These are the slides from a webinar on Sustainable Design, based on the book Design is the Problem. These include updated graphics, from both the book and the webinar. More about the webinar here: http://www.rosenfeldmedia.com/webinars/sustainable-design-webinar/

1. Design is the Problem
Nathan Shedroff
Rosenfeld Media
Smart Experience
March 2009

2. What is Sustainability?
Schedule:
Design is the Problem
Nathan Shedroff
What is Sustainability?
• Definitions & Domains
• Systems Perspective
Questions
Sustainability Frameworks
Sustainability Tools
Questions
Sustainability Design Strategies
Summary
Questions

3. What is Sustainability?
An official definition:
Design is the Problem
Nathan Shedroff
Use and development that
meets today’s needs without
preventing those needs from
being met by future generations.
Brundtland Commission, 1987
see DITP page xxi

4. What is Sustainability?
A casual definition:
Design is the Problem
Nathan Shedroff
Don’t do things today that
make tomorrow worse.
see DITP page xxii

5. What is Sustainability?
A casual definition:
Design is the Problem
Nathan Shedroff
Don’t do things today that
make tomorrow worse.
...for your kids

6. What is Sustainability?
A casual definition:
Design is the Problem
Nathan Shedroff
Don’t do things today that
make tomorrow worse.
...for your grand-kids

7. What is Sustainability?
A casual definition:
Design is the Problem
Nathan Shedroff
Don’t do things today that
make tomorrow worse.
...for your grand-kids

8. What is Sustainability?
Sustainability encompasses 3 domains:
Design is the Problem
Nathan Shedroff
FINANCIAL
SOCIAL
ENVIRONMENTAL

9. What is Sustainability?
In business terms:
Design is the Problem
Nathan Shedroff
FINANCIAL CAPITAL
SOCIAL
HUMAN CAPITAL
ENVIRONMENTAL
NATURAL CAPITAL

10. What is Sustainability?
In terms of society:
Design is the Problem
Nathan Shedroff
FINANCIAL CAPITAL
MONEY
SOCIAL
PEOPLE
ENVIRONMENTAL
NATURAL RESOURCES

11. What is Sustainability?
They form a system:
Design is the Problem
Nathan Shedroff
MONEY
PEOPLE
NATURAL RESOURCES

12. What is Sustainability?
So, we need to understand society
from a systems perspective:
Design is the Problem
Nathan Shedroff
• Diversity = Resiliency
• Centralization
• Decentralization
• Competition
• Cooperation
• Vitality
• Stakeholders
see DITP chapter 1

13. What is Sustainability?
So, we need to understand society
from a systems perspective:
Design is the Problem
Nathan Shedroff
• Diversity = Resiliency
• Centralization
• Decentralization
• Competition
• Cooperation
• Vitality
• Stakeholders
see DITP chapter 1

14. What is Sustainability?
Diversity = Resiliency
Design is the Problem
Nathan Shedroff
see DITP page 6

15. What is Sustainability?
Diversity = Resiliency
Design is the Problem
Nathan Shedroff
see DITP page 6

16. What is Sustainability?
Centralization:
• Optimization and Efficiency
Design is the Problem
Nathan Shedroff
• Standardization
• Economies of Scale
• Coordination
see DITP page 10

17. What is Sustainability?
Decentralization:
• Local Expertise and Appropriateness
Design is the Problem
Nathan Shedroff
• Higher/Quicker Response
see DITP page 10

18. What is Sustainability?
Decentralization:
• Local Expertise and Appropriateness
Design is the Problem
Nathan Shedroff
• Higher/Quicker Response
• Resiliency and Robustness
see DITP page 10

19. What is Sustainability?
Competition:
• Increases variety
Design is the Problem
Nathan Shedroff
• Creates new—often better—solutions
• Responds better to challenges
• Responds better to change
• Rewards better performance
• Enhances innovation
see DITP page 11

20. What is Sustainability?
Cooperation:
• Creates Standards
Design is the Problem
Nathan Shedroff
• Increases volume and scale
• Spreads “best practices”
• Increases likelihood of success
• Stabilizes markets
see DITP page 11

