1.2 evolution of sustainability in design vezzoli 13-14

Carlo Vezzoli
Politecnico di Milano / DESIGN dept. / DIS / School of Design / Italy
course System Design for Sustainability
subject 1. Sustainable development and design: the reference framework
learning resource 1.2
Evolution of sustainability within design
carlo vezzoli
politecnico di milano . DESIGN dept. . DIS . School of Design . Italy
Learning Network on Sustainability (EU asia-link)
Learning Network on Sustainabile energy systems (EU edulink)

Carlo Vezzoli
CONTENTS
. increasing role of design (for sustainability)
. evolution of sustainability within design
. low environmental impact materials/energies
. product life cycle design/ecodesign
. Product-Service System design for eco-efficiency
. design for social equity and cohesion
. design for sustainability: state of the art
. a “pluralism of aesthetics” for sustainability

Carlo Vezzoli
intervening after processes’ damages
intervening on processes
intervening on products and services
intervening consumption patterns (SCP)
APPROACHES TO SUSTAINABILITY
INCREASING (POTENTIAL) ROLE FOR DESIGN
TIME
-
+

Carlo Vezzoli
> responsibility for:
the “technical” definition of the solutions
the “attractiveness” of solutions
INCREASING (POTENTIAL) ROLE OF DESIGN
emphasis on prevention
emphasis on socio-cultural dimension

Carlo Vezzoli
WHAT DO THE DESIGN COMMUNITY (IN GENERAL)
KNOWS OF DESIGN FOR SUSTAINABILITY?

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cardboard seat
HOW MANY (IN THE DESIGN
COMMUNITY) WOULD THINK IT IS WITH A
LOW ENVIRONMENTAL IMPACT?

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Savonarola seat
walnut-wood, so far
500 years life span
MADE WITHOUT ANY
CONCERN FOR THE ENVIRONMENT, BUT …

Carlo Vezzoli
=
time/function
……………………………………………………………….
+ + + + + + +
…
+ + + + + + +
…

Carlo Vezzoli
Chadwick , Stumpf
Aeron, Herman Miller
seat steel and plastics,
12 years warranty
even
in use commodatum
DESIGNED TODAY WITH A
RIGHT CONCERN FOR THE ENVIRONMENT

Carlo Vezzoli
pen,
biodegradable material
(from corn starch)
HOW MANY (IN THE DESIGN COMMUNITY)
WOULD THINK IT IS WITH A LOW
ENVIRONMENTAL IMPACT?

Carlo Vezzoli
Pen,
MONTBLANC
DESIGNED WITHOUT ANY
CONCERN FOR THE ENVIRONMENT, BUT …

Carlo Vezzoli
=
……………………………………………………………..............
time/function
+ + + + + + +
…
+ + + + + + +
…

Carlo Vezzoli
“Natural” materials
Asbestos (amianto) is a natural material!
(and one of the most cancerogenic!)
HOW MANY
(IN THE DESIGN COMMUNITY)
WOULD THINK THEY ARE
ALWAYS WITH A LOW
ENVIRONMENTAL IMPACT?

Carlo Vezzoli
“njatural”
materials
“natural”
materials
how many
persons within the
design community
would evalaute
correctly the
environmantal
sustaianbility?
??HOW MANY COULD
CORRECTLY DESIGN
FOR SUSTAINABILITY
(AND TEACH IT)?

Carlo Vezzoli
... TODAY FEW WHTIN THE DESIGN COMMUNITY
ARE “EQUIPPED” WITH A SOLID KNOWLEDGE-BASE
AND KNOW-HOW (METHODS AND TOOLS) ON
DESIGN FOR SUSTAINABILITY
… TODAY THE DESIGN COMMUNITY (AS A WHOLE)
IS STILL MORE PART OF THE PROBLEM THEN PART
OF THE SOLUTION!
THE TRUTH IS …

Carlo Vezzoli
low impact
mat./energies
~1970-…
Product
Life Cycle Design
ecodesign ~1990-…
system design for
eco-efficiency
~2000-…
design for social
equity and
cohesion ~2005-…
EVOLUTION OF THE (POTENTIAL) ROLE OF DESIGN
FOR SUSTAINABILITY: (in industrially mature
contexts)
widening
the
“artefact” to
be
designed

