The foresight and wisdom associated with early intervention has relevance and significance beyond human health and across so many other spheres of human activity and endeavour. Whether to avoid, prevent, treat, eliminate or ameliorate, the choices seem logical and the evidence in the majority of instances is clear in favour of early intervention. 

Within an industrial manufacturing or production context, the concept (of prevention rather than cure) has equal bearing when it comes to any discussion concerning sustainability or maintaining high levels of environmental protection and quality. And while there is a range of policy mechanisms (including smart regulation) available for governments to stimulate industry’s use of early intervention sustainability tools, the reality is that most environmental regulators in Australia act with tepid enthusiasm.

Sensible regulation aimed at relevant industry sectors accompanied by other incentives such as tax concessions, have the potential to dramatically transform. Combined with creative campaigns aimed at reconfiguring the consumer psyche to understand the material trip and how to develop more responsible consumption patterns is at the beginning of any journey towards pursuing a sustainable future.

The core of good design

Strong product design rests at the core of achieving more sustainable modes of production and consumption, where energy, water and materials are acknowledged for their total value and impacts, both positive and negative. Inherent in this position is the critical role that design can play in preventing downstream environmental and human health impacts by adopting a life cycle approach to how products, services and building are conceived, developed, used and managed at end-of-life. Often referred to as EcoDesign, Design for Environment or Design for Sustainability (DfS), this area of professional and industrial activity has taken a strong foothold in several product categories but especially in relation to electronic products, commercial office furniture, the automotive industry and textiles. 

The essence of DfS is about developing products that eliminate and/or significantly minimise environmental impacts across the product life cycle. It also requires that products be created that are socially acceptable, culturally desirable and economically appropriate. In particular, DfS requires that we go beyond addressing environmental and economic criteria, and that we strive to resolve more challenging issues related to need versus want, the ethics of consumption; the ethics of production – by who, for who, and at what economic and social cost. 

A key imperative of DfS is to achieve significantly higher levels of environmental performance within a positive context, that is, we need to do more than fix ‘bad’ products; we need to produce environmentally and socially affirmative goods. As Professor Chris Ryan from the Australian Centre for Science, Innovation and Society, notes, there is a need to move beyond the low-hanging fruit in environmentally oriented product design. 

It’s simply not enough to improve the energy and water efficiency of major appliances or utilise recycled content in packaging materials. Achieving a sustainable future – whether for products, buildings, transport and mobility, infrastructure, food production, education or health – demands that we dramatically rethink how we design objects, services or systems. In this scenario, regulation, which stimulates DfS and associated environmental innovation, is without doubt essential.

Incentive to change

The day when Australian industry and environment policy includes robust environmental performance drivers, will be the time when designers, engineers and others involved in the product development process can work productively and enthusiastically with clients and industry more generally. Many manufacturers don’t have sufficient confidence in the market place to justify attention to socio-environmental objectives and products with meaningful environmental features.

Within the context of manufacturers, a key barrier is the lack of incentives. Most (but not all) manufacturers can’t see the immediate need to manufacture goods that take ‘environment’ into account. There isn’t the regulatory climate that can act as a catalyst for eco-design and responsible innovation on a widespread basis. The relative absence of smart regulation and other government driven initiatives to encourage, support and demand ‘green’ products does nothing to promote higher levels among Australian manufacturers. The general belief (by governments and some in business) in voluntary industry approaches, which typically lack any measurable environmental grunt, has much to answer for when it comes to policy mechanisms that facilitate environmentally improved products and associated activity among companies and designers. 

I’ve heard many a marketing director, product manager or business development manager joke about the schizophrenia of Australian consumers. That is, on one hand their reported attitudes are pro-environmental protection and supportive of greener products, yet on the other hand, sales results are supported by purchasing actions when it comes to selecting environmentally improved products. 

Personally, I don’t think the issue is that simplistic. If consumers knew more about the environmental impacts of their purchasing actions and this was supported with quality information about options, comparisons and benefits, we would see the market for environmentally improved products and services expand both in terms of size and sophistication.

Attention to environmental factors is largely an ingredient of creative ingenuity, innovation and good design so why should environmentally sensitive design cost more than non-green design? Much can be done to develop environmentally improved products without spending extra or employing environmental consultants.  The reality is that eco-design is often part of the regulatory compliance process for many product categories around the world and thus an essential part of the commercialisation process. Just as product safety and human factors have been blended into industrial design so too are environmental factors. It’s part of the suite of design considerations that designers and manufacturers engage with.

Exporters ahead of the pack

Export oriented manufacturers who understand worldwide trends and regulatory requirements in key markets are probably ahead of the pack here in Australia. For example, any Australian manufacturer wanting to distribute its electrical or electronic products in the European Union will know about the EU Directives on waste electrical and electronic equipment, and the restriction of hazardous substances. These Directives will require all manufacturers, distributors and/or brand owners, to ensure their products comply with a range of design and end-of-life recycling requirements … issues which are key drivers and will determine whether or not a product can effectively and legally be supplied or distributed in the EU.

Legislation across the European Union, Japan, South-East Asia, and parts of North America is seeking to address product related environmental issues ensuring eco-design is an even more important business and compliance tool.

Overall, Australia’s place on the international spectrum of DfS has come a long way over the last decade with many noteworthy achievements. And despite the relatively slow pace, many of our designers, engineers and manufacturers have managed to deliver some great products in a fickle and unstable policy setting. Australian product designers clearly have the know-how, ability and outlook. What they need to excel in and progress is the right mix of policies, regulations and messages from government. The day when Australian industry and environment policy includes robust environmental performance drivers, will be the time when designers can work productively and enthusiastically with clients. The value-adding benefits of eco-design will become acutely apparent – economically, ecologically and socially. 

 John Gertsakis is Director of Product Ecology, a Melbourne-based consulting firm focused on applied eco-design, sustainable product development and product stewardship strategy. His clients have included Sustainability Victoria, Museum Victoria, Consumer Electronics Suppliers Association, Product Stewardship Australia, Close the Loop and others. Gertsakis is also Program Advisor for the ‘Eco Smart Design Programme’ – a European Union business sustainability initiative for Irish companies. He is a senior research associate of RMIT’s Centre for Design and was formerly the Centre’s Acting Director. He also sits on the editorial board of the International Journal for Sustainable Product Design (Netherlands).

www.productecology.com.au