21. What is Sustainability?
Cooperation:
• Creates Standards
Design is the Problem
Nathan Shedroff
• Increases volume and scale
• Spreads “best practices”
• Increases likelihood of success
• Stabilizes markets
• Forms foundation for innovation
see DITP page 11

22. What is Sustainability?
Stakeholders:
Design is the Problem Employees, Distributors, Partners, Organizations, Unions, Institutions
Nathan Shedroff Suppliers, Media, Investors, Clients
Business NGOs
Government Individuals
Courts, Departments, Lawmakers Customers, Fans, Teams, Groups,
see DITP page 17 (city, state, federal, and international) Communities

23. What is Sustainability?
So, we need to understand society
from a systems perspective:
Design is the Problem
Nathan Shedroff
• Diversity = Resiliency
• Centralization
• Decentralization
• Competition
• Cooperation
• Vitality
• Stakeholders
• Balance
see DITP chapter 19

24. What is Sustainability?
Any questions so far on the following:
Design is the Problem
Nathan Shedroff
• Definition of Sustainability
• Scope/domain of Sustainability
• Systems Perspective

25. Sustainability Frameworks
What is a framework?
Design is the Problem
Nathan Shedroff

26. Sustainability Frameworks
What is a framework?
Design is the Problem
Nathan Shedroff
A perspective on Sustainability that
organizes our understanding.

27. Sustainability Frameworks
What is a framework?
Design is the Problem
Nathan Shedroff A perspective on Sustainability that
organizes our understanding.
What is a tool?

28. Sustainability Frameworks
What is a framework?
Design is the Problem
Nathan Shedroff A perspective on Sustainability that
organizes our understanding.
What is a tool?
A mechanism to use to measure or
evaluate sustainable impacts.

29. Sustainability Frameworks
What is a framework?
Design is the Problem
Nathan Shedroff A perspective on Sustainability that
organizes our understanding.
What is a tool?
A mechanism to use to measure or
evaluate sustainable impacts.
What is a strategy?

30. Sustainability Frameworks
What is a framework?
Design is the Problem
Nathan Shedroff A perspective on Sustainability that
organizes our understanding.
What is a tool?
A mechanism to use to measure or
evaluate sustainable impacts.
What is a strategy?
A design approach to lessen the
negative impacts of something.

31. Sustainability Frameworks
These are the major frameworks:
Design is the Problem
Nathan Shedroff Natural Capitalism
The Natural Step™
Cradle to Cradle
Holistic Management
see DITP chapter 3

32. Sustainability Frameworks
These are the major frameworks:
Design is the Problem
Nathan Shedroff Natural Capitalism
The Natural Step™
Cradle to Cradle
Holistic Management
LCA (Life Cycle Assessment)
Total Beauty™
Biomimicry
SROI (Social Return on Investment)
Sustainability Helix
see DITP chapter 3

33. Sustainability Frameworks
Natural Capitalism (eco-efficiency):
Design is the Problem
Nathan Shedroff
MANUFACTURED
CAPITAL
FINANCIAL CAPITAL
USE HUMAN CAPITAL
MANUF. DISPOSAL NATURAL CAPITAL
see DITP page 45

34. Sustainability Frameworks
Natural Capitalism (eco-efficiency):
Design is the Problem
Nathan Shedroff
• Radical Resource Productivity: Buy time
HUMAN FINANCIAL
using resources radically more productively
•
CAPITAL CAPITAL
Ecological Redesign: Make use of
Biomimicry
• Service & Flow Economies: Redesign all
products and processes for sustainability
MANUF. NATURAL • Investing in Natural Capital: Restore
Ecosystem Services
CAPITAL CAPITAL
• Whole Systems Thinking
see DITP page 46

35. Sustainability Frameworks
Natural Capitalism (eco-efficiency):
Design is the Problem
Nathan Shedroff
• Human Capital: people & society
HUMAN
CAPITAL
FINANCIAL
CAPITAL • Natural Capital: materials, energy,
stability & diversity
• Financial Capital: money, profit, etc.
• Manufactured Capital: materials,
MANUF. NATURAL
energy, & IP
CAPITAL CAPITAL
see DITP page 46

