Strategic Design Thinking 22 nd November 2012 Ethics Ethics ethics: the study of moral standards and how they affect conduct CSR Corporate Social Responsibility: Companies moving beyond a base of legal compliance to integrating socially responsible behaviour into their core values Human rights, fair trade, local economic development, non-discriminatory employment practices, reducing waste and emissions, morally ethical products 2
Why is this important - financial The value of ethical consumerism in the UK is 20 billion, the cost to companies of ethically driven boycotts is 2.6 billion Ethical Consumerism Report MORI & EIRIS, 2003 Number of EU green, social & ethical investment funds 1984: 4 2003: 303 Sustainable Investment Research International Group, 2003 Since its launch in 1994, the Dow Jones Sustainability Index has outperformed the FTSE World Index by 17% Financial Times, 21 July 2003 3 Ethical Dimensions Ecological Ethics - use of resources, carbon foot-print, biodiversity etc Supply Ethics - sourcing practices Product Ethics - moral practices 4
Ecological 5 Ecological To stabilise CO2 emissions in the industrialised world a reduction to 80% of 1990 figures is needed by 2050. Predictions suggest emissions will rise by 60% by 2030 Intergovernmental Panel on Climate Change Ecological footprint (the amount of productive land needed top provide for current consumption) Fair earth share = 2 ha OECD average = 7.2 ha US average = 13.26 ha Design Council Sustainability Briefing 6
Ecological 7 Ecological To me, proving that earth s climate is changing from human actions is like statistically proving the pavement exists after your have jumped out of a 30 story building. After each floor your analysis would say so far so good and then, at the pavement all uncertainty is removed Richard Jones, 2001 8
Ecological Materials De-materialisation & Design for disassembly Energy (production, use and disposal) Life extension Transport 9 Ecological
Ecological 11 End of use Who will reuse the product/service? Who will recycle the product/service Who will dispose of the product/service? What are their requirements in the new product/service? Next user Planet Earth Waste collection Waste Handling 12
Ecological future trends Reactive to proactive Greater understanding Risk management & insurance Investor awareness & pressure Environmental accounting Market mechanisms Emissions trading 0 emissions to climate neutrality Consumer pressure Legislation 13 Supply ethics There are 26,000,000 forced labourers in the world today (twice the number traded in the 400 year history of the African slave trade) even in the UK (illegal immigrants exploited by organised criminal gangs) 14
Supply ethics There are 26,000,000 forced labourers in the world today (twice the number traded in the 400 year history of the African slave trade) even in the UK (illegal immigrants exploited by organised criminal gangs) Over 300,000,000 people live on less than $2 per day 300,000,000 children between 5 and 14 Working worldwide (150 million full-time) 15 Supply ethics 16
Supply ethics Chinese workers reportedly toil in "ipod City" Posted Jun 13th 2006 1:24PM by Evan Blass Filed under: Portable Audio In much the same way that we'd rather not think about how the Big Macs we eat were produced, we also often ignore the manner in which our favorite gadgets are manufactured, because it's not as fun listening to tunes when you consider that the person who put together your DAP could be living like an indentured servant. And according to a recent report by the UK's Daily Mail entitled "ipod City," indentured servitude might not be a bad description of the working conditions inside the city-size Chinese factories that assemble the ipod nano and Shuffle, where the employees reportedly make about $50-a-month and live in crowded dormitories as thanks for working 15-hour days. 17 Supply ethics Ethical policies should cover: Health & safety issues Conditions of employment Compensation Working hours Immigration The environment Forced labour Child labour Discrimination Compliance with national laws The right of inspection Freedom of association 18
Supply ethics Ethical Trading Initiative Base Code: Trade Union Freedoms Freedom from forced labour Freedom from child labour Freedom from discrimination Plus Living wages Health & safety Working hours Regular employment No inhumane treatment 19 Supply ethics 20
Supply ethics 21 Behaviour Cigarettes Alcohol Obesity Data protection Marketing to children Solvent abuse Medical ethics Discrimination Consumer choice 22
Product ethics Behaviour Manhunt 2 Rockstar Games 23 Behaviour AI Artificial Intelligence Steven Speilberg Stanley Kubrick 2001 HONDA - ASIMO 24
Product ethics Alcohol 25 Alcohol 26
Obesity 27 Medical ethics 28
Medical ethics 29 Medical ethics 30
Medical ethics 31 32
Medical ethics 33 Medical ethics 34
CSR Reporting Most FTSE top 100 companies now produce CSR reports some are moving to triple bottom line reporting combining: - Social - Environmental - Financial People, Planet & Profit 35 Future trends 1st generation CSR Responding to pressures brought to bear by NGOs 2nd generation CSR Understanding that CSR is more than risk management: it represents opportunities to build the business 3rd generation CSR Tackling big global issues, through business initiatives through tri-partnerships, civil society, public & private sectors Simon Zadek, CEO Institute of Social & Ethical Accountability 36
The designer s responsibility? Your personal ethical position? Your personal level of ethical literacy? Do you understand the ethical dilemmas in the product/service category that you work with? Do you understand the basic legal position? Do you understand best in-class ethics? Do you understand the ethical position of the firm that you are working with? Your ethical responsibility as a designer? The designer s ability to understand ethical position of the marketplace? The designer s ability to influence ethical decision making? 37 Ethics & your discipline? = Service Design = Product Design = Behaviours (DE) 38
Ethics & Strategy & Design Process? Process Change F E D A B C Product Ideas Product Change Is the project Developing in line With my ethical Position? Ethical Position Idea Screening Design Process Product Launch 39 Ethical Profiling Tool Exploring the moral standards that will be embodied within the proposed product/service This sheet will help you define the ethical targets that you might want a new product or service to achieve, in order to make it an appropriate proposition for users and consumers and your business/ organisation. Ecological ethics For Example Energy (production, distribution, consumption & disposal); Materials (Energy intensity, renewability, potential environmental damage); Supply ethics For Example Conditions of employment (wages, working hours, forced labour, child labour, discrimination, compliance with national laws, right of inspection & association, the working environment) For Example The impact on particular social issues and behaviours such as: health (cigarettes/alcohol obesity), data protection, manipulation of vulnerable etc, medical ethics, religous practices, consumer choice. Step 1 Consider the three categories of product/service ethics suggested below. For each category can you suggest 5 particular dimensions that will be most relevant to the the type of product/service you are exploring. Can you think of a way of measuring this dimension? Step 2 For each dimension you have listed what do you think the minimun standard might be for the type of product/service you are exploring? This might be based on a legal requirement, a code of practice. This might vary considerably from one region to another. a. b. c. d. e. a. b. c. d. e. a. b. c. d. e. M I N I M U M M I N I M U M M I N I M U M Step 4: PROFILING For each dimension you have listed consider where you are going to position your new product/service. Consider the ethical poistion of your business / organisation, its future ethical strategy & the ethical position of your intended market? Example 1 2 3 4 5 1 2 3 4 5 1 2 3 4 5 BEST - IN - CLASS BEST - IN - CLASS BEST - IN - CLASS Step 3 For each dimension you have listed what do you think the best-inclass standard might be? Can you think of an exmplary business/ organisation/practice(s) that is(are) leading the way:......... a. b. c. d. e. a. b. c. d. e. a. b. c. d. e. 40