Permanism: Towards the Obsolescence of Disposable Furniture

PERMANISM TOWARDS THE OBSOLESCENCE OF TOWARDS THE OBSOLESCENCE DISPOSABLE FURNITURE OF DISPOSABLE FURNITURE

MASTER THESIS BY JUDY CHI

PERMANISM TOWARDS THE OBSOLESCENCE OF DISPOSABLE FURNITURE

MASTER THESIS BY JUDY CHI

© COPYRIGHT 2016 BY JUDY CHI ALL RIGHTS RESERVED FOR INQUIRIES, CONTACT: jchi1@sva.edu judy-chi.com SCHOOL OF VISUAL ARTS MFA PRODUCTS OF DESIGN 132 WEST 21ST STREET NEW YORK, NY 11217 productsofdesign.sva.edu

JUDY CHI AUTHOR DESIGNER ALLAN CHOCHINOV CHAIR, MFA PRODUCTS OF DESIGN SVA THESIS ADVISER PETER AMBROSIO EDITOR

CONTENTS CH 1 INTRODUCTION

1

CH 5 LENS | DUPLICITY

49

PRECIOUS PROSAIC CH 2 GOALS & OBJECTIVES

7

CONFRONTATION CELEBRITY AD CAMPAIGN

CH 3 RESEARCH & METHODOLOGY

13

I HEART IKEA

HEDONISM & SLOW LIVING CH 6 LENS | SIMPLICITY

VOLUNTARY SIMPLICITY TODAY CAPITALISM

COMMON COLLECTION

ECONOMIC DEGROWTH

ADDED VALUE TABLE

MODIFICATIONS TO CAPITALISM

TUBULAR

TRIPLE BOTTOM LINE

ORIGINAL OAK

WITHIN THE PRINCIPLES OF CAPITALISM

QUATTRO TABLE

DECOUPLING USE & OWNERSHIP

QUATTRO BENCH

VIABILITY OF THE SHARING ECONOMY

LATTICE

MOVING AWAY FROM DISPOSABILITY

METROPOLITAN

ANOTHER AVENUE | POLICY CHANGE

NORMAN

BEHAVIORAL ECONOMICS

LET'S GET PHYSICAL

69

VALUE ENGINEERING CH 7 LOOKING FORWARD

CONCLUSION

CH 4 AUDIENCE & MARKETS

41

161

BIBLIOGRAPHY

165

ACKNOWLEDGEMENTS

167

MILLENNIAL CONSUMERISM USING PERSONAS | URBAN NOMAD ADOPTION CURVE

8

CHAPTER 1

INTRODUCTION When I was growing up, like most middle-class American households, my family owned a washer and dryer set. However, I am the first-generation daughter of Chinese immigrants and my parents did not view these appliances the way that most of our neighbors did. They had been raised in a time and place where limiting consumption was part of a prudent lifestyle. So to save energy and keep costs in check, my brothers and I were forbidden to use the dryer except in an “emergency.” I was never clear what constituted a drying emergency, but I did know that our clothes were always hung out to dry even though we owned this enormous Kenmore dryer. While my parents’ prosperity increased throughout the years in America, frugality continued to be a way of life. We only bought things when they were on sale and usually frequented discount stores. When I was in grade school, I wore my brother’s hand-me-downs and regularly endured being mistaken for a boy. I would make dolls and toys from fabric scraps, wrapping paper, leftovers and out of most anything that was around. So it was from an early age that I was instilled with an aversion to waste. This value system has been the basis for many of my later efforts in life.

Today, the values of my parents weigh heavily upon my thoughts as I observe modern American society in action. After moving out on my own, I of course ultimately adopted my own lifestyle choices. The years of living, working, and becoming immersed in America’s consumer culture have ultimately transformed me into one of its many voracious consumers. One result of my relentless shopping is that my life is overrun with clothes and assorted stuff, and I am in a constant battle to organize and simplify. Thus, there is a part of me that obsessively,

INTRODUCTION

1

and perhaps irrationally, believes that if people can streamline their homes and possessions, it will bring harmony to their lives, and potentially the world. It’s a fixation that explains my career path the last 18 years working as architect on small, urban spaces. I love the challenge of squeezing something beautiful out of almost nothing. While minimalism was a choice for my parents in America, we now live in an era where the challenge of limiting consumption is not just worthwhile but vital to the survival of the planet.

The necessity of using sustainability as a guiding principle in design has become incontrovertible.

Human beings’ present rate of consumption has become an existential threat to the planet. There is no more conspicuous example of this impact than global climate change. Driven by human activity, the Earth’s climate has undergone several noticeable shifts, including but not limited to melting ice glaciers, rising sea levels, and increasing storm activity that devastate whole communities and cities. Additionally, exponential human population growth will stretch our resources and force us to fundamentally rethink our relationship with the products we use on a daily basis.

It is anticipated that we will 9 billion people by the year 2050. Curtailing consumption must now become a central tenet of design as it moves forward.

In considering how I could contribute to a better future through design, I decided to use my own life experience as a guide. I studied architecture as an undergraduate and while I found it to be engaging and invigorating, the lack of immediacy in realizing my designs was limiting. For obvious reasons, the practice of architecture requires designers to work at a much smaller scale than the true final solution. As a student, naturally none of my designs ever came

2

INTRODUCTION

to fruition so this was at times akin to working in a

about the life of an urban nomad. During the first

vacuum. Later in my career, I learned that it is only

year of my MFA Products of Design program at the

with the experience of seeing your work built at full

School of Visual Arts, the early coursework examining

scale many times that you begin to understand how

the consequences of consumption and the systemic

your designs will render in the real world. Even with

problems it was a part of, turned what was once admi-

this, there is still the delay of months or even years

ration into concern. Even with the arduous hours and

before your work can actually be constructed. It was

brutal jet lag, it had seemed exciting and even glam-

at this point in my studies, late in my college career,

orous, working with such passion towards a common

that I first developed an interest in furniture design. I

goal with fellow coworkers. It was also a bonding

was eager to work in a medium that allowed for more

experience that fostered enduring friendships.

immediate and tangible results. With furniture, design

However, upon studying slow living, a philosophy that

concepts can be more readily understood since pro-

embraces minimalism and simplicity, I realized that

totyping can happen at a one-to-one scale. Also, my

perhaps my colleagues and I were racing through

leanings towards the utilitarian drew me to furniture

life without really experiencing it fully or with any

because of its inherent functionality. There are many

awareness of the environmental and social impact of

areas of product design that result in frivolous or

our daily activities and habits. There was such a focus

unnecessary products, but with furniture there is an

on consumption, materiality and status that it struck

undeniable purpose.

me as unbalanced. My research started to bring into question my desire to create products to facilitate this

My interest in furniture deepened during my profes-

lifestyle. It was only when I started seeing the impor-

sional career working in corporate America as an

tance of designing with sustainability as an aim that

in-house architect for large financial companies.

a new path began to emerge. This shift in perspec-

I began to encounter people who all fell into the

tive is best summarized by the words of activist Igor

category of what I refer to as urban nomads, a group

Vamos, in his 2014 Reed College commencement

I could be counted among for a number of years.

speech. Referencing notable Reed drop-out Steve

These are people living an incredibly accelerated

Jobs’ mantra to young people to “do what you love”,

lifestyle dominated by their careers. They work long

Vamos suggests instead that “do what you love” is no

days, travel internationally on a regular basis and

longer appropriate:

relocate frequently from city to city or even country to country. They move from one tiny apartment to

“When you graduate into this new era, I say find your

the next. I became interested in designing products

best skills and do what you must. I say do what you

tailored to this very specific demographic, especially

must because the planet is in your hands. If we are

the furniture that would be suited to their seemingly

going to have any love left we must take back the

jet set existence. I went to graduate school with this

future of this planet from those that conspire to ruin it.”

interest in mind.

Rather than support and cater to the needs of people However, there was something I had not considered

who are perhaps the greatest offenders when it

INTRODUCTION

3

“When you graduate into this new era, I say find your best skills and do what you must.

I say do what you must because the planet is in your hands.�

Igor Vamos Activist, The Yes Men

4

INTRODUCTION

comes to hyper-consumerism, it would be more mean-

manner was not a straight line. My initial focus was the

ingful to change their habits and even their mind-set.

slow living movement, which then led me to examining Hedonism as a possible philosophical backing for

Essentially this thesis looks at one of the daunting

my work. What attracted me to these ideas were their

problems facing our civilization and considers solu-

emphasis on simplicity and balance as a way to more

tions from the other end of the spectrum. We often

fully experience life while reducing environmental

talk about addressing environmental problems in

impact. However, ultimately what was more compel-

terms of nation states and sweeping policy propos-

ling was shifting focus to product and service solu-

als. The formation of The United Nations Framework

tions. Broad philosophical ideals that require a vastly

Convention on Climate Change (UNFCC) in 1992,

different way of life may have a romantic appeal, but

an international treaty to control greenhouse gas

are not easy for most to adopt. Using an approach

emissions, is one such grand approach. While the

that emphasizes practical incremental improvement

recent 2015 convention in Paris resulted in extensive

harnesses our good intentions in the best possible

commitments with 195 countries signing a legally

manner—by making them easy to act on. In this way

binding agreement to set global average tempera-

design can help us increase the chances that people

tures, it has been a long-time in the making to reach

can live in harmony with nature in a practical and

this momentum.1 What if change could also come from

sustainable way. The irony for me is that in our current

the accumulation of many smaller decisions made

era the values of my upbringing, which seemed like

by many people on a daily basis? It is in our power

a cultural anomaly at the time, have become nothing

to reform and renew the life cycle of everything we

less than an ecological necessity.

create. We only need look at these products with a different set of priorities. This is where design can become a crucial tool in enabling people to take action. Examining consumption patterns and using design to reduce waste allows for us to tackle the issue, bit by bit in our everyday lives. The objects that make up our immediate surroundings, how they are acquired and disposed of, are things that design can shape in profoundly impactful ways. Strikingly, the main hurdle can sometimes be that even people with the best of intentions have become habituated to consuming in wasteful and inefficient ways. To combat this, design must not only factor in the quality of an object but also how it incentivizes behavior.

As I have described, the path to using design in this 1 Davenport, Coral, “Nations Approve Landmark Climate Accord in Paris,� The New York Times, Dec. 12, 2015, accessed January 9, 2016, http://www.nytimes. com/2015/12/13/world/europe/climate-change-accord-paris.html

INTRODUCTION

5

6

OBJECTIVES

CHAPTER 2

GOALS & OBJECTIVES During my research, I engaged with over two dozen experts from many industries and I queried each of them on how we might reconcile this tension between consumption and sustainability on a planet with finite resources. Not surprisingly, their responses offered wide ranging insights given the breadth of professions— from finance, design strategy, food systems, education to social science.

My interview with Warner Barnes, a designer at the NEW INC. incubator, working on sustainable product solutions provided a pivotal moment for my work. He expressed his frustration with current behaviors, “When you talk to people, they say they care about the environment, social equality, being good person, but then they have a wardrobe of products that’s offensive. They say they want to be sustainable but in the end they do what’s convenient and in front of them.” While I nodded my head emphatically agreeing with him, I realized that as I was working on this thesis promoting a more balanced and sustainable world, I was carrying on the most wasteful existence myself.

With the demands of graduate school, there has been little time for sleep, never mind being environmentally responsible. Preparing my own meals, or lugging around a water bottle and tote bags is not an option for me.

My life is all about convenience and one take-out meal after another. In the back of my mind, I had justified this lifestyle with the excuse, “I’m just too busy!” It was only later that it dawned on me that I was that horrible person that Warner was describing. I was the worst hypocrite. It was at this stage that I shifted gears and began to

OBJECTIVES

7

examine the question, how can design fight hypoc-

dictate the choices that person will have. A designer

risy? More specifically, how can design channel good

has the power to recreate that framework and to build

intentions towards sustainable actions?

into it a certain set of values.

As a starting point, this thesis examines the reasons

Some of the design ideas presented here work within

why people’s behaviors do not always match their

the existing systems and others attempt to disrupt

expressed intentions to determine how design can

them. However, the more radical proposals are

be used to change these patterns. Are the systems

offered with the knowledge that they are a significant

we have in place partly to blame for our bad behav-

step away from the status quo. To make real strides

iors? In the United States, capitalism and its call for

towards a sustainable furniture industry, success is

constant economic growth have been ingrained into

more likely if solutions are approached from multiple

our culture—we are encouraged to consume in glut-

angles. The work here touches on every stage in

tonous proportions. We’re even told that our con-

the life cycle of a product, starting with the various

sumption is “good for the economy”; as if it is our civic

possible materials that can be used to produce it,

duty to continually shop. We have come to equate

moving all the way to its disposal—in fact, questioning

economic growth with prosperity. The field of behav-

its disposal. In a reflection of how the industry, our

ioral economics also sheds light on other factors that

culture and government actually function, the ideas

thwart these good intentions. Both inertia and limited

here do not point to one specific, cure-all model.

cognitive capacity play significant roles. Studies dem-

Instead they establish a value system that promotes

onstrate that humans are not naturally proactive and

sustainability and create strategies that enable people

it’s our inclination to do nothing, even when it is to our

to affirmatively support those principles. By present-

detriment. Humans can become immobilized when

ing these interventions in one particular industry, this

overwhelmed with a flood of information and choices.

thesis encourages others to do so in their own areas

In today’s internet-connected world, there are a

of interest to reduce impact to the environment.

myriad of data points and options bombarded at us, all demanding our attention and requiring decision-

The goal of the work is to demonstrate that there is a

making. People shut down after a certain point. How

more sustainable way forward that does not diminish

best to design for less consumption in these systems

quality of life or create inconvenience. While this

that encourage the exact opposite?

thesis looks at that way forward through several very different approaches, they all capitalize on employing

To begin to unravel these questions, a more holistic

the path of least resistance. If sustainable products

view of the systems in place is necessary. By examin-

and services can be designed with the same quali-

ing and mapping out these structures, their intercon-

ties that Americans find so seductive with dispos-

nections and the behavioral incentives of consumers,

able products—its convenience, low-commitment,

we can begin to see strategies to address the

affordability and ease-of-use— then the likelihood

problem. By the time a person is ready to buy a table,

of adoption would be much higher. Each of these

a series of decisions has already been made that

strategies is designed with this in mind. With an early

8

OBJECTIVES

intervention, using the sharing economy as a model, I

Perhaps the biggest transformation would be one of

propose services that would optimize distribution and

public perception—changing what consumers view

use of the inventory of furniture already in existence

as being disposable. Not more than 50 or 60 years

in a continual cycle that is consumer friendly while

ago, the idea of disposable did not even exist. The

mitigating some of the worst environmental impacts

physical objects in our lives were intended to be with

of consumerism. Another approach embraces new

us a lifetime or longer. With all of the interventions

materials and technologies. The advances in digital

proposed, this thesis looks to re-engage people

fabrication allow for an entirely new language in

with the physical products in their lives as objects of

furniture construction. With computer numeric control

permanence. In the last generation, ownership often

(CNC) machines, traditional methods of assembly

meant one person having something for a lifetime. In

using metal hardware, glues and separate panel

the age of the Internet and social media, we no longer

components can potentially be eliminated with the

have to commit to things for this long—we have the

use of live hinges, which create bends from a single

luxury to exchange, sell or share with others in our

continuous sheet of wood. Further promoting digital

community. We have the ability to foster a new kind of

fabrication is the model of open-source design,

ownership. Through these channels, we can create a

popularized within the software development world.

shift towards positive sustainable actions.