36. Sustainability Frameworks
Sidebar: Types of Capital
Design is the Problem
Nathan Shedroff
Natural Capitalism Progressive Economics Michael Fairbanks LASER Manual
Natural Natural Natural Endowments Natural
Human Human Human Human
Social Social
Cultural Cultural
Institutional Institutional
Manufactured Manufactured Humanly Made Built
Knowledge Resources Techniological
Financial Financial Financial Resources Financial
Technical Exchange
see DITP page 49

37. Sustainability Frameworks
The Natural Step:™
Design is the Problem
Nathan Shedroff
FINANCIAL IMPACTS
SOCIAL IMPACTS
ENVIRONMENTAL
IMPACTS
see DITP page 83

38. Sustainability Frameworks
The Natural Step:™
Design is the Problem
Nathan Shedroff Four System Conditions
• System Condition #1: Substances
SOCIAL FINANCIAL
from the Earth’s crust shouldn’t accumulate
IMPACTS IMPACTS
in the environment
• System Condition #2: Substances
produced by society should not increase
in the biosphere
• System Condition #3: We must
preserve the productivity and biodiversity
ENVIRONMENTAL
IMPACTS
of the ecosystem
• System Condition #4: Resources should be
see DITP page 84
used fairly and efficiently to meet human needs.

39. Sustainability Frameworks
The Natural Step:™
Design is the Problem
Nathan Shedroff
The Natural Step™
Resource Funnel
Declining Life-
Sustaining Resources
SOCIAL FINANCIAL
IMPACTS IMPACTS
Sustainable Supply
The margin for Sustainability
action narrows
Sustainable Demand
ENVIRONMENTAL
IMPACTS Increasing Societal
Demand for Resources
The Past The Present The Future
see DITP page 84

40. Sustainability Frameworks
Cradle to Cradle (eco-effectiveness):
Design is the Problem
Nathan Shedroff
TECHNICAL NUTRIENTS
FINANCIAL IMPACTS
USE SOCIAL IMPACTS
MANUF. DISPOSAL ENVIRONMENTAL
NUTRIENTS
see DITP page 51

41. Sustainability Frameworks
Cradle to Cradle (eco-effectiveness):
Design is the Problem
Nathan Shedroff
SOCIAL FINANCIAL
IMPACTS IMPACTS
Concept & term coined by Stahel
Popularized by McDonough & Braungart
ENVIRONMENTAL
• Eliminate hazardous materials
IMPACTS
• Consider the entire lifecycle
• Materials should be upcyclable
• Less Bad does not equal Good!
see DITP page 52

42. Sustainability Tools
These are the major tools:
Design is the Problem
Nathan Shedroff LCA (Life Cycle Assessment)
Total Beauty™
Biomimicry
SROI (Social Return on Investment)
Sustainability Helix

43. Sustainability Tools
LCA (Life Cycle Assessment)
Design is the Problem
Nathan Shedroff
FINANCIAL IMPACTS
USE SOCIAL IMPACTS
MANUF. DISPOSAL ENVIRONMENTAL
IMPACTS
see DITP page 66

44. Sustainability Tools
LCA (Life Cycle Assessment)
Design is the Problem
Nathan Shedroff
see DITP page 67

45. Sustainability Tools
Total Beauty™
Design is the Problem
Nathan Shedroff
FINANCIAL IMPACTS
SOCIAL IMPACTS
ENVIRONMENTAL
IMPACTS
see DITP page 86

46. Sustainability Tools
Total Beauty™
Design is the Problem
Nathan Shedroff
EFFICIENT
SOCIAL
SAFE FINANCIAL IMPACTS
SOCIAL IMPACTS
SOLAR CYCLIC
ENVIRONMENTAL
IMPACTS
see DITP page 87

47. Sustainability Tools
Biomimicry
Design is the Problem
Nathan Shedroff
FINANCIAL IMPACTS
SOCIAL IMPACTS
ENVIRONMENTAL
IMPACTS
see DITP page 59

