3/11/2011

Humanistic Marketing |Professor Simonetta Carbonaro by: Ubaid Eusuf Zai

TDP2009 THE DESIGN OF PROSPERITY 2009 PROCEEDINGS IMPRESSIONS VIA FACEBOOK

Abstract The report is compilation of reflections from the

design of prosperity conference held on 2nd

November, 2009. The conference was followed by

a workshop on 3rd November addressing the

transparency in value chains mainly textiles and

how we can make it sustainable or which direction

to take if we want to adopt a sustainable value

chain. This report is based on the proceedings of

the conference and discussed in the end from a

developing countrys point of view.

Facebook as a tool The author of this report, myself attended this conference and learned a

perspective which was new to me and wanted to share this with my friends

everywhere around the world especially in Pakistan and India and china where

the major portion of Textiles is being produced. I found no better place than

facebook to do it because facebook has proven its importance as a social

community for opinion development. I decided to post an album on facebook

with the title design of prosperity 2009 with captioned images reflecting my

impulses and learning from the conference.

Impression of album on Facebook

Contents

Abstract ................................................................................................ 2

Facebook as a tool ................................................................................. 2

Impression of album on Facebook .......................................................... 3

Images with captions ............................................................................. 5

Speakers at the Conference .................................................................. 11

Panelists .............................................................................................. 13

Analysis ............................................................................................... 14

Conclusion ........................................................................................... 15

References .......................................................................................... 15

Images with captions

The Design of Prosperity: Postcard from the Future; AD2030. Volunteers from Swedish school of Textiles gave a helping

hand in organising activities and made this conference a

success.

Lena Nordholm, Rector of the University College of Bors delivers the welcome speech! Collaboration and creativity are the driving forces for Fashion,

Sustainability and Market! Lena.

Preparation goes on... all set... Due to the large number of

participants, video streaming was necessary in another

conference hall.

Simonetta Carbonaro delivers introductory speech

'Authenticity and Responsibility: The Drivers of

Sustainability'

'Time and space are non-renewable resources'.

Materialization: buy things we dont own with money we

dont have, to show people that dont matter'

Christian Votava (strategic business consultant),

Moderator and Stimulator at the conference!

Yvon Chouinard delivers Keynote speech 'Doing Business for The Next Hundred Years' What keeps me in business is the opportunity to change the way business can be done, to reduce environmental harm, and inspire other business people to do the same. Yvon 'Break the rules and make them work' 'Toyota philosophy: Ask questions until you reach the solution - remove the cause, and it will take care of symptoms'

Panel Discussion - 1st session Consume less, but consume better. Yvon 'not Sustainable, but Responsible; BUT responsibility is a free choice. We cant make people responsible but we can educate them'; an argument. 'A body cell that grows infinitely is called cancer. Patagonia is not cancer!' Yvon responds to a question about 25% annual growth of a company.

Jill Dumain talks about Transparency in business. 'The Power of Transparency: Creating Value, Communicating, and involving the whole supply net' Transparency in Business: Sharing good info about your company to the consumers as well as the problems with your product. Its about being clear than being clever. Footprint Chronicles: Build the best product and cause no unnecessary harm.

Peter Waeber explained about 'Using Bluesign technologies AG to Use and Produce Less' Use, less raw material; and Produce, less waste! If you dont know, you dont care! Peter

Christian Votava delivers the wrap up speech

'The Invisible hand of culture'

Panel discussion - 2nd session The solution of many problems is sometimes to turn

around and take a step forward. Yvon

Speakers at the Conference

YVON CHOUINARD, the United States

The environmentalist legend, founder and owner of Patagonia, Inc. outdoor clothing and equipment

company will discusson his first occasion in Swedenhis visionary commitment to the

sustainability thing and its integration into Patagonias unsurpassed design solutions, product

quality, and managerial philosophy.

