental product develop- development and the structural
out design and manufacture of,
ment (IEPD) should be to barriers to eco-innovation.
for example, components to
produce better products, that Emma Prentis and Hedda Bird,
companies in the Far East where
perform as well or better than Directors, Conservation
environmental and eco-design
comparative non-green products Communications, UK, give an
awareness is low. Therefore
in terms of: example of a lateral approach to
there will need to better much
· function involving the marketing function
greater cooperation between the
· quality in the environmental debate,
different elements of the ‘value
· cost. drawing on experience from
chain’ if, for example, products
Nortel. Edwin Datschefski,
are going to be designed to be
If companies are going to inte- Founder, BioThinking
dismantled.
grate environmental considera- International, UK, gives an alter-
tions into the product develop- native view of eco-design with
This issue of the Journal
ment process there needs to be numerous examples based on the
clear objectives, strategies, highlights…
‘bio-thinking’ approach using the
programmes, responsibilities Tim Cooper, Director, Centre principles of cyclic, solar and
and budgets. There still appears for Sustainable Consumption, safe. And, finally the O2 pages
to be considerable uncertainty School of Leisure and Food focus on the process and outputs
over the hierarchies involved Management, Sheffield Hallam of the recent ‘O2 Challenge’ held
in IEPD management systems, ie. University, UK provides an in the Netherlands, which
· tools… fit within overview of the problems associ- concerned the development of
· environmental product ated with the implementation of sustainable business concepts. •
management system… that sustainable product design (SPD)
within the existing economic Notes
fit within
structures and suggests some 1
· environmental management ‘Chain of Uncertainty’, The
policy changes to enable SPD.
system… that fit within Centre for Sustainable Design,
Henrik Dahlstrom, Research
· broader business function January 1999.
Associate, IVF, The Swedish
strategies… that fit within Institute of Production 2
Waste from Electrical and
· corporate strategy. Engineering Research, Sweden, Electronic Equipment (WEEE)
highlights the practical issues of Directive – this is a proposed
Supply chain EC Directive that is in its second
implementing eco-design taking
To implement eco-design in account of lifecycle considera- draft – the document covers
many sectors will mean the need tions. He gives an example of the ‘end of life’ management issues
to work much more closely with development of company-specific but highlights prevention issues,
eg. eco-design.
6 THE JOURNAL OF SUSTAINABLE PRODUCT DESIGN · JANUARY 1999
ANALYSIS
Creating an economic
infrastructure for
sustainable product design
Tim Coopern
Director, Centre for Sustainable Consumption, School of
Leisure and Food Management, Sheffield Hallam University, UK
As nations
have become
more affluent,
the role of the
designer has
changed from
meeting needs
to stimulating
desires.
Tools such as life cycle assess- output. New indicators are now products designed for replace-
ment (LCA) began emerge. Even being developed to measure ment at the earliest opportunity.
so, the concept of green people’s ‘quality of life’, some of
Even so, many mainstream econ-
consumerism, as distinct from them linked with attempts to
omists remain too preoccupied
sustainable consumption, was measure progress towards
with the perceived benefits of
indicative of the resilience of sustainable development
maximising production,
the materialistic culture. (Anderson, 1991; Department of
economies of scale, and the
the Environment, 1996; Pearce,
cycle of depreciation and
1993; Trzyna, 1995).
Economists’ view of replacement to reflect upon the
Moreover, the wisdom of optimal use of products over
progress
promoting economic growth in time. The assumption is that
It is widely assumed, not least by its current form is increasingly whenever production is increas-
politicians, that most people questioned, based as it is on a ing, the health of the economy
want to increase their consump- throwaway culture in which a is improving: more people are
tion. Consequently economists, constant updating of products is employed, incomes rise, and
particularly in the present required to give sufficient higher consumption follows.
century, have devoted consider- momentum to industrial output Such economists regard the only
able effort to identifying the (eg. McLaren, Bullock and limit to consumption as the
means by which the output of Yousuf, 1998). The model of a productive capacity of the
the economy might be ‘linear economy’ (see Figure 1), domestic economy – in other
maximised. Since the develop- in which it is assumed that there words, if the nation consumes
ment of national accounts in the is an unlimited supply of natural more than it produces, the econ-
late 1940s, the typical starting resources and that the environ- omy overheats and the result is a
point has been a measure of the ment has an unlimited capacity trade crisis, inflation or both.
amount of activity in the econ- to absorb waste and pollution, is They do not accept that there are
omy, Gross Domestic Product dismissed. Instead, a ‘circular environmental constraints to
(GDP), which aggregates the economy’ is proposed, in which ever-increasing economic
value of all goods and services the ‘throughput’ of energy and growth (eg. Beckerman, 1995).
produced in a year. raw materials is reduced. In such
Few critics of GDP advocate a
Economic growth, the annual an economy there would be a
‘no growth’ society, contrary to
increase in GDP, remains widely shift in activity from the manu-
popular myth. Aside from being
regarded as the key indicator of facturing sector to service sector
politically unattractive, to main-
trends in people’s ‘standard of activities such as re-use, repair,
tain the same level of economic
living’. In recent years, however, upgrading and recycling (Cooper,
output or reduce it will not
the value of GDP as a satisfactory 1994b; Krishnan, Harris and
necessarily result in a lower
indicator of human wellbeing Goodwin, 1995). The current
environmental impact. There are
has been questioned, in particu- economic system, based as it is
more sophisticated and positive
lar by environmental economists on the ‘fast replacement’ of
ways of overcoming environ-
and increasingly within govern- goods, would be transformed
mental degradation. For example,
ments (eg. Daly and Cobb, 1990; into one which instead gave
the likely impact of increasing
Department of the Environment, greater emphasis to the ‘optimal
product life spans upon
1996; Douthwaite, 1992; Jackson utilisation’ of resources (Jackson,
economic output is uncertain
et al, 1998; UNDP, 1998). Critics 1993). The historic trend away
but such a trend could offer
of the GDP indicator argue that from renting consumer durables
significant environmental
the kind of economic activity is might be reversed, with people
benefits.
as significant to people’s sense of paying for the service supplied
wellbeing as the level of total by products rather than buying
least because in industry there sive turnover tax on companies mum environmental
would be as many losers as and stricter legislation on performance standards. The
winners. Resource-intensive monopolies. development of markets for
industries have successfully products designed according to
The environmental case for more
lobbied against the introduction strict environmental criteria is
localised production and repair
of the carbon-energy tax first consequently under threat.
facilities is less controversial as it
proposed by the European Second, free trade has resulted in
is widely agreed that current
Commission in 1991. much manufacturing being relo-
levels of pollution and conges-
cated to low wage countries and
tion caused by long distance
it is more likely that products
Competition and the road freight is unacceptable.
imported from these countries
Opposition has grown in recent
free trade ideal will not be properly maintained.
years to the transportation of
A further important element of Servicing work is labour inten-
food over long distances
the nation’s economic infra- sive and normally has to be done
(Paxton, 1994) and similar argu-
structure is the degree of indus- in the importing country, where
ments could be applied to
trial concentration and the loca- wage costs are much higher. It is
consumer durables. The use of
tion of production facilities. therefore often more cost effec-
centralised facilities for after-
Around 25% of global manufac- tive to purchase replacements
sales services has likewise been
turing is now controlled by 500 than to get faulty products
criticised. Stahel and Jackson
industrial corporations (Korten, repaired. In such circumstances
argue that repair work is best
1995). Such companies are able life cycle thinking – such as
undertaken ‘in comparatively
to reap economies of scale by designing products for reparabil-
small workshops, scattered
concentrating on a few, very ity – is less likely to receive
throughout the country wher-
large production sites, which priority.
ever there are items in need of
reinforces their commercial re-manufacturing and repair and In the light of such arguments, it
strength. In the market for large customers who need them’ is not surprising that environ-
kitchen appliances, for example, (Jackson, 1993, p.270). mentalists are currently among
three manufacturers account for Appropriate planning policies the most vocal critics of free
around one half of all sales in and increased taxation on road trade, calling for a ‘new protec-
Western Europe. freight could encourage such tionism’ and urging reform to
Although the effect of industrial workshops. the World Trade Organisation
concentration on product devel- (eg. Lang and Hines, 1993; von
The current debate on free trade
opment is complex, environ- Weizsecker, Lovins and Lovins,
and the environment is particu-
mentalists influenced by 1997).
