Design for Nonsumers

trends in innovative designs across multiple disciplines that appeal to a new breed of future-focused

ecologically minded consumers

We believe that there is a new breed of ecologically-minded yet future-focused

consumer emerging. We’re calling them nonsumers - people who are actively

cutting down on their consumption and looking for a more sustainable way of living

that still fits into a modern, technology-driven world. Where have they come from and what ‘s driving their buying behaviour?

Let’s start with where we are…

Source: www.worldbank.org

But don’t get disheartened because…

Source: www.worldbank.org

The big question is: if the credit tap turned back on again would we simply go back to

the way we were…

Or has a rising awareness of the need to change our behaviour in order to stem

climate change combined with the realisation that we can still have good

lifestyles while buying less challenged our values so fundamentally that there’s no

going back?

On April 15 each year, the UK goes into ecological debt…Do Good Lives Have to Cost the Earth, Andrew Simms & Joe Smith

Approximately 65 per cent of the annual growth in carbon dioxide emissions is due to the increase in global economic activityNew Economics Foundation, www.neweconomics.org

On April 15 each year, the UK goes into ecological debt…Do Good Lives Have to Cost the Earth, Andrew Simms & Joe Smith

we knew this stuff when times were good…

But luckily there were lots of things to buy that

made us feel better about it all

Hmmm, so many overpriced organic olive oils to choose from…

Very expensive and ethical - what’s not to like?

What ..

no special offers?

Well that makes sense - a “hydration vessel” for 30 quid when I could just buy a plastic water bottle for 2 and keep using it!

Of course - that’s the solution. Buy a car! Why didn’t we all think of this sooner…

Organic and ethical was almost exclusively a value-add proposition in the boom years. But this luxury positioning is very much at odds with the new mood of austerity and the pragmatic need for frugality….

And I’m not alone in thinking so

“One in nine people polled in a survey of 1,030 adults in July said they could no longer afford to pay a premium for ethical or environmentally friendly products, while 19% said they were not in a financial position to think about such issues.

But, the new research from consumer, media and market research firm Mintelalso found a strong commitment to ethical and environmental issues among consumers with 97% of adults claiming to have adopted at least one of the "more green" types of behaviour included in the survey.”

Source: Mintel via The Guardianhttp://www.guardian.co.uk/environment/2009/oct/12/ethical-shopping

What’s important to nonsumers?

- Proactively buying less

- Living small, compact and without wastefulness

- Thinking ethical, all the way through the chain

- Rejecting unnecessary products, embracing experiences

- Expressing self through what they do, not what they have

- Being part of global communities of like-minded people

- Crusading for change through how they behave and what they buy

Let’s look at some of the trends that are driving a new form of design with nonsumer appeal…

URBAN FARMINGFuture ecological living is going to be urban-focused. But nonsumers have a new appreciation for the local and the natural alongside an understanding of the spiritual importance of connecting with Nature’s biodiversity. Here are some ideas that bring the farm back into the city…

Eco-pod

A living skyscraper

AquaponicsFarm in Box

A rooftop fish pond that grows vegetables

Biosphere FarmFuturistic kitchen garden from Philips

The Bikube

An urban beehive that attaches to your outer wall

The Eglu

A town garden chicken coop

Vbites

New family-friendly vegan fast-food restaurant led by Heather Mills

Stuwer

A vending machine for local farm produce

MULTIFUNCTIONALITYFor people who are trying to live with less “stuff”, multifunctionality not only makes financial sense, it makes ecological sense. Products that are cleverly designed to perform more functions and to extend their life will be valued. Here are some innovative designers who are responding to this trend.

Vanishing Creatures

Packaging that turns into a bird feeder

(and allows you to eat chocolate rhinos…)

Solo Ora

Clock, mirror and lamp in one object

Andrea

Decorative indoor planters that filter and purify the air

1to3

A garment that changes form and function

Energy Belt Monorail system by Iosa Ghini in Bologna, a multifunctional structure that incorporates a solar system and pedestrian walkway

Iflect

Fashion that becomes reflective at night for urban cyclists

Solar panels shaped like clay roof tiles

Trask

Low-energy LED lighting system that can be reshaped as a standard lamp, desklamp or overhead track lighting.

