Future products mind the planet

Finally we are reaching the tipping point regarding conscious consumption. On October 2nd, Danish Marketing Association posted the article: 10 DOGMEREGLER GØR OP MED DE 7 DØDSSYNDER I BRANDING (10 Dogmas Threatening the 7 Syns of Branding), which puts focus on consumers’ growing attention to the future.


We have reached a point, where consumers are asking for environmental consciousness and real meaning. In the future, consumers will prefer the brands that manage to help them make the right choices and at the same time deliver responsibility themselves.

The growing consciousness is part of the shift in paradigms, which we find ourselves to be right in the center of. It is exciting! And at the same time very new to us and difficult to navigate.

The brand experience is to a large extend created by the physical product and its packaging. Which means that this must be first priority, when we design for consumers seeking to make sustainable choices. For this reason, we are now moving from “more” to “better”!

Now the questions in mind are: How will the various brands place themselves in this run, which is based on greater responsibility than ever before? Will they risk sticking to their current values and strategies? Or will it be a matter of “who takes the first step” towards a more conscious profile (and the rest have to follow)? How far are organizations willing to go for the love of consumers.

Is it possible to imagine a brand wishing to sell less products? Imagine a brand spending money processing material resources before the they start producing new products? We believe in it. As designers we want to set new standards for future products in a more responsible direction.

The article from Danish Marketing Association focuses on the brand value for those who manage to embrace the dogmas. (That is not a task we will pursue, but..) As designers we believe that we can affect the early stages of the process and seek to simplify the task by bringing the stigmas into the design process. How do we create products with a long life cycle? How do we reuse existing materials, when we design new products? How do we raise the aesthetic bar for upcycled products? How to we manifest a long term relationship between product and consumer?

In the design process we have many opportunities to help organizations create sustainable products and set the standard for future consumption. In the future, consumers shouldn’t buy more, but better products. At the same time we should make it easier for consumers to to make deliberate choices by ensuring transparency in the products lifecycle.

Moreover, it is important - as Danish Marketing Association writes, to reach a design level for sustainable products, which is responsible without being a question of wearing sackcloth and ashes.

This is also a matter designers have a great impact on. We need to make sure, that making sustainable choices isn’t a question of choosing between “the beautiful chair” or the ‘sustainable chair”. We need to unite these values in one chair, so the consumers doesn’t have to compromise their values or choose one above the other. Brands of tomorrow makes it both easy, fun, exciting and perhaps sexy to change the lifestyle which create problems for both humans, animals, environment and climate, says Danish Marketing Association.

How do you think design companies can contribute to a more sustainable consumption culture? Give us your opinion on Linkedin and stay tuned for further discussions on responsible production and plastic.

RIkke Ullersted