larly relevant to the foregoing
Schumacher’s philosophy that discussion. Despite the environ-
‘small is beautiful’ associate mental impact of road freight Greener products and
large scale industrial production most politicians, influenced by
with the excesses of modern
consumer choice
neo-classical economists, are
consumerism (Schumacher, strongly supportive of free trade. The assumption that consumers
1974). Thus although the envi- This is a complex issue but there have a right to the maximum
ronmental performance of many are two particular issues which possible choice of products is
small and medium sized compa- need to be raised. First, many often unquestioned. Classical
nies (SMEs) is not always impres- environmentalists object to the economic theory suggests that
sive, green political parties fact that free trade is being used increased choice is always
across Europe have argued for as a dogma to challenge the right beneficial as it leads to greater
measures to reduce industrial of countries to ban imported efficiency in the economy. In
concentration such as a progres- products that do not meet mini- America today more than 400
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Beckerman, W., Small is
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Daly, H.E. and Cobb J.B., For the
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Krishnan, R., Harris, J.M. and
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Goodwin, N.R., A Survey of
Bideford: Green Books (1992)
Ecological Economics, Washington Roy, R. and Potter, S., Design and the
Durning, A.T., How Much Is Enough? DC: Island (1995) Economy, London: Design Council
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Lang, T. and Hines, C., The New
Elkington, J. and Hailes, J., The Protectionism, London: Earthscan Schmidheiny, S. Changing Course,
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Lansley, S., After The Goldrush,
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Company-specific
guidelines
Henrik DahlströmI
Research Associate, IVF, The Swedish Institute of
Production Engineering Research, Sweden
Figure 1: An LCA is the base for choosing advice, which is then adjusted according to other requirements.
The result is a company-specific guideline.
to get lost in an LCA, especially and are able to apply it to the Choice of product
after the inventory is evaluated, company culture and its
The guidelines should be appro-
eg. substances not accounted for products. The DfE expert should
priate for all products or at least
in the evaluation method, deple- work in close co-operation with
one category of the products.
tion of resources (some meth- company employees to achieve
With this in mind, a product
ods), etc. In addition to the LCA, best results. The DfE expert
should be chosen to be repre-
external considerations such should have knowledge of DfE
sentative of the whole group of
as customer demands, laws, tools and processes and other
products. This implies that the
technical possibilities and internal business functions
product should:
company policies have to be involved in product develop-
· contain as many of the
taken into account. ment, eg. marketing should have
different materials used by
good knowledge of the products,
The IVF method consists of the company as possible
company structure/culture and
three main steps:
customer needs. · be produced with as many
· analysing the product of the company’s manu-
· finding design strategies facturing methods as possible
· translating the strategies to Analysing a product · be transported to the same
company-specific guidelines. The purpose of the product extent as the other products
This work will only be successful analysis is to assess the environ- are transported
if those involved in the design mental impact of the products. · be produced in large volumes.
process are aware of environ- This can be achieved in different
mental issues like ‘Design for ways, although it should always
Environment’ (DfE) and LCA, be based on life cycle thinking.
Different methods and money. The vast majority of the distance, but more important
of analysis companies do not have such is the means of transportation
resources. used. The importance of trans-
There are different methods of
port is easily underestimated
estimating the environmental When deciding on the extent
because a lot of short, hidden
impact of products. The choice and method of the analysis, it is
transportation exists across the
of method depends on how important to remember that the
whole life cycle of the product.
detailed an analysis the company purpose is to identify the essen-
can afford. The more detailed the tial impacts in the life cycle of Use of product
analysis, the more knowledge the product. The analysis must be If a product consumes material
and financial resources are accurate enough to do this, but or energy during use, this gener-
required. in most cases it is unnecessary to ally accounts for the largest part
perform a full LCA to find the of the product’s environmental
A qualitative method that can be
key issues. impact. The impact of energy
used is the MET-matrix, where
used depends to a great extent
use of material, energy consump-
on the country in which the
tion and toxic emissions are Finding good design
product is used, ie. how the
noted for each step of the life strategies
energy is produced. Coal and oil
cycle, ie. production of materials
The result of the product analysis are many times worse than, for
and components, in-house
helps to identify the major example, hydropower.
production, use and ‘end of life’.
impacts. These can be divided
Environmental indicators such as ‘End of life’
into five categories:
ELU-figures (indicators derived It is often difficult to know what
Production of material will happen to the product when
from the EPS evaluation system)
and Eco-indicators give a The product may contain materi- it is disposed of in maybe ten
measure of the impact from, als with high environmental years time. The recycling of
for example, one kilo of steel. impacts. For many products the metals usually requires a small
Figures are listed for construc- consumption of materials has the amount of energy compared to
tion materials, manufacturing largest impact on the environ- the production of virgin materi-
processes, energy consumption ment. This is mainly due to emis- als and the emissions to the
and transport. sions to air during mining and atmosphere are usually relatively
the decrease of material reserves. low. Recycling will continue to
A screening LCA can be
increase which means that
performed by using previous Manufacturing processes
products should be designed for
LCAs as bricks to build up a new Production sometimes uses
ease of recycling, especially if
LCA. The advantage of this a lot of energy or consumes
they contain metals.
approach compared to environ- toxic chemicals. But the
mental indicators, is a far better manufacturing process does
transparency in data. It is possi- not usually have a high The advice bank
ble to identify simplifications and impact compared to the use
IVF has collected numerous
assumptions. A computerised of materials.
examples about reducing the
LCA tool with an LCA database
Transport environmental burden of prod-
is required.
Materials and components trans- ucts across each of these types of
Optimum precision is obtained ported to the company and impacts. IVF calls this an ‘advice
by performing a full LCA includ- products transported from the bank’ which enables users to
ing evaluation of the results with company often cover consider- pick out relevant advice on the
different evaluation methods. able distances. In determining environmental impact reduction
However, a complete LCA study the environmental impact, the for specific products. To make it
calls for considerable resources weight and volume of the prod- easier to find the design strate-
in terms of LCA knowledge, time uct is important, as of course is gies that best apply to the
specific product, the advice is gies is a task that requires both Develop strategies based on
sorted into the five categories knowledge, experience and a company-specific guidelines
mentioned above: creative mind and should be
At this stage, the list of advice is
· production of material completed by a DfE expert.
based only on LCA information,
· manufacturing processes When appropriate guidelines
which makes it somewhat
have been found the result will
· transport detached. To be used in the ‘day
be a list of advice on how to
· use of product to day’ work of the designer the
design the specific product with
· ‘end of life’. guidelines cannot just be based
less environmental impact.
upon objective environmental
For example, if the results of General DfE advice can be found considerations. Parameters such
an LCA imply that the energy in many manuals, books and as laws, customer demands,
consumption of a product during checklists for eco-design (eg. company policies, technical
use produces a large impact, then Brezet 1996, Beherendt 1997 and feasibility and finance have to be
advice will be found under the Burall 1996). But to be usable the taken into account. Customising
category ‘use of product’. Until advice should be as concrete as and adapting the strategies
now the ‘advice bank’ has only possible. The designer gains little requires a wide knowledge of the
been issued in printed form. help from a piece of advice such company and the environment.
However, as the amount of as ‘Do not use toxic materials’. It To enable this to be carried out,
information increases, a comput- is far more important to know a group of people from different
erised database may be devel- which materials are regarded as elements of the company must
oped. To pick out and find the toxic, eg. ‘Avoid the use of lead, cooperate, eg. production,
most appropriate design strate- cadmium and mercury’. design, marketing and sales.
mPt
40
36,9
30
25,4
20
10
Figure 3: The environmental impact of the valve from cradle to grave. Evaluation performed using Ecoindicator 95.
