Design Week 2009 Nonsumers
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This document discusses the emergence of "nonsumers," people who are cutting down on consumption and looking for more sustainable ways of living. It provides examples of design trends that appeal to nonsumers, including urban farming, multifunctional products, designs with a human touch, futuristic eco-friendly designs, and brands that build crusading communities around social causes. The document argues that concerns about the environment and ethics are driving more consumers to adopt simpler, less wasteful lifestyles.
Design Week 2009 Nonsumers
- 1. Design for Nonsumers trends in innovative designs across multiple disciplines that appeal to a new breed of future-focused ecologically minded consumers
- 2. We believe that there is a new breed of ecologically-minded yet future-focused consumer emerging. We’re calling them nonsumers - people who are actively cutting down on their consumption and looking for a more sustainable way of living that still fits into a modern, technology- driven world. Where have they come from and what ‘s driving their buying behaviour?
- 3. Let’s start with where we are…
- 5. But don’t get disheartened because…
- 7. The big question is: if the credit tap turned back on again would we simply go back to the way we were…
- 9. Or has a rising awareness of the need to change our behaviour in order to stem climate change combined with the realisation that we can still have good lifestyles while buying less challenged our values so fundamentally that there’s no going back?
- 11. On April 15 each year, the UK goes into ecological debt… Do Good Lives Have to Cost the Earth, Andrew Simms & Joe Smith
- 12. On April 15 each year, the UK goes into ecological debt… Do Good Lives Have to Cost the Earth, Andrew Simms & Joe Smith Approximately 65 per cent of the annual growth in carbon dioxide emissions is due to the increase in global economic activity New Economics Foundation, www.neweconomics.org
- 13. we knew this stuff when times were good…
- 14. But luckily there were lots of things to buy that made us feel better about it all
- 15. Hmmm, so many overpriced organic olive oils to choose from…
- 16. Very expensive and ethical - what’s not to like?
- 17. What .. no special offers?
- 18. Well that makes sense - a “hydration vessel” for 30 quid when I could just buy a plastic water bottle for 2 and keep using it!
- 19. Of course - that’s the solution. Buy a car! Why didn’t we all think of this sooner…
- 20. Organic and ethical was almost exclusively a value- add proposition in the boom years. But this luxury positioning is very much at odds with the new mood of austerity and the pragmatic need for frugality….
- 21. And I’m not alone in thinking so “One in nine people polled in a survey of 1,030 adults in July said they could no longer afford to pay a premium for ethical or environmentally friendly products, while 19% said they were not in a financial position to think about such issues. But, the new research from consumer, media and market research firm Mintel also found a strong commitment to ethical and environmental issues among consumers with 97% of adults claiming to have adopted at least one of the "more green" types of behaviour included in the survey.” Source: Mintel via The Guardian http://www.guardian.co.uk/environment/2009/oct/12/ethical-shopping
- 22. What’s important to nonsumers? - Proactively buying less - Living small, compact and without wastefulness - Thinking ethical, all the way through the chain - Rejecting unnecessary products, embracing experiences - Expressing self through what they do, not what they have - Being part of global communities of like-minded people - Crusading for change through how they behave and what they buy
- 23. Let’s look at some of the trends that are driving a new form of design with nonsumer appeal…
- 24. URBAN FARMING Future ecological living is going to be urban-focused. But nonsumers have a new appreciation for the local and the natural alongside an understanding of the spiritual importance of connecting with Nature’s biodiversity. Here are some ideas that bring the farm back into the city…
- 26. Aquaponics Farm in Box A rooftop fish pond that grows vegetables
- 27. Biosphere Farm Futuristic kitchen garden from Philips
- 28. The Bikube An urban beehive that attaches to your outer wall
- 29. The Eglu A town garden chicken coop
- 30. Vbites New family-friendly vegan fast-food restaurant led by Heather Mills
- 31. Stuwer A vending machine for local farm produce
- 32. MULTIFUNCTIONALITY For people who are trying to live with less “stuff”, multifunctionality not only makes financial sense, it makes ecological sense. Products that are cleverly designed to perform more functions and to extend their life will be valued. Here are some innovative designers who are responding to this trend.
