A presentation on eco-design at Nordic Corporate Sustainability Conference on 15.5.09 @ Hanken, Helsinki. Thanks to Net Impact Hanken for organizing the event!

1. Sustainable Product Development
Nordic Corporate Responsibility Conference | 150509
Sustainable Product Development | IDBM | Helsinki | 291008

2. Sustainable design and
research.

3. How to: make you think
about what kind of person
you are?

4. How to: make people
think about the
consequences of their
actions?

6. World water use
6,000
4,500
sq km
3,000
1,500
0
1940 1960 1980 2000
Source: Kandiah (1999), p. 49

11. =

13. Sustainable product
development: why?

14. Product development phase locks
70-90 % of cost and
environmental impact

15. Sustainable product
development:
reduces unsustainability

16. Sustainable product
development:
reduces unsustainability
creates sustainability

17. creates sustainability
through presencing and
engagement

19. That’s the future; today

20. 85 % of Finnish retailers want
more ‘green’ products (Q1/08)
Source: Seos research

21. 75 % of U.S. consumers prefer
greener alternatives (Q4/08)
Source: Hartman Group

22. green = reducing
unsustainability

23. Reality check:
1. Price
2. Quality
3. Ease of use
4. Availability
5. Green values

24. However,

25. Traditional thinking:
eco = expensive.

26. Traditional thinking:
eco = expensive.

28. Comptel exhibition:
-reduced CO2 40 %
-reduced costs

29. More examples

30. Interface carpets
-saved $372 M
-52 % less waste
-sales up 2/3rds
-profits doubled
(c) Interface

31. Herman Miller
Mirra chairs
-recyclable
-fast assembly
(c) Herman Miller

32. Nike Considered
-reduced waste
-cheaper
-higher margins
(c) Nike

33. In fact,

34. creativity loves
constraints

35. Three ways to get more for less
1. Because I say so

36. Three ways to get more for less
1. Because I say so
2. our Q4 earnings
depend on that

37. Three ways to get more for less
1. Because I say so
2. our Q4 earnings
depend on that
3. The Earth needs you

41. “We choose to go to the Moon... and do other
things, not because they are easy, but because
they are hard, because
that goal will serve
to organize and measure
the best of our energies and skills,
because that challenge is one that we are willing to
accept, one we are unwilling to postpone, and one
which we intend to win...”
-John F. Kennedy, 1962