Sex-Ed workshop – A new approach to Sexual Education learning?

 

Chosen design research

We chose the design research called Design Thinking on Sex Education by UX planet, the design agency to provide non-stop solutions for a user experience. The client is the Spanish Ministry of Education, and this project offered young people the Sexual Education they deserve for.

UX planet set up the goal to allow kids to gain emotional experience and self-esteem in a balanced, healthy way. To achieve this, here are the design processes they executed; Research, Ideation, Creation, and Conclusion.

They started from research, including the framework of 6 phases of design thinking; empathize, define, ideate, prototype, test, implement Design Council’s Double Diamond, and use quantitative and qualitative research methods. 

The key insights they defined after research:

  • Having a good Sex Education is crucial to kids from an early age; it helps them define themselves, understand and respect other realities and have better relationships in the future.
  • Sex education is not just about condoms; it teaches about emotions, self-esteem, biological facts, etc.
  • It should be a core subject at schools, such as language or mathematics.
  • There are many platforms, apps, games, talks, etc., about sex education, but it is not sufficient; most people don’t know about them.
  • Parents feel that they don’t have the tools & knowledge to help and educate their kids.

(Cruz L, 2020, Design Thinking on Sex Education)

After defining the insights, to find a solution, UX planet uses a creative methodology called MoSCoW; it consists of Must, Should, Could, Won’t have. And they created the MAS, a Museum for Sexual Education (Museo del aprendizaje de la Sexualidad).

Making a temporary exhibition that would tour the biggest cities in Spain. This interactive museum is divided into three different age paths:

  • 6 to 10 years old
  • 11 to 15 years old
  • 16 to 20 years old

(Cruz L, 2020, Design Thinking on Sex Education)

Therefore, Kids would have to participate with permission from their parents, and each path made for proper age. This means they provide information about the emotion, parts of the body, and relationship by active methods.

In this interactive museum, kids can sit and watch a visually appealing video, mirrors, play short games, and touch, feel, and interact with multiple materials to discover through senses where the visitors will be able to. It allows kids to learn about any topic about the subjects, including the human body, Gender equality, and contraceptive tools. UX Planet tried to make it all in a ludic way, making young people feel comfortable with their bodies.

Outcome of research

 The outcome of UX Planet’s research showed that there is a great demand for children to be appropriately educated about sex. Education goes beyond contraception and biological facts. Furthermore, they confirm that parents are often uncertain and unequipped about approaching the topic. This is also the gap we have noticed while researching and why we find it crucial to support children and the parents with our project. Parents‘ trust is essential to convince them that our project benefits their children. 

Our purpose 

We believe that implementing this Sexual Educational tool in young people’s lives can shift the mentality and phobia people have on this topic. Additionally, educating young people from a young age gives them the power to understand their bodies and their counterparts, but it also allows them to learn to respect them. Moreover, it is essential to inform the parents and the teachers to properly educate children and young adults. 

Finally, the long-term goal is to have sexual education implemented in the swiss schools‘ curriculum.

The main challenge 

Based on research material, Switzerland’s main issue regarding sexual education is that the Swiss tend to be more traditional, cautious, and guarded when it comes to such a delicate topic. This is also reflected in their children’s upbringing and view on school education. In Switzerland, sexuality education commences mainly around secondary school, although there are differences between the cantons. Sex education seems to be a very delicate topic because it includes emotions, morals, society, and religion. The more conservatives are worried that introducing sex education at a young age dangers innocent minds. 

Furthermore, parents seem to want to take responsibility for explaining this topic to their children, yet it is questionable if and how well this is done. Therefore the challenge is to change the typical Swiss mindset about a topic that seems to gain importance and interest within the younger generation. On the one hand, to end the taboo on this topic and pass on learnings and understandings that last a lifetime.

The first contact

  1. The organization gets in contact with the schools 
  2. The organization sends learning material and permission slips to the parents through email
  3. Students will have contact with professionals during the field trip

The Idea

The idea is to create a sexual education workshop. Based on a current workshop being implemented in the UK and a Design Thinking research conducted on sexual education, we have decided to take a similar approach, mirroring their interactive methods and applying our findings. Furthermore, our workshop will prepare the students to know how to act when being put into a difficult position. For instance, we will give the children a role to play and place them in situations that could occur at a party, with friends, or with family. Doingandto so will prepare the student for real-life-situation and allow them to create their strategies. Additionally, this will help them understand the importance of consent and respect for one’s body. Finally, in the workshop being ideated, we want to educate the parents by sending them a brochure with educational tools and resources to best help and guide their children in topics outside of their knowledge realm. 

Workshop’s outcome

Give proper education to Swiss students who may not receive this topic-specific learning through their conservative parents. Additionally, by educating students at a young age about their sexuality, a new generation of educated individuals will emerge, allowing for a more open and knowledgeable society. 

How our idea links with the chosen design research

The mentioned design thinking research targets similar groups like our project: children, parents & educators. In their case, the client is the Ministry of Education of Spain. Like Switzerland, sex education in Spain is not a core subject like maths or science. This means legal issues are also an obstacle to their ideation of the project. Although they aim for sex education to be a standard subject in schools, we found out that this is a rather complicated procedure based on regulations on a cantonal level, which could be fully implemented in the future.

The design research concluded that parents do not feel as if they have the tools or knowledge to educate their kids. Our study stated that Swiss parents feel as if it is their responsibility yet lack in the execution. Therefore, we recognize the importance of parents’ education and implemented the workshop. To educate their children, we want the parents to inform them what topics will be discussed concisely.

Visiting a workshop outside of the school surroundings affects children’s motivation and eagerness. Additionally, it is a welcomed change to be educated by an expert besides the known teachers. Stepping outside the comfort zone can also mean step outside the school grounds and being open to experience, and gaining new insights and knowledge. The design research is doing the same by creating a museum that gives children a chance to interact and engage in a playful, active, and modern way. Traditional wooden intimate toys and outdated explanations are no longer captivating and enough. In these fields, we observed the same, which is why we would plan an excursion with the children to expand to a new surrounding and new knowledge.

In summary, the design thinking research is very thought out and easy to grasp, which makes us hopeful and confident that our sex education would be welcomed by Swiss schools, parents, and schools. 

Written by: Lea Hollenstein, Zirzareth Molina, Marina Praxedes, Kaho Sakuta

References

Cruz, L. (2020, April 15). Design Thinking on Sex Education – UX Planet. Medium. https://uxplanet.org/design-thinking-on-sex-education-1f851dd760ea

 

The Role of Responsible Design in Architecture

Why responsible design is necessary

9.4.21

By Anya Low

Construction site, Berlin, 2021

Introduction

Today more than ever,  human activities have a dominant influence on climate change and the environment. We have arrived at a point where global warming is becoming a bigger reality as years go on. Looking into the main challenges the world faces, we often forget who the main players are. In design management, we have looked into another perspective of the way we see design where: everything is design, since everything is created as a means to fulfil a purpose. With this acknowledgement, we look into the role of an architect in global challenges and how architects should adopt more responsibility in their designs. 

Responsible Architecture 

 It is currently still believed that governments and large enterprises are held responsible for the biggest means of influencing the way we live, yet one of the biggest influences on how lifestyles are built is by Architectural Design. It is seen as a profession with the means to create better places, and it can even have a role in making a community liveable. 

The big influence architecture can have in terms of responsibility became even more apartment after listening to a lecture from an architect from the Netherlands, Peter van Assche who combined the concept of circular economy and architecture. I researched more about this topic and came to the conclusion that architecture is transforming its purpose and need in becoming more responsible. We hereby talk about the new role that architects need to adopt and taking responsibility for sustainable building in a social matter as an ecological matter. The term eco-house is already a recognised concept, where architects build eco-friendly and self-sustaining buildings for inhabitants. While many projects are working towards this ideal concept, much is still being developed and still until this date remains as an ideal. For example the Urban Farming House – EcoHouse by James Wines.

Responsible design is also already a term, which is also known as ‘design for good’ or ‘design for need’. It has become more popular over the years and it focuses on a more holistic and responsible approach since many global challenges are complex and interconnected. Responsible Architecture, or RE, has become a term from the EU in 2001 for Architectural Institutes. It is yet being developed as a discipline and has not undertaken a lot of research or practice yet. Regarding the responsibility aspect of architecture, the architects would have to work in a multidisciplinary field and tackle large-scale and interconnected challenges. Yet with this acknowledgement, tackling societal and environmental issues are difficult to grasp, due to ever-changing circumstances. Also due to this complexity, a foundation of multiple expertise must be formed, which may include scientists, engineers and sociologists apart from architectural designers. Examples of the upcoming key challenges are:

  • Environmental friendly cities
  • Affordability of housing 
  • Environmental refugees
  • Urban Space planning
  • Food & water resource shortages

Still to this date architects have limited possibilities to take their own decisions into hand since they rely on contracts, which require them to meet the client’s needs within budget and on schedule. This often conflicts with human resource issues and implementation issues of circularity models and finances. Still, it is vital for an architect to be prepared to act in an international environment and to deal with the growing global challenges of climate change, resource management and social inequality. Today there is an urgent need for improvement of the moral and ethical standards in the global construction industry, and this must also involve the architect. 

Social Responsibility

Socially responsible design is not new to the design world. It can be traced back at least as far as the Industrial Revolution when designers and theorists such as William Morris and John Ruskin were responding to the various social conditions of the industrial workers they had witnessed.  Historians have recorded a number of socio-spatial alternatives that were developed in the 19th and early 20th centuries. 

Today there is not a strong theoretical orientation to socially responsible design. Rather it develops through trying to solve everyday problems or address local needs. Socially responsible design addresses social well-being and co-existence gaps and emphasizes on the cultural value and meaning of places. This takes democratic civic engagement into action and adopts visions of alternative socio-spatial futures. Today’s pace of migration increases the diversity in cities which causes challenges for urbanisation as well as its threat to planetary sustainability. One estimates that by 2050 there would be 2.5 billion urban inhabitants, which poses an integration challenge into cities.

We also need to take the way buildings are designed into consideration, and not only the finished product. This is also a field where not much research has been done yet and not much action has been taken to address the human rights of construction workers in terms of safety and income. There have been cases of major accidents during the construction of buildings, which have not been addressed in the right terms. For example, over 974 Indian and Nepalese migrant workers have died of sudden cardiac arrests ‘or an accident at work’ in Qatar since January 2010. The construction workers are usually from a lower class, and often have to face unsafe environments. The architects usually only have contact with the clients and contractors, and normally do not engage with the building sites.

Sustainable Responsibility

The building boom of the early 21st century has led to the important issue of responsible design in terms of sustainability and environmental friendliness. It is a breathtaking fact that one of the most wasteful industries is in fact the building industry. In New Zealand, the construction industry is known to be responsible for up to 50% of all waste produced. and in Germany 70% of the yearly waste comes from building and infrastructure productions. 