48. Sustainability Tools
Biomimicry
Design is the Problem
Nathan Shedroff
SOCIAL FINANCIAL
IMPACTS IMPACTS
ENVIRONMENTAL
IMPACTS
see DITP page 63

49. Sustainability Tools
Biomimicry
Design is the Problem
Nathan Shedroff
Self-assembly Simple building blocks
Solar transformation Use of feedback loops
SOCIAL FINANCIAL Power of shape Redundancy
IMPACTS IMPACTS
Color without pigments Cyclic solutions
Cleaning without detergents Diverse solutions
Water-based chemistry
Metals without mining
Green chemistry
Timed degradation
ENVIRONMENTAL
Sensing and responding
IMPACTS Growing fertility
Life creates conditions conducive to life
Decentralization and distributed control
see DITP page 60

50. Sustainability Tools
Biomimicry
Design is the Problem
Nathan Shedroff
Evaluate your design against Distill the design function
Life’s principles • Don’t ask “What do you want to design?”
• Can your design adapt and evolve? • Instead, ask “What do you want your design to do?”
• Does your design create • Keep asking “Why do you want your design to do that?”
conditions conducive to Life?
• How can you improve your
SOCIAL FINANCIAL design?
IMPACTS IMPACTS
Emulate Nature’s Translate to biology
strategies • Identify the functions
• Ask “How does Nature do that
• Brainstorm multiple function?”
solutions • Reframe the questions
• Refer back to the Discover • Define habitat conditions that
phase and consider chimera reflect design parameters
designs • Translate Life’s Principles into
• Consult with biological experts design parameters
ENVIRONMENTAL • Go back to your model and explore
more strategies
IMPACTS
Discover natural models
• Go outside
• Consider both literal and metaphorical models
• Comb the literature
• Brainstorm with biologists
• Create a taxonomy of Life’s strategies
see DITP page 62

51. Sustainability Tools
SROI (Social Return on Investment)
Design is the Problem
Nathan Shedroff
FINANCIAL IMPACTS
SOCIAL IMPACTS
ENVIRONMENT
IMPACTS
see DITP page 79

52. Sustainability Tools
SROI (Social Return on Investment)
Design is the Problem
Nathan Shedroff
SOCIAL FINANCIAL
IMPACTS IMPACTS
ENVIRONMENTAL
IMPACTS
see DITP page 81

53. Sustainability Tools
Sustainability Helix
Design is the Problem
Nathan Shedroff
Marketing & Stakeholders
Communications & Partnerships
Governance &
Management FINANCIAL IMPACTS
HR Develop. & Design Process
Corp. Culture Innovation
Operations
& Facilties SOCIAL IMPACTS
ENVIRONMENTAL
IMPACTS
see DITP page 93

54. Sustainability Tools
Sustainability Helix
Design is the Problem
Nathan Shedroff
Governance and Management Stakeholders & Communities
Operations and Facilities
SOCIAL FINANCIAL Design and Process Innovation
IMPACTS IMPACTS
Human Resources and Corporate Culture High degree of organizational alignment
Marketing and Communications
ENVIRONMENTAL Partnerships and Stakeholder Engagement
IMPACTS Stage 0: Stage 1: Stage 2: Stage 3: Stage 4:
Unsustainable Exploration Experimentation Leadership Restoration
“Business as Usual”
see DITP page 95

55. Sustainability Tools
However, there are many other tools:
Design is the Problem
Nathan Shedroff LCA (Life Cycle Assessment) ISO 50001
Total Beauty™ SOS (Blackburn)
Biomimicry Wheel of Change
City Climate Protection
SROI
Manual
Sustainability Helix Metrics (GDP, GPI, GNH,
Blended Value GRI, SRI)
Integrated Bottom Line LEED
LASER Manual FASB redefinition of Profit
Footprint Calculators SCORE
(water, carbon, etc.) Factor 4 and Factor 10
Stakeholder Analysis SHINGO
SA 8000 SIGMA
CSR
see DITP page 99