- 33. Vanishing Creatures Packaging that turns into a bird feeder
- 34. (and allows you to eat chocolate rhinos…)
- 35. Solo Ora Clock, mirror and lamp in one object
- 36. Andrea Decorative indoor planters that filter and purify the air
- 37. 1to3 A garment that changes form and function
- 38. Energy Belt Monorail system by Iosa Ghini in Bologna, a multifunctional structure that incorporates a solar system and pedestrian walkway
- 39. Iflect Fashion that becomes reflective at night for urban cyclists
- 40. Solar panels shaped like clay roof tiles
- 41. Trask Low-energy LED lighting system that can be reshaped as a standard lamp, desklamp or overhead track lighting.
- 42. THE HUMAN TOUCH A combination of factors - technology & social media, the global recession, an appreciation of the simple way of life, a straightforward reaction to the highly technical forms of the past 10 years - is driving a return to products and services with a spirit of humanity.
- 43. Good Hotel Guest co-creation wall in a low carbon hotel
- 44. We are scarf Community-created design for a design- led fashion scarf
- 45. Calgary Society for Disabilities Annual Report Entirely written by hand on objects bought through fundraising efforts
- 46. Scott Chair Gathers fibres from bottoms to create a story of all who sat in it
- 47. aboxlife.com Recycled box project where people can add to the story of each box via a tracking number on web/ mobile/ twitter/ flickr
- 48. Kinded.com Community brand-building initiative by kindsnacks where an act of unsolicited kindness is supported by a card which is tracked as it travels the world
- 49. The Forever Story A public online story-telling project to raise funds for autistic children
- 50. Fabric Calendar A slightly sinister photographic take on middle England
- 51. FUTURISTIC ECO Until now, ecological products were visibly so. Nonsumers appreciate design, and with the new mood of austerity, future-focused eco design will be both intelligent and stripped back, not just to eliminate unnecessary materials and processes, but to reflect an almost monastic aesthetic.
- 52. Tofu Chair 100% recyclable breathable chair that moulds to the human form
- 53. Lanana Shopping bag made of folded recycled paper
- 54. Philippe Starck & Ballantyne Multifunctional ergonomic garments made with “intelligent cashmere”
- 55. Ecopod coffin It's made only of earth-friendly materials, such as papier mache, which readily biodegrades when buried.
- 56. CRUSADING COMMUNITIES The collapse of many of the stable structures within society - religion, global peace, the environmental health of the planet, our financial system - is spurring the search for a new meaning in life. Crusading brands with evangelistic qualities and genuine integrity that allow people to gather around a common purpose will win in this new economy.
- 57. Change Obama’s use of social media united America around a common crusade for change
- 58. The Human Race Nike united a global community around running and tapped into running’s spiritual qualities
- 59. Earthkeepers Timberland’s eco outdoor boots were supported by a viral tree-planting campaign and an online community of Earthkeepers activists
- 61. 1010 Public campaign with a simple rallying call - cut carbon emissions by 10% by 2010
- 62. 1010 Twitter page that makes you feel part of something big
- 63. LoFi Aesthetics that are driven by content and functionality combined with an appreciation of the hand-made and the authentic.
- 64. Sew Sew Handstamped branding system by Because Studio
- 65. Wolf Olins Deceptively underdesigned website with “elastic” pages
- 66. Twitter Inclusive, easy to use, open & sharing ethos.
- 67. Blogs Free Wordpress templates rule! The lo-fi website that values content above all and still allows you to express your personality.
- 68. Hattomonkey Uber modern milk packaging design that embroidery as the graphic device
- 69. CRADLE TO CRADLE Highly innovative designs using environmentally-friendly production processes that incorporate an ecological end for a product when it comes to the end of its life.
- 70. Cradle to Cradle Technical nutrients and biological nutrients to remake the way we make things. Essential reading.
- 71. Sebola Technical sportswear that is Aesthetic, Technical and Ecological. Great brand, great ethos.
- 72. EcoATM An ATM for recycling consumer electronics
- 73. Bloomcard gift card When you’re done, cover it in soil and it turns into wildflowers
- 74. Are these just niche products with niche appeal?
- 75. 83% of global consumers say they are willing to change their consumption habits if it helps make the world a better place to live, and 68% feel it's becoming unacceptable not to make efforts to show concern for the environment or live a healthy lifestyle. Source: Edelman global survey of 6,000 consumers, Oct 09
- 76. Interested? Bored? Cynical? Inspired? Join the debate or share your ideas www.twitter.com/nonsumers Or every time you find something that you feel is relevant to this group of people, just add #nonsumers to your tweet and let’s build a global picture of how things could be.
- 77. Want to hear the background to the nonsumer theory? www.wearethreesixty.com