Template drawings for furniture designs can now be shared online, allowing each new interfacer to add his

However, as much as the work here presents a

or her improvement to it, taking advantage of crowd-

holistic vision for changing the future of furniture

sourced design.

consumption, each part can function and have an impact when separate from the whole. Most change,

In conjunction with these technological innovations,

as history shows us, is incremental and hard fought

a new approach to manufacturing and distribution is

and therefore radical change requires ideas that are

also possible. Shifting manufacturing from giant fac-

flexible and cast a wide net. While my initial explora-

tories in far away countries such as China, to multiple

tions use manipulation and deception to get people

small local and independent fabrication shops is

to do the right thing, my later efforts, instead rely on

now a consideration. This not only reduces on the

making the right thing easy to do. Recognizing that

environmental impact from international shipping

human efforts can be stymied by limited cognitive

but also reduces warehousing of stock and supplies

capacity, this thesis proposes to design products and

since products can be made to order as needed.

services to enable people to follow through on their

Yet another path is to leverage under-valued and

best intentions.

under-utilized, “humble” materials, such as paper and cardboard, which have a lighter carbon footprint than traditional furniture materials, like wood, metal and plastic. By integrating these materials thoughtfully to create products of high design, we can assign new value to them.

OBJECTIVES

9

10

OBJECTIVES

OBJECTIVES

11

12

OBJECTIVES

CHAPTER 3

RESEARCH My thesis started with the impulse to do a lot with a little. Working in the architecture and construction industry, I was acutely aware of various trends toward maximizing small spaces. One of these trends is the tiny house movement. The intent is for people to dramatically downsize their living spaces in order to increase the efficiency of their lifestyle and minimize their environmental impact. By scaling down to 400 square feet or less and removing both physical and psychological clutter, people not only create simplicity in their lives, but also add greater fulfillment by creating more room for relationships and human interaction. My interest in the tiny house movement soon led me to the similar but more encompassing slow living movement.

THE RELATIONSHIP BETWEEN HEDONISM & SLOW LIVING The concept of slow living began with the slow food movement in 1986, when Carlos Petrini, an Italian journalist, lead a protest against the opening of a McDonald’s in the historic Piazza di Spagna in Rome. Its initial aim was to defend regional traditions of food consumption and production against the commercialization of fast food, but it grew to become a broader philosophy that recognizes the strong connections between food, culture, politics, and sustainability. 1 The holistic concept soon spread to other subcultures including slow living. Slow living seeks to find happiness and fulfillment by taking the appropriate amount of time to experience life. It is not about doing things slowly or with deprivation, but engaging in them at the right speed—some activities require moving quickly and some slowly. And like slow food, it promotes a comprehensive approach that considers the

1

“Slow Food,” Wikipedia, accessed Jan 10, 2016, https://en.wikipedia.org/wiki/Slow_Food

RESEARCH

13

well being of many, not just a few, hence reconnect-

ment, what she was doing was quite the opposite.

ing people back with community and the earth.2

She expressed her love and enthusiasm for this

I quickly found that slow living has many philosophi-

lifestyle-- how it gave her the ability to have ties to a

cal similarities with hedonism. Many of us think of

huge network of friends all over country. Instead of

hedonism as being about excess and decadence.

having a community of colleagues, family and friends

However, with the philosophy of Hedonism, there

in one city or region, she had them all over the US.

is a branch called Epicureanism, which seeks to

She never felt alone.

find pleasure through simplicity and balance. Too much of one thing can be as toxic as too little. So, in

Dani’s sister Brittany similarly gave up her apartment

effect, hedonism and slow living are one in the same.

and possessions, even becoming a simple living

Embracing slow living means living hedonistically.

lifestyle coach to help others interested in making the

It means living with absolute pleasure, balance and

transition. Speaking to her, it was clear how grounded

simplicity.

and happy she felt. Her consulting business allowed her to work from anywhere in the world and she was

VOLUNTARY SIMPLICITY TODAY

constantly on the move, seeking new communities

I continued by examining how wide-scale adoption of

and adventures.

these values might affect our consumerist habits and attitudes. How does it translate into our daily lives and

While Americans need not take as extreme and

begin to shape the objects and the physical environ-

nomadic a path as Dani and Brittany to find balance

ment around us? In the U.S. and many other devel-

and contentment, simple living is still a challenge. As

oped nations, prosperity has come to be measured

with any fundamental change, a lifestyle overhaul can

by the economic growth spurred by constant

be a daunting amount of work. And while voluntary

consumption. Can design be used to shift values and

simplicity is growing in popularity, most are still living

reconcile this imperative for constant growth?

the accelerated consumerist life, at odds with a

In speaking to sisters Dani and Brittany Taylor, I

sustainable society.

found that simple living can indeed have an extreme impact on one’s physical environment. In 2012, Dani

In interviewing two professionals involved with

a carpenter for traveling theater companies, decided

promoting the slow movement, I found that even for

to streamline her life down to a 46-liter backpack and

these role models, it was difficult to adhere to their

a bicycle after her divorce from her husband. Besides

principles. I was relieved to see that I was not the only

those two possessions, she gave up everything

person preaching one thing and doing another.

including her car and apartment in Rhode Island. Her

In 2004, writer and journalist Carl Honoré, gave great

work the last 20 years touring with these theater

impetus to the slow living movement with his book

companies had shown her a life of freedom on the

In Praise of Slowness: How A Worldwide Movement

road and she chose to embrace it. While some might

Is Challenging the Cult of Speed. In his 2005 TedX

assume she was running away from life and commit-

talk, he notes the irony of his book tour. In order to

2 “What Is Slow Living,” Slow Living Summit, accessed Jan 11, 2015, http://www. slowlivingsummit.org/what-is-slow-living.

14

RESEARCH

promote his book on the virtues of slow living, he had

to race from city to city on a whirlwind circuit to get

stage with work-life balance.” This made me realize

the word out. At that TedX talk, he even had to speak

that investigating this discrepancy between our inten-

quickly to finish within the allotted twenty-minute time

tions and our everyday behavior was perhaps the

limit. In that same speech, he admits to several other

path that would lead to the change I was seeking.

infractions during the research of his book:

As I continued my philosophical explorations and studied those who sought to live these lifestyles, the

“…less is very often more... slower is very often

inherent tension between these movements and

better. But that said, of course, it’s not that easy

society at large became more obvious. Capitalism

to slow down, is it? I mean, you heard that I got a

often rewards those who continually produce more

speeding ticket while I was researching my book

and with great speed. These values are directly at

on the benefits of slowness, and that’s true, but

odds with ideas that encourage us to slow down

that’s not all of it. I was actually en route to a dinner

and simplify. It was necessary to look at the broader

held by Slow Food at the time. And if that’s not

economic theories and investigate whether there was

shaming enough, I got that ticket in Italy. And if any

any way to reconcile these two diametrically opposed

of you have ever driven on an Italian highway, you’ll

forces.

have a pretty good idea of how fast I was going.”

CAPITALISM The great paradox is that the advocates who are the

The origins of capitalism began with the birth of

best and most inspirational at promoting slow living

classical economics, a theory about the behavior

to others, become popular and in-demand. More

of markets that was developed in late 18th and 19th

and more people begin to want access to them—the

centuries by the European political economists

added talks, interview and commitments make their

and philosophers Adam Smith, Thomas Malthus,

schedules busier and busier. They become so busy

Jean Baptiste Say and John Stuart Mill. Their theory

that they have difficulty embracing the lifestyle they

embraces a laissez-faire government approach

are prescribing!

because they believed that markets regulate on their own and perform best without interference.3

I found this to be true with Mary Cleaver, the founder and owner of the Cleaver Company and The Green

Adam Smith’s book on this theory, The Wealth of

Table restaurant, who has spent the last 35 years

Nations, published in 1776, was influential in shaping

bringing farm-to-table dining and regional food

economic thinking to this day. It stated that the wealth

sourcing to New York City. In 2011, Slow Food NYC

of nations was based on trade between parties,

awarded Mary for her contributions to the movement.

not acquisition of gold. If two entities are allowed to

When asked how she was able to juggle her many

exchange products of value because they see an

responsibilities between the restaurant, catering

opportunity to earn a profit, then the total wealth of

business, board memberships, organization affilia-

the nation will increase.

tions and family life with her husband and daughter, she sheepishly admitted, “I’m still in the ‘working-on-it’

3 Classical Economics,” Wikipedia, accessed January 31, 2016, https:// en.wikipedia.org/wiki/Classical_economics

RESEARCH

15

“Growth above a level that satisfies basic needs does not improve psychological wellbeing. It has more costs, than benefits, especially environmental. "

Giorgos Kallis, Christian Kerschner & Joan Martinez-Alier The Economics of Degrowth

16

RESEARCH

Today, this increase of economic wealth is still the

psychological wellbeing. It has more costs, than

dominating objective for nations as it is seen as the

benefits, especially environmental. The core question

path to prosperity. Furthermore, primary research

for the 21st century economics is not how nations get

interviews with business analysts and other finance

rich, but how they ‘manage without growth.’ How can

experts reveal the belief that prosperity and

degrowth become stable and prosperous?” 4

economic growth cannot be decoupled. Lou Pizante, CFO-COO at Good Corps stated “Yes in principle if

To support their case, the authors point to the failure

you have degrowth, you cut prosperity. If you’re not

of austerity measures implemented in Southern

growing the top line, and are growing the bottom

Europe to address the recession that followed the

line, people will be worse off. You either have to grow

2008 global economic crash. 5 The inadequacies

the top line, or decrease the bottom line.” Michael

of this approach are perhaps most evident with the

Sklansky, Vice President of Corporate Strategy at

debt crisis in Greece, which resulted in the country

MiFi-Novatel Wireless, Inc. believes “Capitalism has

accepting a five-year program of austerity measures

worked for so long… its idiot proof. There would be

in 2011 in order to save €28 billion.6 Four years later,

global inefficiencies if everyone took on economic

these austerity measures failed to produce a recovery

degrowth.”

and in 2015 Greece was still in economic turmoil.7 A 2011 article in The Economist about the euro crisis

ECONOMIC DEGROWTH

describes the challenge with austerity succinctly,

At the other end of the spectrum, there are ecological

“It is not possible for everyone to save their way to

economists and environmental scientists who feel

prosperity.” 8

that the capitalist economic policies from the past 70 years have not worked. This includes measures

Kallis, Kerschner and Martinez-Alier also note the

using austerity, which cut social services and add to

failures of Keynesian expansion to produce pros-

taxes, and also Keynesian expansion, whereby deficit

perity, citing the decline of Japan’s economy in the

spending undertaken by the government is used

1990’s, where the funneling of public money to fuel

to stimulate demand in both the public and private

consumption failed spectacularly. 9 From 1992 to

sector in times of recession. They feel that degrowth

2000, a total of ten stimulus packages had been

or economic contraction is the inevitable path. The

released with no improvement or recovery. Instead,

downscaling of production of goods and services

government spending on public works caused debt

reduces the activities that produce carbon emis-

to increase to a staggering 100 percent of GDP.10

sions and extraction of natural resources, ultimately diminishing impact to the environment and global climate change. In their 2012 article “The Economics of Degrowth” in Ecological Economics, environmentalist Giorgos Kallis and economists Christian Kerschner and Joan Martinez-Alier argue, “Growth above a level that satisfies basic needs does not improve

4 Giorgis Kallis, Christian Kerschner and Joan Martinez-Alier, “The Economics of Degrowth,” Ecological Economics 84 (2012): 1-8.

5 Kallis, Kerschner and Martinez-Alier, “The Economics of Degrowth,” 1-8.

6 Phillip Inman, “Greece's austerity measures,” The Guardian, Nov 1, 2011, accessed January, 2016, http://www.theguardian.com/business/2011/nov/01/ greece-austerity-measures 7 Inman, “Greece's austerity measures,” 2011.

8 “A very short history of the crisis,” The Economist, Nov 12, 2011, accessed January 2016, http://www.economist.com/node/21536871 9 Kallis, Kerschner and Martinez-Alier, “The Economics of Degrowth,” 1-8.

