25.–26. feb. 2016, do–fr, 9:00–17:00

sustainable business innovation through longer-lasting products

wie können wir produkte gestalten, damit wir menschen sie länger schätzen und damit gleichzeitig die markenloyalität steigern

wie es gelingt die kundenbindung durch design zu erhöhen, erfahren sie in diesem zweitägigen workshop mit jonathan chapman, professor für sustainable design und director of design research initiatives, an der university of brighton. folgen sie dem vorbild von designern aus aller welt, von firmen wie SONY, Philips, Samsung und Puma.

früher oder später erreicht jedes produkt das ende seines lebenszyklus’. die heute (gelegentlich) eingesetzte methode der künstlichen obsoleszenz zielt darauf ab den neukauf zu forcieren. das garantiert aber keineswegs, dass das produkt durch eines derselben marke ersetzt wird, also wieder beim gleichen hersteller gekauft wird. geschäftsführer, marketing- und produktmanager sind daher an markenloyalität interessiert. dieser workshop zeigt, wie diese markenloyalität gesteigert werden kann.

schaffen designer begehrlichkeiten und tragen damit bei, den müllberg zu vergrößern oder agieren sie verantwortungsbewusst und schaffen gegenstände mit hoher emotionaler bindung, die wir nicht gerne wieder hergeben und damit auch nicht wegwerfen? 

wünschen sich unternehmer konsumenten, die laufend das neueste kaufen oder schaffen sie gegenstände von dauerhaftem wert und nutzen, also gegenstände von hoher qualität und  hoher emotionaler produktbindung?

mit diesen fragen, und mehr, beschäftigen wir uns intensiv im 2-tägigen workshop und erfahren was emotionally durable design bewirken kann damit kundenbindung funktioniert. der workshop zielt darauf ab neue ansätze zu erkunden die produktbindung zu erhöhen, ohne dabei kommerzielle lebensfähigkeit oder kreativen freiraum zu behindern.

wer soll daran teilnehmen?

unternehmer und geschäftsführer, die an »nachhaltiger« markentreue interessiert sind;
produktentwickler und industrial designer, die mehrwert durch emotionale langlebigkeit bieten wollen.

about Jonathan Chapman

is Director of Design Research Initiatives at the University of Brighton, UK. He is founder of the emotionally durable design movement, which he first published in his book,

Emotionally Durable Design: Objects, Experiences & Empathy

(Routledge, 2005) . Since publication, the term ‘emotional durability’ has been adopted by designers, students and educators around the world, providing valuable shorthand for the complex and manifold factors that determine the endurance of ‘value’ and ‘meaning’ in a given object. 

Chapman’s research in the field of longer lasting products and sustainable design has been widely adopted by some of the world’s largest design-led corporations including SONY, Philips, Samsung and Puma. He was invited to stand before the House of Lords (2008) and present formal evidence as part of their Enquiry into Waste Reduction (2008); advising on the development of EU environmental policies for the design of longer lasting electronic products. 

Chapman is a key contributor to the discourses on design, sustainability and innovation, receiving significant levels of critical acclaim from the United Nations (UN), New Statesman, New York Times, The Telegraph, The Guardian, The Independent, several features and interviews on BBC Radio 4 (Something Understood, Material World, Click-On and The Today Programme) and the New Scientist, who described him as a ‘mover and shaker’, and, ‘a new breed of sustainable design thinker’.

 Context

In today’s unsustainable world of goods, where products are desired, purchased, briefly used and then promptly land filled to make way for more, consumption and waste are rapidly spiraling out of control with truly devastating ecological consequences. Landfills are packed with stratum upon stratum of ‘durable’ goods that slowly compact and surrender working order beneath a substantial volume of likeminded scrap. It therefore appears clear that there is little point designing physical durability into goods, if consumers lack the desire to keep them. Why do we, as a consumer society, have such short-lived and under-stimulating relationships with the objects that we invest such time, thought and money in acquiring, but that will soon be thoughtlessly discarded?

What is »emotionally durable design«?

Emotionally durable design is an approach to design that reduces the consumption and waste of natural resources by increasing the resilience of relationships established between consumers and products. Professor Chapman established this theory in his book, Emotionally Durable Design (2005); describing how the process of consumption is, and has always been, motivated by complex emotional drivers, and is about far more than just the mindless purchasing of newer and shinier things; it is a journey towards the ideal or desired ‘self’, that through cyclical loops of desire and disappointment, becomes a seemingly endless process of serial destruction. 

The emotional durability of a product can be influenced through a range of means. In particular, by considering the following 5 points:

  • Narrative: users share an evolving history with the product
  • Consciousness: the product possesses free will, a mind of its own
  • Attachment: users feel a strong emotional connection to the product
  • Fiction: the product sustains mystery and holds attention
  • Surface: the product ages well and develops character through use

Workshop aims

This creative workshop aims to explore new routes to waste reduction by increasing the durability of relationships established between users and products; reducing the impact of modern consumption without compromising commercial viability or creative edge; addressing the actual causes that underpin the environmental crisis we face, to develop creative strategies, practical tools and object proposals that support deeper and more meaningful relationships with their users.

Books

Chapman, J., Emotionally Durable Design: Objects, Experiences and Empathy, Earthscan, London, 2005

Slade, G., Made to Break: Technology & Obsolescence in America, Harvard University Press, November 2007 

Packard, V., The Waste Makers, Penguin, Middlesex, 1963

Sterling, B., Shaping Things, MIT Press, 2005

Cooper, T., Longer Lasting Products: Alternatives to the Throwaway Society, Gower, 2010

Miller, G., Stuff, Polity Press, 2009

McDounough W. and Braungart M., Cradle to Cradle: Remaking the Way We Make Things, New York, North Point Press, 2002

Online

http://www.bbc.co.uk/news/science-environment-2139340http://the-future-is-here.com/emotionally-durable-design/

http://www.theguardian.com/sustainable-business/new-business-models-durable-design-radical

http://en.wikipedia.org/wiki/Sustainable_design#Emotionally_durable_design

http://lookupproject.org/sites/all/libraries/ckfinder/core/connector/php/sites/default/files/files/WandULar_toolkit.pdf 

http://www.slideshare.net/productdesign/eternally-yours