The use of the material in architecture is focused on the economic aspect of the construction. It has to lead to architects using materials in a classic linear way, where materials are not out of recycled material but newly manufactured materials, whether it may be steel, aluminium etc. There is still no reuse value in these materials as they do not suit the building codes and principles and usually are damaged in the removal processes, even though the materials may be adaptable and still very durable. It leads architects and building policies to adopt a circular economy approach, which also looks into waste management. 

Houses built partly underground (in order to reduce the impact on the landscape and improve insulation). Today more than ever,  human activities have a dominant influence on climate and the environment and we have arrived at a point where global warming is becoming a bigger reality as years go on.

Conclusion

The way we design today drifts from successful design to responsible design. Responsible design adopts more value, as it is now critical for the future development of cities to become more sustainable and inclusive when meaning to solve the current challenges. We need to recognise our responsibility to change and learn from already existing examples of architectural projects which adopt circular economy and socially responsible design. It is also necessary to add the principles of responsible design into practice and into the building industry to achieve solutions that are regenerative in nature. Architectural Design with responsibility in consideration can also eventually lead to a society that adapts the living standards in the most inclusive and environmentally friendly way. The challenge is yet to find a balance between market demands and environmental responsibility in architecture.

Sources:

Lecture by Peter Van Assche,Architecture & Circular Economy (2020), Retrieved 07.03.21 https://www.youtube.com/watch?v=4BMb1xUSTYM&t=2035s

Urban Design Methods by Undine Giseke, Martina Löw, Angela Million, Philipp Misselwitz and Jörg Stollmann, 2017

James Wines, n.d., Retrieved 07.03.21 from https://baubible.ch/news/how-james-wines-drawings-changed-architecture/

Stadt der Zukunft by Friedrich von Borries, Benjamin Kasten, 2019

European Commission (EU) (2011). Corporate social responsibility: a new definition, a new agenda for action. Retrieved 03.04.21, from http://europa.eu/rapid/press- release_MEMO-11-730_en.htm 

Gunder, M. & Hillier, J. (2007). Problematising responsibility. Planning theory and practice: On seeing the middle of the string? Progress in Planning, 68(1), 57–96. doi: 10.1016/j.progress.2007.07.002 

Gunder, M. & Hillier, J. (2009). Planning in ten words or less: A Lacanian entanglement with spatial planning. New York, NY: Routledge. 

How drinking coffee with a Stoic could help Design managers rethink their values

When does our job become our life philosophy?  As Buchanan mentions, design has evolved into a deliberative art, which is needed for making in all aspects of human activity. Therefore, should our work and personal philosophies be combined to become better problem solvers and future Design managers? The response is much simpler than imagined, and as mentioned by Buchanan plays an essential role in promoting well-being, greater than we could possibly imagine. As a resurfacing school of thought with books such “The subtle art of not giving a F*ck” – Mark Manson, or social media influencers preaching the thought, the question grows as to how Stoicism could influence design. But let’s not get ahead of ourselves, shall we?

“Fine feather make fine birds.” – English proverb

Sitting all day in classes where design concepts are surgically implanted into our vocabulary can be difficult, particularly when those classes become the next three years of our lives. Reality shifts, and it seems to be driven by design. Small details that were previously overlooked stand out like a stain that needs to be washed or at the very least recognized. For example, on a Saturday afternoon, our attention could change from enjoying the company of friends to using their voices as a radio while observing the surroundings. We may be perplexed as to why so many people still refuse to wear masks while socializing. Everyone, including our group, is doing the same thing. No one seems to mind; the need to socialize and pick and choose who may be sick or not, as a Covid test, sounds more appealing than sitting at home all day, staring at a screen.  Our case now needs a solution. In an ideal world, norms and needs combine into a single, reasonable solution. A few moments later, friends are included in the thought process, and a debate erupts as each of them becomes a stakeholder. Everyone has a different need and reasons capable of holding their ground. After a few drinks, we reach an understanding, a compromise that will never see the light of day because it is all based on assumptions.

Reaching this far might be an exaggeration, “ however the subject matter of design is not a given”(Buchanan). These scenarios will facilitate the creation of a solid chain of thought processes for when the demands of a project become more severe. Even though design management students are trained and provided with methodologies and tools for approaching intrinsically challenging problems, there are no systematic procedures that can lead to the best possible solution. “It is created through the activities of invention and planning, or through whatever other methodology or procedures a designer finds helpful in characterizing his or her work.”(Buchanan). It is personal and unique to each Designer. 

Not every design management student needs to consider why people don’t wear masks when they meet up with friends, but they analyze the environment differently that their friends. According to Buchanan, design, in all of its forms, empowers individuals to explore and shape the diverse qualities of personal experience and the common qualities of communities. As a result, design becomes a critical component of modern cultural philosophy. This is why, as Design management students and future managers, design can reach so deep into our everyday lives. We explore incessantly, sometimes with no end in sight. Since we, as students, lack personal experience in certain cases, we feel compelled to compensate and research in order to have more choices to consider. There’s a lingering feeling that no matter how much research we do, there’s still one more tab we can add to our browser. However, if choices are equivalent to browser windows, are we all on the verge of crashing our mental operating systems?(Sholars)

“For the greater good.” – Grindelwald, Harry Potter saga antagonist 

Is the solution to stop and simply acknowledge the lack of experience? One of HSLU’s – Design Management, International program lecturer used to say “you stop once information gets repetitive” but we as students research in fear of our personal experience and values not being enough. It almost seems like design methodologies and practices are so entrenched in our decision-making approach that we simply minimize our own free will. “The idea of keeping your options open is a way to protect ourselves from the pain and frustration of not being able to make our own choices.”(Sholars). It’s almost as if we’re turning into machines or resources, ignoring our greatest asset: individuality. It is not how much knowledge we have, but how we view the world in which we live that matters. That is essentially what enables us, future Design managers, to better shape the planet.

“The essential humanism of design lies in the fact that human beings determine what the subject matter, processes, and purpose of design shall be. These are not determined by nature, but by our decisions.”(Buchanan)

A reminder for all Design Management students is that “this idea of simple things unfolding into more complex things is the story of life. Any system that’s alive will generate emergent behavior and evolve over time.”(Wing Kosner) In other ways, we learn as we progress in life and our studies. It doesn’t matter if we know all methodologies and processes by heart. What matters is the willingness to learn and get that new experience. What matters is to have the self-awareness to not dive into old patterns and trust one’s judgment. What matters is to close our browser tabs and go for it, “reducing optionality when it comes to your career and passion is mostly about forgiveness and trust- forgiving yourself for committing to one choice and trusting yourself to use that new experience to inform your next one.”(Sholars)

 

“Design is the art of shaping arguments about the artificial or human-made world… with objective results ultimately judged by individuals, groups, and society.” – Richard Buchana

A good example of all of the above mentioned is that when the research for this blog post first started, the idea was to understand how stoicism could add value to the design principles we apply every day in class and eventually out there in the world. Interesting to discover was that according to Buchanan Design has traces of the schools of thought that dominated the Hellenistic period. One of them being stoicism. 

Pigliucci mentions that stoics believed that everything around us operates according to a web of cause and effect, resulting in a rational structure of the universe. And while we may not always have control over the events affecting us, we can have control over how we approach things.

The idea is not to add stoicism as another methodology to be used by Designers while conquering problems but to emphasize Stoicism and use it as the approach for problem-solving. “In life our first job is this, to divide and distinguish things into two categories: externals I cannot control, but the choices I make concerning them I do control. Where will I find good and bad? In me, in my choices.” The fear of having to prove ourselves or rely heavily on research is managed by having “the ability to navigate complex situations in a logical, informed, and calm matter”(Pigliucci), being self-aware of the actions to take even before a problem is presented to us. 

How can Design managers create a better world which is human-centered when one is disregarded of the equation? Different from simply applying design principles in live and problem-solving situations, stoicism mindfully reminds the practitioner to start with himself, to look onwards before trying to manage all the other problems. “The idea is that only people who have cultivated virtue and self-control in themselves can bring positive change in others. (Pigliucci)

“We suffer not from the events in our lives, but from our judgment about them.” – Epictetus

If design’s nature has already stoic value that got lost with the definition of Design over time, why not refocus, recenter, using one of the most known schools of thought as the principle that guides Design Management students through their next at least 3years. “On a psychological level, happiness comes from dwelling on the downstream of any given situation as little as possible- which is impossible if you haven’t made a decision.”(Sholars)

 

by: Kevin Assis Pardal

 

Sources

Works Cited

Buchanan, Richard. “Rhetoric, Humanism and Design.” Rio de Janeiro State University, João de Souza Leite, www.academia.edu/15847039/Richard_Buchanan_Rhetoric_humanism_and_design.

Epictetus. Discourses and Selected Writings. 2008. Robert Dobbin ed., Penguin Classics, 29 Sept. 2008, www.penguin.com.au/books/discourses-and-selected-writings-9780140449464.

Hemingway, Colette. “Intellectual Pursuit of the Hellenistic Age.” Metmuseum.org, 2021, www.metmuseum.org/toah/hd/ipha/hd_ipha.htm.

Pigliucci, Massimo. “The Philosophy of Stoicism – Massimo Pigliucci.” YouTube, 19 June 2017, www.youtube.com/watch?v=R9OCA6UFE-0.

Sholars, Mike. Your Obsession with Optionality Is Holding You Back. 1 Mar. 2021, blog.dropbox.com/topics/work-culture/your-obsession-with-optionality-is-holding-you-back.

Wing Kosner, Anthony. “Of Brains and Bodies – What I Learned on a Two-Year Journey into the Mind at Work.” Blog.dropbox.com, 8 Apr. 2021, blog.dropbox.com/topics/work-culture/the-mind-at-work-of-brains-and-bodies.

Which Wood Furnitures are Good for You and the Earth?

One day, I went to a housewarming party. The man proudly told me that all the furniture in his house was made of solid wood. But when I visited his house, I found out they were not solid wood but manufactured wood with veneer sheet. He already paid a lot of money for this. So, I cannot tell him the truth.

What a sad story. When I heard this from my friend, I was so sorry. However, it happens a lot. Also, with growing interest in the environment, some companies are greenwashing their products. Poor consumers innocently believe what the companies tell and think they are buying good furniture for themselves and the environment. I am writing this article because this is not always true, and I hope you are not the next poor man.

Wood Furniture doesn’t mean it is natural.

There are various kinds of wood for making furniture. In other words, even if a company generally describes the material as wood, it may not be the one you think it is. Wood for making furniture can be divided into two types: Solid wood and Manufactured wood. 

1) Solid wood is a natural product. It is safe and environment friendly, however, it can be contracted or expanded. Also, it is expensive. 2) Manufactured wood such as MDF, PB, plywood is a great substitute. It is made after powdering wood or cutting it into thin slices. Thus, it has less risk of contraction and expansion, and most of all, it is cheap. Besides, it looks similar to solid wood with a veneer sheet. Be careful not to confuse between solid wood and MDF or plywood with the sheet. Even if the company says the material is wood, it may not be solid wood.