Consideration of the require- ment or process chemicals not product development function
ments and customisation of included in the inventory. The and has recently started to inte-
advice could be achieved through main gap is usually related to grate environmental considera-
discussions. However, it is easier unusual substances and local tions as part of the introduction
to do this within some kind of environmental effects, which of environmental management
framework. IVF has used an could be of significance in systems. TAH has, in cooperation
FMEA methodology (Failure specific cases. Supplementary with IVF, established a set of
Mode Effect Analysis) for sorting information could also be company-specific guidelines, for
and customising the advice. provided through the local designing valves with a reduced
Recently many different ways of authorities’ lists of hazardous environmental impact. TAH
using FMEA methodology for chemicals and the company’s designers and buyers have
environmental purposes have environmental review. collected product information
appeared. In IVF’s application and IVF developed a screening
of FMEA, figures are allotted to LCA study.
environmental importance,
Case study: Valve
Choice of product
requirements and possibilities for Tour and Andersson Hydronics
A representative product was
change. These three figures are (TAH) designs and manufactures
chosen. The chosen valve
then multiplied to obtain a valves and systems for water-
contains mainly brass, cast iron
priority list. borne regulation of heating or
and different sorts of plastics
cooling media in buildings and
Consideration must also be given (materials which are normally
employs 850 people. The prod-
to environmental problems not used in the company). It is also
ucts are used to obtain a desired
highlighted by the LCA. These one of the company’s main
indoor climate with a minimised
might include the work environ- product types.
energy loss. TAH has its own
mPt
69,9
70
60
50
40
30
20
10 4,17
0 0,469 0,0994
0
-0,335 -0,032
-10
-20 -18,9
-24,1
-30
0 Materials Recycling brass Recycling plastics Recycling iron housing Municipal waste Eur
Figure 4: The environmental impact if the valve is recycled 100%. Negative values indicates a benefit. Evaluation performed
using Ecoindicator 95
Analysis of the product performed using the EcoIndicator turing. Transport and packaging
An inventory of the valve 95 method, and the Ecoscarcity produced only a minor impact.
components was made and the method (an evaluation method
Iron and brass are both metals
materials, weight and origin (for based on actual pollution and
which can be recycled. An inter-
the transport calculation) of each targets derived from Swiss
esting question concerned the
component noted. SimaPro, a policy).
possible benefits of designing the
software program, was used to First, the product was structured valve to be 100% recyclable. The
complete the screening LCA, and into materials categories (eg. analysis showed that recycling
inventories for material, manu- iron, brass, plastics and packag- would decrease the impact to
facturing, transport, etc. were ing) to identify the impact of about 50%, as the extra trans-
used from the BUWAL 250, each material and process. portation was of relatively minor
Idemat 96 and Pre4 databases. Results showed major impacts importance.
Some inventories were old and from the material production of
The use of the product is often
contained weak data, others iron and brass. Iron can produce
important but in this case it is
were not applicable for Swedish smog due to emissions of dust
very hard to calculate the impact.
conditions. However, not all and sulphur dioxide (SO2),
During its lifetime the valve
inventories could be verified due acidification due to SO2 emis-
regulates huge amounts of heat
to economic restrictions. The sions, and contribute to the
ie. energy use. Therefore, any
researchers had to concentrate ‘greenhouse effect’ due to
changes in design must, under no
on the most important issues and carbon dioxide (CO2) emissions.
circumstances, cause a deteriora-
adjusted some calculations for The largest impact from brass
tion in the performance of the
Swedish conditions, eg. brass has was acidification due to SO2
valve.
a high recycling rate in Sweden. emissions from copper manufac-
Then the evaluation was
Martin Chartern
Coordinator, The Centre for Sustainable Design, UK
After finishing his studies in Electrical What do you think are the projects in this area. One
Engineering at the Delft University of key challenges of sustainable example is, a very successful
Technology (DUT), Han Brezet received development for product eco-design project in the
his PhD in Environment Sociology at and service development? Netherlands, which included
the Erasmus University Rotterdam. ne of the key areas that is over 600 companies, primarily
Since 1992, after a career in cleaner
production consultancy, he holds the
O often not discussed is the
environmental impact of emerg-
SMEs (see the following extract
from ‘The IC EcoDesign project:
chair on eco-design at the sub-faculty ing service industries eg. infor- results and lessons from a Dutch
of Industrial Design Engineering at mation and communication initiative to implement eco-
the DUT. In his present position, he is technologies (ICT). Often it is design in small and medium-
leader of the Design for Sustainability believed that services are envi- sized companies’ by Carolien G
Programme of his Faculty and is ronmentally beneficial. There are van Hemel, JSPD2, July 1997). But
research director of Kathalys, the a small number of people delib- since the project was completed
Joint Centre for Sustainable Product erately designing eco-efficient in 1998, there has been no
Innovation of TNO Industry and services, however, the majority proactive government policy
DUT established in 1998. of the service industry pay virtu- to maintain the focus of these
ally no attention to eco aspects, SMEs on POEMS. Also, more
such as infrastructure and specific government attention
products used to operate these is needed for improving the
services. Integrating eco-design energy-efficiency of products
thinking into the service design in line with the requirements
of emerging service industries is of climate change agreements.
essential.
It is essential to organise young
Another key issue is how govern- students and entrepreneurs to
ment’s should develop national enable them to increase the
product-orientated environment chances of developing better and
policies. So far this is limited and more environmentally sustain-
there is generally still a focus on able businesses. History has
production aspects – learning shown that, with the exception
from the Dutch-thinking on of what is emerging in Japanese
Product Oriented-Environmental industries at the moment, that
Management Systems (POEMS) the old-style dinosaur businesses
approach could contribute to the are not capable moving into eco-
debate. So governments should (re)design, or particularly into
support different research eco-innovation. So how can
motive was that eco-design was had not produced any results. product-related environmental
seen as an important aspect of information and requirements in
Focus on eco-design
product innovation. With a fourth their environmental
Some eco-design strategies
motive being a feeling of personal management system.
proved to be more popular than
responsibility felt towards ‘the • 25% aimed to integrate environ-
others. These eco-design strate-
environment’ by the company mental demands in their quality
gies were recycling, reduction of
representative. The search for system.
weight/components, low-impact
environmentally benign alternative
materials and high product relia- Commercial results
materials or components, and
bility. After these four types, the • 67% expected their
supply chain pressures were also
most popular options concerned ‘eco-designed’ products to
strong motivations.
cleaner production, more efficient increase their market shares.
Direct project results packaging, low energy-use in the • 56% expected to enter new
The 77 companies provided the use phase and the application of markets with their environmen-
following results: recycled materials. tally improved product.
Eco-design strategies that had a • 25% expected a profit to be
• eco-design had been applied to
greater chance of being imple- generated through eco-design
1 product that was totally new
mented were cleaner production, within two years, ranging from
to the company
the prevention of waste of 10% to 50%; 27% expected a
• eco-design had been applied
energy/consumables in use phase, profit ranging from 1% to 5%
to 21 products that have been
high product reliability, easy main- (profit was defined as being
thoroughly re-designed
tenance and repair and recycling. based on costs savings as well
• eco-design has been applied to
as sales increases).
13 products that were slightly Indirect project results
improved. These products were The greatest increase in eco- Appreciation of the IC EcoDesign
being or will be launched in the design knowledge concerned eco- project
near future. design in general, environmental • 64% said that the IC EcoDesign
• the packaging of another 4 aspects of materials and the envi- project has led to concrete
products was environmentally ronmental burden of the product results.
improved in its total life cycle. • 71% said that they would
• in 7 companies the focus was continue to use elements of
Most companies said that they
on improving the environ- the auditing method.
were now able to apply eco-
mental aspects of production • 90% said that they would
design independently.
processes recommend the project to
• in 9 companies the product • 30% had already applied other companies.
had not yet been improved, but eco-design principles to other
research was being undertaken products. This is an extract from ‘The IC
• in 11 companies the product • 60% said that they would apply EcoDesign project: results and
has not been improved, but eco-design in the future. lessons from a Dutch initiative to
research had been concluded • 25% said that they had implement eco-design in small
• in 6 companies the product developed an eco-design and medium-sized companies’
had not been improved, but checklist to be used during by Carolien G van Hemel, which
research was planned product development. originally appeared in JSPD2,
• in 5 companies the project • 25% wanted to integrate July 1997).