56. Sustainability Frameworks & Tools
MARKET
(FINANCIAL CAPITAL)
Corporate Strategy:
Summary • Governance & Management
• HR Development & Corporate Culture
Design is the Problem • Operations & Facilities
• Design & Process Innovation
Nathan Shedroff • Marketing & Communications
• Partnerships & Stakeholder
ENVIRONMENT
(NATURAL CAPITAL)
• Ecosystem Services
• Radical Resource Efficiency
(min 10x)
• Renewable energy and
materials
• Eliminate the use of toxic
substances
• Natureʼs solutions can inspire
SOCIETY our own
• Maintain Biodiveristy
(HUMAN CAPITAL) • All Wastes are inputs for
Multiple Potential Criteria other systems.
• Safe deposits of energy and
Issues: USE materials to the environment
Fair/just distribution/use of are balanced with those
resources according to taken from it
(whose?) values
MANUF. DISPOSAL PRODUCTS & SERVICES
(MANUFACTURED CAPITAL)
see DITP page 102

57. Sustainability Frameworks & Tools
Any questions so far on the following:
Design is the Problem
Nathan Shedroff
• Sustainability Frameworks
• Sustainability Tools

58. Sustainability Strategies
These are the major strategies:
Design is the Problem
Nathan Shedroff Reduce
• Design for Use (Usability & Meaning)
• Dematerialization (Materials, Energy & Transportation)
• Substitution (Materials & Energy)
• Localization
• Transmaterialization
• Informationalization
Reuse
Recycle
Restore
see DITP page 103

59. Sustainability Strategies
Design for Use
Design is the Problem
Nathan Shedroff (Usability, Accessibility, Clarity & Meaning)
see DITP page 112

60. Sustainability Strategies
Dematerialization
Design is the Problem
Nathan Shedroff (Materials, Energy & Transportation)
Apple iPhone
Apple Keyboard
see DITP page 119

61. Sustainability Strategies
Dematerialization
Design is the Problem
Nathan Shedroff (Materials, Energy & Transportation)
Apple packaging
see DITP page 121

62. Sustainability Strategies
Dematerialization
Design is the Problem
Nathan Shedroff (Materials, Energy & Transportation)
Apple iPhone
see DITP page 122

63. Sustainability Strategies
Substitution
Design is the Problem
Nathan Shedroff (Materials, Energy & Transportation)
Less expensive,
less toxic, and
more sustainable:
Mirra chair,
Herman Miller
• Raw materials
• Components
• Energy sources
see DITP pages 128, 130

64. Sustainability Strategies
Localization
Design is the Problem
Nathan Shedroff (Materials, Energy & Transportation)
Sealed cans are inserted into Each ton of Aluminum Oxide is
cardboard cartons made of smelted into 1/4 ton of aluminum
forest pulp from British Columbia in Sweden or Norway.
Cans are created in roller mills in
Phosphorus is Sweden or Germany.
excavated from
The Sugar Aluminum sheets are
open-pit mines
Lovins, et al. in Idaho.
might come punched and formed into
from beet cans, washed, dried,
fields in The Caffeine might
painted, lacquered, flanged,
France. come from a chemical
sprayed with protective
manufacturer
Cartons of cans coating and inspected.
are shipped to A ton of mined
warehouses and Bauxite turns into
Ore takes a month
supermarkets— half a ton of
to travel to the
84% of which are aluminum oxide.
refinery.
discarded after
use.
see DITP page 136

65. Sustainability Strategies
Transmaterialization
Design is the Problem
Nathan Shedroff
Zip Cars
see DITP pages 142, 145

66. Sustainability Strategies
Transmaterialization
Design is the Problem
Nathan Shedroff
Interface FLOR
carpet
see DITP page 147

67. Sustainability Strategies
Informationalization
Design is the Problem
Nathan Shedroff
iTunes Music Store
see DITP page 152

68. Sustainability Strategies
Informationalization
Design is the Problem
Nathan Shedroff
Open Architecture
Network,
Architecture for
Humanity
see DITP page 156

