I’m fairly well-known in my research lab for being ‘completely disinterested’, in sustainability, slightly to the consternation of some of the people that I work with. Of course, (like most short statements like this), this has an element of posturing, but beneath this is a more strongly held position.

I think empowering the individual and that the collective power of individuals trumps any imposed structures, especially when imposed through evangelism (whether religious, environmental or political). All successful structures are built and maintained rom the ground up.

This places the onus on the citizen (us!), to do the right thing, but also for us as designers and creators to respond to citizens. So far, so woolly lefty (and also right wing free market).

The practical implication for design is that a guilt trip about the environment is not enough to change consumer behaviour. To succeed new products and services have to be better in their own right, separate from environmental considerations.

The new Sainsbury’s low packaging milk solution is a great example of this. You buy flexible polythene bags of milk and slot them in to a re-useable polycarbon jug. This is clever for 3 reasons …

1. The mechanism for ‘installing’ the bag is simple and spill-free (not an easy thing to achieve).
2. The jug provides a substantially more pleasurable pouring experience. It is easier to control (there is no ‘glugging’).
3. The packs of milk are freezer friendly, making it more convenient to stock up than go back and fore to the shops.

Perhaps I’m going green after all, but perhaps ‘green’ is realising that sack cloth and ashes is no substitute for good design