2. Ecodesign Centre (EDC)
“build capacity and capabilities in industry,
public sector organisations and higher
education so that effective ecodesign can
happen in Wales”
established in September 2006 through core
funding from the Welsh Assembly Government
– deliver ecodesign initiative
– develop centre of expertise on
ecodesign for Wales

3. what does EDC do?
• applied research (knowledge creation)
– demonstrations with industry
• knowledge hub (knowledge transfer)
– communications
– training resource development and delivery
• connecting agent: policy | industry | education | academia | 3rd
sector
• international partnerships

8. “
“
Our philosophy is simple, if you can measure it, you can
reduce it.
Orangebox

9. image by : orangebox

10. image by : orangebox

11. image by : orangebox

12. challenging goals for Orangebox
comprehensive “environmental” design process
target zero landfill (85% reduced in 2 years)
offer product take-back – end-of-life management
increasing use of recycled content to 50%
zero VOC emissions
efficient transit
supply chain initiatives (chrysalis)
FSC / PEFC materials

13. perceived benefits of ecodesign (Welsh SMEs)
strategic internal external
innovation reduced production, resource efficiency
compliance, end-of-life waste minimisation /
new product/service treatment costs avoidance
ideas
better communications on-site recycling
long term gains improved brand reduced packaging
perception, transit packaging
changing the value differentiation (in/out) and point of
equation sale
“added value”
emerging revenue potential for material
models motivated, healthy re-use
environmentally aware
staff

14. if it’s so good why isn’t every company doing ecodesign?
managerial, process and system barriers e.g.
lack of managerial and operational resources
lack of awareness, training, and motivation of employees
failure of managers to harness the strategic considerations
competing policy rationales (e.g. environment and innovation)
SMEs “can’t or won’t act” - i.e. uncertainty / poor appropriability

16. strategic fit

17. negotiating language

18. understanding trade-offs

20. different perceptions

21. different perceptions

22. what value(s)

23. co-development?

24. create platforms

25. “ in the last decade, our context has changed (…)
we not only need empathy for individuals, but also
need to get the pulse of the collective. “
aradhana goel - lead service designer/strategist, IDEO

27. all photos from Flickr (unless stated otherwise)
under a creative commons license
authors indicated in comment page of ppt