For the future, now is the time for sustainable product design.

This article presents content originally published in "Design Mind," a design journal operated by frog, under the supervision of Mr. Noriaki Okada of Dentsu BX Creative Center.

<Table of Contents>
▼What is Business Based on Sustainable Thinking?

▼Three Key Points from "Reconsidering: Why Sustainable Product Design is Needed Now"

▼If You're Considering Promoting Sustainable Product Design

Concerns about climate change are rising globally. If we do not advance efforts to enhance sustainability, the survival of the human species on this planet will become increasingly difficult.

Therefore, it is urgently needed for projects across all industries, including design, to incorporate the concept of business based on sustainable thinking. Designers must consider not only designs that provide high value to consumers, but also designs that make this planet a healthier, fairer, and more livable place.

What is business based on sustainable thinking?

Specifically, it means designing products that are repairable, made from environmentally friendly materials, and produced in ways that promote fairness in society. No one claims these things are easy to achieve. However, an increasing number of people are beginning to recognize that taking action now is critically important. While one approach to sustainability is reducing production volume, a smarter solution lies in creating better designs.

As Vice President of Regenerative Design at frog, I co-authored a recent research report titled "Rethink: Why Sustainable Product Design is the Need of the Hour , " produced by the Capgemini Research Institute (CRI). Alongside 13 other contributors from multiple divisions within the Capgemini Group, we engaged in vigorous discussions about the necessity of sustainable product design amid the ongoing climate emergency.

This report synthesizes data and insights gathered from a survey of 900 senior executives responsible for product design and engineering at major companies across various industries, including consumer goods manufacturers, automotive manufacturers, and industrial machinery manufacturers. Below, we present some of these findings. We encourage you to read on to the end.

※1 = Capgemini Research Institute (CRI)
A leading global think tank with research centers in the UK, US, Singapore, and India. It conducts research on business and technology developments, delivering actionable insights and analysis.

Three Key Takeaways from "Rethinking: Why Sustainable Product Design Matters Now"

● Sustainable product design is an essential element for future business
Ensuring sustainability in product design is not only the right choice for the environment but also the right business choice. Notably, frequently cited statistics indicate that 80% of a product's environmental impact stems from decisions made during the design phase.

In this survey, over two-thirds of the companies reported that implementing sustainable product design helped them reduce carbon dioxide emissions.

Furthermore, prioritizing sustainable product design not only accelerates companies' progress toward sustainability goals but also builds resilience against future shocks to the supply chain.

※2 = Supply Chain
The entire process encompassing material and component procurement, product manufacturing, inventory management, logistics and distribution, and sales.
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● Placing Sustainability at the Core of Product Design
Despite the urgent need for sustainable product design, only 22% of respondents in this survey identified sustainability as a key factor in product design. Furthermore, while awareness is crucial for taking action, many designers had only a limited understanding of the environmental and social impacts their products create. Only about a quarter of companies conduct regular environmental and social impact assessments as part of their product design process.

Furthermore, to achieve sustainable product design, designers must shift their mindset toward approaches like systems thinking (※3) and circular design (※4), enabling them to consider a product's impacts from a holistic perspective. However, only 12% of companies reported having ever incorporated systems thinking into their product design. Moreover, only a handful of companies were taking concrete actions to improve the sustainability of their products.

※3= Systems Thinking
A methodology that views matters as systems and approaches them from various perspectives to lead to fundamental solutions.
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※4= Circular Design
Designing products and services based on the premise of circulating resources rather than disposing of them. An indispensable concept for achieving the circular economy, one of the SDGs' goals.

●Cost and Material Procurement Challenges Can Be Overcome
Cost is generally considered a barrier to advancing sustainable product design. However, this survey found that 23% of respondents reported lower costs after adopting sustainable design strategies, while 37% reported no change, indicating sustainable design does not necessarily lead to increased costs.

Meanwhile, beyond cost, companies face internal and external challenges they must overcome. According to this survey, 55% of companies cited the difficulty of sourcing sustainable materials as a major challenge, while 54% reported a lack of data, particularly for accurately assessing a product's environmental and social impacts. Furthermore, it became clear that companies currently lack the foundational skill sets for sustainable design, such as systems thinking and circular design.

If you're considering promoting sustainable product design

Sustainable product design is a critical theme that concerns everyone actively working toward a better global environment. We are grateful for the opportunity to collaborate with our colleagues and the Capgemini Research Institute on this survey, exploring core design aspects essential for the future of our planet.

While there are certainly many hurdles to practicing sustainable product design that can be integrated into corporate workflows, the steps toward that goal are concrete and actionable. We encourage you to download this research report for more detailed insights on how to design and deliver sustainable products.

Regardless of industry, everyone can play a role and take action within their field to create a healthier, fairer, and more livable planet. Will you join us at frog in advancing sustainability? If you're interested, please contact us.

This article is also featured in the web magazine "AXIS".