Carlo Vezzoli
1. LOW ENVIRONMENTAL IMPACT
MATERIALS/ENERGIES
. NON-TOXIC
. “NATURAL”
. RECYCLABLE
. RENEWABLE
. BIO-DEGRADABLE
… since the ’70 research has started to "produce knowledges"
for the selection of low impact materials/energies:

Carlo Vezzoli
2. PRODUCT LIFE CYCLE DESIGN
(ECODESIGN)
an extended design horizon
to the design of the product LIFE CYCLE stages
the design “reference”
from product design
to product’s “FUNCTION” design
… since the beginning of the ’90 design research has started to
redefine the approch to product design:

Carlo Vezzoli
“the design of the product life cycle
stages that, while considering all
requirements, aims at minimising
the environmental impact of the
whole of the life cycle phases in
relation to the functional unit”
(Vezzoli & Manzini, Springer, London, 2008)
PRODUCT LIFE CYCLE DESIGN: DEFINITION
(ECODESIGN)

Carlo Vezzoli
LCA: LIFE CYCLE ASSESSMENT
a quantitative method to assess the environmental
effects of the life cycle of a given product/service in
relation to its functional unit
ISO 14040
… in the ’90 research has developed a fundamental method
for the product environmental impact assessment:

Carlo Vezzoli
METHODS/TOOLS
… since the ‘90 some methods and tools have been developed to
support product life cycle design
in 2002 has been issued the ISO/TR 14062:2002 Environmental
management - Integrating environmental aspects into product
design and development
UNEP-TUD (PROMISE, 1997) POLIMI-DIS (MPDS, 2009)
…

Carlo Vezzoli
3. (PRDUCT-SERVICE) SYSTEM DESIGN FOR
ECO-EFFICENCY
… since the end of the ‘90 some business cases offering as a full
package a mix of product (not owned by the customer) and
services shows to be capable of creating (new) value decoupling
it from the materials and energy consumption has been studied

Carlo Vezzoli
XEROX
Xerox offers a package deal
and installs and maintain
photocopiers (not owned by
the customer) and may even
makes and delivers copies. The
customer pays for the
package.
photocopiers > COPIED PAPER
the innovative interaction between the company
and the client, make the companies’ economic
interest to provide (and design) long lasting,
reusable and recyclable photocopiers.

Carlo Vezzoli
DEFINITIONS OF PRODUCTS-SERVICES SYSTEMS
autors
(country)
year definition
Goedkoop, van
Halen, te Riele,
Rommens (The
Netherland)
1999 a Product Service System (or combination of products and services) is a set of marketable products and
services jointly capable of fulfilling a need for a client. [...] The PSS may lead to a benefit for
environmment in connection with the creation of a (new) business
Mont (Sweeden) 2001 PSS is a system of products, services, networks of actors and supporting infrastructure that
continuously seeks to be competitive, satisfy customer needs and have a lower impact of traditional
business models
UNEP- Manzini,
Vezzoli (world-
wide)
2002 result of an innovative strategy that shifts the center of the business design and sale of products only
(physical) systems offer products and services that are jointly capable of satisfying a given application
Brandsotter
(Austria)
2003 PSS is a product of material and intangible services designed and combined so that both jointly are able
to satisfy a specific need of a user. In addition a PSS may reach sustainability targets
UE, MEPPS (AA.
VV.)
2005 result of an innovation strategy focused on the design and sale of a system of products and services
that are jointly capable of fulfilling a specific customer demand
(Cranfield) Evans
et al. (UK)
2007 PSS is an integrated offering of a product and a service that provides a value. When using a PSS offers
the opportunity to decouple economic success from material consumption and thus reduce the
environmental impact of economic activity
UNEP-Tischner,
Vezzoli (world-
wide)
2009 system of products and services (and infrastructure), jointly cope with the needs and demands of
customers in a more efficient and better value for both businesses and customers, compared to only
offer products [...].
PSS can decouple the creation of value from the consumption of materials and energy and thus
significantly reduce the environmental impact in the life cycle of traditional systems of product
EU-asia link,
LeNS (AA. VV.)
2014 an offer model providing an integrated mix of products and services that are together able to fulfil a
particular customer demand (to deliver a “unit of satisfaction”), based on innovative interactions
between the stakeholders of the value production system (satisfaction system), where the economic
and competitive interest of the providers continuously seeks environmentally beneficial new solutions

