IBDP Design Technology - 8.2: Sustainable consumption

Sustainability / 8.2 /
Sustainable Consumption

Sustainable consumption focuses on reducing the use of resources of a product to minimize its environmental impact. Designers develop products, services and systems that satisfy basic needs and improve quality of life. To meet sustainable consumption requirements, they must also minimize the use of natural resources, toxic materials and waste, and reduce emissions of pollutants at all stages of the life cycle.

8.2.1 | Attitudes and behaviour towards sustainability

Eco-warriors are the most passionate and engaged consumers when it comes to sustainability. They are typically well-informed about the environmental and social impacts of their consumption and are willing to make significant changes to their lifestyle to reduce their footprint. Eco-warriors may choose to live off-grid, eat a vegan diet, and only buy second-hand clothes. They are also likely to be involved in activism and advocacy for sustainability.

Eco-champions are also very passionate about sustainability, but they may be more pragmatic in their approach. They may not be able to make as many lifestyle changes as eco-warriors, but they are still committed to reducing their impact on the environment. Eco-champions may choose to make small changes in their everyday lives, such as recycling, composting, and using energy-efficient appliances. They may also support sustainable businesses and organizations.

Eco-fans are interested in sustainability, but they are not as committed as eco-warriors or eco-champions. They may be willing to make some small changes to their lifestyle, but they are not willing to sacrifice convenience or affordability. Eco-fans may choose to buy sustainable products when they are available and affordable, but they are not willing to go out of their way to do so.

Eco-phobes are not interested in sustainability. They may be skeptical of the science of climate change, or they may simply not care about the environmental and social impacts of their consumption. Eco-phobes may choose to buy the cheapest products available, regardless of their sustainability. They may also be resistant to making any changes to their lifestyle, even if they are small and easy to implement.

People’s attitudes to green issues vary and they can be categorized into distinct groups. There is however a wide range of consumer attitudes and behaviours towards sustainability, and people may fall into different categories depending on the product or service in question. For example, someone who is an eco-warrior when it comes to food may be an eco-fan when it comes to clothing.

It is also important to note that consumer attitudes and behaviours towards sustainability are changing over time. As people become more aware of the environmental and social challenges facing the world, more and more people are interested in living more sustainable lifestyles.

8.2.2 | Eco-labelling and energy labelling

Eco-labelling and energy labelling are two different but complementary ways to inform consumers about the environmental performance of products.

Eco-labelling is a voluntary scheme that awards a label to products that meet certain environmental criteria. These criteria can vary depending on the label, but they typically cover a range of factors such as the use of renewable resources, energy efficiency, and the reduction of pollution and waste.

Energy labelling is a mandatory scheme that requires manufacturers to provide information about the energy efficiency of their products at the point of sale. This information is typically displayed in the form of a colour-coded label, with the most energy-efficient products receiving the highest rating.

Both eco-labelling and energy labelling can help consumers to make more informed choices about the products they buy. By choosing products with eco-labels or energy labels, consumers can help to reduce their environmental impact and save money on their energy bills.

8.2.3 | Creating a market for sustainable products

Producers should

Design and produce more sustainable products. Example: A clothing company could use recycled materials in its products, such as recycled polyester made from plastic bottles.
Educate consumers about the environmental benefits of their products. Example: A food company could create a blog post or social media post explaining how its products are sourced sustainably and how they have a lower environmental impact than conventional products.
Make sustainable products more affordable and accessible. Example: A car company could offer a discount on its electric vehicles to customers who trade in their gas-powered vehicles.
Support sustainable initiatives in their communities. Example: A retailer could donate a portion of its sales to a local environmental organization.
Adopt circular economy principles. Example: An electronics company could design its products to be easy to disassemble and recycle, and could offer a take-back program for used products.
Partner with other businesses and organizations to promote sustainable consumption. Example: A food company could partner with a local restaurant to offer a discount on sustainable meals to customers who bring their own reusable containers.
Advocate for government policies that support sustainable consumption. A renewable energy company could lobby the government to provide subsidies for solar and wind energy.

