Green Leaps

G O O DG O O D

GREENGREENCREATIVE

LEAPS4

LEAPS

L I F EL I F EProf. Dr. Hartmut Esslinger

On Feb. 2, 2007, the United Nations scientificpanel studying climate change declared that thepanel studying climate change declared that theevidence of a warming trend is "unequivocal,“

and that human activity has "very likely" been theand that human activity has very likely been thedriving force in that change over the last 50 years.

The earth’s average surface temperature rose by more than 1 degree Fahrenheit since 1900more than 1 degree Fahrenheit since 1900.

New York Times, Feb. 3, 2007

GLOBAL WARMING

“Our whole economy is basedOur whole economy is based on planned obsolescence....

It isn't organized waste. It's a sound contributionIt s a sound contribution

to the (American) economy.”

Brook Stevens, Designer (1960)

THE WASTE MAKERS

The ultimate challenge for Designg gis to create objects which are useful art,

and to inspire spiritual values. p pby as few atoms and bits as possible.

To succeed in the world of business, wedesigners must be creative entrepreneursg p

or creative executives themselves.

THE GREEN MAKERS

O CS SOCPOLITICSDOMESTIC& GLOBAL

SOCIETYNATIONS& TRIBES

Cultural BarriersGoal justifies the Means

HUMANSBEHAVIORS

& ETHICS

Strategic - OpportunisticProgressive - Lobbying

Culture as CatalystCreative Community

SCIENCETECHNOLOGY

ECONOMICSFINANCE

& ETHICS

Power StruggleTECHNOLOGY

& SUSTAINABILITYFINANCE

& BUSINESSCost vs. Effect

SHADES OF GREEN

MONEY BUSINESS ?

Today’s business mania about “shareholder value” and “pleasing Wall Street” results more and more incorporate behaviors that promote

“financially safe” and “politically correct” conformity, stifle creative thinking and hollow a

company of all its intellectual, cultural and human assets.

Like a crack junkie, most of today’s companies are addicted to wasteful mediocrity.

GREEN BUSINESS !G US SS

We need to start with the front-end of theWe need to start with the front end of the industrial process and we need to change

the process model from designingthe process model from designingfor continuation of “bad habits” towards

humanistic innovation.humanistic innovation.

This also requires new business modelsThis also requires new business models in which the customers – as a group of power –

join executives, employees and owners andjoin executives, employees and owners and shareholders as competent “life-savers”.

ARE WE DESIGNERS GREEN ?S G S G

Design - like marketing – still is about drivingDesign like marketing still is about driving mass consumption and ultimately contributes

to pollution and global warming.to pollution and global warming.

As of today, we designers are systemic playersAs of today, we designers are systemic players in a financially aggressive, economic model which depends on multiplying products intowhich depends on multiplying products into

thousands and millions.

This is not an achievement to be proud of.

HOW TO BECOME GREEN !O O CO G

We need to advance our profession towardsWe need to advance our profession towards the strategic early stage of the process

– where ecological strategywhere ecological strategy needs to be defined to be effective.

We must innovate the way companies interact and collaborate with their customers - and careand collaborate with their customers and care

for them. But not “just to improve sales”but to promote ecological competence, to designbut to promote ecological competence, to design

for “less is more” and to reduce waste.

1.Product Genesis1.Product Genesisstrategy and design

2 Production & Operations2. Production & Operationsapplying materials, consuming energy, emitting pollutants

3 Usage & Consumption3. Usage & Consumptionconsuming materials, consuming energy, emitting pollutants

4 Recycling4. Recyclingre-use of materials, management of disposed waste

EVERYTHING IS VITAL

F R O GF R O G

4. MANAGE 4. MANAGE THE

DAMAGE 4DAMAGE

L I F EL I F E





THE WASTE PHASE

DIESEL EXHAUST PARTICLES

500 MILLION PHONES

F R O GF R O G

3. LIMIT 3. LIMIT THE

DAMAGE 4DAMAGE

L I F EL I F E





THE CONSUMPTION PHASE

L.A. SMOG

WIND & SOLAR POWER…

F R O GF R O G

2. TAME 2. TAME THE

“SYSTEM” 4SYSTEM

L I F EL I F E





THE INDUSTRIAL PHASE

HOT PRODUCTION

5000 MILES OF SHIPPING

F R O GF R O G

1. DESIGN 1. DESIGN FORLIFE 4LIFE

L I F EL I F E





THE VITAL PHASE

FLUORESCENT IS NOT ENOUGH

CALIFORNIA CARB INITIATIVECALIFORNIA CARB INITIATIVENo tailpipe emissions

No evaporative emissions

No emissions from gasoline refining or salesNo emissions from gasoline refining or sales

No onboard emission-control systems that can deteriorate over time

ZERO EMISSION VEHICLE

TESLA ELECTRIC ROADSTER

TOYOTA HYBRID

F R O GF R O G

APPLY APPLY REAL

GRADES 4GRADES

L I F EL I F E

E L F ?

-10 0 +10

ECOLOGICAL LOAD FACTOR

E L F ?E L F ?

-10 0 +10

DESIGN & IMAGE: ROSS LOVEGROVE

E L F ?E L F ?

-10 0 +10

E L F ?

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E L F ?

-10 0 +10

BIONIC CAMERA(re-using existing Canon lenses & bio-degradable Plastics)

Project by Marko Doblanovic, Bernhard Ranner, Szilveszter Buzasi, Vuk Jakovljevic, University of Applied Arts in Vienna, Austria

E L F ?

-10 0 +10

G O O DG O O D

GREENGREENFOR OURFUTURE

4FUTURE

L I F EL I F [email protected]

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