Carlo Vezzoli
NEW METHODS/TOOLS
SusProNet, Network
on sustainable PSS
development
[see Tukker
&Tischner, 2006]
Design4Sustainability
Step by step
approach
[see Tischner &
Vezzoli, 2009]
HiCS, Highly
Customerised
Solutions
[see Manzini et
al. 2004]
MEPSS, MEthodology
for Product Service
System development
[see van Halen et al.
2005]
Product-Service
System Design for
Sustainability
[see Vezzoli et al.,
2014]
METHODS
Story
board
Offering diagram
Interac
tion
table
SDO
toolkit
System
assessmen
t
Solution
elements
B
l
u
portfoli
o diagram
TOOLS
DESIGN
Offering diagram
SDO
toolkitStory
board
Interac
tion
table
… since ~2005 methods/tools have been developed (EU and UNEP
researches) to support the development of eco-efficient PSS

Carlo Vezzoli
SYSTEM DESIGN FOR ECO-EFFICIENCY:
A DEFINITION
“the design of the system of products
and services that are together able to
fulfil a particular customer demand
(deliver a “unit of satisfaction”) based on
the design of innovative interactions of
the stakeholders (directly and indirectly
linked to that “satisfaction” system)
where the economic and competitive
interest of the providers continuously
seeks environmentally beneficial new
solutions
[Vezzoli, Maggioli, Milan, 2007]
… since ~2005 a new design role has been defined to develop
eco-efficient PSS:

Carlo Vezzoli
A. “SATISFACTION-SYSTEM” APPROACH
design the satisfaction of a particular demand (satisfaction
unit) and the mix of product and services
B. “STAKEHOLDER CONFIGURATION” APPROACH
design the interactions of the stakeholder of a particular
satisfaction-system
C. “SYSTEM ECO-EFFICIENCY” APPROACH
design the interactions of the stakeholder (offer model)
leading them for economic-competitive reasons towards
the innovation reducing the environmental impact
… since ~2005 new design approaches has been defined to
develop eco-efficient PSS:

Carlo Vezzoli
where various forms of social inequality are
directly addressed in the design process
4. DESIGN FOR SOCIAL EQUITY

Carlo Vezzoli
… at the end of ‘60
Radical Design: Gaetano Pesce; Dalisi; 9999:
contestation/denouncements critics of consumer society
… at the beginning of the ’70
Maldonado: new “design hope” for a social responsibility
(1972)
Papanek: “design can and must become a means for
young people to take part in the transformation of
society” (design for a real world, 1973)
DESIGN, CONSUMPTION AND ETHIC: PAST TIMES

Carlo Vezzoli
… todays’ main approaches to design for social equity and
cohesion
. product design for low-income contexts and basics
needs (design for the BOP, etc.)
. PSS (stakeholder interaction) design joining eco-
efficiency with social equity and cohesion

Carlo Vezzoli
… since 2002 some cases were studied showing the
coupling of socio-ethical + environmental
sustainability within system innovations

Carlo Vezzoli
SOLAR HOME KITS, Brasil
TSSFA company offers to Brasilian rural
people a solar home kits that include the
hardware to generate solar energy, the
installation service and products that use
the electricity, e.g. lighting and electrical
outlets. Customers sign a three-year
service contract (all of the tangible inputs
are owned by the provider).
environmentally sustainable because it
uses the solar energy + socioethically
sustainable because give to poor people
access to useful services + it is
economically sustainable because in a
business for TSSFA company.