In addition to these specific examples, producers can also promote eco-friendly consumption by:

Transparency: Producers can be more transparent about their supply chains and manufacturing processes so that consumers can make informed choices about the products they buy.
Innovation: Producers can invest in research and development to develop new sustainable products and technologies.
Collaboration: Producers can collaborate with each other, with governments, and with environmental organizations to promote sustainable consumption on a larger scale.

By taking these steps, producers can play a leading role in reducing the environmental impact of their products and promoting a more sustainable future.

Consumer deterrents that should be removed

Price: Eco-friendly products are often more expensive than conventional products. A consumer may choose to buy a conventional plastic water bottle instead of a reusable metal water bottle because it is cheaper.
Availability: Eco-friendly products may not be as widely available as conventional products, especially in rural areas. A consumer may choose to buy a conventional gas-powered car instead of an electric vehicle because they live in a rural area with limited access to charging stations.
Performance: Some consumers believe that eco-friendly products do not perform as well as conventional products. A consumer may choose to buy conventional laundry detergent instead of eco-friendly laundry detergent because they believe that it will clean their clothes better.
Awareness: Some consumers are not aware of the environmental benefits of eco-friendly products, or they may not know where to buy them.
Convenience: Eco-friendly products may be less convenient to use than conventional products. For example, an electric vehicle may require more planning to charge than a gas-powered vehicle. Or a consumer may choose to buy conventional cleaning wipes instead of reusable cleaning cloths because they are faster and easier to use.
Greenwashing: Some companies make false or misleading claims about the environmental benefits of their products. This can make consumers skeptical of all eco-friendly products.

It is important to note that these factors can vary from person to person. Some consumers may be more price-sensitive than others, while others may be more concerned about convenience.

8.2.4 | Pressure groups

Pressure groups can be described as an organised group that does not put up candidates for election, but seeks to influence government policy or legislation. Pressure groups influence the development of clean energy technologies, oppose the development of harmful technologies and hold polluters accountable. They do so through

Lobbying
Public awareness campaigns
Protests and demonstrations
Boycotts
Legal action

Pressure groups have a number of strengths and weaknesses. Strengths include:

Pressure groups can represent the interests of groups that would otherwise be underrepresented in the political process.
Pressure groups can raise awareness of important issues and put pressure on governments to take action.
Pressure groups can provide expertise and advice to governments and other decision-makers.
Pressure groups can mobilize public support for their causes and help to bring about social change.

Weaknesses include:

Pressure groups can be unrepresentative of the public as a whole and may only represent the interests of a small minority.
Pressure groups can be biased and may distort information to support their own agendas.
Pressure groups can use unethical or even illegal tactics to achieve their goals.
Pressure groups can be ineffective, especially if they are poorly organized or lack resources.

Overall, pressure groups can play an important role in democracy by giving people a voice and by holding governments accountable. However, it is important to be aware of the potential weaknesses of pressure groups and to evaluate their claims critically.

8.2.5 | Sustainable consumption and consumer power

Consumers can use their power to promote sustainable production and consumption by:

Choose sustainable products and services.
Reduce consumption.
Support sustainable businesses.
Advocate for change.
Educate others about sustainable consumption.
Invest in sustainable businesses and technologies.
Pressure businesses through the media and social media to be more sustainable.
Boycott unsustainable businesses.
Demand that businesses produce stakeholder reports that disclose their environmental and social impact. Stakeholder reporting is a voluntary process, but it is becoming increasingly common as consumers and investors demand more transparency from businesses..

Consumer power has grown in a number of ways as markets have globalized. Consumers have:

Increased access to information: This is due in part to the rise of the internet and social media. Consumers can now easily compare prices, read reviews, and learn about the environmental and social impact of products and companies before they make a purchase.
Increased choice: Consumers now have access to a wider range of products and services than ever before. This is due to the fact that businesses can now operate in multiple countries and regions. Consumers can now choose to buy products from businesses all over the world, which gives them more bargaining power.
Increased mobility: Consumers are now more mobile than ever before. This is due to the fact that transportation costs have fallen and travel has become easier. Consumers can now travel to other countries to buy products and services, which gives them more options and more power.

Lifestyle changes:

Reduce consumption.
Choose sustainable products.
Reduce your carbon footprint.
Conserve water.
Eat less meat and more plant-based foods.
Support sustainable businesses and technologies.

