Embedding Sustainability into the Design Process

We are constantly trying to improve the sustainability of business. Yet often, these improvements come as an afterthought. Leadership expects the company to keep running "business as usual" and then for their sustainability team to swoop in at the end to critique, correct, and right any wrongs in sustainable choices - after almost all the choices have been made. 

A good example of this is in product design. Product designers, especially in the apparel industry, did not (usually) choose to design fashion to make the most mindful choices; more often, apparel designers followed that path because they are artists. They want to play with the all available palettes of colors and range of design materials to make unique new products that will wow the marketplace. As sustainability directors, our challenge is to not have these goals be at odds with one another. The choice isn't binary: sustainable or fashionable. We need to set realistic expectations that sustainability can be incorporated into every stage of the design process, not just become a burdensome checkpoint along the way to getting your final product made. 

 

 To make this relationship between sustainability folks and design teams successful, there needs to be a mutual understanding. One way we have found to solve this is engaging in a collaborative, iterative process.







We experience success by having an open dialogue: first, we as sustainability directors explain the risks the company is exposed to by not incorporating sustainability into business practices. Then, designers share their frustrations and how they perceive sustainability will interrupt or inhibit their ability to do their jobs. Next, we create and present what a "perfect" sustainability program would look like in the design team, simply to have the best outcome for sustainability possible without consideration of art, design, freedom of expression, etc. Finally, we sit down with the design team to work through making this process realistic and acceptable, instead of just a sustainability director's dream. Now that grievances have been aired and explanations have been made, people on both sides recognize their are reasons for the others' disagreement. We accept that changes need to be made and make them mindfully together.

Find the balance.

When sustainability professionals are allowed to do their jobs and design a thoughful, intentional process while appreciating the realities of business and product design,
When designers are allowed to share what their most important needs are while understanding that sustainabile choices are important as well,
When sustainability is embedded, from the beginning, in how your business does business,
Then, you will truly experience success.