THE HUMAN TOUCHA combination of factors - technology & social media, the global recession, an appreciation of the simple way of life, a straightforward reaction to the highly technical forms of the past 10 years - is driving a return to products and services with a spirit of humanity.

Good Hotel

Guest co-creation wall in a low carbon hotel

We are scarf

Community-created design for a design-led fashion scarf

Calgary Society for Disabilities Annual Report

Entirely written by hand on objects bought through fundraising efforts

Scott Chair

Gathers fibres from bottoms to create a story of all who sat in it

aboxlife.com

Recycled box project where people can add to the story of each box via a tracking number on web/ mobile/ twitter/ flickr

Kinded.com

Community brand-building initiative by kindsnackswhere an act of unsolicited kindness is supported by a card which is tracked as it travels the world

The Forever StoryA public online story-telling project to raise funds for autistic children

Fabric CalendarA slightly sinister photographic take on middle England

FUTURISTIC ECOUntil now, ecological products were visibly so. Nonsumers appreciate design, and with the new mood of austerity, future-focused eco design will be both intelligent and stripped back, not just to eliminate unnecessary materials and processes, but to reflect an almost monastic aesthetic.

Tofu Chair

100% recyclable breathable chair that moulds to the human form

Lanana

Shopping bag made of folded recycled paper

Philippe Starck & Ballantyne

Multifunctional ergonomic garments made with “intelligent cashmere”

Ecopod coffin

It's made only of earth-friendly materials, such as papier mache, which readily biodegrades when buried.

CRUSADING COMMUNITIES

The collapse of many of the stable structures within society -religion, global peace, the environmental health of the planet, our financial system - is spurring the search for a new meaning in life. Crusading brands with evangelistic qualities and genuine integrity that allow people to gather around a common purpose will win in this new economy.

Change

Obama’s use of social media united America around a common crusade for change

The Human Race

Nike united a global community around running and tapped into running’s spiritual qualities

Earthkeepers

Timberland’s eco outdoor boots were supported by a viral tree-planting campaign and an online community of Earthkeepers activists

Earthkeepers

Activist website and online shop

1010

Public campaign with a simple rallying call - cut carbon emissions by 10% by 2010

1010

Twitter page that makes you feel part of something big

LoFiAesthetics that are driven by content and functionality combinedwith an appreciation of the hand-made and the authentic.

Sew Sew

Handstamped branding system by Because Studio

Wolf Olins

Deceptively underdesignedwebsite with “elastic” pages

Twitter

Inclusive, easy to use, open & sharing ethos.

Blogs

Free Wordpress templates rule! The lo-fi website that values content above all and still allows you to express your personality.

Hattomonkey

Uber modern milk packaging design that embroidery as the graphic device

CRADLE TO CRADLEHighly innovative designs using environmentally-friendly production processes that incorporate an ecological end for a product when it comes to the end of its life.

Cradle to Cradle

Technical nutrients and biological nutrients to remake the way we make things. Essential reading.

Sebola

Technical sportswear that is Aesthetic, Technical and Ecological. Great brand, great ethos.

EcoATM

An ATM for recycling consumer electronics

Bloomcard gift card

When you’re done, cover it in soil and it turns into wildflowers

Are these just niche products with niche appeal?

83% of global consumers say they are willing to change their consumption habits if it helps make the world a better place to live, and 68% feel it's becoming unacceptable not to make efforts to show concern for the environment or live a healthy lifestyle.

Source: Edelman global survey of 6,000 consumers, Oct 09

Interested?Bored?Cynical?Inspired?Join the debate or share your ideaswww.twitter.com/nonsumersOr every time you find something that you feel is relevant to this group of people, just add #nonsumers to your tweet and let’s build a global picture of how things could be.

Want to hear the background to the nonsumer theory?

www.wearethreesixty.com