DESIGN FOR SUSTAINABILITY THROUGH INNOVATION AND TRADITION
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- Marjorie Crawford
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2 DESIGN FOR SUSTAINABILITY THROUGH INNOVATION AND TRADITION
3 EXECUTIVE SUMMARY The modern world is characterized by contrasts and dramatic challenges that have increased exponentially in the last two decades. On one hand, there is an increasing appetite in society to recover traditional values, practices and products. More people now seek truly authentic and traditional approaches such as slow production methods and locally sourced products and goods. Design represents a set of competences aimed at improving our quality of life, and it has shown its capacity of renewing traditions and translating them into new products and services. Therefore, it can act as a mean for enabling social innovations, codifying local behaviours and cultural reservoirs embedded in territories and supporting their reconfiguration into new set of values. On the other hand, we live in a world powered by science, technology and unprecedented progression in both fields. We are seeing new approaches such as fast and lean manufacturing, the 4.0 industry s potentiality and exciting implementation of new performances and qualities into products and services.
4 KEY INSIGHTS FROM THE PARALLEL THINKING GROUPS March 20th, 2017 The challenge of overcoming the trade-off between innovation and tradition through design for sustainability requires a continuous effort for the development of new knowledge by a multitude of actions. Like an open book, it is aimed at contents generation empowered by learning technologies. We should aim at an Ecology of Beauty, that is, the need of addressing sustainability with a full mind, made of rationality with an emotional attitude. This also refers to the role possibly played by design, whereby the search for sustainability coincides with the search for beauty in its Platonic and philosophical meaning. Design and innovation can help consumers to understand the effects and impacts of their choices on social and environmental aspects. New technologies such as A.I. have a great potential to create smart tools enabling responsible choices and new strategies for sustainability. Ongoing storytelling of successful cases is a valuable way to understand our path towards sustainability. Examples of these cases can fall into three categories: Cultural innovators Stories about champions of social innovation empowered by technology pursuing cultural prosperity. Equitable brands Successful stories of brands speaking to conscious customers about their circular processes empowered by innovation. Design policies At the beginning design meant good and beautiful products for everyone. What if we jump into a new paradigm and what if we look for beauty in social and cultural systems?
5 KEY INSIGHTS FROM THE PLENARY CONFERENCE March 21st, 2017 We are at the crossroads of a sustainable future in which technology, innovation and design will play a crucial role. Innovation is the main driver for a business and social path to sustainability. Sustainability is about dealing with scarcity of resources. And scarcity of resources can be a good pre condition for innovation. True innovation is not reinvention, it is radical rethinking of products, business models and consumption models. Tradition is innovated through technology but keeping the human relationship at the center. We shall not fear innovation, but shape it as an opportunity for humanity. Innovation has the potential to bring more options, which are more sustainable. The investment in technology should be oriented to employees, and responds to the need of a modern access to solve the problem in the territories and local communities.
6 KEY INSIGHTS FROM THE PLENARY CONFERENCE March 21st, 2017 Design for sustainability in particular in fashion - is still young and has a lot of potential. Design is changing towards a deep ecological understanding, the understanding of nature as being home and about the context. Design Education, especially if it is vocational, can give a significant contribution in this direction, and it must be a place where you can transform your thinking. Fashion is a social process involving people, so it has a great potential of making a difference. Fashion is democratic when it gives a sense of being involved, and stands up for something that represents our values. It is important to consider that sustainability is not just about the environment but also about the communities within that environment. It is essential to innovate by involving local communities, consumers, other stakeholders to create a way to foster socio economic development for a better world. Innovation should be oriented to social inclusion. When innovating for sustainability we should remember that 70% of CO2 is produced by the cities; we thus need to make our cities greener.
7 PARTICIPANTS INTERVIEW Luisa Collina Politecnico di Milano WITH Dilys Williams London College of Fashion ROUNDTABLE Paola Bertola Politecnico di Milano MODERATOR Stefano Boeri Stefano Boeri Architetti Francesco Caio Poste Italiane Maria Cristina Papetti ENEL Martina Larkin World Economic Forum Carlo Purassanta Microsoft Asya Zalogina Naked Heart Foundation
8 QUOTES Dilys Williams Brands really need to understand that notion of nature as our home. And by having new design techniques, around deep ecology for example, and new ways of thinking about participatory design, you start to have quite a different discipline that develops not only products and experiences but a new understanding to the connection of the things around us. Martina Larkin We feel that there are crossroads in many ways. We are living in a world of shifting ideologies where the current economic model is broken and technical revolution is happening We live in an interconnected society where technology is merged with the world. We should not fear it, but shape it as an opportunity for humanity. The negative side of capitalism and globalization has distorted the prospects of real long term value creation. Innovation is still the main driver of economic development and social progress. Innovation should be key. We cannot solve the problems with the same thinking we used creating them. We need to redesign our current economic models, we need to find ways to tell stories with emotions not only with figures, and we need to feel interconnected.
9 QUOTES Asya Zalogina The collaboration (made with a clothing retailer) had double benefit: 1) it served our mission - advocacy, raising awareness, and most importantly, involving people with disability into process of creation, and giving them an opportunity to work and 2) it contributed to our financial sustainability as an organisation. Fashion is a world open to new thinking and collaborations. We were partner with a local Russian fast fashion brand for three years, creating collections where the prints would be developed by young adults with special needs. It s not only about creation it s about influencing a person to get amazing results. Maria Cristina Papetti We put innovation and sustainability into one unit as together they can shape our strategy and business model. Sustainability at Enel Group means a shared value inside and outside the company. Not just shareholders, all stakeholders. It also means capturing business opportunity by seizing sustainability opportunities. Francesco Caio Our fundamental values are funded on two mechanisms: trust and proximity to the citizen and the institution. Technology can help redesign a business.
10 QUOTES Carlo Purassanta This decade we are living in will be remembered as a switch to the artificial intelligence Computers are no longer just tools helping people to think and learn from. They are now actively learning from the world around them. We need to be more curious about what the impact of technology on tradition will be. We need to discuss the social and cultural impact of technology more and we need to understand the positive effects. Stefano Boeri For true innovation, a designer has to change some process and structures instead of simple reinvention. Another possible way to innovate is by traslation sometimes when you innovate you create innovation by simply changing the relationship between the object and its context, simply by changing the relationship between the figure and its ground.
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