GUILTY AS CHARGED

Have you ever actually heard what the monotone voice is saying to you at a rapid pace before or after a prescription commercial with all the warnings and side effects of the product? No. The world is simply hiding from us all of the side effects and bad consequences we are experiencing from use of certain products. Well, it goes the same way for sustainability. Where is the information? Where are the labels telling us what happened before the shirt was put on the hanger or before that leather couch was made? Who is telling us that our actions as consumers are failing the sustainability of our world? The answer is nowhere, nowhere to be found. As consumers, we are failing. We are failing because we are not informed. I believe that if the world was informed of the consequences of our actions and of simple changes towards a more sustainable world, we would be willing to live a life towards sustainability.

Here’s a little background:

A product goes through so many steps in its short-term life cycle.

1.) Materials

2.) Production

3.)Retail

4.)Usage

5.) Disposal

(Forum of the Future, 2007)

As consumers, we are the culprit of this madness and we are constantly shortening the life cycle. Steps 4 and 5 are completely tossed out the window. I know that myself as a consumer I am guilty of making awful decisions. I’m the girl that if I leave a garment on the floor because I’m too lazy to hang it up or if it is too wrinkly, I will re-wash it. Who knew that this small action is actually a big sustainability no-no? “Washing, drying and ironing often accounts for the most significant use of energy in the clothing lifecycle” (Forum for the Future, 2007). I knew that it was a waste of water, but had no idea the amount of energy that was being used or shall I say wasted? Secondly, the disposal. We have already started recycling paper and plastic but why not take it another step further and start recycling textiles as well? What if there was a company that you could return your clothes to and they would recycle them for you? That would be so great! We could even make it like Plato’s closet and get a percent of your money back! There are so many opportunities out there to make this an infinite world, but people are ignorant to them because nobody is there to tell them. Just like the prescription commercials, why must you hide the consequences from us?

Sustainability is such a great challenge that is difficult to pin point which part of the process to focus on in order to make the biggest difference. The good thing is, as designers we have two opportunities to make this happen: Once as the designer and secondly as the consumer.  According to Janis Birkeland's book Design for Sustainability, designers “readily use design to influence consumption.” What we do can have a huge impact on the largest culprit of the issue. As designers we are faced with a great challenge because we have the potential to make something great happen. Our biggest issue is that we must keep the aesthetic value while increasing the sustainability. “Products that rely heavily on the concept of fashion” such as apparel or interiors are facing a huge battle versus sustainability “because choices made early in the design process, such as materials selection and production method” can indefinitely impact the life cycle of a product (Armstrong and LeHew, 2011). This is where steps 1 and 2 come into play. Choosing the correct materials and a safe production method would be a great asset towards a sustainable product. If we could come up with a way to keep the attractiveness of a product, along with making it in the eyes of sustainability, users would be falling for this product left and right. The only thing is that the raw materials drive the price up.

As a shopper, I know that usually if I see a rather larger number on the price tag, I set it down. I don’t know about you all but I generally do. There is an exception though… if I seem to think that this item is a “must have” item, I automatically assume that it’s WORTH the cost. But who am I to give this item a value?

Here’s the deal… what if we could train ourselves to see the sustainable things as the “highest value” and all of the sudden we just can’t put those items down? The world would be well on its way to a long and infinitely lasting place.

Sustainability is the highest valued from here on out because it is well worth it!

So what can WE do to make this change? (Besides not running the washer/dryer as often)

“Successful design here enables users” (Thorpe, 2007). I believe this statement is one hundred percent absolutely true! As designers, we must conquer the challenge of balancing aesthetics and sustainability and as consumers we must follow the trend like we always do. Guilty as charged.