However, the most significant difference between them is the usage of adhesive. And it makes a huge gap in the amounts of formaldehyde. Formaldehyde is an organic compound with a strong odor. Every wood emits some amount of formaldehyde, but manufactured wood emits a lot. It is because it is commonly used in manufactured wood as adhesives. The problem is when people are exposed to formaldehyde when it is released into the air. It can harm the eyes, nose, throat, and etc. It can even cause some types of cancers. In other words, manufactured wood can be hazardous when some amounts of formaldehyde are leak into the air. So, there are grades and regulations for formaldehyde levels in furniture.

In 1980, the formaldehyde emission standard was established by Germany and became the basis of the European standard. Since 2004, European standards have been introduced; E1 (release ≤ 0.124 mg/m3 air) and E2 (release > 0.124 mg/m3 air). Also, they have a rule that indoor furniture should only use E1 grade wood. On the other hand, Korean standards have 4 classes (SE0, E0, E1, E2). Wood with SE0, E0, and E1 is allowed for indoor furniture and KC (Korean Certification) is given. Different country’s standards cannot be accurately compatible because of different methods and measurement units. And some Korean companies try to greenwash abusing the situation where there is no international standard of formaldehyde emission. They advertise their E1 grade furniture as eco-friendly and safe with the KC as evidence. The difference between E1 and E0 is enormous and Korean E1 grade wood is restricted in most of Europe since it has bad effects on human health.

Fortunately, there are conscientious enterprises. I would like to introduce one in Korea. Hanssem is the most popular furniture brand in Korea. According to K-BPI (Korea Brand Power Index), it has been the top kitchen furniture company for 21 years and residential furniture for decades. Although they were not the first company to apply, now they only use E0 grade for all the furniture they make. Not only wood but also finishing materials and subsidiary materials such as adhesives used in furniture have been changed to eco-friendly materials. They use 3 stage verification. At first, it checks harmful substances released by the material itself by verifying raw materials. Then they re-examine after they finish furniture manufacturing. It is noteworthy because 70% of dangerous materials are mainly released by unfinished sections. Hanssem cares not only about wood material but also about the finished furniture itself. But it also has a limitation. Unlike other European companies, Hanssem doesn’t offer sustainability reports. Furthermore, it is difficult to find information about environmental values or efforts for sustainability. On the website, consumers can only find information full of products themselves. It is a common thing in Korean furniture enterprises. Even if you barely find some information related to sustainability value, it is too abstract. 

On the other hand, many European companies explain sustainability as their core value. For instance, Vitra provides a sustainability report every year. Vitra is one of the most famous furniture companies in Switzerland. They transparently disclose the certificates and ecology information of each piece of the furniture. The products have many certifications, such as The Blue Angel, GREENGUARD, REACH. Vitra also focuses on creating eco-friendly products while monitoring and improving the process. „Sustainability is like morality for us,“ said Rolf (former CEO). „As people live morally rather than talking about morality, we make long-lasting products based on sustainability.“ It’s time for consumers to think about environmental health.

Think about the environment as well as human health.

The information above is only about human health. It is important, however, not only for humans but also for the Earth. We need to be concerned about where the wood comes from and how it is chopped down. The most powerful method to protect forests is the legally prescribed ban on deforestation. The European Timber Regulation (EUTR) has been introduced in 2013 to prohibit illegally harvested timber. It supports sustainable forest management.

Switzerland is also famous for swiss forests and the wood industry. Fortunately, the percentage of forest reserves out of the total area is 63% in Switzerland. And the federal council of Switzerland insists that there is no risk of illegal logging since wood from Swiss forests is under control. Besides, there is a law declaring an obligation for informing about wood and wood products, so a consumer can easily find the information about wood species and where it comes from. However, there is no legal basis in legislation for prohibiting illegal wood in the market. They can care about wood when it is imported or exported to the EU, which has a timber trade regulation. Hence, I would like to introduce Forest Stewardship Council certification.

FSC certificate guarantees that products safely come from responsibly managed forests that provide environmental, social, and economic benefits. With FSC certification, you can easily figure out which companies use the right wood. For example, IKEA works with FSC to focus on the responsibility to manage forests. More than 98% of the wood is either FSC certificated or recycled. To maintain the sustainable supply from the forest, they cut trees for a long time and make clear areas in the forest. In this area, the forest can be regenerated. IKEA also insists that they try to work with suppliers to ensure the wood-based materials come from sustainable sources. Since it is impossible to stop using trees for wood furniture, companies should be concerned about forest management.

How to choose wood furniture?

    1. Don’t take the material with a grain of salt.
    2. Check the Formaldehyde grade including the finishing process.
    3. See how the trees were cut down.

At first, let’s choose the wood furniture fit for you. As I mentioned before, you should check the detailed information of the material. I’m not saying you can buy the best wood furniture. At least, however, let’s not be fooled by the word ‘wood’. Remember how various kinds of woods there are. You learned the difference between solid wood and processed wood through this article. Hence, I believe you can distinguish which kind of wood is used for the furniture. 

Second, you have to check the formaldehyde grade. Even though some company uses MDF, it could be the E0 grade. Therefore, even if you want to buy processed wood instead of wood because of the price and furniture management, you can be safe from formaldehyde. But remember that there are no international standards for formaldehyde emission, so make sure that which one the company uses.

Last but not least, think not only about your health but about the Earth. Although the furniture is harmless to human health, keep in mind there is a possibility that there are harmful effects on the environment in the process of making. Check whether woods are supplied from FSC-certified forests. Also, it is helpful to check the sustainability report for tracking its’ environmental impact.

If you check the list above, you can make the right decision for yourself and the environment. And if the number of consumers like you increases, the furniture companies will think more about you and the environment. Your purchase is the beginning of the virtuous cycle.

 

Author: Yeon Gyong Lee

 

Reference

APA. (n.d.). List of Individual Standards: Apawood – Europe.

https://apawood-europe.org/official-guidelines/european-standards/individual-standards/

서창완. (2018. August 17). 한국은 ‘가구 포름알데히드’ 기준 후진국?

GreenpostKorea http://www.greenpostkorea.co.kr/news/articleView.html?idxno=95130

황수분. (2020. February 16). 한샘, 유해물질 3단계 검증을 통한 ‘친환경 제품’ 기준 강화

Polinews https://www.polinews.co.kr/news/article.html?no=452871

연선옥. (2017. October 09) [Case study: 스위스 디자인 가구 회사 ‚비트라‘]세계적인 디자이너와 협업해 실용적인 가구 선보여EconomyChoson https://biz.chosun.com/site/data/html_dir/2017/09/26/2017092601500.html

Vitra. (n.d) Certificates and standards.

https://www.vitra.com/en-fi/office/tools/certificates

IKEA. (n.d.). Holz – ein Material mit vielen Qualitäten.

https://www.ikea.com/ch/de/this-is-ikea/about-us/forestry-pubd4deffde

Federal Office for the Environment. (2018). Holzhandelsregulierung.

https://www.bafu.admin.ch/bafu/de/home/themen/wald/fachinformationen/waldzustand-und-waldfunktionen/holzproduktion/holzhandelsregulierung.html

Federal Office for the Environment. (2018). Forest and wood.

https://www.bafu.admin.ch/bafu/en/home/topics/forest/in-brief.html

 

Can Design Management guide a child to get green

 


Photo by: Pexels

How my topic came to be:
When I first started this blog, I had a completely different approach in mind for how to educate children about sustainability in the aspects of circularity, upcycling, and learning to make prudent decisions in our consumerism behavior. First and foremost, I would like to point out that such issues should be addressed earlier in education. Should we, for example, be taught in primary school about the history of our favorite chocolate packaging? Or what ingredients are in it? Or, more specifically, where did the raw materials come from? I hope my point is visible where I’m trying to indicate, but my problem is determining the best platform for educating or finding the spot to integrate such vital matters (sustainability influenced consuming habits) into easy topics that influences children via simple media such as cartoons, tv advertisements, music commercials.

Initially, I believed that the education system needed to update and do a better job of implementing new approaches. And I admit it is a concept that appears to be challenging to tackle. However, after researching how and when children become consumers, I discovered that many companies in the entertainment and social media markets target children to gain long-term loyalty. Being mindful of this very fact, I want to present my re-designing systems for schools with entertainment and media support.

Introduction

Are design managers about to crack the code on how to solve global warming? Not yet, but there is a place to start: the children’s entertainment industry is the perfect occasion to commence a vast project’s initial steps. Social media and Netflix TV shows have a more significant influence on the current generation than any formal curriculum of primary school. Although it may appear that children have no idea what they want, but they (around the age of two years) begin to develop preferences such as likes/dislikes, positive and negative reasonings, and other decision influencing feelings. Furthermore, they can begin to identify what they want to eat, wear, watch, or play at that age. As proved through existing literature such as scientific research, articles, and even the statements of a noble public figure, children are future generations, and it is essential to receive a good education.

Ideally, no company would market unnecessary items to children. Since it is not an ideal state, design management can potentially influence the next generation to make more prudent decisions. Furthermore, understanding children’s marketing formula is critical because if companies can have a long-term influence on children, why should not new eco-friendly chocolate or a show implement an affirmative message? The show must not be focusing solely on the environment. However, the show’s characters should assume a green lifestyle and demonstrate how it is possible to make prudent decisions while remaining „cool“.

Why does the entertainment business prioritize children?

The entertainment industry is a sweet spot ready to be exploited by business entities. Therefore the executives employed in entertainment services understand that today’s children have easy access to money for satisfying their needs. Those executives in entertainment enterprises regard the children as a prospective customer segment. In other words, children transcended into a vital target group over time that will yield them returns in the future.

This shift began in the 1970s and 1980s when families‘ socioeconomic status started gradually improving. Henceforth, the children started conveniently placing their opinion in regular household purchases like snacks, sweets, and everyday meals. When they further grow into adulthood, they start sufficing their personal preferences into their parents‘ decisions about the restaurant to dine in, the destination of vacation, the choice of car’s model to purchase, and the show the family watch together.

The influence of children’s choices begins when they are born as they are the ones that the parents want to satisfy by watching the cartoons they want or playing cheesy children’s music while driving to make the child stop crying. Therefore, companies want to rope children’s attention in because they keep the business in a flowing state and give rise to the quotient of loyalty at a very tender age.

Questions like „What is your favorite candy?, how long have you been eating this candy?“. When reminiscing with a friend about old times, one can recall the shows they watched and the juice they drank. It is mind-boggling to consider the impact of such superficial items that can influence people’s consumption behavior. Especially now, it is seamless to influence these marketing companies‘ buying behavior with tempting marketing strategies. Marketing activities such as music videos where the singer is holding a specific brand of headphone or toy, this is where the singer is involved in promoting the headphone or toy brand and children would incline to purchase that pair of headphone or toy.

