So much of the sustainability conversation is influenced by our rear-view mirror, as we attempt to fix problems that have been created over time. And while this is important, what if we could design sustainability into our propositions right from the beginning? What should a product or service with sustainability at its core look like across different sectors? And how would it be different vs. today?
At Untapped we see a clear trend across extensive sectors that sustainability has moved from being a ‘nice to have’ to a clear ‘must have’ in any product or service.
- In the FMCG world, Paul Polman writes for the World Economic Forum stating ‘It is impossible to outsource corporate responsibility – businesses must take the lead in moving to a sustainable future’ (https://www.weforum.org/agenda/2019/01/a-business-model-for-sustainability/). There is a growing army of specific examples that are designed with a sustainable mind-set from the start.
- The tech industry is also intentionally bringing sustainability to the core of certain products & services. Silicon Canals summarise 10 visionary sustainable start-ups from the Netherlands that are driving innovation for a greener planet in 2019 (https://siliconcanals.nl/news/startups/10-visionary-sustainable-startups-from-the-netherlands-driving-the-innovation-for-a-greener-planet-in-2019/) e.g.
Here is how we are approaching intentional sustainable design with our clients:
- Human Needs – what is the need for sustainability that is specific to my category or sector? We are using a suite of projective & subliminal research tools to uncover unarticulated human needs to guide product & service design as many people find it difficult to imagine a truly sustainable alternative.
- Technical Possibilities – what does a sustainable product or service model in my sector look like? We are working with our clients and their suppliers to get specific about product or service specifications in order to design in the right attributes from the start.
- Future Trends – what does my business need to sustainably invent beyond today’s world? We work with future trend and semiotic experts to identify key trajectories of change and run online communities amongst cutting edge respondents to help inform your future ideation pipeline.
Do get in touch if you would like to discuss intentional sustainability for your business.