Ethical consumerism:

Buy from companies that are committed to sustainable practices, fair labor practices, and social responsibility.
Avoid products and services from companies that are involved in unethical or harmful practices.
Support businesses that are owned and operated by marginalized groups.
Invest in sustainable businesses and technologies.

The Human Development Index (HDI) is a comparative measure of life expectancy, literacy, education level, living standards and quality of life for countries worldwide.

It is important to note that consumer power is not evenly distributed. Consumers in developed countries have more power than consumers in developing countries. This is due to a number of factors, including income inequality, access to education, and access to the Internet.

In order to manage consumption in the developed world while raising the standard of living of the developing world without increasing resource use and environmental impact, we should:

Reduce consumption in the developed world: This can be done by buying less stuff, repairing things instead of replacing them, and sharing or renting items instead of buying them. It also means making more sustainable choices in our everyday lives, such as walking, biking, or taking public transportation instead of driving, eating less meat and more plant-based foods, and conserving energy at home.
Decouple economic growth from resource use: This means finding ways to produce goods and services without using more resources. This can be done by investing in renewable energy, developing more efficient technologies, and reducing waste.
Improve resource efficiency in the developing world: This can be done by investing in infrastructure, providing access to education and training, and promoting sustainable agricultural practices.
Transfer sustainable technologies to the developing world: This can be done through government aid, private investment, and public-private partnerships.
Promote fair trade and ethical sourcing: This means ensuring that workers in developing countries are paid fairly and that products are sourced from sustainable sources.
Support sustainable businesses and technologies: Consumers can use their power to support businesses that are committed to sustainability and to invest in technologies that reduce resource use and environmental impact.

8.2.6 | Take back legislation

Takeback legislation is the legal requirement set by governments to hold manufacturers responsible for the environmentally safe recycling or disposal of their products at the end of their life cycle. This can mean providing opportunities for recycling and collection or providing information to the consumer about disposal or directly dealing with the obsolete product.

Examples form consumer electronics

In Sweden, producers and importers must take back for free, a piece of old equipment when customers buy a new household electrical appliance.
In Norway, producers and importers are responsible for the collection, transportation, recycling, and safe disposal of any electrical appliance.
In Japan, the end users are obliged to pay fees for collection, take back and recycling at the time of disposal. The government sets the fees to cover industries actual costs for this process, and stops them profiting from providing the service. They are (In USD) washing machine $24, TV $27, refrigerator $46.

Designers

Design for disassembly and recyclability: Designers need to consider how their products will be disassembled and recycled when they reach the end of their life. This means using materials that are easy to recycle and designing products in a way that makes them easy to disassemble.
Reduce material use (dematerialization): Designers can reduce the environmental impact of their products by using less material. This can be done by using more efficient designs and by using lighter materials.
Increase product durability: Designers can increase the durability of their products so that they last longer. This reduces the need to replace products as often and reduces the amount of waste that goes to landfills.

Manufacturers

Set up take-back programs: Manufacturers need to set up take-back programs to collect products from consumers when they reach the end of their life. These programs can be voluntary or mandatory, depending on the specific legislation.
Invest in recycling and remanufacturing: Manufacturers need to invest in recycling and remanufacturing facilities to process the products that are returned to them. This helps to reduce the amount of waste that goes to landfills and to create new products from recycled materials.
Work with designers to create more sustainable products: Manufacturers can work with designers to develop products that are easier to disassemble and recycle. This can help to reduce the environmental impact of their products throughout their life cycle.

Consumers

Return products to take-back programs: Consumers need to return their products to take-back programs when they reach the end of their life. This helps to ensure that the products are recycled or remanufactured in a responsible way.
Choose sustainable products: Consumers can choose to buy products that are made from sustainable materials and that are designed to be disassembled and recycled. This helps to reduce the environmental impact of their purchases.
Reduce consumption: Consumers can reduce their consumption of goods and services to reduce the overall environmental impact. This can be done by buying less stuff, repairing things instead of replacing them, and sharing or renting items instead of buying them.

It is important to note that take-back legislation is not a silver bullet. It is important to address the root causes of overconsumption and waste in order to create a more sustainable future.

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