Sustainable product
development: a key factor
for small enterprise
development – the case of
furniture production in the
Purépecha region, Mexico
Dr Diego Maseran
Product Development and Marketing Manager,
Micro-enterprises Support Programme, Kenya
Product development
and sustainability
The goal of sustainable develop-
ment becomes particularly
SPD is
relevant in the context of small
Product development and
enterprises in developing coun- the process
sustainability are a recent
tries. These small enterprises are
combination of terms which
have evolved from the recogni-
fundamental as they provide one which creates
of the few employment opportu-
tion of the importance that
design, manufacturing, material
nities for local people. However, product designs
in many areas these small enter-
choice, product type, use and
final disposal have on the envi-
prises represent a menace to the
environment.
that are sustain-
ronment. The recognition of a
single global environment in In the context of small enter- able in terms of
which all activities are inter- prises in developing countries
related and affect each other is SPD is defined as follows: the environment
bringing researchers to an in- SPD is the process which creates
depth recognition of the impor- product designs that are sustainable in and resource-
tance of the design process and terms of the environment and resource-
its relationship to the environ-
mental impact of products. This
use whilst considering the need for the
product.
use whilst
analysis has led towards the
search for more fundamental
SPD is the process of planning considering the
and designing that integrates
changes at design, production
and user levels aimed at moving
the following elements into a
product:
need for the
towards sustainable development:
The process through which all the Resource-use efficiency: in product.
physical and spiritual needs of the terms of both energy and materi-
people of the planet will be perma- als used in the manufacturing,
nently satisfied. Improving (and in and use phase. It also includes
some cases, maintaining) the present the selection of materials,
socio-environmental conditions. favouring the use of local,
renewable, recycled and low
Most of the current focus is on
energy materials and avoiding
reducing the problems of current
those which are scarce or
products, such as:
contain toxic materials.
· improving energy efficiency
Product quality: includes the
in washing machines
use, need and function of the
· making products easy to
product, durability, optimisation
disassemble for re-manufactur-
of the life span, energy
ing to avoid waste problems
efficiency, proper use of
· minimising the amount of
materials and finishing.
materials used in packaging.
Production organisation and
However, there is also an
efficiency: includes optimising
increasingly serious and main-
human and technical manufac-
stream discussion of how we
turing processes in terms of
can make progress towards more
resources, labour and machinery,
fundamental changes, eg. ‘Factor
and the use and development of
x’ levels of energy and resource
appropriate technologies and
reductions.
renewable energy.
isolation, most products for local consumption. identify a niche in the market.
Market: includes the analysis Quality: promoting import
artisans in and search for market opportu-
nities that can make the process
substitution by manufacturing
quality products to replace the
developing economically sustainable. imported products that
‘End of life’: includes considera- consumers might normally buy.
countries tend tions regarding the possible Quality products do not neces-
sarily mean expensive produc-
reuse, disassembly, recycling and
to reduce final disposal of the products. tion processes and machinery –
which will not be available to
In summary, SPD considers the
the majority of the small enter-
economic risks intensity and optimisation of
prises. The production of quality
resource-use for product design,
goods can be achieved by using
by copying while involving local culture and
tastes, and the overall produc-
or adapting existing appropriate
affordable technology. The
what others tion efficiency with the aim of
improving the product’s quality
design of a quality product
should be completed, whilst
to increase market opportunities.
are producing. The incorporation of the long-
considering the existing techno-
logical capacity. Copies of
term environmental, social and
inappropriate designs from
economic considerations at each
other countries will not help
step of the process gives it a new
the process.
dimension. Moreover, SPD
recognises the central responsi- Needs: developing locally made
bility that designers have in goods that are more appropriate
helping to prevent global pollu- to the specific needs and condi-
tion, destruction of tropical tions of the country. Every single
forests, emission of greenhouse product reflects the lifestyle and
gases, through the products they the production environment of
design. the culture in which it was
The introduction of SPD could designed. Participatory training
contribute to the development of local artisans in SPD will
of small enterprises in develop- enhance the local culture
ing countries in eight different expressed in the products and
ways: consequently increase the sales
of those new products that will
Markets: expanding and creating
better respond to the customer's
new national and international
needs and way of life.
Employment: fostering the job countries tend to reduce limited number of designers
creation process. As a result of economic risks by copying what working with small enterprises
the local market creation and others are producing. The devel- in developing countries.
expansion through SPD, more opment of new products tends Moreover, there is a lack of
apprentices will be required in to be the result of a random recognition and awareness about
each workshop, and new jobs process rather than a continuous the design profession by the
will be created. and guided activity. main actors in the sector.
Appropriate technology: Today rural people are faced Due to the recent recognition of
introducing and disseminating with situations they have not the value of SPD in the develop-
'appropriate manufacturing previously encountered, due to ment of small enterprises in
technologies'. New or improved rapid change. In many cases, developing countries, there is
product ideas will lead to the they have reached the point very little experience in SPD
need for, in most cases, the where they cannot sustain their training. Training in SPD can be
creation of technological livelihood within the framework provided to single artisans,
improvements or for the of their existing knowledge, groups of artisans, co-operatives,
necessity of a new technology resources or institutions. In a and artisan associations.
and vice versa. wide range of situations rural
A combination of ‘on the job’
people need assistance to main-
sessions with visits to peers and
Sustainable production: tain the sustainability of their
market places, with a few theo-
reducing the environmental local biomass economy. (van
retical presentations proved the
impact of small enterprises by Gelder and O'Keefe, 1995:8)
most successful approach
making product and production
SPD, as any new activity, amongst the Purépecha people
processes more efficient and
implies a change in the current of Mexico. This new approach
linked to the sustainable
production patterns of small rejected the notion that facts are
production of local forests,
enterprises. It requires a process taught, and encouraged experi-
as well as reducing the use of
of understanding and training ential learning. The training is
toxic materials.
that needs to be initiated and organised with artisans working
Income: increasing the average promoted by organisations in the same sub-sectors ie. furni-
income of artisans by improving concerned with small enterprises ture workshops and metal work-
the product quality and market- and should include professionals shops, with visits to peers and
ing channels as well as reducing trained in the subject (designers). market places designed to
raw material consumption. The role of the designers in SPD increase the artisan's exposure to
training and small enterprise new products, production
‘Quality of life’: contributing to development needs to be recog- processes and customers. This is
the achievement of sustainable nised and enhanced. The pres- critical for artisans that have
development by reducing the ence of designers during the limited access to information.
environmental impact of small training is likely to be a key
The suggested SPD training
enterprises, enhancing commu- element in its success. It is
process should fulfil the
nity participation and contribut- surprising to notice that many
following characteristics:
ing to a better ‘quality of life’ in training projects around the
rural communities. Practical: to be as practical and
world that tackle product devel-
participatory as possible, based
opment are carried out by
on the artisan's own experience
general trainers or professionals
Implementing sustainable and knowledge.
without a design background.
product development This is because design schools Short: to be as short as possible
Due to lack of resources, infor- tend to focus on the creation of to enable participants to be away
mation, education and isolation, designers that suit the needs of from their work as little as possi-
most artisans in developing large industries. Hence, there is a ble, as they rely economically on
their own labour for income. An example of improved and pine-oak associations). Local
Thinking: to stimulate a process furniture developed by local forests are highly diverse for
temperate areas, presenting more
of thinking and designing, not a artisans in the Purépecha
single product solution. than 10 species of Pinus, and 12
region of Mexico as a result
of Quercus, among many other
Language: to be conducted in of SPD training tree species. Currently, however,
the language of the participants,
The Purépechas, the largest a rapid deforestation process,
not of the trainer.
indigenous group of people in reaching close to 2%/yr (1880
Feedback: to encourage feed- the Michoacan state in Mexico, ha/yr), and a degradation of a
back from the participants have a long and established tradi- large fraction of the forested area
Focused: to work with groups of tion of making wood handicrafts. is taking place (Caro, 1990;
artisans from the same sub-sector It is estimated that more than Alvarez-Icaza and Garibay, 1994).
(eg. carpenters). 150,000 people rely on the Large portions of formerly
Design: to be taught by a production of furniture, wooden forested land have been
qualified trainer with background toys, copper handicrafts, pottery, completely eroded. A combina-
in industrial design and/or and a variety of other products tion of issues creates a very
relevant SPD experience. for their livelihoods. On average competitive context that reduces
one out of four and, in many profit margins to a minimum
Applied: ‘on the job’ training
villages, all residents, work in and poses serious threats to the
and other practical techniques
these small enterprises and most sustainability of the forest
should be used in preference to
earn meagre wages (Castañon, resources in the region: the large
to classroom training sessions.
