Chapter 18: Designer as entrepreneur

‘The best way to promote a good cause is to provide a good example.’

Arne Naess

As designers, we create products for corporations, for our own companies or for clients. In any of these cases, our designs feed into an economic system that depends on people buying our products. The business model in all cases is based on volume of product throughput. As Bob Adams of the design firm IDEO states: ‘Businesses need more things because that’s the business model they are working with.’16

Though we may do our bit to change product materials and processes to make them more environmentally friendly, each of us knows that ‘green’ products (and ‘green’ consumption) change things only superficially. For they, like all ...

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