10 Benjamin Powell, “Explaining Japan’s Recession,” Mises Daily, November 1992, accessed January 2016, https://mises.org/library/explaining-japansrecession

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17

This period of recession in Japan is referred to as

Degrowth encourages us to remember that our

the “lost decade” where the repercussions of the

present economic order is defined by a certain set of

chronic recession have not just been economic,

qualities and values. A fixation with economic growth

but also social. While young Japanese citizens who

is chief among them. The regulatory framework and

graduated college in the 1990’s initially welcomed the

monetary policies are geared toward maintaining

lean market as a chance to explore non-traditional

consistent growth. This strategy sometimes fails on its

lifestyles, this changed when there appeared to be

own terms, the main example being the 2008 finan-

no end in sight to the recession. Many of this genera-

cial crisis. However, more importantly issues such as

tion, now in their 30’s and 40’s, are unemployed or

climate change, biodiversity loss, resource depletion,

continue to work part-time jobs, unable to secure,

and waste disposal in “commodity frontiers”, lands

regular full-time jobs. One-fifth of them still live with

where raw materials are extracted, are problems the

their parents to make ends meet. This chronic stagna-

system has no built in mechanism to fix.14

tion has been an impairment to mental and emotional health. The suicide rate in Japan rose by 70 percent

A strategy of degrowth puts solving these issues

from 1991 to 2003. Since 1991, the proportion of

at the forefront of its goals. Instead of focusing on

victims in their 30’s continues to grow. 11

material wealth, it redefines prosperity by emphasizing human relationships and devoting more time to

Of great concern is that this situation continues to

family, community and culture. Placing importance

get worse for subsequent generations. Ten percent

on social capital through this reallocation, degrowth

of 15-to-24 year olds are unemployed and only half

is a radical reordering of the present system. The

of those working have regular jobs. The rest have

writers argue “accumulation of the stock of social

temporary positions which only pay half as much as

ties and flow of relational goods compensates for

regular jobs, offer few benefits, and can be eliminated

the loss of wellbeing from consumption.” Services

at any time.12 Japan’s economy saw a mild recovery

such as care taking of children and the elderly are

in 2000, but has remained anemic since. The lost

exchanged as a new form of currency and promote

decade has now come to be called the “lost two

wellbeing without increasing productivity in the

decades”, spanning the period from 1991 to 2010.13

classical economic sense. Work sharing, reduces the

The long-term impacts to Japanese society and

number of hours each person works without impact-

the larger international community are still not fully

ing overall employment levels. Ecological communes,

realized. KWallis, Kerschner and Martinez-Alier argue

co-housing projects and voluntary simplicity promote

that “fresh economic thinking is needed” and urge

less material abundance and consumption without

governments to manage without economic growth.

harming general welfare. The authors acknowledge that while these measures have their risks and can

11 Ethan Devine, “What Americans Should Understand About Japan's 1990s Economic Bust: The Slacker Trap,” The Atlantic, May 2013, accessed January 2016, http://www.theatlantic.com/magazine/archive/2013/05/the-slackertrap/309285/ 12 Devine, “What Americans Should Understand About Japan's 1990s Economic Bust: The Slacker Trap,” 2013.

13 “Lost Decade,” Wikipedia, accessed January 2016, https://en.wikipedia.org/ wiki/Lost_Decade_%28Japan%29

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lead to instability and unemployment, prosperous degrowth is entirely feasible.15

14 Kallis, Kerschner and Martinez-Alier, “The Economics of Degrowth,” 1-8.

15 Kallis, Kerschner and Martinez-Alier, “The Economics of Degrowth,” 1-8.

The core question for the 21st century economics is not how nations get rich, but how they ‘manage without growth.’

Giorgos Kallis, Christian Kerschner & Joan Martinez-Alier The Economics of Degrowth

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MODIFICATIONS TO CAPITALISM While there are environmentalists and economists that will agree that rethinking capitalism is necessary, embracing degrowth is not the solution they see forward. Some argue that degrowth is too radical and promote a less drastic change. British economist, Tim Jackson supports an ecologically altruistic economy, “Investment has to be, in the new economy, protecting and nurturing the ecological assets on which our future depends. It has to be about transition. It has to be investing in low-carbon technologies and infrastructures. We have to invest, in fact, in the idea of a meaningful prosperity, providing capabilities for people to flourish.”16 Dr. Sasha Blaug, Senior Investment Analyst at Portola Capital Partners advises that creating more regulation around capitalism can be a strategy for reducing the environmental impact of growth. A more sustainable future is possible through governmental implementation of efficiency standards and incentives like tax credits and exemptions, and

Jay Coen Gilbert, the founder of B Corp and its monitoring body B Lab, discusses how he created these entities as a way to modify capitalism for the better in his 2010 TedX talk. He begins by explaining the fundamental problem with the structure, “Systems should exist to serve society, right now our 20th century capitalistic system is not serving society, it’s serving shareholders.” He further elaborates that “We can’t expect different outcomes until we change the rules of the game. Government programs and non-profits are necessary but not sufficient for making change—we need a new, creative capitalism.” “Stakeholder capitalism” is a system that creates value for shareholders, but also simultaneously creates value for society including workers, the community and the planet. He believes that there are people that care about triple bottom line framework of social, environmental and financial goals, but there is a lack of infrastructure to support it. The formation of B Corp and B Lab address this gap.

cap and trade, whereby companies are permitted to buy and sell emission allowances.

B CORPS & BENEFIT CORPORATIONS Other modifications to capitalism are also gaining

B Corps and also, the similarly named but legally dif-

traction. Amy Whitaker, business structures educator

ferent, Benefit Corporations, have a history that shows

and principal at the curriculum development company

how cultural change can lead to action in a legisla-

Eggshell Knight, acknowledged the shortcomings

tive context. In 2006, B Corp certification began as

of capitalism, but also pointed to recent adaptations

a rating system for corporations; it does not change

that show promising change, “Growth as an accepted

the legal entity of the company. Instead, companies

value of capitalism—that doesn’t make sense. There’s

are certified by B Lab, a non-profit third-party, to meet

a difference between growth and betterment.

standards for social and environmental performance,

However, capitalism is being modified by B Corps

accountability and transparency. It examines issues

which make corporations legally bound by more than

such as worker engagement, community involve-

fiduciary duty.”

ment and environmental impact. Most importantly, it provides a comprehensive evaluation to help distinguish between truly good companies from those that

16 Jackson, T. (2010, July). Tim Jackson: An economic reality check.

Retrieved fromhttp://www.ted.com/talks/tim_jackson_s_economic_reality_ check?language=en

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just “green wash” for marketing purposes.

B Corp certification is similar to LEED certification

across 180 industries and 42 countries.18 But is B

used for architectural and construction projects and

Corps a viable way to help the furniture industry

Fair Trade certification used for coffee and milk pro-

become more sustainable? For this certification to

duction. However, the major difference is that B Corp

become more widespread, these adoption hurdles

certification evaluates the entire company not just

will need to be more closely examined.

one aspect like the physical building or product.

The Benefit Corporation embraces the same social There are several ways in which B Corps have distinct

and environmental goals as B Corp, but it differs

advantages over more traditional corporate models.

in that it actually includes those as part of its legal

Many workers, especially younger ones, prefer to

corporate charter. It was created in the US in 2010

work for companies that are socially conscious and

as part of the Maryland state legislature. Benefit

are even willing to accept a lower salary in exchange

Corporations are for-profit entities and they are

for a sense of purpose. B Corp status is also a

required to make public an annual benefit report of

powerful selling point with consumers.17

social and environmental performance against a third party standard.19 In addition to fiduciary responsibility,

However, even with these upsides, this certifica-

board members must also take public benefit into

tion can be difficult to adopt for small and start-up

account when making decisions, and the company

design firms that face high overhead costs and/or

has to report on its social impact. In times of crisis, the

other resource constraints. Gregory Buntain and Ian

company’s social and environmental values cannot

Collins, co-founders of Fort Standard, an independent

be lost. While a B Corps company must report it’s

furniture design studio in Brooklyn acknowledge that

standing every year, benefit corporations only do so

given these limitations, it would be challenging to

every two years. Major corporations like Patagonia

adopt B Corps. Ian explained, “Unless the message

and Kickstarter are Benefit Corporations, proving that

of sustainability was integral to the product or service

it is a viable option for companies looking to break

you sell and you could use that as a marketing angle,

free from profit seeking as their sole motivation.

it is difficult to include.” They further elaborate that

Even multinational, consumer goods giant Unilever

unless tax incentives or other forms of regulatory

announced in 2015 that it will participate in B Lab’s

help are given, the additional financial and admin-

Multinationals and Public Markets (MPM) Advisory

istrative weight of adding sustainability, social good

Council in an effort towards growing the B Corps

and worker engagement to their goals is tough to

movement in the UK. This commitment suggests

consider.

that, in time, Unilever will become B Corps certified, a further sign that sustainability can be a corporate

Despite these challenges for smaller businesses,

value.

B Corp certification continues to grow and in 2016, there were 1,600 Certified B Corporations counted 17 James Surowiecki, “ Companies With Benefits,” The New Yorker Magazine, August 2014, accessed January 2016, http://www.newyorker.com/ magazine/2014/08/04/companies-benefits

18 Ryan Honeyman, “What’s the Difference Between B Corps and Benefit Corporations?” August 2014, accessed December 2015, http://www.triplepundit. com/2014/08/whats-difference-certified-b-corps-benefit-corps/ 19 Honeyman, “What’s the Difference Between B Corps and Benefit Corporations?”

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21

INTERVIEWS Ronna Abramson Communications Director Global Carbon Footprint Susan Barbara Landlord, Retired Brooklyn Resident Warner Barnes Designer NEW INC Sasha Blaug, PhD, MBA Senior Analyst Portola Capital Partners Gregory Buntain Co-founder & Designer Fort Standard Nazlı Cangönül Designer Ikea & Europim in Turkey Eric Chang Co-Founder & Designer Hellman Chang Mary Cleaver Founder The Cleaver Co. & Green Table Ian Collings Co-Founder & Designer Fort Standard Kate Ferranti Business Operations Manager The Cleaver Co. Kyla Fullenweider Co-Founder & Educator SOLA Ventures Claire Hartten Designer, & Educator Integrative Sitopian Project Fredrik Heghammer Founder & CEO Another Tomorrow Jared Holz Analyst Jeffries & Company Carl Honoré Journalist, Author In Praise of Slowness Sungmy Kim Furniture Designer Fursys Group (former)

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Louis Pizante CFO-COO Good Corps Maria Redin Strategy Lead & GM Good Corps Tiffany Romain Research Anthropologist Ricoh Innovations Rebecca Silver Consultant & Educator Natural Resources Defense Cnl Michael Sklansky Vice President MiFi (Novatel) Mogens Smed Co-Founder D.I.R.T.T. Nishu Sood Analyst Deutsche Bank Carl Tashian Co-Founder Yerdle & OurGoods Brittany Taylor Founder & Lifestyle Coach Simple Living & Travel Dani Taylor Head Carpenter Various theater groups John Thackara Author & Design Thinker How to Thrive in Next Economy Jen van der Meer CEO & Educator Reason Street Amy Whitaker Writer, Artist & Educator NEW Inc & Eggshell Knight

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23

While there are legal and procedural differences

the expense of everything else is, not surprisingly,

between B Corp certification and becoming a Benefit

myopic.

Corporation, the goal is the same. To add social responsibility and environmental stewardship to the mission of companies, Benefit Corporations and B Corps seek to modify capitalism instead of wholesale replacing it. History has shown us that incremental progress can be as successful as radical, disruptive change and the strength of B Corp and Benefit Corporations is grounded with this philosophy.

WITHIN THE PRINCIPLES OF CAPITALISM There are also ideas that fit within the current system of capitalism that seek to ameliorate some its worst effects without rewriting its principles. Cradle to Cradle: Remaking the Way We Make Things, by architect William McDonough and chemical engineer Michael Braungart, challenges the idea that human industry and commerce have to be at odds with the sustainability of the planet and community good. In

TRIPLE BOTTOM LINE | RETURN TO THE PAST

essence, they do not see a problem with capitalism

The idea of including social and environmental

and constant growth. Their belief is that if the cycle of

goals as part of the company’s mission is growing.

consumption and waste can be made to be a closed

Having these objectives can also be an important

loop system—what the author’s call “cradle to cradle”,

selling point with consumers and the success of

as opposed to a “cradle to grave” open loop system, 20

the fair-trade movement demonstrates this point.

then there is minimal environmental impact. So like a

This “new” interest to balance profit with social and

natural ecosystem, all waste goes back into the “soil”

environmental good is arguably a return to a model

as nutrients and helps provide sustenance for new

that leading American companies once followed. If

products. We need to design with reuse of materials

you look at the growth of the Ford Motor Company

in mind.

in the 1900’s, instead of choosing to boost dividends from it’s phenomenal success, Henry Ford used

As an architect, I have worked on LEED-certified

that revenue to improve the quality of his cars and

construction projects, so many of the concepts the

also to increase his employees’ wages. He wanted

authors present were not new— using renewable

his workers to be able to buy his cars and there

resources, greywater, etc. But what is striking, is the

was no better way to make this happen then to pay

scale of success of the projects that they took on

them more. The pharmaceutical company Johnson

that demonstrate that what they are preaching is not

& Johnson, founded in 1886, said during the early

only possible, but can contribute to commerce and

days its first priority was not to shareholders but to

prosperity. One in particular was the cleanup and

doctors, nurses and patients. Critics at that time saw

renovation in 2000 of the original Ford car factory in

this as a paternalistic, inefficient and a problematic

Dearborn, Michigan. Perhaps it is here that the story

way of doing business. But the argument can be

of Ford, a company that over the years lost its mission

made that prioritizing shareholder value over all else

of social responsibility, comes full circle.

