Ethics:
Understand why someone has asked you to create something
Sustainability:
Environmental stewardship + social equity = bearable
Social equity + economic prosperity = equitable
Environmental stewardship + economic prosperity = viable
Environmental stewardship + social equity + economic prosperity = sustainable
Sustainable Issue Mapping:
Rupert Bassett and Lynne Elvins (in Roberts, 2003) developed an approach to sustainable practice
A diagonal cross axis is used to represent 4 tenants of sustainability: financial, social, personal, environmental
Financial:
Creating financially viable work focuses on the design issues that affect the costs of distribution and production [...] but if designers focus too much on cost cutting or profit making, the danger is the results will be too uninspiring.
Social:
The overall question posed by this agenda is whether the finished design benefits society as a whole.
Personal:
Creating personally desirable design work is about fulfilling the dreams and desires of individual consumers.
Environmental:
Environmentally responsible design is about considering the natural resources depleted in the production process.
Putting this into practise by applying the framework to the D&AD brief Grown Up Chocolate Company:
Financial: cost of plastic for packaging, cos of printing for packaging, cost of advertising vs profit
Social: health benefits/concerns of the sale of the product, advertising, social media
Personal: in-line with the designers personal ethics, in line with the designers skilss
Environmental: impact of creating the packaging, impact of the distribution, impact of the disposal of waster packaging
Sustainable Companies:
Creative Concern, Manchester
Footprint, Leeds
Cast Iron Design, Boulder, USA
Re-Nourish