Simply over YouTube, the child sees an advertisement for Coca-Cola while a video streams. He/she will push the parents to buy one for the kids. The lesson out of mentioned examples: if the combination of entertainment and advertising can influence a child’s choice, the design managers engaged in social design projects can utilize this opportunity and use the entertainment media to teach concepts like sustainability and circularity.

Design Managers as the hero?

If Lucerne School of Art and Design can educate their students about sustainability and around systemic design. Design Management graduates can disseminate the knowledge to companies to design greener solutions for the economy’s well-bound growth. Indeed, the Design Management curriculum has a holistic intention of teaching the future generation of design managers about eco-friendly and reduced carbon footprints initiatives. Of course, it is not just about recycling paper, glass, metal, and various material, which tolls the environment’s high cost. It is about changing minds and working to improve the world through creative thinking and devising strategies, and, most importantly, learning to ask striking-at-right-point questions. As a result, design managers possess the necessary knowledge and intellect to develop and communicating holistic design solutions for society’s goodness.

Suppose the schools begin teaching children in a child-friendly manner what Lucerne School of Art and Design teaches to Design Management students yet in a child friendly (via fun and in a simple language). In that case, children will become intelligent consumers. As a product, such a generation of children will be different from the ones in the past.

Consequently, the entertainment industry should also change what they present to children in the entertainment industry. Today’s top cartoons–are all about adventures, such as Kipo and the Age of Wonderbeasts, Peppa Pig, Shimmer and Shine, Beat Bugs, et cetera. So if the storyline can be tweaked to demonstrate kids about crafting things with natural material, they could learn something rather beneficial and productive.

When educational content intertwines with cartoons, it can cause curiosity in children. Children between the ages of 2 to 5 cannot distinguish between fantasy and reality, yet they can focus their attention on animals and fictional characters. With this insight, a cartoon series can have content that combines fictional characters with real-life scenarios as its storyline. For instance, in the cartoon series: Dora the Explorer–Dora asks the audience questions and makes them think about which path to take between the two. This way, the child intuitively learns the basic procedural steps of T-shirt production.

To conclude, design managers are taught how to communicate with companies coherently, offer ideas, study the prevailing design challenges and conceptualize solutions for those challenges followingly. Design Managers can venture into any field of work by rendering these skills and a new perspective in the social projects related to children’s development and advise upon the shift in changing scenarios for the next generation. As a result, children will have plentiful access to knowledgeful entertainment media and grow into better human beings.

By: Zirzareth Molina

 

Sources:

Cherry, Kendra. “What Is Self-Awareness?” Verywell Mind, Verywellmind, 17 Jan. 2014, www.verywellmind.com/what-is-self-awareness-2795023.

“State School System.” SWI Swissinfo.ch, 19 Feb. 2019, www.swissinfo.ch/eng/state-school-system/29286538. Accessed 9 Apr. 2021.

Valente, Danielle, and Oliver Stand. “Best Cartoons for Kids to Watch Now.” Time out New York Kids, 8 May 2020, www.timeout.com/new-york-kids/movies/best-cartoons-for-kids-to-watch-now.

Valkenburg, Patti M, and Joanne Cantor. “The Development of a Child into a Consumer.” ResearchGate, Elsevier, Jan. 2002, www.researchgate.net/publication/222553251_The_Development_of_a_Child_into_a_Consumer.

“Why Choose Us?” ISZN, www.iszn.ch/why-choose-us/#upcycling. Accessed 9 Apr. 2021.

 

 

 

 

 

 

Design Thinking And The Circular Economy

by Ayko Neil Kehl for the course ‘Academic Writing by Reinhard Kunz

The Linear World & The Circular World

For many years, our economy has functioned according to a linear principle. Based on the take-make-use-waste approach, this system is depleting the natural resources of our planet. (Stiftung Entrepreneurship, 2019) 

The only problem here is that sooner or later you end up with a pile of worthless something. Today we know that this can not continue. (Ellen MacArthur Foundation & IDEO, n.d.)

For this reason, more and more companies and countries are switching to a circular economy. The most important point here is the reuse of used products or materials. A new component is added to the linear economic approach by recycling a product at the end of its life cycle. (Stiftung Entrepreneurship, 2019) 

In the linear economy, design happens at the beginning of the process. Something is designed, completed and finally brought to market. In the circular economy, design is a never-ending process. After the life cycle, a new spectrum of possibilities opens up. How can the product still be used? How can we easily separate and recycle the materials? It is the same with an intangible service. The world is changing as fast as ever and so are customer demands and circumstances, which leads to a constantly evolving service that needs to be redesigned again and again. CEO of IDEO, Tim Brown describes it himself as: „Design is never done.“ (Ellen MacArthur Foundation & IDEO, n.d.-a)

So you can see that this is not just about modern product design in the traditional sense. The changes in our world need a mental shift in the minds of companies, countries and humanity in general. Designers are ultimately the creators of the things we use every day. You could almost say that designers are also to blame for many problems, as they are at the origin of all things and strongly influence development. This is where design thinking comes into play. 

Design Thinking

Design Thinking is a philosophy and a set of tools to help you solve problems creatively. It’s about emphasizing and figuring out who you’re designing for and what their needs are.

There are many processes to solve problems. But the special thing about Design Thinking is the human-centric approach. Design Thinking looks at all problem solving through the lens of human-centered design. What is important here, however, is that it is not necessarily about what people want, but what is best for the user. (Harvard Business Review, 2019)

Ideas are considered from three perspectives:

  • Desirability: What is the customer’s wish/need?
  • Feasibility: What is technically feasible?
  • Viability: What is a marketable and sustainable business model?

This method ensures that you create something that improves people’s lives, but is also feasible to produce and makes economic sense. So it opens up the ability to design products that are good for humanity, good for the planet and good for business. (IDEO U, n.d.)

How Can Design Help?

However, where exactly can design help now? To understand this, a broader understanding of design is required. We are not only talking about design as a form-giving component but also about design as a process and design as a strategy. Design is therefore not a result, but an approach that is integrated early in the development process. (The Design Ladder: Four Steps of Design Use, n.d.)

There are already some frameworks that help designers to keep the circular economy in focus in their projects. A better-known principle is „the 3 R’s“ – Reduce, Reuse, Recycle. The order is very important. Although the awareness of recycling is steadily increasing and is generally very well received by the population in Switzerland, recycling is not the highest of all things. It would be even better if we could reuse things. However, this is not always in the power of the consumer but often also in the power of the developers of these products. Once we are there, the first step would be to reduce consumption. This does not only mean the end consumers but also the producers, industries, countries and organizations. The power to change lies in the design of systems. (Our Guiding Principle – The 3 R’s (Reduce, Reuse, Recycle), 2019)

In order to achieve innovation in the circular economy, the design agency IDEO, together with the Ellen MacArthur Foundation, has created the „Circular Design Guide“. In this guide, methods are presented that support designers in bringing a new mentality towards the circular economy into their projects. 

Service Flip

With the tools of Design Thinking comes the power of understanding the underlying needs of users.

Do you really need a car or do you just need a flexible way to commute? Do you really need a DVD player or just an entertaining evening of television? With the real need in mind you can start thinking about how you could change your product to a service. Switching to a service has many advantages. In addition to increasing customer loyalty, it also allows companies to become more circular. (Ellen MacArthur Foundation & IDEO, n.d.-b) 

The example of the jeans brand „MUD Jeans“ shows what a service flip can achieve. With a recycling rate of less than 1% and the ongoing ‚fast fashion‘ trend, an urgent rethink is needed in the clothing industry. The classic way here is usually to sell a product. But CEO Bert van Son realised that there would be a way to get the materials for his product back and still better satisfy the needs of his customers. Because the basic need is not to buy or own a pair of trousers, but a changing wardrobe. Henceforth, MUD Jeans sells its jeans in the a subscription model. You have the option to lease a pair of jeans for €7.50 per month. After one year, the customer has the choice to exchange the jeans for another pair (and continue leasing), to simply keep the used jeans or to end the subscription and return the jeans. In addition, the customer is offered free repairs. So the customer wins by having more flexibility and an optionally ever-changing wardrobe. With the new model, MUD Jeans has a more predictable material supply chain, a lower environmental impact and increased customer loyalty. (The Ellen MacArthur Foundation, n.d.)

Thinking In Systems

Traditional design approaches focus on the needs of the end consumer. To meet the demands of the circular economy we need to approach it from a different angle. Not only the user must be considered here but also the system in which the design is located.

A cup can seem like a very simple thing at the moment of drinking, but the designer behind it has to look not only at the shape of the cup but at the system around it. How is the cup made? Where and to whom is it sold? How long is the life span of the product? And how is it finally disposed of or, even better, recycled and reused? (Ellen MacArthur Foundation, 2016)

What is important in the aspect of the circular economy is that designers take a step back and look at the big picture (system) in which the objects will later be part of. That is why the design process in a circular economy does not end abruptly but leads back to the beginning with feedback loops. (Ellen MacArthur Foundation & IDEO, n.d.-a)

The Role Of A Design Manager?

I hope that by this point it has become clearer to most readers why design is such a powerful tool for creating a more sustainable world. Most companies now realize that they need to use design to compete in the marketplace. The same is true for innovation towards a circular economy. After all, ecological and economic success often run in parallel with some delay. For this reason, it is essential today not to leave the design to chance. Only in this way can companies be sure that they are doing the right thing and doing it right. Design is no longer just the visual polish of a product but also the strategy and process in a cycle of actions. Managing this construct is one of the tasks of a design manager. (Baars, 2020)

But a design manager must also practice with new perspectives that the circular economy demands. User-centred is no longer just laced to the needs of the customer, but to the whole system in which the customer and the design are situated. A design manager must take a step and look at the big picture to develop a solution that is best for the user and the world. What is feasible and what is not, no longer depends only on the obstacles in the initial production. A product in the circular world is made of reusable materials and holds its value far beyond its own life cycle. A product is no longer finished once it is brought to market. Products will be designed more and more like a service. This creates feedback loops that can be used to continuously improve a product. Probably the most important task for the design manager, however, is to change the way people think. Only if we rethink together, companies, organisations and consumers, will we be able to turn the design of the economy upside down and thus work towards a circular world. (Ellen MacArthur Foundation & IDEO, n.d.-a)

During my research, I came across many sources that deal with the topic of design and the circular economy. However, many of them are already several years old, which makes me wonder why there is not more of an open discussion about this crucial subject. It seems to me that the topic is more important and urgent than ever before and yet it is still not a generally known concern. Once you start looking at the circular economy, it opens up a whole new way of thinking. So why are we still talking mainly about recycling instead of reusing or reducing? Why are products still being redesigned without a circular world in mind? I’m sure there has been progress, but I don’t get the feeling that there is a global shift in mindset yet. Normally I would be of the opinion ‚The devil take the hindmost‘. In other terms, those who rethink today are the winners of tomorrow. Those who stand still will fall behind. But when it comes to climate and sustainability, the case is somewhat different. It is essential that we all rethink, not just a few innovative ones. If this does not happen, the question remains how much time we have left to do so.