1993). The area is endowed with number of small enterprises
Market: to expose participants important natural resources (esti- (more than 10,000 – of which
to the market. mated to be 79,000 hectares (ha) 2,800 are furniture workshops)
of forest resources, mostly pine and their regional concentration;
Taking into
consideration
that the
products (old
and new) are
almost entirely
made out
of timber
originated from
sustainably
Figure 2: Comparsion among new and old products
managed
the low product quality and
diversity; inefficiencies in the
livelihoods through the sustain-
able management and use of
forests, the
manufacturing processes; lack of local natural resources. During
technical training; lack of its implementation ‘eco-produc- amount of
support from official institutions; tion’ was developed as an
lack of organisation and training integrated and interdisciplinary timber used is a
opportunities; and lack of manufacturing and planning
financial resources. The search approach. ‘Eco-production’ can good indicator
for cheaper prices for raw provide alternatives to the entire
materials has favoured the use
of illegally harvested timber
wood production cycle, includ-
ing the sustainable management
of their
because of its lower price. These
conditions are also reflected in
and supply of forest resources,
improvements in the small
environmental
the products which tend to be
of poor quality and are very
enterprises production processes
and a search for alternative
impact at the
similar in shape and style. market opportunities.
In the region, the author – in As part of the SPD training
production
co-ordination with a local NGO
called GIRA A.C. and with the
several products were developed,
Figure 1 shows a chair that was
level.
active participation of local arti- developed by artisans of Casas
sans – started a project aimed at Blancas, a small village in the
exploring alternatives to sustain- Purépecha region devoted to the
able development by suggesting production of chairs. The chair
ways that allowed local entre- was produced as a response to
preneurs to earn adequate the critical economic and
for their living. However, the enterprises in developing ing for small enterprises in
markets being served by small countries and the role that developing countries
producers tend to be saturated by designers play in the process. · The results obtained in Mexico
low quality and material inten- Four main points arising from are encouraging and should be
sive products, and suffer from the analysis should be under- replicated in other areas. •
lack of product diversification. lined:
This situation leads to a reduc- · SPD training is essential in the
tion of the profit margins of reduction of the environmental
Notes
producers and to pressure over impact of small enterprises in 1
For the purpose of this article
environmental resources. developing countries. It small enterprises are all manufac-
Few studies have focused on the contributes by considering the turing enterprises with less than
role of SPD in improving the low intensity and optimisation of ten employees and an annual
performance of small enterprises resource-use for product turnover of less than
and how designers can improve design, while involving local US$ 15,000.
the process. Furthermore, the culture and tastes, and increas- 2
Artisans are all technically
environmental impact related to ing the overall production
skilled people that work in small
small enterprises’ production efficiency with the aim of
enterprises.
activities has also received improving the product's quality
3
to create market opportunities The plus sign (+) between
limited attention.
brackets stands for a direct
· Artisans require training to
In this context this article repre- threshold effect. Variable A has
be able to improve their
sents a first step towards a more to increase significantly before
current situation
comprehensive understanding of variable B increases. The vertical
· Designers should get more
the benefits that the implementa- arrow sign stands for an irre-
actively involved in SPD train-
tion of SPD can bring to small versibly increasing relationship.
References
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Because it has been assumed that continuous ‘closed loop’, with hand.
all industrial products must cause the emphasis on re-use rather
Re-use and recycling are not
some environmental damage, than reprocessing. Leasing,
always strictly cyclic, especially
the focus has been simply on rather than selling, products
for organic materials. For exam-
reducing throughput as a proxy containing such materials elimi-
ple, in December 1998, some
for reducing impacts, instead of nates the concept of waste –
over-enterprising florists in
working towards bio-compatibil- customers may use them as long
Newcastle, UK, were caught
ity. as they wish, but when the end-
taking flowers from graves,
user is finished with their TV,
Now there is a shift towards and then selling them again.
carpet or washing machine, it
breaking down industrial A laudable example of product
goes back to the factory for
products into two categories: takeback, but it earned them a
remanufacture. Materials that are
· those which are biocompatible nine month prison sentence. It
grown should be processed in a
· those which are not. was also more about materials
way that allows their eventual
life extension than being truly
digestion by animals, plants or
cyclic. If they mulched down the
BioDesign for micro-organisms when they
flowers when they finally died
reach their programmed ‘end of
industrial systems and put them as compost of the
life’. Products that have combi-
next crop of daffodils, then that
How can we set about a re- nations of these two types of
would have been cyclic.
design of the highly complex material must include a system
industrial system in a practical for disassembly by the end-user The rise in takeback will benefit
way? The idea that man-made or on takeback. firms involved in reverse logistics
systems and natural ones can be – whoever will be the new
Examples of fully cyclic products
made compatible is not new. ‘Fedex of Waste and Takeback’
include returnable glass or poly-
Hardin Tibbs defined the goal will double their business!
carbonate drink containers,
of industrial ecology to be
Interface’s ’Evergreen’ carpet
‘to model the systemic design of
leasing product, and ’film with Solar
industry on the systemic design
lens' cameras. Using recycled
of the natural system... to improve The solar requirement means
materials in manufacture is a step
efficiency of industry and find more that all materials flow and energy
towards full cyclicity, and some
acceptable ways of interfacing it use is powered by photosyn-
firms, such as IBM’s keyboard
with nature’. thesis, muscle or renewable
division, have adopted ‘closed
energy. This covers products
What ‘biothinking’ offers is a loop’ recycling for elements of
with mounted photovoltaic (PV)
simple framework: their products. German choco-
solar cells, or those hooked up
· cyclic late maker Loser makes use of a
to a mains supply powered by
· solar handy consumer bio-digestion
wind, wave, biomass, or PV,
· safe system – the trays in its boxes
through to products that are
are made of edible wafer.
which will guide product grown or operated by hand. This
development towards the Financially, product takeback also applies to ‘embodied
essentials of sustainability. means that manufacturers can energy’ – the energy used to
sell the same thing twice – provide or service or to manu-
something that current laws tend facture and distribute a product.
Cyclic not to encourage, and which
PV cells are being produced for
The cyclic requirement means refurbishers such as Xerox, Dell
power stations in unprecedented
that materials are either recycled and ICL are having to work on –
numbers, and prices per installed
in a ‘closed loop’ or are edible their refurbished products are
Watt are tumbling. A PV-
or compostable. There is no technically the same standard as
powered PV factory has been
option for landfill or incinera- new ones, but in some countries
designed, known as a ’solar
tion. Minerals are cycled in a the law regards them as second-
breeder'. Cells built into
Almost all environmental innova- 4 Mimic nature’s materials are harvested and they are
tion so far has been in one or two with their elegant solutions to made into cricket bats. All
of the Cyclic, Solar, Safe, and structural problems. Spider’s products are disposable in the
Efficient categories. The next step webs, feathers, mother of pearl, end, so plan for takeback even
is to achieve high levels in all four deer antlers and butterfly wings if it’ll happen in 20 or 50 years.
parameters at the same time. Here are just a few examples that Alternatively, try to be immortal,
are some tips for design inspired have inspired recent innova- like the 800 year old Japanese
by nature: tions. temple which is still regarded
1 Get microbes to do the work as totally original even though
5 Exquisitely fine control is
such as digestion by bacteria every bit of the building’s fabric
found in the metabolism of
for compost toilets, bioremedia- has been replaced over the
living systems, something which
tion clean-up of toxic waste, centuries, or like Porsche and
maximises the use of materials.
and cardboard coffins. Or use Rolls Royce cars, almost all of
Make systems respond on
higher animals, such as eel which are still on the road.
demand (like the Ecoflush toilet
farms making use of warm with a dial for High, Medium 8 Muscle power is a form of solar
waste water, and edible pack- and Low settings), use senses energy, which is used in the
aging. and feedback loops (like ther- Brox human power vehicle,
2 ‘Gene’ recombination is the mostats and presence sensors), Eco-Drive quartz watches and
key to nature’s innovation. and make use of everything which can be stored with
Recombine existing, proven (like Chinese cookery or the clockworks, compressed air
approaches instead of pioneer- printworks which makes bird- or flywheels.
ing substantially newer tech- boxes out of pallets that are
9 Photon power is the secret to
nologies. Evolution always beyond repair). The solar-
life on Earth. Photosynthesis
takes what is to hand and then powered fan in the sun roof of
can be a key energy provider
builds the unexpected from a parked Audi automatically
via biofuels and biomass, and
reliable parts fitted together in matches demand – as the
plants are being used for a wide
new ways. The same is true of hotter the day, the more
variety of industrial purposes
business innovations. Of over cooling is needed and the
such as oils, fibres and plastics
1.5 million patents analysed in faster the fan rotates.