21

is problematic too. Focusing on short-term goals at 20 Surowiecki, “ Companies With Benefits” 21 Surowiecki, “ Companies With Benefits”

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After almost a century of manufacturing, the site and

the adjacent Rouge River, had become so polluted

solutions to environmental issues such as storm-water

by the factory’s practices that it was declared a

runoff.”

brownfield. The authors claims that in 1999, William Clay Ford, Jr., great-grandson of Henry Ford and the new executive chairman of Ford and the company’s board, could have chosen to close the site and build a new plant elsewhere, but they instead committed to cleaning the land and keeping their factory at Rouge River, hiring McDonough to help with the process.

However, other news sources such as indicate that Ford faced $50 million in clean up expenses due to new EPA regulations so it is unclear if their intentions were entirely noble when they chose the high road.

Nevertheless, the solution implemented was a benefit to both Ford and the local and wider community.

The design, which includes ten acres of green roof and collection ponds, was one-third less costly than conventional solutions for cleaning and managing the storm water runoff. 22 The green roof not only insulates the buildings, it provides oxygen to offset CO2 emissions and provides habitat for birds and insects. The juxtaposition of industrial buildings with fields abloom with flowers, buzzing bees and even bird nests with eggs is an impressive sight.

The other important influence of this project is that it demonstrates that sustainable solutions can be efficient and cost-effective, especially to the skeptical. Ford’s Rouge plant manager Rob Webber stated, “Many who worked on the Rouge revitalization acknowledge it helped legitimize environmental improvements as worthwhile investments. Since the new Rouge was unveiled in 2004, other corporations began looking at ‘green’ innovations as cost-effective 22 “Rouge goes green: Ford plant creates sustainable solutions,” Reliable Plant, accessed July 2015, http://www.reliableplant.com/Read/12523/rouge-fordsustainable

DECOUPLING USE & OWNERSHIP Another more sustainable alternative that fits within the existing system of capitalism is collaborative consumption. In his 2012 Sustainability & Design talk, Cameron Tonkinwise, Director of Design Studies at the School of Design at Carnegie Mellon University, argues for the decoupling of use and ownership of consumer products. He asks, “Why do we have so much stuff and where did it all come from?” Noting first that this predicament has been underwritten by cheap oil prices, he then points to a shift to private, non-sharing ownership of products and also to decreasing household size, as the key contributors to the dramatic increase of goods.

To illustrate this cultural shift away from use of communal facilities and services, he uses the example of Levittown, the suburban developments built in the U.S. for veteran families after World War II. Each of the new houses in these developments was outfitted with a private washing machine—a luxury for its time. This was intended to give people “freedom” from having to share communal laundry facilities, eliminating the “nuisance” of social interaction. Americans considered this feature one of the draws for the new towns.

On household size, Cameron then argues that the problem is not that homes have gotten bigger over the last 50 years as some people suggest-- it is that fewer people are living in them. Back in the 1950’s when there were on average five people in each home, there weren’t as many appliances and products in circulation. Each of those households

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had one TV, one refrigerator, etc. and it was shared

Companies like Zipcar, the car sharing service and

amongst five people. But by 2000, that average

Yerdle, an online platform for exchanging used goods,

drops to two people per home so there are fewer

offer examples of the sharing economy at work today.

people sharing those same appliances. And worse

Although they operate within the bounds of a growth

yet, consumer habits have in general increased so

economy, they are geared toward the idea of increas-

modern households have more products per home.

ing sustainability and reducing consumption that

These forces have caused product consumption

depletes natural resources.

to skyrocket since the 1950’s and Cameron urges designers to look at a return to a sharing systems and

THE VIABILITY OF THE SHARING ECONOMY

the importance of sustainable design: “It [sustainable

Some have argued that there has been irrational

design] needs to begin to understand the power

enthusiasm with the sharing economy. Sarah Kessler’s

of design to script people’s behaviors. It needs to

2015 article in Fast Company, “The Sharing Economy

be using that power to make sustainable behaviors

Is Dead, And We Killed It” describes a world in 2011

more convenient, or pleasurable or default…This is

where everybody was excited about the idea of using

how designers in their little ways begin to combat the

technology to borrow things like power drills. But it

bigger systems. All these are tied together—an inter-

cites that in practice, this exuberance is not translat-

vention in one will begin to make ripples in others…

ing into actual use. Many startups around sharing

We need to really understand that power [of design-

launched during this time; Ecomodo launched in

ers] to…begin to work on the problem of unsustain-

2007, Crowd Rent, Share Some Sugar, and Neighbor-

able materials intensity.”

Goods in 2009; Thingloop, OhSoWe, and SnapGoods in 2010. By 2016, out of all of these companies,

American author Bruce Sterling, in his Viridian Design

only Neighborgoods was still in existence-- all of the

Manifesto, similarly argues that designers must make

others have since closed shop. What was discovered

sustainable solutions more desirable, even seductive,

was an imbalance of supply and demand. More

“ We need a form of Green high fashion so appall-

people wanted to lend than borrow, in other cases,

ingly seductive and glamorous that it can literally

the reverse problem.

save people’s lives. We have to gratify people’s desires much better than the current system does.

Adam Berk, founder of Neighborrow, highlighted a

We have to reveal to people the many desires they

major problem with accountability when using other

have that the current system is not fulfilling. Rather

people’s goods, “People don’t give a shit.” It also did

than marshaling themselves for inhuman effort and

not make sense to expend time, energy and money

grim sacrifice, people have to sink into our twenty-first

to rent a drill from someone half an hour away for

century with a sigh of profound relief.”23

a marginal cost savings when you could buy a new one online from Amazon, especially when Amazon can provide the convenience of delivering it to your doorstep. Kessler notes that the most successful

23 Bruce Sterling, “The Manifesto of January 3, 2000 by Bruce Sterling”, Viridian Design, accessed April 2016, http://www.viridiandesign.org/manifesto. html

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sharing economy startups are “those that made the

process as efficient and transactional as possible”

He described how the idea of “in use and available”

such as the apartment sharing platform, Airbnb.24

created a unique and winning approach for marketing user’s goods. With this type of listing system, all the

It’s clear that the sharing economy has its limits, but its

items that have been cycled through by a user are

potential and opportunities should not be dismissed.

displayed on their profile. The goods are all shown

Carl Tashian, a former senior engineer at ZipCar

despite status-- it is shown even if it is not actively

who joined the startup team in its early days in 2001,

being offered for exchange. If another user becomes

explains how his experience there got him interested

interested in it, they can make a “wish” for it. So in

in the sharing economy. The success of Zipcar

essence, nothing is ever unavailable.

proved that it is possible to build the technology and business to make [the sharing economy] work. “It

He demonstrated the power of this listing approach

turned me into an environmentalist—I became excited

with another real-world example-- the decline of job

about possibilities of taking advantage of excess

search engine Monster.com and rise of LinkedIn. The

capacity in the world and making idle things active

best people are often already employed and not

for higher percentage of the time.” He added that

actively looking for new work, so that’s why LinkedIn

while making high-value assets like cars shareable is

offers more value than Monster. Members of LinkedIn

feasible—the challenge is in cracking the code for the

are still able to see the profiles of those who are not

lower value of items.

actively looking for work. It makes the market place of human capital much bigger. They can contact that

With his most recent venture, Carl demonstrates that

person and make them a better offer because they

thoughtful design, innovation and persistence can

can still see their profile.

make sharing platforms a rewarding and successful solution. As co-founder at Yerdle, the company

When Yerdle applied this approach to their mar-

behind the app by the same name for sharing used

ketplace of used goods, “user engagement went

goods, Carl recounts how finding the right formula

through roof.” Yerdle also found that users ended

can take many instantiations and iterations, but can

up transacting on other items when they switched

be achieved by “doggedly sticking to your vision.“

to this approach. The app can also automatically

With Yerdle, the first version of the app used a gift

send notifications when an item you put a wish for

economy model through the Facebook platform,

becomes available. Carl also talked about the idea of

where Facebook members could give used goods

using “push commerce” where an app knows what

to others. The second version, an auction app with

you’re looking for so you don’t have to even shop. It

a virtual currency, gained more traction, but they

automatically makes the purchase for you.

felt that having only one “winner” was limiting. With their third version, the app suddenly came to life and

The viability of the sharing economy is there and

became “three-dimensional.”

its potential to move us towards a more sustainable lifestyle is just being tapped.

24 Sarah Kessler, The Sharing Economy is Dead and We Killed It, Fast Company, September 14, 2015, accessed April 2016, http://www.fastcompany. com/3050775/the-sharing-economy-is-dead-and-we-killed-it

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27

MOVING AWAY FROM DISPOSABILITY

able paper cup, which was considered a life-saving

A place for major shift that the sharing economy

drinking technology that helped prevent the transmis-

can influence is with how Americans view and use

sion of germs and diseases. In fact, the original name

disposable objects. Can people be re-engaged with

of Luellen’s product was the Health Kup.27 Soon these

physical products as objects of permanence? This

disposable cups came to be used for convenience.

does not mean we have to commit to those objects

When a new soft serve ice cream machine was intro-

for a lifetime or even hand them down to family

duced to soda fountain shops, the Ice Cream Dixie

members as heirlooms. In today’s internet-connected

was born.28

world, we have the ability to easily exchange or sell products we no longer want or have a use for with

Around this same period at the start of the second

others in our community. Online sharing platforms like

industrial revolution, the use of canned and glass-

Yerdle, Freecycle, Ebay and Craigslist make the move

bottled goods also became more widespread. The

away from disposable easy.

advent of technology, made it possible for manufacturers to mass-produce these items at a lower cost

Interestingly, the creation of one the earliest dispos-

than re-using old containers. Concerns about sanita-

able products in the U.S. was initially developed not

tion and the opportunity for advertising placement

for convenience, but for public health reasons. It was

made this solution more desirable to both consumers

in 1907 when Bostonian inventor, Lawrence Luellen

and food producers alike.29 From these develop-

first became interested in an individual paper drinking

ments, the idea of single-use, throwaway products for

cup—known today as the Dixie Cup.25

convenience began to take off.

In the early 1900’s communal drinking fountains were

The popularity of disposable products than rose

common fixtures. Communal cups, called “tin dippers”

dramatically in the economic boom after World War

were used at these fountains in public buildings,

II ended in 1945. The wartime production of goods

schools and train stations. However, this practice

and supplies had helped America come out of the

accelerated the spread of communicable disease.

Depression of the 1930’s. Also, Americans had reason

A 1908 article by a biologist even described this

to spend-- programs such as the G.I. Bill of Rights

problem as “Death in School Drinking Cups.” Cam-

and low-interest mortgages offered by the Federal

paigns were initiated to abolish the use of communal

Housing Authority encouraged returning veterans

drinking cups with Kansas being the first state to

to buy homes, start businesses and invest in educa-

forbid the use in public locations and many states

tion and training. Employment rates were high and

followed suit soon after.26

Americans were eager to use their spending power, especially after the dearth of consumer goods during

That was the scenario until the advent of the dispos25 “Dixie Cups,” The Idea Finder, accessed February 2016, http://www. ideafinder.com/history/inventions/dixiecup.htm 26 Peter Smith, “The Unnatural History of the Dixie Cup,” The Smithsonian, June 13, 2012, accessed December 2015, http://www.smithsonianmag.com/arts-culture/ the-unnatural-history-of-the-dixie-cup-119828457/?no-ist

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27 Smith, “The Unnatural History of the Dixie Cup” 28 Smith, “The Unnatural History of the Dixie Cup” 29 “American Waste Practices,” Disposable America, accessed January 2016, http://disposableamerica.org/american-waste-practices/

the Depression and the war.30

over to other products such as clothing. With the fast fashion movement, clothes are worn for a season and

By the 1960’s, according to the U.S. Environmental Protection Agency (EPA), the average disposable packaging waste generated per person in just one day was .73 pounds. This number jumps to 1.05 pounds by 1970. By 1989, packaging waste com-

then discarded.33 There was a time when clothes were worn until they were, well… worn! Even when holes and tears appeared, they were considered valuable enough to mend. The availability of cheap products has changed this.

prised about one-third of municipal solid waste in the U.S. It has not moved from that level since, despite increases in recycling practices.31 Containers and packaging represent the largest portion of municipal solid waste.32

The convenience of disposability has become so ubiquitous and popular that possessions that in past eras had been considered heirlooms or precious keepsakes have also now become throw away.

Objects of massive scale and weight such as furniture

In the 1990’s, the idea of disposability then crossed

and appliances are treated as disposable objects.

These durable goods, represents 19.2% of the total

30 “The Rise of American Consumerism,” PBS, accessed January 2016, http:// www.pbs.org/wgbh/americanexperience/features/general-article/tupperwareconsumer/ 31 “American Waste Practices.”

32 Yvette Perullo, “The Wicked World of Packaging,” Renourish, December 10, 2011, accessed January 2016, http://www.re-nourish.com/?l=articles_ detail&id=120

US municipal solid waste (MSW) according to the 2009 EPA report; and furniture (including furnishings) 33 “Fast Fashion,” Wikipedia, accessed January 2016, https://en.wikipedia.org/ wiki/Fast_fashion

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29

alone is the third largest MSW.34 The average amount

Its ability to change behavior and mindset, is an

of furniture waste generated annually per capita

impactful one that can serve as a guide post for future

has more than doubled in the last 40 years in the

work. One such exam |le is the social change around

US, rising to 73 pounds per person in 2012 from 28

trash disposal in South Korea instigated through the

35

pounds per person in 1970.

In their book Cradle to

implementation of a new public policy.

Cradle: Remaking the Way We Make Things, architect William McDonough and chemical engineer Michael

South Koreans are now fastidious about waste

Braungart cite that “more than 90 percent of materials

disposal. I learned from American ex-pats living in

extracted to make durable goods in the US become

Seoul that the rules around recycling are strictly

36

waste almost immediately.” It is clear that the culture

adhered to, otherwise hefty fines are imposed. I was

of disposability in American has become rampant.

amazed at photos I saw of the elaborate public waste bins with explicit labeling on proper separation of

ANOTHER AVENUE | POLICY CHANGE

materials throughout their city, even in restaurants.