Source

The Difference Between Linear & Circular Economy. (2019, August 16). Entrepreneurship Campus. https://www.entrepreneurship-campus.org/the-difference-between-linear-circular-economy/ 

Ellen MacArthur Foundation & IDEO. (n.d.). The Circular Design Guide. The Circular Design Guide. Retrieved April 9, 2021, from https://www.circulardesignguide.com/ 

Ellen MacArthur Foundation & IDEO. (n.d.-a). Mindsets. The Circular Design Guide. Retrieved April 9, 2021, from https://www.circulardesignguide.com/mindset 

Harvard Business Review. (2019, July 23). The Explainer: What Is Design Thinking? [Video]. YouTube. https://www.youtube.com/watch?v=_WI3B54m6SU&feature=youtu.be 

IDEO U. (n.d.). Design Thinking. Retrieved April 9, 2021, from https://www.ideou.com/pages/design-thinking 

The Design Ladder: Four steps of design use. (n.d.). Issuu. Retrieved April 9, 2021, from https://issuu.com/dansk_design_center/docs/design-ladder_en 

Our Guiding Principle – The 3 R’s (Reduce, Reuse, Recycle). (2019, August 22). Live Green. https://livegreen.ch/en/guideline/ 

Ellen MacArthur Foundation & IDEO. (n.d.-b). Service Flip. The Circular Design Guide. Retrieved April 9, 2021, from https://www.circulardesignguide.com/post/service-flip 

The Ellen MacArthur Foundation. (n.d.). Pioneering a lease model for organic cotton jeans. Ellen MacArthur Foundation. Retrieved April 9, 2021, from https://www.ellenmacarthurfoundation.org/case-studies/pioneering-a-lease-model-for-organic-cotton-jeans 

Ellen MacArthur Foundation. (2016, November 29). Adopting a systems mindset – Circular Design Guide [Video]. YouTube. https://www.youtube.com/watch?v=ylujl-ZKdq8 

Baars, J. (2020, December 7). Was ist eigentlich Designmanagement? PAGE online. https://page-online.de/branche-karriere/was-ist-eigentlich-designmanagement/ 

Index

Figure 03 – Illustrated by Ayko Kehl, based on

[Innovation]. (n.d.). Https://Www.Ideou.Com/Pages/Design-Thinking. https://www.ideou.com/pages/design-thinking 

Figure 02 – Illustrated by Ayko Kehl, based on

Live Green. (n.d.). [Reduce, Reuse, Recycle]. Livegreen.Ch.
https://livegreen.ch/en/guideline/ 

Figure 03 – Illustrated by Ayko Kehl, based on

The Design Ladder: Four steps of design use. (n.d.-b). [Illustration]. Https://Issuu.Com/Dansk_design_center/Docs/Design-Ladder_en 

Figure 04 – Illustrated by Ayko Kehl, based on

IDEO & The Ellen MacArthur Foundation. (n.d.). Service Flip [Illustration]. https://www.ellenmacarthurfoundation.org/assets/design/Service_Flip_Final.pdf 

Governments should start doing the obvious

How many times have you come across a situation where you felt unhappy regarding how things work in your country or the system itself? If your answer is many times, I feel you, pal; I’ve been there too. 

There’s something wrong with our economic system.

If you are a college student or alumni, you might understand when I talk about the fears young people acquire throughout time—fear not to succeed in your studies and not find a good job. Fear not to make it until the end of the month with the budget you calculated at the beginning: many fears, sometimes trim options to get out of that cycle. 

If you went through this sort of situation, you might not be the only one.

According to the OECD, in Spain, around 23.000 young adults under 35 years old have left the country in 2020 because they couldn’t find a job after finishing their studies. This situation hasn’t changed much since Spain’s economic crisis started in the 1980s, which has held the country as the European area with the highest unemployment rate until now. 

On the other side of the world, not too far from Spain, Burkina Faso finds itself in a no-end crisis. It has the highest unemployment rate in the world. Burkina Faso is a country with a population of 13.6 million, but from 100 members of the labor force, 77 deal with unemployment , leading to poverty. 

In addition to this situation, these global unemployment patterns have particularly affected young females aged 15 to 24, who are the most at risk of suffering poverty in the long term. 

These rates increased during the pandemic because since time ago females are most likely to lack stability at their workplaces, receiving a lower salary, working informally, etc.

Source: Labour Force Statistics‌‌

Unemployment during the early stages of a young person can harm their future employment prospects. It affects the person’s economy in the long term, and the society’s stability too since governments have to pay a high price for these unemployed people. In other cases, such as in Burkina Faso or other similar countries, governments just drag a chain of problems that affect society’s ecosystem later because they don’t have a way to solve it.

Countries that deal with these issues are usually called “developing.” 

In contrast to “developed” countries, these others present a typical pattern of a low score in the Human Development Index, which has a significant impact on people, their accessibility to basic human needs, and finally, the environment. 

According to Statista and other organizations, many factors influence these cause-effect events, such as conflict or simply a low economic development level—low GDP per capita, followed by other cause-effect events.

Are the Economy and the Environment enemies?

Let’s not forget how toxic the relationship between the global economy and the environment has been for the last few years. 

In the late 1960s, some scientists, industrialists, and economists started discussing a better way of applying the economy without hurting the environment. In 2002, Ms. Beder concluded that the markets would not be able to solve environmental issues. She also advised that rather than discussing the market’s lack of capacity not to harm the environment, we should instead find an ethical dimension to protect the environment. 

Beder’s first statement regarding the market’s lack of capacity to solve the caused environmental harm sounds critical. As Beder, other economists, and policymakers believe that it is not the industries’ responsibility to take care of their actions in order not to cause harm to people and the environment. 

Nowadays, due to the consequences of unmeasured human actions, we have something called Overshoot Day. It indicates the date when humanity has exceeded the demand for natural resources and services in a year. In 2020 we overshot Earth on August 22nd. As time passes, this date happens earlier than the year before. 

According to the Global Footprint Network, to support humanity’s source demand, we require 1.6 planets. What will happen when these resources are not enough or entirely over? 

Capitalism and consumerism have stepped over and have led us to a critical point. Scientists affirm that if governments, industries, and consumers don’t change their actions to a more sustainable path in less than nine years, there will be no go-back for us to recover our planet from the harm we have caused. 

Yes, game over. 

It is a pity that current economics’ theory defines such environmental or social issues dismissively as “externalities.”  

Have we even considered the worst-case scenario if the environment stops providing resources? It could sound apocalyptic, but the truth is that if we decide not to see the fragility of our ecosystem now, no money will be able to pay the loss later. 

The economy, people, and environment are firmly entrenched. Even if we want to ignore that fact, it’s not like we can escape to an island and pretend nothing is wrong because we will still be attached to this system and dragged back to it.  

Money, the wrong development goal

What if I told you that the 21st century’s economic frame was based on an old idea? 

In fact, it came from an idea that was drafted and designed for a society in the 1800s or even earlier. So, yes, probably if those economists could come back from death, such as Adam Smith, the Scottish pioneer in the political economy from the 1750s. He would maybe feel a bit disappointed that we could not have ideas of our own, ideas that could fit our modern world and its needs. 

The current reality is that our economy has grown 300 times from the moment our financial system was instituted by economic pioneers a century ago. Even so, the system has not changed.

Perhaps there’s something wrong here, isn’t?

It is true that generation after generation, there are things about our system that have changed for good. Nonetheless, we can’t ignore those things that are still feeling like a huge pea under the mattress. One of those things is the way countries see their economic “growth.” A system based on the GDP per capita or, in more simple words, money. 

As much money countries make, the best it is. 

The way our financial system works might not be new to you, but the consequences that such a non-human-centered design system causes can be significantly harmful. 

According to Oxfam, nowadays, 35% of the global private wealth is in the hands of 1% of the population. Adding to that, from such 1%, eight of these people are males who own the same wealth as 3.6 billion of the world’s most impoverished populations (Byanyima, 2017).

On the rapid pace that economic “growth” goes, it would not be a surprise that in some days, we get to hear in the news that there’s someone who just turned a trillionaire. Yet, if we can see around us, we will realize that there is still so much injustice globally.  

Indeed, today one person in eight goes to bed hungry; 

one person in three don’t have safe access to water; 

one person in five doesn’t have access to electricity; 

more than one person in five is underpaid in their job, earning less than $1.25 per day.

This list could go on, but it’s just proof of the unsustainable system we live in. It feels like if our financial framework has forgotten the poorest. It gives some access to the middle-class population. And finally, it enriches the rich at an overrated pace even during a health and economic crisis like the one we are currently experiencing.

Tough times give the best lessons. 

Following the coronavirus outbreak, we were able to identify all those weak points the political, cultural, and financial systems currently have. The pandemic exposed the inequalities that stayed invisible under the facade of “economic growth” that many countries boast. 

Many people have died during the pandemic, but not all of them have died because of the virus, but because governments had unmanaged underlying conditions, lack of access to the most fundamental human rights. 

We can talk about equity when thinking about returning to the most basic human dignity principles. Equity is about ensuring that those most at risk and vulnerable can access these fundamental human needs, such as healthcare access. 

Our current financial and political frameworks are reflected in how our fundamental human needs are traded and sold as commodities. Most of the time, these commodities are distributed unfairly, depending on someone’s wealth, sex, or cultural background. 

Then, how could a society truly thrive?

As discussed above, our financial system and economists’ mindsets haven’t changed much since Adam Smith drew the first concept in the 1750s. It is a fact that such a system is not helping us to thrive but to destroy the only source of life we have, our Planet Earth. 

The following reflection is about an old civilization that, even though it only lasted around 150 years. It left a legacy that nowadays is still remembered and somehow practiced in some parts of South America. 

Unlike the present days, 600 years ago, the old Incan Empire flourished under a different political-economic system. This system was called Ayni, and it was based on reciprocity. It was a system that didn’t have any money attached to it. People exchanged labor for goods or vice versa, considering each action’s value and appreciation for one another within their community. 

Incas did not export goods with outside communities, but leaders from different family tribes would exchange gifts as a sign of respect and care. 

As part of their religious practices, Incas believed that the resources they obtained from the soil were a gift from mother earth, or Pachamama as they used to call it. Each season, Incas would organize religious ceremonies to return the favor to the Pachamama, preparing an envelope with sweets, grains, and beautiful handmade crafts. 

Incas found a balance between people, labor, and the environment. They understood that through the practice of respect and reciprocity, they could see the actual value of each element. 

Unfortunately, the Incan civilization didn’t last long after the arrival of the European colonizers. Then, the colonizers introduced monetary practices, the catholic religion, and different political construction, which forever changed their history. 

