How can I use sustainable design to create competitive advantage? How are other companies doing it?
MAKING NEXT 2021. Designing Strategies for Plausible Futures is an international cycle of 5 webinars on how to implement sustainable design in business practices. It was organized by EINA, in collaboration with Barcelona Global, EADA Business School and McKinsey & Company and was held online from October 7 to November 4 2021, every Thursday from 7:00 p.m. to 8:00 p.m. CEST/CET.
Speakers from leading companies presented their perspectives on how to make business organizations sustainable and shared real cases on how to implement sustainable design in four business areas: Product, Product-Service Systems (SPS), Organizational Model Transformation, and Collaborative Ecosystems.
Testimonials came from Ben Sheppard, Partner at McKinsey London; Julia Koerner, Architect and Designer; Robert Metzke, Global Head of Sustainability at Philips; Javier Quiñones, CEO and CSO at IKEA USA, Rafael de Balanzó, Architect, Urban Designer and Founder of Urban Resilience Thinking Design Studio; Maria Buhigas, Urbanist and Founder of Urban-Facts.
They were joined by Javier Goyeneche, Founder of Ecoalf; Axel Reinaud Co-Founder and CEO at NetZero; Marylin Bisso, VP Operations, Regional General Manager at Too Good to Go; Declan Rankin Jardin, Co-Founder of Alvéole, The Urban Beekeeping Company; Laëtitia Boucher, Regional Sustainability Manager (Southern-Europe) at Interface Inc.; Lucas Carné, Co-Founder of 011h and Co-Founder of Privalia; and Tue Robi Jensen, Business Development Manager at Kalundborg Symbiosis.
Sessions are available in English on EINA's Youtube channel.
SESSION 1: THE VALUE OF SUSTAINABLE DESIGN IN ORGANIZATIONS
On sustainable design as a way to drive profits and business growth while innovating for success.
SESSION 2: PAVING THE WAY FOR POSITIVE CHANGE
Eliminating the conflict between environmental criteria and business success. Design’ as one of the most powerful tools to address urgent problems and tackle the complex social, political, economic and ecological challenges in these turbulent times.
SESSION 3: NEW MODELS PRODUCT-SERVICE
Desenvolupar una fusió de productes tangibles i serveis intangibles capaços de satisfer les necessitats del client final, promovent al mateix temps la sostenibilitat.
Pensar més enllà del cicle de vida d'un producte, tenint en compte els aspectes socials, les parts interessades i les interaccions amb els usuaris. Crear una cascada de pràctiques sostenibles que flueixi a través de la cadena de subministrament.
SESSION 4: SYSTEMS THINKING VS. DESIGN THINKING
Developing new ways of doing business by integrating sustainability in the objectives and operations of the organization.
Systems thinking — understood as sensitivity to the circular nature of the world in which we live — helps manage change and integration based on a "top-down" overview. It means, first, considering the big picture and then the concrete actions. This helps product design and development teams establish an environmentally responsive system that aligns the organization and designers environment, sets the direction of products, and focuses design efforts on the product areas that have the greatest impact.
SESSION 5: THE IMPORTANCE OF COLLABORATION AND TRANSDISCIPLINARITY
To design is to imagine the future. Not only the future of objects, products and services, but, most importantly, how humans interact and solve the challenges we face. Organizations must be pushed to think collectively, beyond their business, and redefine unsustainable market practices.