JILL DUMAIN, the United States The director of environmental analysis at Patagonia, Inc. and current chair of the Organic Exchange,

will add to the discussion her insights into how transparency is the route for communicating evolving

and best practices for reducing environmental pressures throughout the value chain.

PETER WAEBER, Switzerland

The CEO of Swiss-based bluesign technologies ag, will explore one of the most holistic and

comprehensive environmental, health, and safety compliance tools available to the entire textile

development, production, retail and post-consumer network.

Expert Presenter

Expert Presenter

The Keynote Speaker

Expert Presenter

Expert Presenter

SIMONETTA CARBONARO, Italy/Germany

Professor of Humanistic Marketing and Design Management at TheSwedish School of Textiles will

introduce the conference by presenting the results of her research in the area of consumer ethos and

behaviors, and will delineate the directions consumer culture is taking in terms of new sustainable

lifestyles.

CHRISTIAN VOTAVA, Germany Partner of REALISE strategic business consultants will present the model of prosperity developed as

the platform of the research cooperation with the Centre of Excellence at The University of Bors and

The Swedish School of Textiles. He will moderate the conference, stimulate the panel discussions and

wrap-up the speakers and panelists insights into a final conclusion of the conference.

Panelists

TAMARA ALBU, the United States, Director of Fashion Studies, Parsons The New School for Design.

KARIN EKSTRM, Sweden, Professor in Marketing at the School of Business and Informatics, University of Bors.

DAVID GOLDSMITH, the United States, Textile Designer, Educator, and Researcher at The Swedish School of Textiles.

JOSEPHINE RYDBERGER-DUMONT, Sweden, former CEO of IKEA of Sweden.

Analysis

The purpose of conference was served when I saw everybody talking about or at least thinking in their head about the

way we are living in a society that is centered towards consumerism. It was a wakeup call from future AD2030 (as the

slogan suggest) to stir us for achieving sustainability of our near future.

Simonetta talked about the society which should not target people as consumers but as humans first. Her statement

Authenticity and responsibility: the drivers for sustainability with impassioned and provocative gesture that made

everybody think.

Yvon shared his experiences of rising and falling, then again rising and falling and making mistakes and he also cleared a

misconception that might rise in some minds with this statement it may sound like Patagonia has all the answers, but

in reality its just that we have been asking the questions a lot longer than other people.

Jill added an employees perspective that is working at Patagonia and talked about the Transparency in the supply

chain. She talked about the problems that are common in textile supply chains, the strategies that can be adopted to

make them free from complexities and it can be rewarding. She also talked about The footprint chronicles which is the

practical example of being clear rather than being clever. Everybody is ready to share and do share the good things to

consumer about their product but responsibility is to share the problems with the product as well.

Peter pointed towards the real time problems that current textiles manufacturing system create for the environment.

He discussed from technical point of view what consumer cant see but they should be aware of, he said when you

dont know you dont care. He enlightened the listeners about how his company is working to solve/control or at least

reduce the causes of these problems. The key is to measure the presence of critical substance at the input, not at

output.

Conclusion

The conference was an eye opening event for most of the participants; there were both negative and positive aspect of

it. My initial perception after listening to the speeches and discussions, and talking to the participants from various

backgrounds was that its something very critical that should be on top of the attentions list because our future lies in

what we do in our present. The sustainability issue needs our focus from several dimensions and its not an issue that

can be solved walking on a linear path. We need to address the ethical, aesthetical, ecological, technological, economic,

and social challenges of our global societies.(The design of prosperity).

The influence of culture plays a critical role in forming the behavior of our societies and thats where we need to work a

lot. The term sustainability alone cant drive us towards taking responsibility of our actions. We need to involve other

important aspects of our society because responsibility is a free choice, we cant make people responsible but we can

educate them. And this is what we need to do. This conference is a good initiative and a big achievement towards

educating the masses.

References

Visual reference: My own visual documentation

Text reference: The design of prosperity 2009