History can teach us a lot, but it’s up to us to identify the takeaways from these experiences. 

In modern days, some governments and economists talk about the 17 SGD’s that the UN Department of Economic and Social Affairs, along with other countries, proposed in 2015. These 17 Sustainable Development Goals were formulated and adopted by all United Nations Member States in their 2030 Agenda for Sustainable Development to promote prosperity and peace for all the people and the planet. 

These initiatives’ members receive support and guidance from the UN to align with the SDGs depending on their needs. 

Nevertheless, some activists such as Greta Thunberg criticize governments’ weak efforts to improve the current situation by setting mediocre goals for 2030, when it is already too late to make this right. 

So, is there something that we all could start doing differently and better?

Let’s talk about the Doughnut Economic Model.

This proposal might be named as the junk food your parents used to tell you to avoid as a child. However, hopefully, in a few years, this doughnut will be known and widely used worldwide. 

Kate Raworth is the designer of such an innovative economic concept. Through the doughnut, she proposes governments, industries, and citizens put people’s needs at the core while keeping a balance between human actions and the environment.

The doughnut consists of two hoops, one inside of another, forming the shape of a doughnut. 

The social foundation sets the inner limit. Raworth divides these fundamental needs into twelve, all of them equally important; accessibility to water, energy, networks, housing, gender equality, social equity, political voice, peace and justice, income, work, education, food, and health. 

On the other side of the doughnut, the outer hoop represents the ecological ceiling that marks the environment’s limits, which should not be overshoot. 

According to Raworth, there are nine planetary boundaries;  Stratospheric ozone depletion, Climate Change, Chemical pollution and the release of novel entities, Loss of biosphere integrity (biodiversity loss and extinctions), Ocean Acidification, Freshwater consumption, and the global hydrological cycle, Nitrogen and phosphorus flows to the biosphere and oceans, Land System Change, and Atmospheric aerosol loading. 

Source: Doughnut Economics Action Lab

This new model brings to focus what should genuinely matter for governments nowadays. It is not about money; no GDP per capita growth. It is about becoming distributive and regenerative by design to adapt and transform into a more balanced system that would create a just and safe space for humanity. As Raworth would say, it is about keeping everyone in the doughnut’s sweet spot

The old economic system and its increasing monetary growth seemed to offer the necessary living standards to those countries that could afford it. In contrast, others at a disadvantage believed that money was their solution if they could finally access it one day. This cycle has undoubtedly caused implications for social growth.

A doughnut mindset is not a political position nor a new way to profit. If countries decide to implement such a model, it might be the moment to stop believing money is the only good that can make people happy.

But, how can a food-shaped model be good for us?

As shown in the graphic below, human actions have exceeded both limits of the doughnut. Within the inner hoop, there’s an apparent shortfall of resources that couldn’t reach people and offer them access to the most basic needs, such as peace & justice, e.g., in countries of conflict in the Middle East. 

On the other side of the doughnut, we got nothing new to the bigger hoop’s outer part but the problematic biodiversity loss, carbon emissions at its highest, followed by the already known climate change.

Source: World Economic Forum

Nevertheless, the issues mentioned above could be seen differently if our economic system switched on its core. Living under an economic model that focuses on maintaining a balance between the social foundation and the planetary boundaries rather than money could help our society step forward towards a more peaceful phase of human history. 

Throughout this blog, it was discussed and analyzed many downsides of the current economic system. It could even be said that this analysis has been a complaint thrown in the air. Undoubtedly, it provides a sense of relief.

However, there’s no happy end if we don’t see that this solution is working. 

Holland is one of the first countries to dare to tackle capitalism through this new economic model. One of the most recent activities was inspired by the model during a tough time, such as the current pandemic. 

After Amsterdam entered into lockdown, the authorities realized that there was an issue regarding connectivity that could negatively affect citizens’ jobs and studies. Many citizens did not have a laptop or computer at home. 

In contrast to other countries, Amsterdam authorities opted for a solution that could do good to people and the environment. 

Rapidly, the government organized a collection of e-waste from households and took what they already had in hand by then. They hired a company that could disassemble and assemble worthy spare parts to make fully functional computers as fast as they could. 

They distributed the devices, and then the connectivity problem was solved along with other positive side effects. 

Many other countries have decided to learn about this model during the pandemic and implement it soon at home.  

Governments, industries, and US!

The implementation of the doughnut model in the real-life world could mean many positive changes. However, it doesn’t mean that only governments will do all that is needed to do. If this idea has sound convincing to you, how could we become part of this revolution without directly participating in politics?  The answer to this question could be simple.

We must start looking at what we shop, eat, wear, travel, vote in politics, earn a living, volunteer, and observe all those small actions of our daily life.

Understandably, the action part can be challenging. But I encourage you to get to know more about what you do; it can be as simple as asking about the origin of the avocado you buy at the supermarket. Knowing your food origins can help you calculate how far your food has traveled to get to your hands. Therefore, do the calculation of how much carbon emission it has produced. 

If you are not an economist or politician, I encourage you to keep learning about the Doughnut and new other economic models. As mentioned before, the economy is an entrenched science in our daily lives. It is something we can’t avoid, but we can change. Our current financial system was designed by people and can be changed by people too; it only needs to be updated. 

Written by Idoia Paucar Herrera

References

Beder, S. (2002). Economy and Environment: Competitors or Partners? Pacific Ecologist 3(Spring), pp. 50-56. https://documents.uow.edu.au/~sharonb/pacific2.html

Byanyima, W. (2017, Jan 16). 8 men have the same wealth as 3.6 billion of the world’s poorest people. We must rebalance this unjust economy. World Economic Forum. Retrieved March 21, 2021, from https://www.weforum.org/agenda/2017/01/eight-men-have-the-same-wealth-as-3-6-billion-of-the-worlds-poorest-people-we-must-rebalance-this-unjust-economy

Chainey, R. (2017, April 21). 15-hour weeks, basic income, and doughnuts. Are these the big ideas that could end inequality? World Economic Forum. Retrieved April 1, 2021, from https://www.weforum.org/agenda/2017/04/15-hour-weeks-basic-income-and-other-big-ideas-for-a-new-economy/

Charlton, E. (2019, May 19). Here’s why the world’s recovery from COVID-19 could be doughnut-shaped. World Economic Forum. Retrieved April 01, 2021, from https://www.weforum.org/agenda/2020/05/doughnut-model-amsterdam-coronavirus-recovery/

Doughnut Economics Action Lab. (2020, September). About Doughnut Economics: Meet the Doughnut and the concepts at the heart of Doughnut Economics. Doughnut Economics Action Lab. Retrieved March 20, 2021, from https://doughnuteconomics.org/about-doughnut-economics

Earth Overshoot Day. (2021). About Earth Overshoot Day. Earth Overshoot Day. Retrieved April 02, 2021, from https://www.overshootday.org/about-earth-overshoot-day/

Nugent, C. (2022, January 22). Amsterdam Is Embracing a Radical New Economic Theory to Help Save the Environment. Could It Also Replace Capitalism? TIME. https://time.com/5930093/amsterdam-doughnut-economics/

OECD. (2020, May). Unemployment Rates, OECD. OECD. Retrieved April 1, 2021, from https://www.oecd.org/sdd/labour-stats/unemployment-rates-oecd-update-may-2020.htm

O’Neill, A. (2021, March 31). The 20 countries with the highest unemployment rate in 2017. Statista. Retrieved April 02, 2021, from https://www.statista.com/statistics/264656/countries-with-the-highest-unemployment-rate/

Simpson, A. (2017, August 23). Episode 2: Kate Raworth on ‘Doughnut Economics. The Next System Project. Retrieved March 28, 2021, from https://thenextsystem.org/learn/stories/episode-2-kate-raworth-doughnut-economics

WHO. (2019, June 18). 1 in 3 people globally do not have access to safe drinking water – UNICEF, WHO. World Health Organization. Retrieved April 28, 2021, from https://www.who.int/news/item/18-06-2019-1-in-3-people-globally-do-not-have-access-to-safe-drinking-water-unicef-who

 

 

 

 

 

Circular Fashion: A Design Management Challenge

Do you remember the last time you bought a piece of clothing, made of recycled textiles?

Or the last time you brought your unwanted clothes to a bring-back depot for them to be recycled?

You don’t? Me neither, and that’s because we have probably never done so.

Instead, we might remember the last time we threw a clothing piece into the garment collection we only wore a few times, either because it is not trendy or in a good quality anymore. This reveals the linear way the current fashion industry operates, which makes it hard for consumers to act differently. Because how can consumers act less wasteful, if clothing is designed only according to trends, seasons and thus with a short life? When reflecting on this, one thing gets clear: Design, as a key function in fashion businesses, contributes enormously to the damage of our planet (Claxton & Kent, 2020). An estimation of the European Commission (2018) says that 80% of the environmental impact of a product is determined during its design phase. Or as McDonough (2014) says: “Human beings don’t have a pollution problem; they have a design problem”. That statement emphasizes that if fashion designers would make pieces smarter from the start, issues like waste wouldn’t be so pressing, as consumers would reuse clothing and enjoy them longer. Because pollution is therefore just a symptom of the design problem, this blog doesn’t focus on the negative impacts of the industry but rather discusses the actual impacts of the designer and what role we, as future design managers can play.

Still, to get a picture about the fashion world and the extent of its design problem: “12 percent of fibres are still discarded on the factory floor, 25 percent of garments remain unsold, and less than 1 percent of products are recycled into new garments” (McKinsey & Company, 2021, p. 65). Thus, we do not have to wonder why we can’t remember our last time buying a recycled piece of clothing. Simply because such does not exist.

To decrease the fashion industry’s negative impact, it has to shift from a linear model to a more circular one. But who does have the power to influence this shift? Is the environmental impact of a clothing piece all within the power of the designer to control?

The role of the designer

In some fashion businesses, the role of the designer is concerned with incorporating aspects like durability, longevity and recyclability in the product. Mostly, however, especially in the fast fashion industry, designers have little to say about sustainability. They have a narrow role which mainly includes researching the latest trends to then transform them into sketches. This means designers are especially concerned with the aesthetic of the fashion design, whereas sourcing teams decide on sustainable materials. Furthermore, studies have shown that designers are seldomly empowered enough to incorporate a more sustainable approach within the design process. This is because their role is often limited to answering design briefs instead of deciding on sustainable design initiatives or influencing the design strategy. (Claxton & Kent, 2020) Interviewees in a study confirmed that by saying: “They’re brave in terms of generating products, but they’re not taken seriously as business people” (Claxton & Kent, 2020, p. 6).

Knowing that, we realize that the 80% of negative impact, determined in the design stage of a clothing piece (The European Commission, 2018), is not all within the scope of the designer’s influence. Designers could have an incredible impact, however, they are lacking recognition regarding their contribution to sustainability and are therefore not included in strategic decisions (Claxton & Kent, 2020). But what needs to change that designers get more involved? And who then has the power to make design an important contribution?

