A great article about role of design in the future of Sustainability

The Future of Sustainability Is Design, Not Communication


All of us that are taking the the stressful path of final project and thesis, there are some delightful moments of finding an article that exactly points to our objective! it is like a fresh breeze!I am having one of those moments tonight with reading this amazing article from sustainable brands. It actually inspired the title of my final project:


The article is about the future of sustainability and role of design. It points out the important new trends between consumers and brand innovation. Its connection to my project is about conscious customers and their power in directing their favorite brands toward sustainable practices. Unfortunately, there is a dark side to this fact too! Many brands mislead this desire with greenwashing! So, I believe there is a need and opportunity to develop a more transparent and collaborative process to reaffirm trust and empower consumers to change and maintain their behaviors. According to this article this process will be successful if considers:

“the shift to a conception of value based on meaning rather than message, empowerment rather than persuasion; value that is co-created with consumers in the context of their lives, rather that embedded within a product or transaction. Fundamentally, value that is designed rather than communicated.”

Synthesis- Meaningful experiences studies

Synthesis- Meaningful experiences studies

Part two (in progress) of synthesizing the data to create a framework for behavior change through meaningful experiences.

Synthesis- Behavior change studies

Synthesis- Behavior change studies

Part one of synthesizing the data to create a framework for behavior change through meaningful experiences.

Meaningful Experiences UPA Conference

<a href=”

” title=”Meaningful Experiences UPA Conference”>Meaningful Experiences UPA Conference

<div style=”margin-bottom:5px”> <strong> <a href=”http://www.slideshare.net/NathanShedroff/strategic-design-and-meaningful-innovation&#8221; title=”Strategic Design and Meaningful Innovation” target=”_blank”>Strategic Design and Meaningful Innovation</a> </strong> from <strong><a href=”http://www.slideshare.net/NathanShedroff&#8221; target=”_blank”>Nathan Shedroff</a></strong> </div>

Meaningful innovation by Nathan Shedroff


Insights (Design for Sustainable Behavior)

Analysis and synthesis- path toward insights

keyfacts1 keyfacts2

Effective Sustainability Communications

Effective Sustainability Communications

Great article about effective  communication of sustainability for companies! The overlapping point with my project is:

“Sustainability does not just have a specific target group as “greens”!

It sometimes really hurts me that even my closest friends tell me “oh! you sustainable people, so boring!”

The solution is is the way a brand communicates with its customers. If the message be created with insights it can deliver meaningful experiences and communicate with a broad group of customers! Design is all about experiences and deep understanding of the context.

According to this article brands can deliver broad appealing sustainable communication if they concentrate on their strategy, find a purpose, be useful, embrace emotion, and be remarkable.



When enough is enough?!

When you are working on your MFA project, you always have this feeling that “I still need to do more research, more literature review!” and this goes on forever! But, when you are working on a literally 9 weeks MA project, the story is totally different and the question is:

When enough is enough?!

Looking at my warwall (just behavior change part!) I already have covered more than 12 different sources for behavior change strategies from health content to community marketing! I believe now should be a time to focus on analysis and synthesis parts! But, what if there is  another good source out there that I am missing and can change my project! But I think that is a risk all of us out there are taking.


Some interesting points:

  • “The best design way to facilitate behavioral change is to “put hot triggers in the path of motivated people.”  BJ Fogg
  • As designers it is important to identify occasions that provide people with opportunities to frequently engage in an activity and alter their beliefs about that specific behavior in these situations.    Dough McKenizie-Mohr
  • Consumer decision is based on being in favor of doing the behavior, social pressure, and control of the action in question.    Icek Ajzen’s Theory of Planned Behavior
  • Self-control can key element is co-designing for behvaior change as it is a personal regulation of goal-directed behavior or performance. It provides opportunities for self-monitoring, goal setting, problem solving, and self-reward.     Social Cognitive Theory



Behavior Change Model

Secondary Research continues (Stanford Mobile Health 2012)



Source: BJ Fogg,  A Behavior Model for Persuasive Design, Persuasive Technology Lab, Stanford University

Initial Problem Statement

Today, many responsible companies have built their knowledge to fully incorporate the natural environment into their business framework. These evolutionary corporations comprehend that competitive advantage requires sturdy development of environmentally restorative products, services and systems. (Nattrass & Altomare, 1999)

Despite the significant of sustainable life cycle thinking, current market more than ever in the history of design, has created enormous pressure on innovation that resulted in competitive atmosphere, conspicuous consumption patterns, and obsolescent relationships between users and their possessions. Therefore, changes in user’s behaviors and habits could also create unbelievable and impressive results in protecting our natural resources. According to University of Delft, the user experience of products and services is an important factor in the user motivation to alter his or her behavior. Creating desirable and meaningful experiences require innovative engagement and valuable relationship between user and products.

Consequently, this project will identify and address the challenges and opportunities for manufacturers to understand their consumers’ needs and behaviors at a deeper level and raise their awareness about sustainable choices. There is opportunity to develop strategies and frameworks for creation of more social and active collaboration between consumers, their communities and trusted brands. Companies that are able to operate at greater levels of transparency and responsiveness to their consumers’ desires will perceive improved brand image. (Senge, & et al, 2008)

Nattrass, B., Altomare, M., (1999) The Natural Step for Business; Wealth, Ecology, and The Evolutionary Corporation, New Society Publishers, Canada

Senge, P., & et al, (2008) The Necessary Revolution; Working together to Create a Sustainable World, Broadway Books, New York.


Warwall in progress

Warwall in progress

warwall magic in gathering all the scattered thoughts!