Carlo Vezzoli
A PSS may act as a business opportunity to
facilitate the process of social-economic
development in an emerging and low-income
context – by jumping over or by-passing the
stage of individual consumption/ownership of
mass-produced goods – towards a more
‘satisfaction-based’ and low resource
intensity advanced service-economy,
characterized by locally-based and network-
structured enterprises and initiatives, for a
sustainable re-globalization process aiming to
democratize access to resources, goods and
services.
… since 2002 a working hypothesis has been by few proposed promoting
PSS (stakeholder interaction) as capable to joining eco-efficiency with
social equity and cohesion
[UNEP, 2002]
free pdf at: http://www.unep.fr/scp/publications/details.asp?id=WEB/0081/PA

Carlo Vezzoli
NEW METHODS/TOOLS
SusProNet, Network
on sustainable PSS
development
[see Tukker
&Tischner, 2006]
Design4Sustainability
Step by step
approach
[see Tischner &
Vezzoli, 2009]
MEPSS, MEthodology
for Product Service
System development
[see van Halen et al.
2005]
Product-Service
System Design for
Sustainability
[see Vezzoli et al.,
2014]
METHODS
Story
board
Offering diagram
Interac
tion
table
SDO
toolkit
B
l
u
portfoli
o diagram
TOOLS
DESIGN
Offering diagram
SDO
toolkitStory
board
Interac
tion
table
… since ~2005 methods/tools have been developed (EU and UNEP
researches) to support the development of eco-efficient PSS

Carlo Vezzoli
SYSTEM DESIGN FOR SUSTAINABILITY:
A DEFINITION
“the design of the system of products
and services that are together able to
fulfil a particular customer demand
(deliver a “unit of satisfaction”) based on
the design of innovative interactions of
the stakeholders (directly and indirectly
linked to that “satisfaction” system)
where the economic and competitive
interest of the providers continuously
seeks both environmentally and socio-
ethically beneficial new solutions
… since 2005 a new design role has been defined to develop eco-
efficient and socio-ethically sustainable PSS:
[Vezzoli, 2007]

Carlo Vezzoli
100%
100%
0
new
research
frontier …
low impact
mat./energies
design for social
equity and
cohesion
system design for
eco-efficiency
Product
Life Cycle Design
ecodesign
widening the “object” to be designed
… aim at
SUSTAINABILITY IN DESIGN ROLE: STATE OF THE
ART (in industrially mature contexts)
CONSOLIDATION
(research achievements on knowledge-base and know-how)
(educationandpractice)
DISSEMINATION

Carlo Vezzoli
100%
100%
0
new
research
frontier …
low impact
mat./energies
design for social
equity and
cohesion
system design for
eco-efficiency
Product
Life Cycle Design
ecodesign
widening the “object” to be designed
… aim at
CONSOLIDATION
(research achievements on knowledge-base and know-how)
(educationandpractice)
DISSEMINATION
IN “SYSTEM DESIGN FOR SUSTAINABILITY” WE WILL SEE:

Carlo Vezzoli
A NEW AESTHETICS FOR SUSTAINABILITY?.

Carlo Vezzoli
SUSTAINABILITY REQUIRE RADICAL CHANGE,
I.E. SYSTEM INNOVATION TO BE DIFFUSED
PROMOTE SUSTAINABLE (SYSTEM) INNOVATION
FEASABLE AND “ATTRACTIVE”

Carlo Vezzoli
A “PLURALISM OF AESTHETICS FOR
SUSTAINABILITY”
arise from the sustainability’s (new) values that take
the expressions in a multiplicity of forms
AN AESTHETIC FOR SUSTAINABILITY?
A “ICONIC-ENVIRONMENTALIST AESTHETIC”?
a mass of “green-recycled-panda” products?
the aesthetic has a fundamental role!

Carlo Vezzoli
DESIGNER: A SOCIO-CULTURAL “INNOVATOR”?
A DESIGNER MAY …
… observe emerging/new types of demands
(coherent with sustainability) and transforming
them into products, services and systems
… A DESIGNER MAY …
… induce new quality criteria (coherent with
sustainability) throughout the offer of (more)
attractive products, services and systems

1.2 evolution of sustainability in design vezzoli 13-14

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1.2 evolution of sustainability in design vezzoli 13-14