The Ugly Truth of Sustainable Design

BDES 1201 — Week 11 — Sustainable Design

The two authors, Stuart Walker and Victor Margoln, write on the subject of the environment, looking specifically at its relation to the design industry and the growing capitalistic consumer culture. Both authors are attempting to understand what is responsible design — in other words, how to design responsibly in today’s modern consumerist world?*

Walker believes that designers have a responsibility not only to the discipline, but also to the client (Walker 205). He believes that we as consumers have to change our perception and expectations of what products are today and evolve them into something quite different to see lasting change (208). In other words, responsible design is transforming our conception perception.

Margoln concedes that creating a sustainable world has shifted from the realm of idealism to that of necessity (Margoln 223). He believes that modest and important efforts have been made in the pursuit of creating green products, however it is just a small contribution to what is actually needed (220). Therefore, designing responsibly is a drastic change in the design process.

Zara falls far behind other truly sustainable brands. Their “sustainable” clothing makes up such a small percentage of their products that it can not produce actual meaningful change. The brand also continues to promote mass consumerism and fast fashion, making this brand inherently unsustainable. (Image taken from https://www.referralcandy.com/blog/zara-marketing-strategy/).

But what if we look at the design’s potential to instill change — both authors agree that most designers have limited power in how products are made in reference to sustainable design. Margoln writes that most designers are locked into the aims of the client, rendering them unable to make those initiatives on their own (221). Walker proclaims that the environment isn’t the main goal of the client, therefore, it becomes too costly and time consuming for true consideration (Walker 204).

What if we consider the consumer’s interaction with design? Walker concludes that we should consider the idea of decreasing industrial growth and product consumption. He believes that we should address the implications of this on product design, and its relation to today’s ideas of the quality of life and our personal happiness (Walker 205). Margoln writes that design should disengage itself from the idea that consumer culture is the primary shaper of its identity, and redefine its role in the world by reconsidering the welfare of humankind in its relation to the market (Margoln 224).

The theme of both articles is that we need to rethink how designers, consumers and manufacturers view the product, from conception to sale. In today’s world we have increased communication and distribution abilities, leading to an increase in online shopping and e-commerce, shaping the way that products and consumers interact, and increasing the accessibility of products to consumers.

Toms shoes are made from 88% recycled products and their packaging is 100% sourced from sustainably managed forests. Toms is currently expanding its sustainable business practices, and strategizing to further reduce their carbon footprint. Toms is also introducing a new earthwise line to expand on their sustanablility initiatives. (Picture taken from the Toms website).

The increased convenience ostensibly seems like designers and companies have achieved their goals in relation to consumer satisfaction, but what are the broader effects on the environment and human culture? The “throw-away” culture we have immersed ourselves in is more than just superficially harmful, it contributes to the degradation of our planet.

Consumers have more power than they might think. It has been proven that design is dictated by the market, and therefore we as consumers are what informs it. By supporting companies that embrace needed design change, we can help shape the market and further advance innovations in sustainable and responsible design.

Word Count: 510

Questions:

1. In today’s world of mass consumerism, is it realistic to believe that the average consumer will stop buying into fast fashion?
2. How much of a role does social media have in promoting unethical consumer products, and can this influence be repurposed for good?

Sources:

1. Lily. “How Sustainable Is Zara?” Eco-Stylist, 29 Aug. 2020, https://www.eco-stylist.com/how-sustainable-is-zara/.
2. Margolin, Victor. “Design for a Sustainable World.” Design Issues, vol. 14, no. 2, 1998, pp. 83–92.
3. “TOMS® Official Site | We’re in Business to Improve Lives.” TOMS, https://www.toms.com/. Accessed 25 Mar. 2021.
4. Walker, Stuart. “The Environment, Product Aesthetics and Surface.” Design Issues, vol. 11, no. 3, 1995, pp. 15–27.