Aalto University School of Art and Design, new Sustainable Design Research Group, 2011

1. SUSTAINABLE INNOVATION AND THE
ISSUE OF SCALE
PEKKA MURTO
AALTO UNIVERSITY
SCHOOL OF ART AND DESIGN
PEKKA.MURTO@AALTO.FI
production has risen as an approach in environmentally
ABSTRACT sustainable innovation.
Sustainable innovation and eco-innovation have Environmentally sustainable innovation or eco-
innovation can be defined as ‘any form of innovation
become priorities within the area of sustainable aiming at significant and demonstrable progress towards
the goal of sustainable development, through reducing
design. Focusing not only on production, also
impacts on the environment or achieving a more
consumption and systemic changes have been efficient and responsible use of natural resources’
(European Community 2006). For the purpose of this
addressed in order to handle increasingly article the issue of specific interest are the levels of eco-
substantial issues. Consequently, the focus of design innovation that are often identified (see Figure
1). These levels can be seen to be derivatives of the
sustainable innovation has shifted from products to development of eco-design: the approaches of refining
and repairing are less effective when compared to
solutions and systems. However, as design has redesigning and rethinking of products and entire
traditionally been a product-oriented profession, systems. As Figure 1 also suggests, design should focus
on redesigning and rethinking current products and
adopting operational models that require greater processes. In practice, lifecycle design methodologies
that optimize the environmental performance of
influence throughout the value chain is not products and systems are often offered as the main
necessarily easy. This paper explores the issues approach for redesigning products and services towards
eco-efficiency. For rethinking and creating more radical
that the scale of sustainable innovation poses on eco-innovations, product-service systems (PSS) are
design and suggests that the concept of
environmentally sustainable innovation should be
approached more deeply also at the product level.
INTRODUCTION
Environmentally sustainable design has developed
significantly over the years. Starting from reactive end-
of-pipe measures the focus has been extended to
production processes, the actual products produced and
lately to consumption (Vezzoli & Manzini 2008a). The
reason for expansion has been the inability of the
previous approaches to deal with environmental issues.
For example, while the products of today are often
better for the environment than their predecessors, the
increase in consumption has resulted in the growth of
overall environmental impact (Robins & de Leeuw
2001). As a result, sustainable consumption and Figure 1. Revised model of eco-design innovation for industrial design.
(Thompson & Sherwin 2001).
Nordic Design Research Conference 2011, Helsinki www.nordes.org 1
Aalto University School of Art and Design
Sustainable Design Research Group
Cindy Kohtala, group coordinator 2011

2. closed loop bio-cycles
cultural sustainability and design sovereignty
creative sustainability
product attachment and longevity value networks
distributed production
sustainable consumption
interdisciplinary collaboration
strategic foresight
Sustainable Design Research Group
Kirsi Niinimäki
Yuri Na
Tiina Härkäsalmi
Tatu Marttila
Pekka Murto
Cindy Kohtala

3. The landscape of design practice and design education
(Source: NextDesign Leadership Institute, GK VanPatter and Elizabeth Pastor)

4. Typical statement The design process Typical role for
on design designer
2000s “Global competition
Innovation & and renewal” Design as
competitiveness “China phenomenon” Vision innovation driver
“Total experience Design for creating
1990s
design – from concept experiences for
Brand building
to retail” customers
Strategy
1980s “Our product
Design portfolio is Design as
management consistent” coordinator
Roadmaps
1970s “The user (be it a
The rise of child or elderly) is the Design for user
ergonomics most important” understanding
Product definition
Design as part of a
1960s “Design as part of the team together with
Involving industrial product mechanics and
industry development process” The entire product
development marketing
process
1950s
“We got a prize in Designer as a
Promoting the
Milan” creator
nation Product aesthetics,
styling
VALTONEN (2007), Redefining industrial design - Changes in Design Practice in Finland

5. Design Value in a Sustainable Society
Safety (planet)!
Regenerative capacity! Community need(s)!
Resource productivity! Accessibility!
User experience!
User desire!
Innovation driver!
User need(s)!
Brand building!
Usability!
Quality!
Safety (user)!
Ergonomics!
Profit/revenue! Aesthetics!
TIME
Function!
Traditional Design Value
Cindy Kohtala

6. Design-
centred
design
User
Imagined
User
Represented
User
Experienced
User
Centred
Co Design
OBSERVATION (crowdsourcing?)
PARTICIPATION
ROLE IMMERSION
MORITZ (2009) Model of design change towards co-design
(adapted from UK Design Council)

7. Transdisciplinarity! Design activism!
New material applications! Open design!
Role of craft! Sustainable
Traditional roles networked
and boundaries Open innovation! society
Value systems !
and networks!
Consumer empowerment!
Re-Mediation of Design
Cindy Kohtala

8. New ways to
measure
design value
DESIGN
STRATEGY IN A
SUSTAINABLE
SOCIETY
Sufficiency!
Demateriallization!
Transmateriallization!
New design
Decoupling! media and
ways to
mediate
Cindy Kohtala