It´s not about the planet-Embracing eco-design, driving competitive advantage

Sustainable and environmental, is the clarion call for 21st Century and a challenge to our consumption led lifestyles. Therein lies a conflict, on one hand environmentalism on the other emergence from the economic doldrums, the later predicated on consumer confidence and increased sales. In response we placate our eco-consciences purchasing `green products´ in `eco-stores´. This research will suggest that the eco-retail picture is rather more complex than it seems with existing eco-strategies focused on the building envelope the internal fixturing and display have been neglected. With the UK´s spend on this sector equating to circa one billion pounds in 2011 it has a responsibility to challenge existing practice. Yet why is the response so slow and why are brands and retailers so reluctant to press the eco-design agenda? This paper debates this conflict between retail and sustainability and in doing so collates findings from a number of research studies undertaken by the author which have wider relevance. Evidence suggests that in order to face this challenge and move on from the status quo designers cannot simply salve their conscience by designing sustainably. Rather they have to become advocates for change, persuading clients that eco-design strategies complement their business agenda and provide a financially sound return on investment. This research presents a strategic design management approach to evidencing the environmental and financial credentials of eco-design in order to persuade clients that embracing eco-design can drive their competitive advantage.