The role of the design manager

At its core, moving towards a circular fashion economy is a design challenge. However, right now, it is much more a design management challenge as there are still many barriers for design to make the change. While designers still have little to say and are not taken seriously as business people (Claxton & Kent, 2020), it is us design managers who have the power to change for the better. But what skills do we as design managers need for a circular system in the fashion industry? And what can we do to leverage design’s contribution and its impact on the positive side?

Include design on a strategic level

Today, business people are more and more required to think like designers. Conversely, designers are required to think like business people (Claxton & Kent, 2020). We as future design managers will exactly bridge this gap and will be responsible for making the design team more aware of certain business aspects, and at the same time, make business people aware of design aspects. This is crucial for a more circular economy because if business people don’t see the value of design’s contribution, it won’t change. And if designer lack certain business knowledge, they will not be able to make certain decisions or develop circular business models which support their products (Claxton & Kent, 2020).

So, on the one hand, we will have to represent design within the organization and foster expanded discussions about design solutions for sustainability. This, to give design a more strategic role in the organization, which is crucial for it to have a greater influence on sustainability issues. (Claxton & Kent, 2020) Strategically involved, design could contribute to intervention plans and help with decision making on a higher level and a broader perspective of sustainability (Sumter et al., 2020).

On the other hand, the designer’s low contribution to sustainability is also due to some skill gaps. As sustainable design concepts are often not integrated into design teams, they lack knowledge regarding sustainable textiles but also supply chains and more circular business models (Claxton & Kent, 2020). However, we as design managers can change that by focusing on how we lead and mentor design teams. If we can integrate sustainability more within the teams, for example by ensuring that design briefs formulate sustainability targets, we can leverage the potential of design for sustainability. Furthermore, we can guide key decisions within the whole design process and support designers to learn new skills so that they can contribute better to a circular approach, especially also on a strategic level. (Claxton & Kent, 2020)

Push for a system focus, not a user focus

Designers are often taught to put the user as the only key player in the focus of their designs to make them successful on the market. But exactly this narrow focus on the user is what makes the fashion industry so wasteful (IDEO, n. d.). This focus disregards what happens beyond the usage of the clothing and by that ignores important stakeholders. This current mindset is one of the reasons why still less than 1% percent of all clothing gets recycled. It gets clear that designing just for the market is not a sustainable approach for the future. The focus must be expanded, and not only include the user, but all stakeholders and the whole system they live in (IDEO, n. d.). Even the environment, which is often regarded as an externality, should be treated as a key stakeholder (Willard, 2019). Because even though it has no human attributes, it can affect fashion organizations and is largely affected by them. Actually, “the environment is our holding company. If it goes out of business, we all go out of business” (Willard, 2019).

As design managers, we need to push design teams to shift from a user to a system mindset. What we practice in our studies like complexity and stakeholder mapping and circular thinking are all methods to understand the relations between different actors or parts of a system (Sumter et al., 2020). We can bring in this way of thinking and together with designers, learn to consider the entire system. This for example by learning about life cycles and building feedback loops (Sumter et al., 2020). One example from the textile industry is the company Steelcase, which managed to build feedback loops within their system to address the issue with downcycling of textile waste. However, the main barriers were traditional recycling practices, which didn’t incorporate a fitting infrastructure for textiles (The Guardian, 2013). We can conclude that even if garments were designed for recyclability, they would not have a positive influence unless the entire system was considered, and supporting infrastructure was in place. Therefore, pushing for a system focus rather than a user focus is key.

 Foster collaboration for a systemic change

Shifting from a linear to a circular approach in the fashion industry requires as already mentioned a systemic change and thus collective effort. To get a more complete view on the real issue, getting experts from different disciplines on board to collaborate is crucial (mistra future fashion, 2019). As design managers, we have the duty and power to collaborate across disciplines, within or outside the organization. Within the organization, structural barriers can often be a reason why design has a limited contribution. Even though designers often work in cross-functional teams, collaborating across these silos still presents a barrier for them to engage more regarding sustainability issues. (Claxton & Kent, 2020) That’s where we can act as a bridge and increase the influence of designers by improving the way they collaborate in cross-functional teams. For that, we have to show the difference design can make in terms of sustainability and articulate this to stakeholders to gain buy-in and new opportunities for design (Claxton & Kent, 2020).

Beyond that, we need to foster collaboration between stakeholders, identify and form partnerships along the entire value chain (Sumter et al., 2020). Why this is crucial to enable a systemic change, gets apparent again in the example of Steelcase. Building up the needed infrastructure for textile recycling was only possible by a joint effort. By collaborating with different partners within the industry and with agents from every step within the supply chain, they managed to address this systemic problem of textile waste (The Guardian, 2013).

Engage users on circularity

According to McKinsey & Company (2017) “more than three in five consumers said environmental impact is an important factor in making purchasing decisions” (p. 65), which shows that consumers do care. On the other side, however, consumers are mostly still associating products, which are labeled as recycled, repaired, or upcycled, negatively. In particular, they think that recycled or second-hand clothing is not hygienic. Overcoming such prejudices poses a big challenge when engaging with consumers and is why it is currently difficult to adopt circularity on a larger scale. To address this challenge, consumers which are not born into this idea of sharing and reusing need to be educated and encouraged in order to adapt. (McKinsey & Company, 2021) This is why, for example, Patagonia is integrating circular collections besides the usual collections to help consumers get used to the idea of circularity (McKinsey & Company, 2021).

The adaption of new circular business models therefore also changes the relationship to the consumer and only works, if designers or design managers can engage them on circularity (Sumter et al., 2020). This means, as a design manager, we still should focus on the user’s perspective in a way that we consider the holistic experience of the user during the design process. If we manage to do that, consumers are not only supported in the purchase and usage phase, but also the take-back or recycling phase (Sumter et al., 2020). While guiding the whole product creation process, we can incorporate discussions and brainstorm on how we can achieve consumers’ acceptance and engagement for new circular models.

Written by Leandra

 

References:

Claxton, S. & Kent, A. (2020). The management of sustainable fashion design strategies: An analysis of the designer’s role. https://doi.org/10.1016/j.jclepro.2020.122112

Ellen MacArthur Foundation. (2017). A New Textiles Economy: Redesigning fashion’s future. https://www.ellenmacarthurfoundation.org/assets/downloads/publications/A-New-Textiles-Economy_Full-Report_Updated_1-12-17.pdf

IDEO. (o. D.). Mindsets. Circulardesignguide. Abgerufen am 26. März 2021, von https://www.circulardesignguide.com/mindset

McDonough, W. (2014, 20. Februar). Design to Make the World Better Than It Was Before. William McDonough. https://mcdonough.com/design-to-make-the-world-better-than-it-was-before/

McKinsey & Company. (2021). The State of Fashion 2021. https://www.mckinsey.com/~/media/McKinsey/Industries/Retail/Our%20Insights/State%20of%20fashion/2021/The-State-of-Fashion-2021-vF.pdf

mistra future fashion. (2019). The Outlook Report 2011 – 2019. http://mistrafuturefashion.com/wp-content/uploads/2019/10/the-Outlook-Report_Mistra-Future-Fashion-Final-Program-Report_31-okt-2019.pdf

Sumter, D., de Koning, J., Bakker, C. & Balkenende, R. (2020, Februar). Circular Economy Competencies for Design. MDPI. https://www.mdpi.com/2071-1050/12/4/1561/htm

The European Commission. (2018, 13. Dezember). Sustainable Product Policy. EU Science Hub – European Commission. https://ec.europa.eu/jrc/en/research-topic/sustainable-product-policy

The Guardian. (2013, 20. Mai). Steelcase „closes the loop“ on textile waste. https://www.theguardian.com/sustainable-business/steelcase-closes-loop-textile-waste

Willard, B. (2019, 1. März). 5 Reasons Why “Mother Nature” is a Key Stakeholder. Sustainability Advantage | Resources for Sustainability Champions. https://sustainabilityadvantage.com/2019/02/28/5-reasons-why-mother-nature-is-a-key-stakeholder/#:%7E:text=For%20years%2C%20companies%20have%20treated,is%20not%20a%20body%20%2F%20person.

Design Management – an invisible Job

Focus: Applying for Design management jobs in the private sector of Switzerland.

Since design management is a relatively new job term in comparison to others, I am constantly asked what it is. What happens after graduation, and who offers this job, are frequently asked questions by friends and family of design management students. In this blog, I’d like to discuss where design thinking and other design manager skills are required, as well as how this job will become more well-known in the future. I felt compelled to write about it because I noticed a lack of information while applying for this course and struggled in the beginning to answer these questions.

The first step for us would be to consider what design management is. Is it simply a combination of design elements and learning managerial skills? What does it even look like when put together? Only during the course was I able to answer these questions for myself; having a design background and having taken some business classes, I assumed there wasn’t much I wouldn’t know, but I was wrong. To explain this shortly, the most accurate and widely used definition is from dmi.org „Design management includes the ongoing processes, business decisions, and strategies that allow creativity and the creation of well-designed goods, services, communications, environments, and brands that improve our quality of life while also ensuring organizational performance.“ (Design Management Institute, What is Design Management?)

The term is unfamiliar to most people, but the tasks and skills have been around for a long time. If we know it consciously or unconsciously, different job titles have implemented them. Among the main skills developed during this course are design thinking, product development or communication (graphic design, web design), ethnographic research, service design, social design, managerial skills such as accounting, law, business thinking, brand value creation, project management, and so on. These abilities are required for tasks such as innovation, problem-solving, creative thinking, analytical thinking skills, attention to detail, organization and time management, team leader, relationship building and influencing, and organizational culture design. These are also characteristics and skills found in top entrepreneurs and exceptional managers, and therefore, this job is diluted to different positions.

When applying for jobs, it is critical to be aware of this. Looking for companies that are always speaking to your values is essential, and when looking for titles, keywords to look for include team managing, market research, business design, project management, and product development manager, graphic design, public relations, general creative roles, and so on suiting to your strengths and interest.

Design managers face challenges when applying for jobs in Switzerland, to some extent because, as Switzerland’s reputation grows, the way business is conducted here mostly is more traditional, and creativity is only now being recognized in such fields. Typically, design refers to products, clothing, and artistic endeavors, and it is not widely known in the business, so articulating yourself and how you benefit from them is critical. The potential you’ll have will exceed their expectations, so make sure to explain your core subjects, the skills you’ve acquired through projects, and how you were able to find solutions to complex issues and challenging systems that can help an organization move forward and benefit in the long run. Angela Meyer’s Embedding Design Practice Within Organizations explains how design is implemented in organizations and why it is important for them to do so. In this chapter, the content is about how design can help organizations become more competitive and productive, as well as the challenges they face along the way and how to overcome them. As a design manager, it is in your nature to take on new challenges. Most importantly, recognize that we want to create change and move organizations to a better economy with sustainable and holistic approaches, but be aware of the culture that the companies invite; are they more welcoming to short-term benefits, or do they want to change strategies and approaches toward benefiting society and going sustainable, and only then apply to them? Knowing where you are welcome will help you grow and expand to your full potential in your professional life; otherwise, you will be underutilized, and your skills will be wasted. When applying, use research expertise, look at their history, sustainability reports, cross-check facts, what projects have been done, have there been changes in organization and organizational structure, do they have awards or certificates, how do they differentiate themselves from competitors, and if it is a start-up, you will find it easier to implement strategies. Studying a company shows them how serious you are about getting this job, and you will also mention how you adapt to them and how they can benefit from your creative mind.

