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NETWRK
for Electronic Product Design
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CfSD Conferences and Networks page | NEPD Homepage | Online conference


NEPD 4: Managing eco-design

Martin Charter, Joint Coordinator, The Centre for Sustainable Design

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Executive Summary

There was a presentation on managing eco-design, with particular reference to eco-design metrics followed by creative thinking workshop designed to give different perspectives on eco-design.

The presentation on managing eco-design was followed by a lively discussion.


Key issues that were highlighted were:

  • The links between metrics and information needs:
      • internal stakeholders e.g. senior management
      • external stakeholders e.g. suppliers
  • How should data be collected:
      • internal conferences (e.g. IBM)
      • proceedings/manual
      • data networks (e.g. RX)
      • no systems
  • The importance of organisational culture in 'shaping' the eco -design process
  • Organisational language/internal communications
      • 'blank wall'
      • 'green wall'
  • How you manage the eco-design process through constant change and uncertainty
  • The need for flexibility/adaptability
  • How you launch eco-design issues?
  • How you keep the eco-design process moving?



    • A workshop was then organised aimed at looking at eco-design issues from a different perspective using a range of creativity techniques:


    What are all the things you can do with a MODEM?

    • grind it down
    • buy it
    • admire it
    • start a nuclear war
    • use to access telephone line
    • enable direct billing
    • sell it
    • replace it
    • use for Internet
    • recycle
    • use for internal communications


    What are all the things you cannot do with a MODEM?

    • play CD-ROMs
    • get to work
    • use without telephone line
    • not waste time
    • eat
    • get a tan
    • windsurf
    • go coal mining
    • help thinking
    • have an intelligent conversation


    What you need to consider if you eco-designed a MODEM?

    • needs to last longer
    • needs 'staying power'
    • should be readjustable
    • needs modularity
    • needs to be dismantlable
    • needs to recyclable
    • flexible/able to cope with all circumstances
    • keep it simple
    • ensure inoffensive
    • could communicate the 'antiquity' of old forms of communication i.e. drums, 'cans & string', etc.
    • made from organic material
    • could be edible
    • linked into the brain: neural networking (miniaturisation)
    • take advantage of market opportunities
    • should clawback market share (competition)


    How do you ensure that eco-design objectives are not achieved?

    Problem/issue Action to be taken
    • Isolated from main business
    • Don't speak to employees
    • Inherently unachieveable objectives
    • Moving target
    • All results must result in profit
    • Process championed by the finance director 
    • Use of intelligible unit (Ecu)
    • Mixed metrics (US/UK)
      - not 'apples & pears'
    • Only adopt measures proven by
    • 100% respective compliance
    • Leave it to the Marketing dept.
    • Not communicate
    • Expected sudden change
      • integrate
      • involvement
      • realistic
      • fixed over period
      • appropriate measurement
      • responsibility
      • appropriate measurement
      • consistency
      • organisation focused
      • appropriate
      • involvement
      • communication
      • phase-in


    How do you sell eco-design?

    • Think about individual perspectives
    • Language (culture)
    • Language (business)
      • market opportunity
      • cost saving
      • competitive advantage
      • initiative
    • Sustainability (stake in future)
    • Longevity
    • Durability
    • Basic needs
    • Not extravagant
    • Education
    • Ethics
    • Thoughtful
    • Look at infrastructure/'packaging'
    • Use Internet


    Think of eco-design as a speedboat- what do you see?

    Problem/issue                           Implication 

* Catamaran             - boat          - org. design 
* Avoid whales          - boat          - org. design 
* Filter                - engine        - org. design   
                                        - motivation 
* Steering              - steering wheel- strategy 
* Ensure balanced       - boat          - 'shape'/avoid walls 
* Know where going 
  but not sure where    - strategy      - strategy 
* Person power (paddle) - boat          - org. design 
* Glass bottom          - boat          - able to see/vision 
* Deep water            - environment   - difficult/complex 
* Right 1st time        - management    - TQM 
* Blue sky              - environment   - positive 
* Alternative energy    - engine        - org. design - motivation 
* Minimalist            - boat          - 'tight' ship  
                                        - few resources 
* Transparent           - boat          - visibility 
                                        - good communication 
* Dangerous voyage      - environment   - difficult/complex 
* Modular               - boat design   - adaptability 
* Grow with technology  - boat design   - flexibility 
* Part of fleet         - strategy      - collaboration 
* "Sea of initiative"   - strategy      - intelligent 
                                        - proactive 
* Run against the tide  - boat design   - robust 
* Variable speed        - engine        - org. design 
                                        - motivation 
                                        - communication 
* Tough hull            - boat design   - org. design 
* "Flag of convenience" - strategy      - flexibility 
                                        - communication 
* Get more people on    - boat design   - flexibility 
* Maneouvable           - steering      - strategy

    Delegates were asked what they had achieved from the presentation and workshop

    • The importance of strategic planning
    • The need to consider people issues
    • Ideas
    • The need to establish a pilot project
    • The difficulty of selling eco-design
    • The need for a portfolio of tools (to sell)
    • Early stages of eco-design
    • Good introduction
    • Uncertainty surrounding issues
    • Lack of understanding
    • Ignorance
    • Benefits of eco-innovation tools
    • Consultants 'slip in' issues


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