One avenue for change that does not necessarily sit

According to a June 2011 BBC article, recycling is so

in the realm of design is governmental policy change.

ingrained into the culture that is has almost become a

34 “Advancing Sustainable Materials Management: Facts and Figures 2013,” United States Environmental Protection Agency Office of Resource Conservation and Recovery June 2015, accessed April 2016, https://www.epa.gov/sites/ production/files/2015-09/documents/2013_advncng_smm_rpt.pdf 35 “Advancing Sustainable Materials Management: Facts and Figures 2013,” 2015.

36 William McDonough and Michael Braungart. Cradle to Cradle: Remaking the Way We Make Things (New York: North Point) 2002.

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social event—families and friends get together once a week to break down and sort recyclable items.37 37 Wendy Koch, “Couch abandonment? Millions of Americans discard furniture,“ USA Today, April 27, 2010, accessed January 2016, http://content.usatoday. com/communities/greenhouse/post/2010/04/couch-abandonment-millions-ofamericans-discard-furniture/1#.Vz1HymYUTOp

Large appliances and bulk items are also recycled

Department of Sanitation began charging hefty fees

but have a more complex process. Korean residents

for the disposal of bulk items such as furniture? Today,

are responsible for transporting these items directly

it is easy enough to toss a chair, dresser or micro-

to special facilities that methodically break down

wave out on the sidewalk along side your trash bags.

the components into separate parts for recycling. I

What if New Yorkers woke up tomorrow morning

learned from Sungmy Kim, a furniture designer from

and found an update on the DOS’s website that the

Seoul, that because of the effort and cost involved

cost to throw away a standard size sofa is now $55?

with disposing of these large items, a healthy second-

Would they think twice about putting it in the trash?

hand furniture market has sprung up. Residents prefer

Would consumers be more selective when buying

to sell their items to these dealers, further saving on

new furniture, knowing that if they decide to toss it

the resources required to recycle.

down the road, they have to pay for it?

But the culture around waste and recycling in South

Charging to dispose of furniture would make people

Korea was very different just 20 years ago. Due to

more thoughtful consumers since they would own the

rapid economic and population growth from the

burden to dispose. They would be more incentivized

1980’s to 2000’s, the volume of waste produced

to not just reduce, reuse and recycle but also resell.

skyrocketed. In 1995, the government imposed a volume-based disposal system on the general

According to a 2010 news article with data from

population— citizens became responsible for paying

global research firm Harris Interactive, about one-

for the trash they produced. This system substantially

fourth of Americans say they will discard a large piece

reduced the amount of waste produced. In 1985,

of furniture when moving rather than recycle or sell

the average waste generated per person was 4.85

it. With 40 million Americans moving each year, this

pounds, by 2010 this had dropped to 2.11 pounds.

means about 10 million will leave behind a sofa or

1

The amount of waste recycled increased from 15

other large item. In 2013, the Environmental Protection

percent to almost 50 percent.

Agency reported that the amount of furniture and furnishings waste generated has more than doubled per

Here is an instance where a new public policy

capita in the U.S. in the last 40 years from 28 pounds

created dramatic social change around waste and

per person annually to 73 pounds. The U.S. could

sustainability. In the U.S., if Americans were directly

certainly benefit from such a policy change given this

responsible for paying for waste on a volume or

rapidly increasing volume of furniture waste.

weight basis, we would no doubt see a significant decrease in both consumption and disposal.

Starting with looking at how people from my home of New York City would respond, I postulated what if the

1 “Advancing Sustainable Materials Management: Facts and Figures 2013.”

2015.

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BEHAVIORAL ECONOMICS This public policy intervention for encouraging better disposal behaviors appears to succeed because it is done through the lens of choice. People can choose to waste; they just have to pay for it. There are other instances where this operative of choice has been used with success. In their book Nudge: Improving Decisions About Health, Wealth, and Happiness, Richard Thaler and Cass Sunstein, argue in favor of an approach to help people make better decisions that they call "libertarian paternalism." The “libertarian” refers to the idea that people should be allowed to do what they want— essentially they should be “free to choose.” The “paternalism” part refers to institutions acting to influence people’s choices to help them live happy and healthy lives. So institutions, both private ones and government, can try to influence people to do the right thing but people always have the option to say no. Essentially, they are suggesting that society needs oversight by some greater force or authority for their own good. While traditional, paternalistic government can be controversial with critics who argue that it robs people of their autonomy, the type of paternalism the authors are in favor of is less dictatorial. The numerous examples they recount in their book that demonstrate how small interventions or “nudges” have created significant results for the better, are compelling. They describe scenarios where the simple act of providing an “opt out” instead of “opt in” choice into a program can dramatically increase enrollment. When people have to actively choose to opt in to enroll, many don’t do it; even it was to their advantage. Inertia plays a powerful role in human behavior.1

1 Richard H. Thaler and Cass R. Sunstein. Nudge, Improving Decisions About Health, Wealth and Happiness (New Haven and London: Yale University Press) 2008.

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This technique has been used to increase employee

that nudges may not be enough to address massive

enrollment in 401k retirement saving plans. In their

problems like global climate change, and that govern-

research of 25 plans in the United Kingdom using

ment intervention is likely necessary. But they argue

the opt in scenario, where the retirement contribu-

that governments can still use choice architecture

tion came entirely from the employer, only 51 percent

to design successful interventions. They propose

of the employees were enrolled. 49 percent of

two overarching changes on this front. The first is to

the employees were essentially turning down free

properly align the incentives of the various players in

money! Another instance they give for smart “choice

the system including the general public, companies

architecture” is with the Save More Tomorrow plan

and governments.

which uses automatic enrollment to help people set aside a portion of their salary into a savings plan.

Incentive Alignment

They cite four behaviors that were considered in its

As an example of incentive alignment, they explain

design:

why a tax on gasoline would reduce carbon emissions. The increased cost on gas would influence

1.

Participants say they want to save more, but admit they never do.

2. Self-restriction is easier to adopt if it is set in the future (for instance we say we’ll start a diet tomorrow, or next week, but not now).

drivers to buy more fuel-efficient cars as well as drive less. Car manufacturers would have incentive to design more fuel-efficient cars. Those who choose to sell their emission allowances are content to make

3. People have a disproportionately greater

money. The result would be that carbon emissions

aversion to loss than gain. According

would go down, positively impacting global climate

behavioral psychologist, Daniel Kahneman,

change.

experiencing a loss is approximately twice as powerful as experiencing a gain (the pain of paying a $10 fee is felt twice as intensely, as the pleasure of gaining a $10 discount).

4. Losses are felt in nominal dollars, not

To further argue their point for better incentives, they describe the success of the Clean Air Act amendment in the 1990’s that defined emission caps for the

adjusted for inflation (so a dollar in 2000 is

acid rain caused by the release of sulfur dioxide and

viewed the same way as a dollar in 2015).

nitrogen oxides into the atmosphere. U.S. President George H.W. Bush pushed to give companies

One feature of the plan that helped increase savings

the ability to trade these emissions produced by

is the automatic increase of contributions. Every

manufacturing in order to create economic incen-

time an employee received a raise, the rate of their

tive around reducing pollution. “Because pollution

savings contributions automatically increased. This

reduction can be turned into cash, strong incentives

design reverses the role that inertia usually plays

are created for environmentally beneficial behavior.”

when it comes to saving money— instead of prevent-

The permission to trade allowances did indeed

ing it, it is increasing it. How can this same reversal

reduce acid rain levels dramatically. It also saved an

be used with consumption, especially with disposable

estimated $20 billion dollars over traditional govern-

furniture consumption? The authors acknowledge

ment regulation methods, not to mention a reduction

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33

of more than 14,500 cases of chronic bronchitis and approximately 10,000 premature deaths.2

The authors also argue that government regulation of pollutants through mandated, dead-line driven reductions which they call “command-and-control� are not always successful and can be costly if they fail. The upside of trading allowances it allows for freedom of choice. Similar to the volume-based disposal system in South Korea, it says you can pollute if you want, but you will have to pay a tax or fee for it. Incentives become aligned when market forces are allowed to determine the response to the increased cost for emitting pollution.

The Importance of Feedback Loops The second intervention the authors propose to address climate change is to provide a better feedback loop to people so that they are aware of the consequences of their consumption and behavior.

While this may seem obvious, the reality is that the direct cost of pollution is hidden to the average citizen, buried through layers of governmental bodies, complex markets and private entities. Some of the consequences of our habits are also outsourced to other countries, as is the case today with much of our manufactured goods which are produced in China. In recent years, the greenhouse gas emissions (GHG) emission levels in China has skyrocketed, now exceeding even U.S. levels but this rise is due to consumption by the U.S. and other developed nations.

Contrast this invisibility with the very tangibility of gas price increases, which most Americans are very sensitive to since they see this on a daily or weekly basis when they fill their tanks. To illustrate their point, the authors describe a 2007 program that power

2

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Thaler and Sunstein, Nudge.

company Southern California Edison implemented

reference. Perhaps a similar sticker can be placed

which gave customers an Ambient Orb, a ball that

on furniture. For durable pieces that are made to be

illuminated red if their energy consumption went over

used for generations, data can be provided about the

a certain allowance. People reduced energy use by

cost savings this provides over disposable furniture

40 percent during peak periods when the orb glowed

and also the environmental impact reduction.

red, demonstrating the importance of feedback.

Another technique that can be used to modify They also cite the enactment of the Emergency

behavior around consumption is through “social

Planning and Community Right to Know Act created

norms.” The effectiveness of this strategy has been

after the 1986 nuclear reactor disaster at Chernobyl in

demonstrated in several examples with consumer

Ukraine to show the potency of information disclosure

power consumption. Many U.S. utility companies

in creating behavior change. This act required firms

provide energy reports to customers showing how

and individuals to provide a Toxic Release inventory

their energy usage compares to their neighbors.

of potentially hazardous chemicals. By publishing a

When customers rank high in comparison, data

list of this inventory, the worst offenders could easily

shows that they will adjust their consumption to be in

be identified. Companies did not want the bad public-

alignment with their neighbors. Essentially it operates

ity of being ranked amongst the worst offenders, so

on the rationale that when a person knows his/her

the list incentivized them to reduce toxic release of

neighbors are doing the right thing, they will want to

chemicals. The authors suggest the same could be

comply too.3 There is sometimes even an element

done for addressing climate change; a Greenhouse

of competition to “out do” others. The power of this

Gas Inventory could be created. They acknowledge

approach is something that must be considered in all

that it might not create massive change, but it would

design when looking at influencing decisions for the

create improvement and it would be inexpensive to

betterment of society as a whole.

implement.

3 Marlene Cimons, “Keeping Up with the Greens: Neighbors Can Spur Conservation,” Live Science, December 17, 2014 http://www.livescience. com/49165-neighbor-energy-bills-spur-greener-habits.html

Another successful design improvement created by a government was the change to the fuel efficiency sticker required on all U.S. automobiles. In 1975 the U.S. government set a requirement for cars to meet its new fuel economy standards. As part of that program, information-disclosure on fuel efficiency was required to be posted on the vehicles with stickers.

However the mileage information included on those stickers was somewhat meaningless to consumers because there was no price associated with it. The new stickers included an annual estimated fuel costs figure in the center, giving consumers a more tangible

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35

VALUE ENGINEERING Finally, on the technical side of design, there are industrial practices that can be used for the greater

and design professionals use value engineering throughout the design process to regulate the costs on a project budget.6

good. During my time working in architecture, I would often see a project go from idealistic planning in its initial design phase to confronting the pragmatic realities of construction costs. One of the processes I became familiar with is known as value engineering (VE) a process which looks to cut costs by reducing or replacing scope without compromising function or design. Value engineering is an approach using simplicity to achieve goals. It is the ratio of function to

Honeycombs start out as circles in first few seconds of formation (left), but then quickly morph into hexagons (right). (Source: IFL Science)

cost:

Value = Function / Cost

HONEYCOMB TESSELLATIONS Using paper honeycomb is a value engineering

Value can be achieved by improving function or

technique that can be reimagined to be part of a

reducing cost. The practice began with the company

high-quality, high design solution. I have had a long-

General Electric during World War II. Because of

standing infatuation with hexagonal patterns and

shortages of skilled labor, raw materials and compo-

began using this tessellation in my earlier work, prior

nent parts, they looked for acceptable substitutes.

to graduate school. I even, unimaginatively, named

These substitutions often reduced costs, improved

one of my designs Honeycomb. Upon reflection,

product, or both and accidental necessity became

it is no surprise that I am now working with paper

a systematic process. It captured potential cost

honeycomb on the furniture prototypes for this thesis

savings.4

work. The thin, columnar paper walls have remarkable strength and durability. This lattice configuration

In the construction industry, the purpose of VE is

is so strong that it has been used in the aerospace

to bring over-budget construction projects back

industry (in aluminum or fiberglass) for decades. What

within budget. It does not mean reducing cost at the

has excited me most about exploring it as a solution

expense of quality or performance, which is merely

for sustainable furniture is its current standing as a

cost cutting. It is focused on cost reduction, but

lowbrow material. Americans first became acquainted

other improvements are used too such as customer-

with paper honeycomb as the interior material of

perceived quality and performance.5 Construction

cheap, hollow core doors. However, its origin is derived from its namesake in nature-- the honeycomb

4 “Value Engineering,” Wikipedia, accessed April, 2016, https://en.wikipedia. org/wiki/Value_engineering 5 Anthony J. Haas, AIA, ACHA and Steve Howard, “The good and the bad of value engineering,” Healthcare Design Magazine, July 1, 2005, accessed November 2015, http://www.healthcaredesignmagazine.com/article/good-andbad-value-engineering

hive of bees. These hives are structurally strong space frames, lightweight and hold a massive volume

6 American Institute of Architects, The Architect’s Handbook of Professional Practice: 15th Edition, (Hoboken, New Jersey: Wiley) 2014.