The future of Companies

Companies‘ future is human-centered and focused on achieving sustainability goals; countries are pushing forward and changing policies to achieve these goals, and the entire world is watching to see who is doing better and taking examples. Companies are compelled to always do better and look for people who can make this attainable for them, especially in „Switzerland, the driving force behind the 2030 Agenda and its Sustainable Development Goals (SDGs)“ (United Nation, Switzerland.:. Sustainable Development Knowledge Platform 2018). Companies will also have to focus more on human-centered approaches. According to one study, millions of people will lose their current employment to emerging technology in the coming years, perhaps as many as 36 million. The COVID-19 pandemic has accelerated this trend, with AI replacing unemployed people faster than ever before. A human-centered company can create employment that can not be replaced by robotics, artificial intelligence, or machine learning in the near future. This entails establishing positions in the company for people to use inherently human skills such as creativity, communication, and empathy. (Lau, The Key to Growing Human-Centered Businesses 2021). The Business Roundtable, a non-profit organization based in Washington, has revised its statement highlighting the need to move away from shareholder primacy and toward a more human-centered nature, which CEOs have committed to and are implementing. This is a promise to design managers that they will become increasingly important.

As previously mentioned, there is potential because design management will not be replaced by AI or robots and also encourages the creation of new job titles; becoming aware of this will help when beginning a design management course and applying for jobs. These suggestions are for the early stages of a design manager’s career; as time passes and you gain experience and more projects under your belt, your skills will be required in more fields, and you will be able to advance to creative directors, start your own company, and take on more top managerial positions.

By Ann Maria M

Sources

Design Management Institute. (n.d.). What is Design Management? https://www.dmi.org/page/What_is_Design_Manag.

Go Construct Team. (n.d.). Design Manager Job Description, Salary & Duties : About. Go Construct. https://www.goconstruct.org/construction-careers/what-jobs-are-right-for-me/design-manager/#what-does.

Lau, A. B., & Brigette Lau. (2021, February 4). The Key to Growing Human-Centered Businesses. MIT Sloan Management Review. https://sloanreview.mit.edu/article/the-key-to-growing-human-centered-businesses/.

United Nations. (2018). Switzerland .:. Sustainable Development Knowledge Platform. United Nations. https://sustainabledevelopment.un.org/memberstates/switzerland#:~:text=From%20the%20outset%2C%20Switzerland%20was,Sustainable%20Development%20Goals%20(SDGs).&text=For%20example%2C%20Switzerland%20is%20free,compulsory%20and%20of%20good%20quality.

Updated Statement Moves Away from Shareholder Primacy, I. C. to A. S. (n.d.). Business Roundtable Redefines the Purpose of a Corporation to Promote ‚An Economy That Serves All Americans‘. Business Roundtable Redefines the Purpose of a Corporation to Promote ‚An Economy That Serves All Americans‘ | Business Roundtable. https://www.businessroundtable.org/business-roundtable-redefines-the-purpose-of-a-corporation-to-promote-an-economy-that-serves-all-americans.

Meyer, A. (n.d.). Embedding Design Practice within Organizations. https://www.ida.liu.se/~TDDD61/readings/Meyer.pdf.

 

THIS SUCCESS STORY COULD BE YOURS

Annia M. just started her new job selling jewelry when lockdown in March 2020 forced her employer to close. She remembers that time to be very bored and frustrated. Sound familiar? Well, Annia has thus far made over 2’000 francs revenue and unfolded a new passion. Still, sounds familiar? Probably not… but the thought-provoking comments of Annia’s path will guide you to your own success story.

IT WAS MEANT TO BE A ONE-TIME THING
It started by not knowing how to pass the time during quarantine, so she decided to go on regular walks and pick some freshly grown flowers as she had an idea to cast them and glue them to a photo album as a birthday gift to a friend. While searching the internet, she came across ideas on how she can embed flowers in resin with a casting technique. The pressed flower is covered by glue which eventually dries hard and clear. While Annia thought her gift was just a one-time thing, her friends were impressed by the result, asking if she would create something similar for them as well. While they overloaded her with ideas, she realized she already had the perfect product to start within her mind: keychains. Be curious enough to listen to your audience. Don’t lose your train of thought and unique ideas. 

the very first attempt

It felt as if Annia read all articles and watched all tutorials on the internet about resin casting before she finally decided to learn by trial and error. She only needed a small starting capital to begin. She tried out various flowers, pressing techniques, forms, and mixtures before achieving her first keychain. Her obsession overtook her, and she spent an endless amount of hours casting at her kitchen table. Before she knew it, she learned weaving methods for the thread attached to the cast form. Although she was always crafty, she underestimated how many times she would fail and sometimes still. But her first batch sold quickly, so Annia continued. It was clear that her end product should be wholly self-made and local. She handpicks her flowers or buys them off the local market. She befriended the florist who has a stand close by and made a weekly agreement to purchase specific flowers from her. Accept failures while learning by doing. Use your surroundings to your forté.

cles fleurs keychain

DON’T SECOND GUESS IT
While her sales started to grow, customers started sending Annia images of their pleased purchase. She wanted to use the images sent, so she decided to portray them on Instagram and promote her product and display her work thus far. She named the brand “cles fleurs” which in French means “keys flowers”. Annia says it was a no-brainer to chose Instagram as a platform since it is simple, low-cost, and accessible platform to receive attention. Annia decided to create a business profile and never looked back. It was meant to make it official and professional. This profile option on Instagram allows the owner to gain insight into users visiting your page. Furthermore, you can add multiple buttons to simplify messaging and shopping via the page. In July 2020, the shopping function was where users could shop through the platform. It suggests products based on their likes and followings. The new function gained positive feedback as many companies were struggling during the pandemic and were forced to switch to a more digital shopping experience.

Instagram’s algorithm values updates from friends over businesses, be aware of posting actively, or your post will have less authority on the explore page compared to a personal account post, according to current research (Olson, N., 2019 October) Additionally, n.a. (2019, February 28) states more than 800 million people use Instagram every month and over 500 million logs on every day. Approximately 80% of all Instagram accounts follow at least one business. Instagram found that 60% of users have found a new product on the platform. It continues to be the platform for discovery and further product education. 

DON’T OVERTHINK IT
Although Annia decided not to use the shop function as her product is customizable and not off the rack. She says it takes the charm away from its‘ individuality. She uploaded a pricing list and realized sales function regardlessly. Espeically when stores reopen she realized she wouldn’t have time for a larger amount of sales. One keychain takes about 2 hours of active labor and about 24 hours to completely dry and till its final form. Realistically the brand has many potentials, yet she is not ready to reduce her working hours as a sales assistant. Her capacity is limited, which is why she is thankful for friends and resellers to let her focus on creating her products. Stay true to your values. Determine if your strategy is a good fit for your long-term goals. Be aware that a webpage is often needed to direct users to your website to complete the transaction.

Her customers are her audience on the social media platform. 70% women from the age 17 to 26 years and Winterthur. The men supporting her brand appreciate crafty work or are looking for a gift for the women in their lives. They all have in common that they admire flowers, individuality, locality, and self-made crafts. However, the social media app is a great marketing platform, especially when uploading consumer submitted photos. Still, she isn’t bothered that her social media page doesn’t reach all of her target group and says Instagram plays a role but never as big as word-of-mouth advertising.

There are 2.7 million Instagram users in Switzerland. The age groups between 13-24 and 25-34 are still the most represented, each with around one-third of all users according to Instagram nutzer Schweiz 2020. (n.d.). Instagram rewards comment with increased visibility. It is essential to interact with customers and engage them to comment, like, or share your content. Author unknown (2019, February 28) an eCommerce Snapshot report found 54% of U.S. consumers between ages 18-29 said consumer-submitted photos and videos were more valuable than retail or brand visual content. And approximately half of those between the ages 30-44 felt the same way. 42% of women on Instagram in the U.S. said they love to shop and consider it a hobby. Use other Instagram functions like Instagram stories to drive attention to your product, leading to a call of action.

 

cles fleurs on instagram

TAKE THE RISK
While her first keychains flew out to Italy and more people from various cities in Switzerland and all over Europe, Annia decided to take the plunge and invest in a working table. The app „Money“ helped her overview her sales and expenses. She set a goal that when she reaches 1000 revenue, she would decide for the asset. Little did she know that choosing on that investment would, later on, save her much time and frustration. Shortly after Annia received an invitation to sell at „Vino Kilo,“ a known national market, she remembers agreeing to their offer and realizing her night shifts would only begin. It was also time to step out of her comfort zone and try something new. She knew it was her chance to gain new customers and surprise regulars with an additional product in her range. As she is a connoisseur in jewelry, creating earrings was an easy one. Furthermore, she extended her range and cast glasses for decor and regular usage. Her stand at vino kilo gained a lot of attention due to the glass flowers hung by colorful threads on branchesWhile she states that not only vino kilo but the whole process since last year has been a success, she admits that she is still very critical with her work. She never sells an item that isn’t perfect and always has room for improvement. Take advantage of customers outside of your city. Use online tools and apps to support your accounting and stock overview.

cles fleurs at vino kilo

FOLLOW THROUGH WITH THE NEXT STEPS
Although she receives many inputs on what she should cast, Annia states it always has to be on-brand for her. She has already received offers from local tattoo studios and shops eager to sell her products. This opportunity means the demand will always get bigger and the space in her flat smaller. For this reason, her next step is to work with a friend to create a clear corporate identity. She wants business cards, a simple webpage, a clear strategy for Instagram, and even a small one to invite customers to pick out their desired flowers and forms.

(2018, April 24). Match the design of your Instagram account to your online shop’s landing page: The better the design of your Instagram page matches the design of your online store, the more likely it is that the user will have a consistent shopping experience. Instagram Shopping has some crucial advantages for companies that sell physical products. Up to now, the platform might have been an inspiration to buy new things. However, to purchase an illustrated product, they first had to search for it in the provider’s shop. The new shopping feature significantly shortens customer journeys. Visual marketing is vital!

Something we can all agree on is Annia’s most important recommendation for a successful story:

  • Start.
  • Be true to yourself.
  • Be aware of what you and your brand stand for.
  • See where it takes you. 

    by Lea Hollenstein



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