Green by Design: How to prioritize sustainability as a designer?
It’s not exactly a secret that our world is facing environmental challenges. The concept of “Green by Design” transforms sustainability from an, oftentimes, afterthought into a fundamental aspect of the creative process. This philosophy views design as an ethical responsibility to minimize harm.
This philosophy views design not only as an aesthetic or functional pursuit but also as an ethical responsibility to minimize harm.
So, given they seek to maximize positive impact, how can designers, brands, and creatives embrace this shift when getting to work? By embedding sustainability at the core of their processes, practitioners can create innovative and environmentally responsible work. Below, we explore some principles and strategies that bring the Green by Design ethos to life.
Embrace Circular Thinking and Material Innovation
The traditional linear model of "take, make, dispose" is becoming outdated for both practical and financial reasons. Circular design, on the other hand, emphasises longevity, reuse, and regeneration, promoting the idea that choosing secondhand items can be a more appealing option. Successful examples include modular products, repair-friendly designs, and materials that biodegrade or can be infinitely recycled.
Fundamentally, the materials you choose shape the environmental footprint of your design. From bio-based plastics to lab-grown leather, material innovation is transforming the sustainability landscape. Companies like PANGAIA or designers like Stella McCartney are redefining apparel by using seaweed fibre, recycled cotton, and biodegradable dyes to create garments that leave a lighter footprint.
Strategy: Conduct a lifecycle analysis for every project. Understand the raw materials, production energy, and post-use impact of your design. Use these insights to help close the loop. Collaborate with material scientists or experiment with locally sourced and low-impact materials to create unique, eco-conscious solutions.
Storytelling and Transparency
Sustainability is most effective when it focuses on usability. Design that enables consumers to make environmentally conscious choices without sacrificing convenience or quality creates a lasting impact. Examples might be refillable packaging and digital tools, such as carbon footprint calculators, that empower users to feel involved in the solution.
Speaking of involvement, modern consumers prioritise transparency and the narrative behind a product’s design. They want to understand where materials originate, how products are manufactured, and how their choices contribute to sustainability. For instance, the growing use of blockchain technology in supply chain transparency allows consumers to track the journey of products from source to shelf.
Strategy: You might want to invest in user research to identify barriers to adopting sustainable habits. Your design of products or services should facilitate easy green choices. Utilise digital tools and branding to share your sustainability story, whether through packaging, social media, or interactive experiences.
Collaboration Across Disciplines
We need all hands on deck. Sustainability flourishes through the exchange of ideas. When designers collaborate with scientists, urban planners, and sociologists, they can enhance their impact. For example, the Urban Sequoia Initiative merges architecture and ecology to create buildings that sequester more carbon than they emit. One effective strategy is to engage in interdisciplinary workshops and projects that bring together different areas of expertise to address complex sustainability challenges.
The Green by Design philosophy is not just a trend – it is a necessity. As we confront escalating climate crises, designers hold significant power to reshape consumption patterns, influence industries, and inspire sustainable behaviours. By prioritising sustainability at every stage of the design process – from ideation to execution – designers can lead the charge in creating a world where innovation and ecology coexist harmoniously. Let’s make this shift not because it is fashionable but because it is essential.
Sonja Pham, Deputy Editor-in-Chief at Grafikmagazin.