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A perfect hexagons is comprised of six equilateral triangles. (Diagram source: Stack Exchange)

of honey for its size. Bees “choose” the hexagonal

can be divided into six equilateral triangles and

shape because it provides the most space efficient

triangles are structurally the strongest configuration

form for storing honey with the least amount of wax,

for supporting loads and lateral forces.11

which is labor intensive material to produce.7 As one might suspect, this inherently strong frameThe honeycomb cells actually start out as circles—

work has been used by humans extensively in

formed around the outside of the insects’ bodies—

engineering and construction. It dates as far back as

but then the bees heat the wax which cause the

36BC, where Marcus Varro reports that the Greek

circles to flow like lava. The walls of the circle then

mathematicians Euclid and Zenodorus found that the

collapse flat into shape of hexagon similar to adjoin-

hexagon shape makes most efficient use of space

8

ing soap bubbles.

and building.12

The honeycomb pattern appears in nature in many

In more recent times, the use of hexagonal lattices

places, especially where strength and lightness are

has been in the form of composite panels which are

needed. The outer skins of armadillos and the beaks

made up of a honeycomb core with stiff outer face

9

of birds are other places it can be found. In nature,

layers. This layering is called sandwich construction

120 degree, 3-way uniform connections are the most

and has been used by the aerospace industry and

10

efficient for joining materials together. The hexagon

by NASA to form the outer bodies of airplanes and

is comprised of a series of 120-degree angles and

rockets since the 1950’s because of it’s high strength-

when laid out repeatedly on a two-dimensional plane,

to-weight ratio. It is also used in the construction of

they form perfect tessellations. Another interesting

train and car bodies. In these applications, the honey-

geometric fact about regular hexagons is that they

comb structure is often made of aluminum, fiberglass or carbon fiber.

7 Lisa Winter, “Why Do Honey Bees Make Hexagonal Honeycomb?” IFL Science, July 21, 2014, accessed January 2016, http://www.iflscience.com/ physics/why-do-honey-bees-make-hexagonal-honeycomb 8 Winter, “Why Do Honey Bees Make Hexagonal Honeycomb?”

9 Katherine Kornei, Fractal-like honeycombs take the strain, Physics World, Sep 10, 2014, accessed February 2016, http://physicsworld.com/cws/article/ news/2014/sep/10/fractal-like-honeycombs-take-the-strain 10 Winter, “Why Do Honey Bees Make Hexagonal Honeycomb?”

11 Mathematics, Stack Exchange, accessed November 2016, http://math. stackexchange.com/questions/1300216/construct-a-regular-hexagon-of-specificheight 12 “Honeycomb Structure - History,” Liquisearch, accessed November 2016, http://www.liquisearch.com/honeycomb_structure/history

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37

The use of paper honeycomb may have initially been decorative— made by the Chinese 2000 years ago for ornaments.13 It is commonly used in the U.S. today for shipping protection in the form of paper-faced boards and, as mentioned earlier, in the construction of hollow-core doors. Laminated plywood panels with paper honeycomb cores are sold for custom furniture construction and furniture maker giant, IKEA, also makes many of its shelving and table pieces using paper honeycomb.

The strength of sandwich construction is based on the engineering in sandwich theory which is in turn an extension of beam theory.14 The best illustration of beam theory, is with how a steel I-beam works.

The aim is to create the stiffest beam with the least amount of material. The horizontal top and bottom pieces of the beam, called flanges, support the load in compressive and tensile strength. The vertical 13 “Honeycomb Structure - History” 14 “Sandwich Structure Composite,” Wikipedia, accessed November 2016, https://en.wikipedia.org/wiki/Sandwich-structured_composite

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Construction of paper honeycomb sandwich compared to an I-beam. (Diagram Source: HexWebTM)

web piece connecting the flanges provides shear

been secondary concerns in the field of design. In

or bending resistance. Sandwich construction, is in

these contemporary times, the lack of consideration

essence, the panel version of an I-beam— the thin,

of the common good, is not necessarily willful or

outer faces (usually wood, laminate, acrylic or sheet

intentional, but the result of complex systems collid-

metal) act as the flanges of an I-beam, and the honey-

ing with misaligned incentives. Addressing a public

comb core acts as the web.

health issue was Lawrence Luellen’s ambition when he invented the Dixie Cup. However, every age has

This composite panel is a modern marvel of struc-

its own peculiar set of problems and now our biggest

tural engineering that is the perfect example of an

public health issue is the well being of our planet.

under-utilized material. By raising the social value of

In each of the projects I devised for this thesis the

similar design components, there is the opportunity to

motivation has been to address this problem. Design

increase sustainability using a powerful combination

is used to emphasize the well being of communities,

of technical ingenuity and cultural change.

not just balance sheets; it is used to reduce waste, maximize resources and remove the notion of disposability. Buoyed by the efforts of many before me, it is

CONCLUSION Ultimately my research and work are a combination of the loftiest goals I aspire to reach and a reckoning

a forward thinking agenda that my experiences as an architect and even American consumer have helped me to push ahead.

with the reality of how progress is actually achieved.

The design proposals I have produced have enabled me to emphasize those values that for too long have

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CHAPTER 4

AUDIENCE & MARKETS U.S. citizens are the leading consumerists globally. Authors Rachel Botsman and Roo Rogers describe Americans as “some of the world’s worst environmental offenders” and compare our consumption patterns to other nations to demonstrate the magnitude of transgressions: “A child born today into a middle-class American family will live to about eighty years old and consume on average 2.5 million liters of water, the wood of 1,000 trees, 21,000 tons of gasoline, 220,000 kilos of steel, and 800,000 watts of electrical energy. At these rates, the average American child will produce in his or her lifetime twice the environmental impact of a Swedish child, 3 times that of an Italian, 13 times that of a Brazilian, 35 times that of an Indian, and 280 times that of a Haitian. If everyone on the planet lived like the average American child, we would need five planets to sustain them during their lifetime.” 1

Consequently, creating behavior change amongst this population will have tremendous impact on waste reduction. In particular, the focus of this work is on the urban nomads of America. This is a demographic that I am very familiar with from my time working at large financial corporations. They are my former co-workers (and even myself for a time) that are constantly on the move in pursuit of their careers. They shuffle from apartment to apartment, sometimes within the same city, and other times to new cities or even new countries. These are the Americans who are moving with the greatest frequency and therefore have the greatest propensity to fall into the cyclical pattern of repeatedly buying and disposing of furniture. Many of these individuals are now in 1

Rachel Botsman, and Roo Rogers. What's Mine Is Yours: The Rise of Collaborative Consumption. New York: Penguin, 2010.

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41

“The average American child will produce in his or her lifetime twice the environmental impact of a Swedish child, 3 times that of an Italian, 13 times that of a Brazilian, 35 times that of an Indian, and 280 times that of a Haitian.�

Rachel Botsman & Roo Rogers What's Mine Is Yours: The Rise of Collaborative Consumption

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AUDIENCE

their 30’s and 40’s and settled into more permanent

said they moved from their college town for a sig-

homes with families of their own. But a fresh, new

nificant other, 19 percent of respondents said they’d

generation has come to replace them and their rate

moved recently to be closer to their families and 11

of moving is seemingly more accelerated.2

percent decided to move simply to try something new). What’s more, 44 percent of these millennials

Millennials, ages 18-34 years, represent 43 percent of

said they are planning to move again in the next year.7

all movers even though they only account for total 24 percent of the overall US population. They are by far

MILLENNIAL ATTITUDES ON CONSUMERISM

the most frequent movers in this country and they are

Millennials, born in the early 1980’s to the early

moving to cities, leading the urban planner Markus

2000’s, tend to differ greatly from other genera-

Moos to describe this phenomenon as the “youthifica-

tions on their attitudes about consumerism, carrying

tion of cities.”3

debt and credit card ownership. They tend to have conservative practices with credit card ownership

From 2007 to 2013, many US cities saw a significant

and acquiring debt. There are several factors that

influx of millennial populations.4 Two counties in the

contribute to this. Many out of this group (ages 18-29

DC metro area saw the highest increase; Arlington

years) came into the workforce during the 2008

County, Virginia, had an 82 percent increase of mil-

economic downturn and had difficulty finding work.

lennials and Alexandria City, Virginia, had an increase

They were also saddled with huge student loan debt

of 81 percent.5 Orleans Parish, Louisiana in the New

since college tuition skyrocketed between 2008 and

Orleans metro area, saw a 71 percent increase.6 San

2012. The Credit Card Accountability Act, which did

Francisco County, California, saw an increase of 68

not permit credit card companies to target anyone

percent. Denver County, Colorado, saw a 57 percent

under 21 on college campuses, was instituted in

increase.

2009, so they did not have access to credit cards like many other young Americans before them. Also,

Millennials are moving at increasing rates for several

POS or point of sale purchases became available on

reasons but predominantly to be where the jobs are

debit cards so this came to replace credit cards for

in urban environments. In a recent survey, 43 percent

millennials. Using debit cards was also a way to avoid

of the millennial renters surveyed, said a new career

carrying debt on credit cards. 63 percent of millenni-

opportunity was what drove their transition (21 percent

als (age 18-29 years) do not own credit cards.8

2 Megan J. Benetsky, Charlynn A. Burd, Ph.D., and Melanie A. Rapino, Ph.D., “Young Adult Migration: 2007–2009 to 2010–2012,” ACS-31, U.S. Department of Commerce, March 2015, accessed January 2016, http://www.census.gov/content/ dam/Census/library/publications/2015/acs/acs-31.pdf 3 Richard Florida, “Where Millennials Are Moving Now,” CityLab, March 26, 2015, accessed January 2016, http://www.citylab.com/housing/2015/03/wheremillennials-are-moving-now/388748 4 Florida, “Where Millennials Are Moving Now.” 5 Millennials Moving to Markets with Jobs, Baby Boomers Downsizing to Lower-Cost Markets,” RealtyTrac, September 17, 2014, accessed November 2016,http://www.realtytrac.com/content/foreclosure-market-report/millennialsmoving-to-markets-with-jobs-baby-boomers-downsizing-to-lower-costmarkets-8143 6 “Millennials Moving to Markets with Jobs, Baby Boomers Downsizing to Lower-Cost Markets.”

One of the consequences of this however is that it is hard for millennials to get loans because they have no credit history or credit score, even if they have a lot savings in a bank account. They also tend to have 7 Lindsay Smith, “The Millennial Generation is on the Move,” Rent, accessed Januar;y 2016, http://www.rent.com/blog/the-millennial-generation-on-the-move/ 8 Jeanine Skowronski, “More millennials say 'no' to credit cards,” Bankrate, accessed November 2016, http://www.bankrate.com/finance/credit-cards/moremillennials-say-no-to-credit-cards-1.aspx#ixzz49sM31DWe

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43

lower credit scores than older generations, which

made them savvy about what they should be paid.

is largely due to them having a more limited credit

They are also looking for work that enriches them-

history than older generations.

selves and world around them and are attracted to companies that have social missions.

Millennials also have unique consumption habits.

They are most influenced by family, friends, and even strangers through social media when looking to buy

USING PERSONAS: THE URBAN NOMAD

products. They tend to be distrustful of traditional

To hone in on the needs of this market, I created the

advertising and also rely on online reviews when

urban nomad persona. Investigating the behaviors

researching products or brands.

and consumption habits of these young urbanites led to the formulation of problem and opportunity state-

With jobs, millennials find pay and benefits impor-

ments. These statements provided the framework for

tant, but also workplace conditions which allow for

the strategies proposed in this thesis work.

autonomy and respect is a priority. Digital data has

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PROBLEM STATEMENT

Young American urbanites whose lives are in flux during their early career years, move frequently and choose to buy convenient, disposable furniture, contributing waste to landfills and GHG emissions.

OPPORTUNITY

By providing services and easy-access to durable designer furniture, urbanites will have greater opportunity to choose sustainable solutions, hence reducing waste and positively impacting global climate change.

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45

INNOVATORS 2.5%

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EARLY ADOPTERS 13.5%

EARLY MAJORITY 34%

LATE MAJORITY 34%

LAGGARDS 16.5%

ADOPTION CURVE Within this demographic of young American urban-

Using this adoption curve model, my initial focus will

ites, I applied Everett Rogers’ Diffusion of Innovations

be with the innovators and early adopters since this

theory to the design interventions created. Rogers’

body of work will ask people to accept new defini-

theory was developed in the 1960’s and it describes

tions for furniture including what it will be made

how and why innovations or new ideas spread

from and how it will be manufactured, distributed,

through cultures. He believes it relies heavily on

purchased and used. Transformation of humble

human capital and for an innovation to self sustain, it

materials, such as cardboard tubes, into products to

1

must be widely adopted by audiences. According to

be perceived as desirable, high design will not be

his audience adoption curve, there are five categories

accepted readily by the majority; nor will a new aes-

of adopters; innovators, early adopters, early majority,

thetic language for furniture, resulting from technolo-

late majority, and laggards, with the early groups

gies such as CNC cutting. Given these relatively new

being the most receptive to new ideas and the latter

concepts, the innovators and early adopters will have

being the least. For very radical ideas, the innovators

to be the testers and hopefully approvers of these

and early adopters must first embrace it before later

innovations so that later audiences such as the early

groups will slowly begin to try it.

and late majorities will be gained.

1 Everett Rogers, Diffusion of Innovations (New York: Simon and Schuster) 2003.

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47

48

LENSES

CHAPTER 5

LENS | DUPLICITY To examine the tension between sustainability and consumption, provocations were generated through multiple lenses. Ultimately what I have termed simplicity, a transparent appeal for change, became the dominant theme of the work. However an initial foray into the power of duplicity also produced several concepts. These first investigations have been categorized into this chapter as Early Explorations.