– for example soya crayons,
Genrikh Altshuller’s TRIZ study, 6 Generalists are more adaptable Unpetroleum Jelly, Citrasolv
over 90% were found to be than specialists, especially in degreaser, Earth Shell packag-
variations on solutions already times of change. Think of ing, and cornstarch pens.
in existence, often from within crows, foxes, and coyotes Photovoltaics (PV) are
the same industry. An example adapting to city life. particularly useful for local
– use biogas to power a fuel Multifunctionality also ensures and mobile applications.
cell. maximum utility, rather than
10 Seasonal variations are
3 Revive and recolonise – having a specialist tool which is
inevitable, so work with them.
sometimes a locally extinct used once a year, for example.
Natural systems are tolerant of
species or product may reap- PC/TVs and fax/scan/printer/
flux and have strategies for
pear if conditions are right, like copiers are other examples.
feast and famine, winter and
otters on the Thames in the UK, 7 Think ahead a long time. In summer, and so should new
cargo sailing ships, native south-west England, land- products. PCs now hibernate
herbal remedies and the owners sometimes plant a when not in use. Grass roofs
Jurassic Park dinosaurs. Look stand of willow trees when a insulate in winter and the
through the amber of history for daughter is born, to pay for her plants’ transpiration cools in
potential new product DNA. wedding – when the willows summer.
A 1998 study
Cyclic (C)
by Cornell
C-Sa
University
C-So Biocompatible
in the US…
estimates that Safe (Sa)
environmental
pollution such appliances have also appeared on
calculators, robot lawnmowers,
(OECD) guidelines. Testing
products in use, their breakdown
radios, watches, refrigerated products and relevant mixtures
as air pollution lorries, mobile phones, boats, would be very costly – testing
bikes, cars, smoke alarms, just one substance costs £3
and water hearing aids, cameras and million. The implication is that
even cappuccino makers. some or many of these untested
contamination. Human-powered technologies compounds are toxic, and of
are also enjoying a renaissance particular concern are those
with the clockwork radio and compounds which are persistent
‘kinetic’ quartz watches. and bioaccumulative. A 1998
study by Cornell University in
The business implications of
the US – to be taken with a
renewables are long term but
‘pinch of salt’ but placed here
profound – it’s basically energy
for context – estimates that 40%
for free.
of deaths worldwide are caused
by environmental pollution such
Safe as air pollution and water
contamination.
’Don’t kill your customers’
seems like a sound maxim. But To be safe a product or process
the European Environment has to be free from toxic releases
Agency (EEA) reports that for at all stages. So what is meant by
75% of the 2–3,000 large volume ‘safe’? The legal definition of
chemicals on the market there ‘special waste’ in the UK is
is insufficient toxicity data defined in the Control of
publicly available for the most Pollution Act (1974) Special
basic risk assessment under Waste Regulations (1980) as
Organisation of Economic ‘materials which, if a 45 cubic
Cooperation and Development centimetre sample was ingested
Cyclic
· Plastic bags, wellington boots, recycled into a fibre for carpets heavily-trafficked areas such
video cassettes, computer and clothes. as hotels, airports and offices.
keyboard casings, letter trays, Instead, under its EverGreen
· Leasing of carpets and office
plant pots, and benches are lease, the carpet squares are
chairs allows them to be
among many products made rotated frequently for even use,
returned to the supplier for
from recycled plastics. and, when worn out, returned to
remanufacture, creating a
the company, which someday
· BioComposite fibre boards are closed loop.
hopes to depolymerise the
made from waste cartons
· Toner cartridges are now carpets and use them as the
(Tectan by Tetrapak, as used in
routinely remanufactured and raw materials for new ones.
some Sony speaker cabinets),
refilled, albeit in relatively small
or soy flour and recycled · Retailers are increasingly
numbers at present.
newsprint (Phenix adopting Reusable Secondary
Biocomposites), which can · AT&T’s Definity Telephone Packaging in the form of stack-
be milled, sawed, drilled and is designed for disassembly and able plastic containers. Firms
nailed and is harder than oak. recycling at the ‘end of life’. such as Boots and Marks &
Spencer (M&S) use these to
· Compost is made from old · Companies are ‘closing
transport goods from the depots
German banknotes. the loop’ by taking their prod-
to stores, sending back empty
ucts back at the end of (their)
· Refurbished equipment such containers on the same vehicle.
useful lifespan and using
photocopiers (Xerox), car This saves considerable
them to create valuable new
engines and computers (Dell, amounts of cardboard, and the
products. For example, GE
Compaq and ICL) makes use constainers last for many trips.
Plastics in Pittsfield, US, has
of old machines, saving them
created durable, lightweight · Pallet pricing is a technique
from the landfill and reducing
Lexan milk bottles that can be used to ensure that pallets are
manufacturing costs – while
sterilized and reused up to 100 returned for re-use – otherwise
still achieving desired product
times, then melted and used for the customer loses the deposit
quality.
other high-value products, so money (of about $20 per pallet).
· Erasers are made from that the original polymers may However, some ‘clever people’
recycled car tyres by still be in use 100 years from have noticed disparities in the
Tombow in Japan. now. amount charged per pallet –
and played the resulting
· Recycled polyethylene (PET) · Interface no longer sells its
system, by developing profits
from old fizzy drinks bottles is carpets, which are used in
of up to $10 per pallet net!
Solar
· Solar calculators, lawnmowers, from crops such as rapeseed. · Electric vehicles, both battery
radios, watches, refrigerated While they give off carbon and fuel cell driven are included
lorries, mobile phones, boats, dioxide (CO2) when burnt, this here because their power will
bikes, cars, smoke alarms, CO2 is part of the current eventually all be provided by
hearing aids, cameras and even carbon cycle, not adding to non-fossil and non-nuclear
cappuccino makers are all it as fossil fuels do. sources. In Japan, Toyota has
examples of current uses of sold more than 10,000 of its
· Straw bale construction
photovoltaic (PV) technology. hybrid-electric 51mpg ’Prius’
methods result in huge
Over their lifetime, these cars in Japan in the first 6
savings in embodied energy.
devices are typically replacing months since its launch in
battery-powered versions · Solar PV wall cladding is December 1997.
which would otherwise cheaper than polished granite
· Folding bicycles by Brompton,
consume ten or twenty times or marble.
Bernd, Moulton and Birdy allow
their own weight in disposable
· Seiko’s Kinetic Watch and cyclists to take their bikes on
batteries, or perhaps twice their
Citizen’s Ecodrive range provide trains and keep them inside
own weight in rechargables.
quartz accuracy without offices, removing two of the
· Bio-fuels are made from batteries by converting body major barriers to urban cycling.
fermented sugar alcohols or oils movement into electricity.
Safe
· Greenfreeze fridges have no and occupants, and reducing · Cockroach removal using the
chlorofluorocarbons (CFCs), smog-forming volatile organic Zap-Trap, a non-poisonous
hydrochlorofluorocarbons compound (VOC) releases. insect trap designed by British
(HCFCs) or hydrofluorocarbons entomologists uses an exclu-
· CARE refrigerants for air
(HFCs), but use a propane/ sive non-poisonous pheromone
conditioning systems are also
butane mix instead, resulting in lure to bring the cockroaches to
free of CFCs, HCFCs and HFCs.
zero ozone (O3) depletion a safe electrified trap and sticky
potential and about a hundred · Correction fluids are now glue tray.
times less global warming almost all lower solvent or
potential. water based.
