Nathan Sherdoff’s new book “Design is the Problem” is being heralded as a must read for designers in all disciplines, as well as businesspeople and consumers at large. The subtext, “the future of design must be sustainable” comes not from a trend-driven greenster or hippie at heart, but rather from a logical, sensible approach to design.
Sustainability is more than a trend, it’s a movement that all developers need to better understand. Sustainability is about more than just the environment and encompasses social and financial issues as well. In fact, sustainable solutions are still more easily “sold” in terms of advancements in efficiency, health, and social justice than on the basis of environmental benefits - and that’s OK. This “new” movement, now almost 40 years old, has evolved quickly and there are many contemporary examples to learn from. With a short introduction to the issues and frameworks and a concentration on sustainable strategies, all designers, engineers, and managers can make more sustainable design decisions.
Recent studies are consistently showing that people (even in mainstream markets) are finally beginning to show a real commitment to responsible living, both at home and as represented in the buying decisions they make. Bigger businesses that used to enjoy bloated profits on the backs of underpaid and mistreated labour, irresponsible materials procurement, and environmentally disastrous manufacturing practices have had their run.
Designers in all disciplines need to commit to putting forth new ideas and executions with sustainable practices. And we all need to be vigilant and thoughtful when deciding where to spend our money.
It’s really not as difficult as some might have us think.