69. Sustainability Strategies
These are the major strategies:
Design is the Problem
Nathan Shedroff Reduce
Reuse
• Design for Durability
• Design for Reuse
Recycle
Restore
see DITP page 159

70. Sustainability Strategies
Design for Durability
Design is the Problem
Nathan Shedroff
• Higher quality/longer lasting
• Servicable/Repairable
• Upgradable
Dyson vacuum • Component service
• Rental system (components
and/or offering)
see DITP pages 162, 173

71. Sustainability Strategies
Design for Reuse (unintended)
Design is the Problem
Nathan Shedroff
Artecnica tranSglass
vases
see DITP page 160

72. Sustainability Strategies
Design for Reuse (intended)
Design is the Problem
Nathan Shedroff Reuse of: Materials, Energy,
Components, and Functions
Maille condiment
jars
see DITP pages 176, 178

73. Sustainability Strategies
These are the major strategies:
Design is the Problem
Nathan Shedroff Reduce
Reuse
Recycle
• Design for Disassembly
• Close the Loop
• Design for Effectiveness
Restore
see DITP page 181

74. Sustainability Strategies
Design for Disassembly
Design is the Problem
Nathan Shedroff • Product redesign
• Labeled components
• Uni-material components
Rickshaw Zero bag
see DITP page 184

75. Sustainability Strategies
Design for Disassembly
Design is the Problem
Nathan Shedroff • Use materials identification labels
• Avoid permanently attached, dissimilar materials
• Design for ease of disassembly (snap fits vs. screws)
• Use only one polymer type per product
• Use only one polymer-color combination per product
• If necessary, use compatible combinations of
From Eric Masanet,
UC Berkeley
polymers
• Avoid paints and lacquers
• Avoid labels or use compatible labels
• Choose high-value plastics
• Avoid density overlaps between different polymers
see DITP page 185

76. Sustainability Strategies
Close the Loop
Design is the Problem
Nathan Shedroff Combustible Misc. Waste Liquid Fertilizer Crude Oil
Waste
Compost
Aalborg
Water
Noveren Lake Statoil A/S Portland A/S
Tissø Refinery Sulfur Kemira & Road
I/S
Paving
Glass,
Metal, &
Paper for Fuel
Recycling Steam Gas Fly Ash
Misc. Waste
Bioteknisk ASNÆS BPB
Nordrens City of Power GYPROC
Kalundborg, Sludge Kalundborg
Solirem A/S Station A/S Gypsum
Condensate
Denmark
Treated Treated
Water Water
Treated
Steam Water
Sea Novozymes Novo Fish
Water A/S Nordisk A/S Farms
Sludge Fish
Waste
Fertilizer Coal Yeast Slurry
see DITP page 199

77. Sustainability Strategies
Design for Effectiveness
Design is the Problem
Nathan Shedroff • Process redesign
• Take-back programs
• Eco-industrial parks/industrial estates
Rickshaw Bags
see DITP pages 204, 206

78. Sustainability Strategies
These are the major strategies:
Design is the Problem
Nathan Shedroff Reduce
Reuse
Recycle
Restore
• Design for Systems
see DITP page 209

79. Sustainability Strategies
Design for Systems
Design is the Problem
Nathan Shedroff
Curitiba, Brazil
see DITP pages 212-215

80. Sustainability Strategies
Summary/Checklist:
Design is the Problem
Nathan Shedroff
1. Provide More (value, meaning, performance)
for Less (materials and energy)
2. Focus on Efficiency and Health
3. Use & Promote Local energy, resources,
and labor
4. Don’t use PVC
5. Design solutions to be savored
6. Don’t spend more declaring your
results than the value they provide
see DITP page 288

81. Sustainability Strategies
Next Steps:
Design is the Problem
Nathan Shedroff
see DITP page 296

82. Sustainability Strategies
More in the book:
Design is the Problem
Nathan Shedroff
• More examples
• How this sits within development
processes
• Measuring results
• Declaring results

83. Sustainability Strategies
Now for the rest of the questions...
Design is the Problem
Nathan Shedroff