· British Telecom’s Residential casing materials, although the Michelin save 5% by reducing
Phone Book now has 4 columns chipsets inside are about the rolling resistance. Window
of text on each page, not 3, same as desktop machines and envelopes that can be resealed
due to a layout change and a so have similar impacts – the and sent back with payment are
typeface specially designed to manufacture of a single increasingly popular with
be legible at smaller sizes. pentium chip produces about energy and water companies,
20kg of CO2, 300 litres of waste saving an envelope with each
· Concentrated washing
water and 90g of hazardous bill – probably saving 200
powders save up to 40% of
waste. tonnes of paper a year in the
packaging and transport
UK alone.
impacts · Thinner copier paper that is
75gsm instead of the typical · Inflatable furniture such as
· Volkswagen’s Ecomatic model
80, 90 or even 100 grammes per IKEA a.i.r. means an armchair
of their popular Golf model has
square metre means instant weighs 95% less than a
an engine which cuts out going
savings as the environmental conventional armchair, a
downhill! Instantly started again
impact of paper manufacture is massive saving on materials.
with a tap on the accelerator,
directly proportional to the Previous inflatable chairs and
this car has revealed that the
mass of paper made. Using less sofas used PVC, but these new
engine typically can be
paper by weight (rather than by designs use an olefin plastic
switched off 30% of the time.
number of sheets) can make which improves on leak
· Toner-only laser printers such more of a difference to the performance and has an
as those made by Kyocera and environment than worrying attractive texture as well.
OKi have a long-life drum, about the differences between
· A ’bag for life’ is being tried by
unlike most other types of Elemental Chlorine Free (ECF)
supermarkets such as Waitrose
printer, where both the drum and Totally Chlorine Free (TCF),
in order to try and reduce the
and toner are replaced each for example.
amount of disposable plastic
time.
· Waterless urinals save 40% shopping bags used. The
· Packaging has seen many of office water use – they are customer purchases an
’lightweighting’ innovations, cost-effective and don’t smell! especially sturdy plastic bag
for example: J Sainsbury’s Currently in use at the UK for 10p (15 cents) and uses this
garlic bread dispensed with the Environment Agency’s own for shopping, and if it wears out,
cardboard outer, and now only offices, as well as tabloid the bag is replaced for free.
has a plastic sleeve, saving 80% newspaper The Sun and many
· ‘Quality’ products in general,
of packaging. Duracell’s battery other sites.
from Barbour jackets to Swiss
packaging is now cardboard-
· Presence sensors for watches, cost more but last
only, making it recyclable. It is
escalators (in the Vienna longer – however, they also
also tamper proof, something
Metro), flushes, and lighting tend to be more solidly built
which had previously only been
allow energy and water to be than their cheaper alternatives,
achieved by using a polyvinyl
matched exactly with demand. so the mass: lifetime ratio may
chloride (PVC) blister pack.
not always be more favourable.
Marks & Spencer (M&S) mince · Bagless vacuum cleaners such
pies are sold in a corrugated, as the Dyson save a bag each · Multifunction equipment can
rimless foil cup which is 10% time, and new models are mean considerable savings in
lighter than the conventional available which are made manufacturing impacts, the
rimmed type. from recycled plastic and increasingly popular fax/
remanufactured parts. scanner/copier/printer
· Laptop computers use 90%
combination being a good
less energy, and use 90% less · Energy saver tyres eg. by
example.
Customers – the
forgotten stakeholders
Emma Prentis and Hedda Bird|
Director and Managing Director Conservation
Communications, UK
Emma Prentis is a Director of The paper suggests that considera- these include:
Conservation Communications. She tion of customers is usually · supply chain management
was previously European Environmental excluded from strategic environ- · operational cost avoidance
Manager with in Nortel’s corporate mental thinking. However, and cost savings
environment and sustainability function customers hold the key to the
· continuous improvement
with responsibility for developing environment team’s strategic
and quality management
strategy and programmes to support ‘added value’ as they drive the
· stakeholder dialogue
Nortel’s marketing aned strategic business. The authors give practi-
· ‘Design for Environment’
business planning functions. Prior to cal advice on how to ‘green’
(DfE).
joining Nortel, Ms Prentis worked with marketing, using an example of
BT for seven years. She has a Masters work completed with Nortel.
All of these are valid activities
in Environment Science and is a that can deliver environmental
Director of the UK Institute of and financial business benefit.
Environmental Management (IEM).
Introduction
However the authors of the
nvironmental activity in
Hedda Bird joined Conservation
Communications in 1986 and was
E organisations must demon-
strate market (ie. customer)
paper argue that while benefits,
can and do, accrue from these
appointed Managing Director in actions the business value of
value if they are to deliver the
1988. She has developed the these activities are rarely strong
genuine, fundamental change in
company from a specialist promotor of enough on their own to
business behaviour that is
recycled paper products to a leading influence strategic business
required by the concepts of
environmental communications and thinking and direction. For
‘Business Sustainability’ and the
research consultancy. Ms Bird has an example, cost savings rarely
‘triple bottom line’. The need to
MSc in Mathematics and Philosphy transform overall company
clearly identify market value
from London University and recently results. Indeed corporate strat-
from environmental activities is
obtained an MBA from Warwick egy makers regard continuous
well understood; however, it is
University in the UK. cost improvement as part of
often regarded as being too
operational performance indica-
difficult or just plain impossible.
tors. A Board of Directors will
Indeed the ability to make a
not cost reduce itself into a new
bottom-line case for strategic
strategic direction! Thus if
environmentalism is fast becom-
‘Environment’ is about cost
ing the Holy Grail of the envi-
cutting, it will not be presumed
ronmental business movement.
to have anything to add to strat-
A variety of methods are egy development.
currently used to show the
Similarly stakeholder dialogues
financial benefits of improved
by many organisations do not
environmental performance;
include customers in the
process! Even though it is ‘Bulldozing the Green Wall’ rarely move into environ-
clearly their customers _stakeholders are identified as mental roles
requirements and products ‘local community members, · failure of ‘green’ products
and services the media, financial markets, in the market place.
that are central to the focus investors and employees’.
The question then is how can
of business strategists. Not a customer in sight! The
we overcome barriers such as
Without ‘Customers’, the arguments for not including
these to become market
findings of stakeholder customers are usually –
focused?
dialogues, no matter how customers don’t understand
interesting, are of minimal the issues, customers cannot
strategic focus to the rest of be expected to know our Market analysis –
the organisation. As the quote business, its too technical, the business case
from a Tomorrow Magazine customers are only interested
The discussion so far has
article (Frankel, 1998) on city in price and always – they
demonstrated that environ-
analysts stated, a key strategy don’t care. The authors’ expe-
ment teams must be market
is to: rience is that such an attitude
and customer focused if they
‘increase demand-side pressure. will not enable the environ-
are to be of strategic impor-
When the world markets start to ment team to be a success in
tance to the business. Being
demanding environmentally superior influencing the business.
market focused means estab-
performance, the investment Some of the reasons why lishing environment as a core
community will take notice’_. reluctance to engage value with product, procure-
customers has developed are ment and marketing managers
outlined below:
Customers – the of your key customers. To
· early environmental achieve this, the authors
value strategy
pressure was focused on recommend a combination
The authors contend that manufacturing organisations of market analysis and direct
while the strategies from NGOs and not directly customer contact (through
mentioned in the introduc- from customers carefully managed workshops/
tion ‘add value’ to the busi-
· long distribution chains for focus groups).
ness through cost reduction
goods and services place
and enhanced corporate The ultimate objective is to
many organisations at a
image, in terms of core busi- have your key customer’s
distance from their end
ness activity the value is value and become engaged in
user customers
marginal. However add to the process of environmental
· many direct customer improvement of your prod-
these activities a strong
contacts on environmental ucts and services. In order to
customer, market focus and
issues are perceived as get access to your customers
environment teams will be
negative ie. customer to begin the process of
in a position of power.
complaints or queries engagement it is advisable to
· environmental teams undertake an integrated envi-
Customer focus – may perceive talking to ronmental market analysis.
environment blind spot customers will only stir up This will provide a clear view
more complaints, misunder- of environmental market
Environment teams are used
standings or expectations trends, risks and opportunities
to going to every stakeholder
which cannot be fulfilled and provide knowledge on
group to seek support except
· environmental people tend which customers to start with
customers. Indeed, not all
to be technical, scientific by and how.
environment teams even
training rather than commu-
identify customers as relevant The market analysis should
nication, marketing focused
stakeholders in consultation include at a minimum:
processes. For example in · sales and marketing people
O2 Challenge
Martin Chartern
Coordinator, The Centre for Sustainable Design, UK
The Journal of Sustainable Product ‘Design for Environment’ implementing DfE on a global
Design has developed a partnership scale. The results of the study
research
with the O2 Global Network to further will be introduced and discussed
disseminate information and ideas on The German ecological design
with experts in two workshops
eco-design and sustainable product agency Econcept, Cologne, and
in 1999.