Early Explorations Designs around duplicity harnessed the use of manipulation and deception to engage people in sustainable practices, at times unbeknownst to them. This was the case with the speculative advertising campaigns created using widely accepted, industry tactics to surreptitiously influence people’s choices. These were inspired by the interviews with experts that said that “going to the dark side” was sometimes necessary. As noted by designer Warner Barnes, duplicity sometimes required “embracing the enemy” with the deep pockets to fund social impact initiatives. Maria Redin saw this first hand while working as a Strategist at Good Corps. Maria had deep-seated contempt for oil companies because she saw first-hand how they destroyed the Amazon forest where she grew up in Ecuador. When her boss Ben Gold, the founder of Good, took her to meet with petroleum companies, he showed her that you have to keep an open dialogue with the “bad guys.” She came to see that because these entities are so large, even the smallest improvement can have enormous results. Lou Pizante, Good CFO-COO, echoed this sentiment when discussing projects working with companies like Shell Oil and Pepsi Co., “If you want to make real change in the world, it’s naive to think you don’t have to engage with big business.” Other explorations aimed to challenge perceptions of what qualities in an object define cheapness versus luxury. For these, there was a more tongue-in-cheek application of manipulation through unexpected material use and the play of double-entendres.

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PRECIOUS PROSAIC By making mundane, disposable objects such as paper clips from precious materials like gold, can we change the relationship people have with them? Can these objects become things we buy once and keep for life?

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CONFRONTATION The next time we want to make a large purchase, we are confronted with our reflection in this mirrored credit card. Our own pesky gaze stares back at us asking if we are hyper-consuming to compensate for other areas of our lives that are deficient.

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CELEBRITY AD CAMPAIGN Most Americans are aware to some degree of the influence that advertising and branding have. Younger generations like millennials are less influenced by traditional advertising, such as print ads and commercials– tending to rely on brand and product recommendations from friends, families and reviews/ likes on social media. However, a recent report by the Boston Consulting Group showed that if the ads have celebrities in them, then millennials are highly influenced, more so than any other group. “Millennials were twice as likely as Gen-Xers to say that they are influenced by celebrities, four times more likely than boomers, and ten times more likely than silents.” 1 In October 2015, NPR aired “Drivers Wanted. Really Really Wanted.” a show postulating how Volkswagen might “win back” American customers with an advertising campaign after their scandal with the “diesel dupe” car software that cheated emissions tests.2 While DDB, Volkswagen’s ad agency declined to answer this question when contacted by NPR, the reporters did ask a few other agencies to respond.

One suggested using journalism style reporting where a “reporter” would investigate the story as if to put Volkswagen in the “hot seat.” This would give Americans the satisfaction that someone had been reprimanded and punished and now VW would be able to show how they have changed and are worthy of trust again. All this would be sponsored content–essentially a long format commercial paid for by VW with paid actors. This scheme seemed ridiculous and 1 “How Millennials Are Changing the Face of Marketing Forever,” BCG Perspectives, accessed November 2016, https://www.bcgperspectives. com/content/articles/marketing_center_consumer_customer_insight_how_ millennials_changing_marketing_forever/?chapter=3 2 Drivers Wanted. Really, Really Wanted.” Narrated by Zoe Chace, This American Life, NPR, Octoer 9, 2015, http://www.thisamericanlife.org/radioarchives/episode/569/put-a-bow-on-it?act=3#play

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“Nike’s products aren’t any better than others out there— they just have genius advertising.”

Warner Barnes Designer, NEW INC.

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plausible at the same time. I can see this approach convincing the once duped Americans into buying VW cars again.

I was further awed by the power of advertising when the reporter went on to recount the story of the award-winning Jack in the Box campaign created in the 1990’s after four children had died and others were sickened from eating burgers with E.coli from the fast food chain.

Jack in the Box hired an agency appropriately named Secret Weapon Marketing (SWM). SWM explained that Americans are looking for accountability and “they need some head needs to roll–it can be real, or it can be symbolic.” So the agency created the Jack character–a bigheaded clown dressed in a business suit. The commercial opens with him saying “Hello, I’m Jack, remember me? I was fired.” He explains he is making changes and it shows him setting off a bomb that blows up a boardroom full of its original members.

In reality, the company never really fired their management team, but symbolically, in the fantasy world of TV commercials, they were under new management. And to boot, the new Jack in charge was a charming and funny character so customers quickly learned to forgive and forget.

The reporter points out that in the commercial, the company never apologizes for the deaths and illnesses they caused, and they even have Jack ask the customer to apologize to him, “That is how diabolical these ads are” remarks NPR host Zoe Chace. She goes on to say “And it worked-- the number of Jack in the Box restaurants almost doubled in the year when these commercials were running.” “How many ad campaigns have saved a company?” Rick Sitting of Secret Weapon Marketing brags on their website, “Stock price went from $3 to $99.”

When I queried Maria Redin on the unethical nature of branding and advertising she countered with the belief that Americans were too sophisticated to be fooled by traditional ads. Even teenagers are getting savvy to it and know what’s authentic and what’s not.

“Millennials get it-- they know if you’re trying to sell them something. People who have been around it more are jaded and don’t always believe it. The only naïve are new consumers from emerging nations who have limited exposure.”

Is it fair to use these weapons, even if it for a “good” cause such as promoting sustainability? It’s something I experiment with in these celebrity ad campaigns.

This intervention looks to change public perception with the power of advertising—a potent and manipulative tool that agencies use to sway people’s opinions and choices. I was also influenced by NEW INC designer, Warner Barnes, when he commented, “Nike’s products aren’t any better than others out there-- they just have genius advertising.” These big companies also use the command that charismatic celebrities possess to push their products.

Leveraging this same tool, I explored the impact celebrity comedians might have on changing behavior on consumption and waste and developed a mock campaign. In one billboard, Ricky Gervais, using his usual dose of profanity, urges the “intelligent people of the world to stop throwing shit away.” In another billboard, Louis CK, similarly prompts Americans to stop buying disposable furniture.

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I HEART IKEA Like many designers, I have a love-hate relationship with furniture giant IKEA. I love the their clean, Scandinavian aesthetics. I love their ridiculously cheap prices. I love that they are democratizing good design and making it accessible to the masses. But like many consumers, I hate that their furniture starts to fall apart after a few years. For most this means that it will get tossed. As a designer interested in sustainability, this is what I hate most of all about their furniture—that it is considered throw-away by most consumers.

I toyed with the idea of IKEA becoming a sustainable company. They do have sustainability initiatives in place to make their factory, stores and manufacturing processes greener– switching to LED and fluorescent lights, installing solar panels, increasing their sourcing of renewable materials. Taking on these efforts are laudable, especially given their size; even small incremental improvements can have a huge effect.

They’ve even created some ads using this exact logic to promote themselves as an environmentally responsible company. But one could argue these are just green washing campaigns.

What IKEA does not address in any of these promotions is the big pink elephant in the room—that their cheaply made products break and end up landfills a short while later. Their furniture is synonymous with disposable.

Could IKEA be motivated to make their furniture long lasting? Doing this will likely increase their cost of manufacturing. Will this have a deleterious effect on the democratizing affordability of their products that

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IKEA becomes so highly regarded as protectors of the planet that people declare their devotion with permanent tattoos.

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is so appealing and commendable? Is it possible to

are associated with monuments like the Egyptian

make long lasting furniture at a low price? There are

pyramids and even featured in a MoMA design show.

furniture companies, such as Room and Board and De

IKEA becomes so highly regarded as protectors of

La Espada, that make durable products but their price

the planet that people declare their devotion with

points are significantly higher and they serve a niche,

permanent tattoos.

affluent market.

IKEA is the largest furniture retailer in the world, This speculative campaign proposes to shed light on

selling 100 million pieces of furniture per year. It was

these questions by imagining a future where IKEA

recorded that over half a million of its Billy book-

has now become a truly responsible business. It

cases were sold worldwide in just two months (from

produces long-lasting, good design at an affordable

September to October 2012).1 At these staggering

cost and all the while, maintains significant profits.

figures, it’s a worthwhile effort to consider how IKEA

These ads promote this new sustainability mission.

might become a sustainable company.

In this theoretical world, IKEA’s sustainability product solutions are so innovative and enduring that they

1 Harry Wallop, “IKEA: 25 Facts,” The Telegraph, Oct 31,2012, accessed November 2016, http://www.telegraph.co.uk/finance/newsbysector/ retailandconsumer/9643122/Ikea-25-facts.html

Actual IKEA commercial that aired in the UK to promote it is a sustainable company: “By 2016 we will only sell energy efficient LED lightbulbs.

Sometimes small things can make a big difference.” What they neglect to address is the big pink elephant in the room—that their cheaply made furniture is synonymous with disposable.

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CHAPTER 6

LENS | SIMPLICITY Simplicity is a direct appeal for change. It is about promoting a cultural shift that embodies values that lead toward a sustainable future. Although designing products with sustainability in mind is an important part of the equation, expanded consumer awareness is a key factor in the success of simplicity. As we become more cognizant of the externalized and non-financial costs of the products we buy, we can assess value through a new framework. Design can help make these new informed choices easy to follow through on. Simplicity relies on a change in consumers, one boosted by the easy to act on options offered to them through thoughtful choice architecture.

Developed Work Interventions around simplicity move away from manipulation tactics to encourage better behaviors. The intentions are transparent. They produced services that encourage collaborative consumption. It elevates the status of everyday materials, which have a lighter carbon footprint, to create products of high design thereby assigning new value to them. There are also explorations into new materials and manufacturing models that both lower costs and lessen environmental impact. Through these channels, important inspirations and perspectives are uncovered.

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COMMON COLLECTION common collection is a series of explorations of household and furniture products that aim to produce sustainable alternatives through several strategies.

The first prototypes look to elevate the status of under-valued and under-utilized materials, such as cardboard and paper honeycomb. These materials are typically composed of post-consumer recycled content and have a much lighter carbon footprint than other typical furniture product components such as wood, metal and plastic.

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INSPIRATIONS

Two inspirations for early speculative products: the cardboard tube architecture of Shigeru Ban, the 2014 Pritzker Prize winner; and the lightweight, yet durable hollow core door-- a product that is often associated with cheap construction that is actually a modern marvel of structural integrity. Both use humble materials to create works of wonder.

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Christ Church, New Zealand, by architect Shigeru Ban

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ADDED VALUE This table uses a playful application of double-entendre to challenge our definition of luxury and heirloom.

Constructed of cardboard tubes, chipboard and masonite, the honeycomb structure underneath the top surface provides strength and is lightweight for shipping. The tube legs are removable to allow for flat-pack shipping.

To offset the sense of cheapness that people associate with lightweight furniture, the tube legs act as piggy banks. The loose change added gives the table the heft and weight people equate with value while also literally increasing the value of the table.

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TUBULAR Further exploring the use of humble materials, I created Tubular a speculative offering of home goods products made from cardboard tubes that are part of the common collection brand. Its goals are in line with the common brand mission, which aims to change people’s perceptions about cardboard and engages them to see it as a product of value. This first product is a wall hook that doubles as a keychain holder.

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To further elevate Tubular as a product of aspiration, an ad campaign was mocked up using graphic and written language typically associated with minimalist, high design to give it this status.

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ORIGINAL OAK Original Oak was born through the lens of a dystopic future where natural resources like wood have been nearly decimated through unrestrained human activity and consumption. In the year 2065, solid wood has become a coveted, rare and expensive material. For those who still prescribe to a society focused on status and expression of wealth, owning wood products or even a block of wood is a display of affluence. For those who are not able to afford this, counterfeit versions are available; similar to the counterfeit handbags we have today. Original Oak is a counterfeit piece that is made to look like a thick plank of solid oak. The center is however composed of paper honeycomb. The block is displayed proudly on a stand and would be situated high on a shelf so that it cannot be picked up, which would reveal the truth of its composition.

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introducing metropolitan

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flat grain cuts used on top & bottom

end grain cuts used on ends

side grain cuts used on sides mitred corners

To create the illusion of a solid block of oak, the wood grain pattern was carefully aligned to each face. Flat grain cuts, which are slices taken straight down the length of a log have circular "cathedral" pattern. These were applied to the top and bottom of the block. The sides of the logs have more consistently linear grain pattern.

These are applied to the sides of the block. End grain cuts of the log are a cross-section of the stacked wood fibers and have a distinct "dot" pattern.

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side grain

flat grain

end grain mitred corners

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QUATTRO TABLE In contrast to the dystopia of Original Oak, Quattro Table is the outcome of a utopian future. It is envisioned as a product of the common collection brand. In this ideal world, humans have heeded the warnings about the environmental consequences of our consumption and smart alternatives, like paper honeycomb cores, are being pursued to reduce impact. Paper honeycomb is a high-performance, structural material that can be made from post-consumer recycled paper. Its lightweight also allows for reduced shipping costs and carbon impact. Instead of being furtively used to produce counterfeit goods, it is openly embraced as a product of superior value engineering. This lightweight sandwich of wood and paper honeycomb also makes for easy relocation for those leading nomadic lifestyles. The judiciously appropriated exterior of quality wood in quarter to half-inch thicknesses, gives the warmth of solid wood without the environmental and economic price.

Similar to the Original Oak block design, the layout of the grain direction is aligned to be consistent with solid wood pieces.

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Blocking placed in four locations inside the sandwich create a rigid point of connection for the paper tube legs.

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The legs wrapped in wood veneer are also a less resourceintensive solution that is lightweight. They are removable to allow for convenient, knock-down shipping.

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QUATTRO BENCH TThe Quattro Bench in walnut also uses the paper honeycomb and wood sandwich panel design, but includes an additional refinement to the top surface.