design. O2 Global Network is an the Office for Ecological Studies,
Contact: Ursula Tischner, Econcept
international network of ecological Tuebingen, are completing a
email: 101233.3324@compuserve.com
designers. The O2 Global Network is research study about existing
organised into national O2 groups guides for ‘Design for
which work together to provide various Environment’ (DfE), which has Bosch: recycled portable
services such as: O2 Broadcasts, which been commissioned by the electronic tools
report live from O2 events using email German Federal Environment
Scissors and torches made from
and the Worldwide Web (WWW); O2 office in Berlin. Researchers will
plastic recycled from Bosch hand
Text meetings, a meeting place on the collect and analyse the most
tool products have been
Web; the O2 WWW pages, which important national and interna-
produced by Bosch as promo-
provides an overview of activities; O2 tional guidelines, tools and
tional products for their clients
Gallery, an exhibition of eco-products instruments for environment-
and partners.
on the Web; and, an O2 mailing list. friendlier design as well as exam-
ples of sustainable design and The approach
For further information on the above the implementation of DfE in 1993: Bosch tools were collected
activities and the O2 Global Network industry and SMEs. The objective by German retailers and sent to
contact: O2 Global Network of the project is to develop new a recycling centre.
Tourslaan 39 instruments and combine exist-
5627 KW Eindhoven 1996: A total of 412 tonnes of
ing guidelines and criteria for
The Netherlands material were collected, 83% was
DfE, so that a helpful toolbox
tel/fax: +31 40 2428 483 recycled including 30 tonnes of
can be developed for ecologi-
plastic. 6.5 tonnes of plastic was
O2 Global Network new homepage: cally-oriented engineers and
used to make corporate gifts for
http://www.hrc.wmin.ac.uk/o2/ designers that can be
Bosch and was presented in
e-mail: o2global@knoware.nl implemented in companies
promotional catalogues.
mailinglist: http://ma.hrc.wmin.ac. worldwide. Such a DfE toolbox
uk/lists.o2global.db will make it easier to communi- 1998: Further products made
cate environmental requirements from recycled material were
‘O2 News’ will update readers of
along the supply chain and launched: measuring tape, multi-
the Journal on the latest eco-design
throughout the whole life cycle bladed knife, alarm clock, Swiss
issues from around the world and
of products. An internationally watch, ball point pen, calculator,
on O2’s national activities.
harmonised communication etc.
basis is very important for
These ‘green’
product
examples
demonstrate
the feasibility
of recycling
projects if they
are managed
creatively and
efficiently.
The results
Environmental: the results for
the environment are difficult to
evaluate from this ‘one off’
experience. It is necessary to
compare the recycling of these
tools with their classical ‘end of
life’ treatment (incineration
followed by the recuperation of
ferrous metals from the
residues). In the absence of
rigorous LCA, 02 France believes
that the products have relatively
low environmental impact.
Seeking
The first full day was one of
discussion and seeking. Several
groups had already found a
theme by the Friday evening, but
by Saturday, all the projects were
ready for presentation in the
Habitat: energy-saving lighting system design studios.
Despite the great diversity of
people and designs, there proved
The O2 Challenge Workshop Milano, Italy, stressed the oppor- to be several common themes.
on Sustainable Business tunities of bringing about radical For example, there were several
changes at a local scale, where schemes to make more efficient
Concepts, Van Nelle Factory,
ecological, social and cultural use of existing resources. The
Rotterdam
values will make a contribution ‘Logic Logistics’ group came
Thomas Linders, the author of to sustainable development. up with ‘Parasites’, a business
the workshop report, is a partner Trevor Baylis, the inventor of the specialising in tracing wasted
in the design agency Linders & clockwork radio, explained the space in transportation and turn-
Van Dorssen. He was one of the difficulties of acceptance and ing it to advantage. The business
organisers of the 02 Event in 1993. achieving funding for his ‘green’ aims to ‘parasitise’ the many
invention. unused spaces in buildings.
The second major international
workshop organised by O2 The event attracted 150 design- Opportunities
Netherlands took place on ers, architects and policymakers
The ‘Online Forever’ group
5, 6 and 7 November 1998 and who spent two days brainstorm-
devised a scheme using the
followed on from the first work- ing sustainable business concepts
Internet in which people would
shop – the ‘O2 Event’ of 1993 – and then presenting and
be able to place individual orders
which centred around the theme discussing their results. The
for goods, which would then be
of sustainable lifestyles. participants were asked to imag-
produced in the most eco-
ine and describe attractive,
Broad scope friendly place using the most
progressive business activities
The keynote speaker, Ezio eco-efficient means of produc-
that satisfied both commercial
Manzini of Poletecnico di tion. Allowing the consumer to
New media
Project leaders at the ‘O2 Challenge’
Another striking development at
the ‘O2 Challenge’ was the ease
with which both the groups and
assemble a customised product teleworkers with such facilities the organisers made use of the
instead of offering only a fixed, as a creche, a laundry service new media. ‘Refuse Refuse’
ready-made product was an idea and a shopping service. decided not to waste any materi-
that occurred to several other als on their presentation, and by
Inspiring
groups too. It was also thought Saturday they had created web
Many of the nuances of the
that better systems should be pages to present ten enterprise
discussions and ideas were
developed to recycle the prod- ideas. The journalist Jules
inevitably lost in the presenta-
uct, or to lease or update it by Marshall made use of the O2
tions. Still, an inspiring and
replacing obsolete components. Website to give outsiders a live
diverse landscape of new small-
This would clearly create oppor- report on the progress of the
scale and large-scale enterprise
tunities for countless service ‘O2 Challenge’. The website,
concepts emerged. A wide range
points, advisors (ie. sellers) and which is maintained by the
of concepts was presented that
other enterprises. Netherlands Design Institute,
aim to develop sustainable activi-
The ‘Small Business’ group trans- ties and services within existing played an important role in prior
formed the slogan ‘you take care structures, including several publicity for the ‘O2 Challenge’.
of your customers and we will projects to take advantage of the Those interested in reading the
take care of you’ into an attrac- present and likely future advan- ‘O2 Challenge’ reports are
tive new combination of existing tages in information technology. recommended to visit
services. Their ‘Home Work www.o2.org. •
This rootedness in the real world
Centre’ aimed to provide
Book
Professor Eric Billett is the Pro-Vice Chancellor at Brunel University and holds the
Chair in Design.
References
Our Common Future, Brundtland Commission, 1987.
United Nations Conference on Environment and Development,
Agenda 21, 1992. (The ‘Earth Summit’, Rio)
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Issue 9: 19 March 1999
Issue 10: 18 June 1999
Issue 11: 15 October 1999
The Journal of
Sustainable Product Design
5 Editorial
Martin Charter, Editor, The Journal of Sustainable Product Design
Analysis
7 Creating an economic infrastructure for sustainable product design
Tim Cooper, Director, Centre for Sustainable Consumption, School of Leisure
and Food Management, Sheffield Hallam University, UK
18 Company-specific guidelines
Henrik Dahlström, Research Associate, IVF, The Swedish Institute of Production
Engineering Research, Sweden
Interview
25 Professor Han Brezet, Director, Section of Environmental Product
Development, Faculty of Industrial Design Engineering, Delft
University of Technology, the Netherlands
Martin Charter, Coordinator, The Centre for Sustainable Design, UK
Analysis
28 Sustainable product development: a key factor for small enterprise
development – the case of furniture production in the Purépecha
region, Mexico
Dr Diego Masera, Product Development and Marketing Manager,
Micro-enterprises Support Programme, Kenya
Gallery
40 ‘Smart’, the environmentally considered city car, the Flymo experience
and office chairs from plastic bottle caps
Innovation
42 Cyclic, solar, safe – BioDesign's solution requirements for sustainability
Edwin Datschefski, Founder, BioThinking International, UK
52 Customers – the forgotten stakeholders
Emma Prentis, Director, Conservation Communications, UK, and Hedda Bird,
Managing Director, Conservation Communications, UK
O2 news
The Centre for Sustainable Design
57 ‘O2 Challenge’
Martin Charter, Coordinator, The Centre for Sustainable Design, UK
an initiative of
62 Reviews
The Surrey Institute of Art & Design
University College 64 Diary of events