The walnut top thickness is reduced and backed with one-quarter inch thick birch plywood. The alternating grain directions of the plywood give it greater strength and stability, while also saving further on material cost.

Corner blocking keeps the frame square and also provides rigid connections to the legs. Like the Quattro Table, the cardboard tube legs are wrapped in thick veneer and are removable to allow for convenient, flat-pack shipping. This feature, combined with the lighter weight of the honeycomb core, further reduces its shipping carbon footprint. By integrating cardboard materials thoughtfully with wood, sustainable, affordable and durable products of high design are possible. New value can be assigned to materials such as paper honeycomb and cardboard tubes.

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The walnut top thickness is reduced and backed with one-quarter inch thick birch plywood. The alternating grain directions of the plywood give it greater strength and stability, while also saving further on material cost.

Corner blocking keeps the frame square and also provides rigid connections to the legs.

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Like the Quattro Table, the cardboard tube legs are wrapped in thick veneer and are removable to allow for convenient, flat-pack shipping. This feature, combined with the lighter weight of the honeycomb core, further reduces its shipping carbon footprint.

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F G

F

SECTION F-F DETAIL G SCALE 1 : 2

E

E

SECTION E-E SCALE 1 : 2

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SECTION F-F DETAIL G SCALE 1 : 2

SECTION E-E SCALE 1 : 2

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Parallel Times installation and newspaper designed by SVA MFA Student Gallery Committee: Natsuki Hayashi, Eden Lew, Jon Lung, Marianna Mezhibovskaya and Souvik Paul)

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Quattro Bench and Original Oak on exhibtion at the 2016 Wanted Design show.

The pieces were on display as part of SVA's MFA of Products of Design student exhibit titled Parallel Times.

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By integrating cardboard materials thoughtfully with wood, sustainable, affordable and durable products of high design are possible. New value can be assigned to materials such as paper honeycomb and cardboard tubes.

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LATTICE Lattice is another proposal that falls under the common collection brand. It leverages CNC (computer numerical control) cutting, a new fabrication technology, to create accessible design. With CNC, digital drawings are loaded onto a computer, and automated cuts are made with an integrated router. The precision of this automation allows a series of uniform slots to be cut into a sheet of plywood, giving Lattice a flexible body.

This flexibility also allows the furniture to reconfigure for different uses. A shelf prototype is designed to disassemble and compress down into a coffee table, which also allows for easy flat-pack shipping.

Early prototype in chipboard with flexible lattices creating “live hinges.�

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The flexible carcass for a shelf prototype is cut on the CNC from plywood. This flexibility can create live hinges, replacing traditional metal hinges and allowing side and back panel components to be made from one continuous sheet of wood. Implementation of tabbing connections further reduces the use of metal hardware.

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LATTICE TEST CUTS

.26” WIDE OPENINGS = 4” RADIUS

.30”

WIDE OPENINGS = 3.75” RADIUS

.40” WIDE OPENINGS = 3.5” RADIUS

.45 ” WIDE OPENINGS = 3.25” RADIUS

.35” WIDE OPENINGS = 3” RADIUS

.50” WIDE OPENINGS = 4.75” RADIUS

Before beginning the production of the lattice prototype, a series of tests were conducted to determine the best opening size and distance apart for flexibility in the one-quarter inch thick birch plywood. Some lattice cut samples were made in same direction as veneer face grain (which was against the substrate wood grain).

Others were made with the opposite grain combination.

Surprisingly, the increase in lattice cut opening size did not increase bend diameters sequentially. More testing is necessary to determine the reason for this, however it appears that flexibility depended not just on the slot opening size, but also the distance between each of the openings. For this initial investigation, I found that the .35” wide openings provided the best and tightest bend diameter of 3”.

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The shelf prototype is designed to disassemble and compress down into a coffee table, which also allows for easy flat-pack shipping.

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Lattice furniture also allows for a different manufac-

Opendesk, a UK-based online platform that offers

turing and distribution model which affords several

aggregates digital furniture designs and produces

advantages. Using open-source design, consumers

them with a “freemium” model, inspired the open-

are able to download drawings online for free, as

source set-up of Lattice. Opendesk furniture

well as take advantage of and contribute to improve-

designs are provided for no charge under a creative

ments made through crowd-sourced designs. They

commons license for anybody to make himself or

can then build the furniture themselves or take the

herself. However, designs can also be purchased,

drawings to their local digital fabrication shop to be

either as finished products or under a re-seller

produced for a fee. This decentralizes manufacturing

license, where independent fabrication shops can

from faraway places like Asia, which reduces on the

reproduce the designs in their locality and sell them

cost and carbon footprint of shipping. Since furniture

on for their own profit. Opendesk receives a modest

can be made to order, warehousing of materials and

design fee and the designer receives a royalty. 1

products is also reduced. Lastly, it supports communities by keeping the value chain local. These features provide ease and convenience to the consumer and

1 Beatrice Galilee, “Opendesk,” Domus, August 21, 2013, accessed December 2015, http://www.domusweb.it/en/design/2013/08/21/opendesk.html

also offers them customizable furniture that is available in short lead-times.

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METROPOLITAN Influenced by the idea of decoupling use and ownership as encouraged by Cameron Tonkinwise, I mocked up Metropolitan, an online platform that provides an easy-to-use, affordable furniture ownership system for young urbanites. During their early career years, these millennials are frequently moving from apartment to the next and can benefit from a service that efficiently and sustainably manages their shifting furniture needs. With the Metropolitan website or app, users can sell back their existing furniture and then buy replacement furniture that is better suited for their new requirements. For instance, perhaps a user is a moving from a shared two-bedroom apartment to a small studio; they can easily downsize to a smaller sofa and coffee table using the app.

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introducing metropolitan

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2-bedroom

studio

A a user is a moving from a shared two-bedroom apartment to a small studio; she can easily downsize to smaller scale furniture using the app.

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sell back your furniture to metropolitan

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buy replacement furniture from metropolitan

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Metropolitan minimizes risk and hassle to users by acting as a filter for handling purchase and payment transactions, verifying the condition of used furniture for resale, and cleaning and refurbishing pieces as required. By providing a streamlined service that eliminates the disposal of furniture, it’s easy for users to practice sustainable with furniture ownership.

There are other similar services on the market such as AptDeco and Move Loot, but Metropolitan differs from these in several ways. The point of difference (POD) from Move Loot is that it is not a consignment service, it does not deal in furniture that is not part of its collection, except for mid-century classical furniture, and it has higher quality and aesthetic standards for its furniture offering. The POD from Apt Deco is that it sells both new and used furniture; it does not exclusively sell pre-owned furniture.

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metropolitan reduces risk & hassle handles transactions (buy & sell)

buyer

pick-up | delivery

seller

confirms furniture condition cleans & refurbishes furniture

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NORMAN Like the Metropolitan platform, norman is a collaborative consumption proposal that makes it easy for millennials to practice sustainable furniture ownership.

One of the challenges with the sharing economy is that communal goods get damaged due to lack of accountability—it is a problem that many furniture sharing and rental services contend with. Norman aims to create accountability amongst users through a co-op type membership, similar to a food co-op.

To create further engagement, the user experience is designed from the point of view of the furniture pieces, which are animated with anthropomorphic qualities and catchy names. With these endearing personas, users are less likely to mistreat the furniture.

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norman provides a convenient and fun-to-use furniture sharing service, making it easy for young urbanites to choose a more sustainable solution.

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Members pay a monthly fee for the service and also

to each urban locale. For instance, New York City

place a security deposit. There are three levels of

members only exchange furniture within the New York

membership—budget, moderate and deluxe—that

City region, etc.

allow for increasing allowances on “buying” furniture.

The furniture collection only includes pieces that

Once you sign up, Norman will know your profile, past

are durable and long-lasting. Members of norman

history of likes-dislikes and current apartment setup

have access to a collection of quality, vintage and

and location. It will be able to make informed recom-

contemporary furniture offerings. For sustainability

mendations when you require new or alternative

and economic efficiencies, furniture sharing is limited

furniture, or if you are moving to a new apartment.

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Members can navigate through traditional pull down

With each living situation change, whether it is initi-

menus or use its conversational user interface (CUI)

ated by a new roommate or job, there are a multitude

for a more “personal” interaction. The platform has

of furniture related details to coordinate. Busy, young

a lovable guide named Norman, who embodies the

urbanites have limited mental bandwidth to manage

form of a vintage wood chair. He can make helpful

this, especially with sustainable solutions. Many resort

suggestions on furniture options based on a user’s

to buying what’s most convenient—inexpensive,

profile. When members click on the green chat

disposable furniture.

button, Norman “talks” to them. It’s this conversational chatting and Norman’s witty demeanor that draws users in.

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By making the acquisition and moving process easy, fun and affordable norman reverses the role that inertia usually plays in behavioral economics. Human tendencies for inaction frequently lead to missed opportunities or loss. However, that inactivity actually now leads to gains. Users can just let norman suggest furniture pieces and handle the details of delivery and pickup.

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With norman, the furniture pieces will even get flirty to persuade consumers into better behaviors. Members gain the benefit of convenience while also contributing to more sustainable practices.

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LET’S GET PHYSICAL Throughout my research, when engaging others in discussions about sustainable furniture solutions, I found that people often became bored or exasperated. Sustainability had become an overused and meaningless word. I sought to design an intervention that was lively and fresh to reignite interest. Let’s Get Physical is an interactive experience that uses the upbeat and outrageous vernacular of 80’s design to entice participants to join. The event was a venue for people to discover a new material combination using paper honeycomb and wood for sustainable furniture design.

Instead of exhibiting this product solution in a traditional furniture trade show, the typology of a personal training session was used as a hands-on way to get participants to interact with the physical product. And instead of making traditional furniture pieces like a chair or table to display, barbells were made in the same honeycomb and wood materials. This prototype design demonstrates how something that looks heavy, can actually be lightweight and still durable.

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Guests were invited to a private gym studio to “work out” with the special barbells under the guidance of a “personal trainer.”

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Participants began to really examine, play with and even dance with the barbells-- the goal to generate delight and real physical interaction was achieved!

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At the end of the workout sessions, attendees were lead to a “reveal station� and shown a cut-away sample and diagrams of the wood and paper honeycomb construction. A small Quattro table prototype was also set out. A healthy conversation ensued and important insights were shared. Participants come away learning that a less resource intensive solution for furniture can still be elegant, durable and affordable. They discover that something as humble as cardboard honeycomb, when thoughtfully integrated with wood can create a product of high design. The ultimate success was seeing people re-engage with genuine curiosity and interest in seeking sustainable alternatives.

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CHAPTER 7

LOOKING FORWARD There are many areas of opportunity to expand the work, but most compelling is the honeycomb sandwich composite furniture because it offers a value-engineered solution. Diligence will need to be performed around the viability of manufacturing this product at volume, cost efficiently and sustainably. For the cost-related factors, the investigation process would entail the traditional product sourcing, pricing and logistics exploration. This would include identifying local fabricators for each of the components and determining costs for assembly and shipping. Finding a high-end, hollow core door manufacturer with expertise in using hardwood exteriors to produce the honeycomb composite panel portion would be the focus, as recommended by sustainable products manufacturer, Mogens Smed, co-founder of D.I.R.T.T. Since the design of the proposed composite panel is similar to the construction of a hollow core door, effcieinces could be gained by leveraging the existing manufacturing equipment and production flows from these door fabricators. In fact, the hollow core door was the early inspiration for this furniture product so it is a logical, natural direction.

To further test the feasibility of the product, the minimum viable product (MVP) approach in the Lean Start-up method developed by Eric Ries will be applied. An MVP has just the core features that allow it to be tested with a group of potential customers that fall into the early adopters category in the Diffusion of Innovations adoption curve. This audience is characterized as more tolerant of unrefined products, more likely to give feedback and able to understand product intent from an early prototype. The aim with using an MVP is to avoid building a product that there is no demand for and to understand quickly what customers want with the least amount of

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effort and cost. 1 Below are the core features of MVP:

upheaval. It appeals to the needs and behaviors that humans are already predisposed to, making it easy to

•

Be able to test a product hypothesis with

adopt. It hopes to further the mission that has already

minimal resources

gathered momentum by others involved with integrat-

•

Accelerate learning

•

Reduce wasted engineering hours

•

Get the product to early customers as soon as possible

•

ing social good and sustainability into our personal and professional lives such as those involved with the B Corp and Benefit Corporation movements.

Becomes the foundation for other similar products2

The second portion of the diligence work around the honeycomb composite furniture is producing a preliminary life cycle assessment (LCA) based on the manufacturers, suppliers, shipping methods identified. LCA is a comprehensive process for analyzing the environmental impact of a product or material. It considers all stages of the product from manufacturing, shipping, usage all the way through to end of life.

SOCIAL IMPACTS As urged by design thinker, Cameron Tonkinwise, the work here aims to replace hyper-consumerism with collaborative consumption through the decoupling of ownership and use. The sharing economy can foster a sense of kinship and goodwill in an otherwise enormous, nameless, faceless world. In today’s global society where others are often viewed as distant strangers, collaborative consumption can create accountability amongst this huge community that

In thinking about the impacts this body of work

would otherwise feel detached from one another.

will have, the hope is for it to touch many areas for change from social all the way through to environ-

By attempting to reverse our addiction to disposability, people will have a more considered and

mental.

thoughtful relationship with the objects in their lives, especially large-scale items that once were treated

ECONOMIC AND POLITICAL IMPACTS Moving from capitalism to a degrowth or steady-state economy has been described as pure socialism by some. In fact one writer has even stated, “The most threatening act of protest for a capitalist system would be for its citizens to refuse to consume.”3 However, the interventions in this thesis work seek to create change in these areas without creating major

as heirlooms such as furniture. There will be a return to the idea of furniture being objects of permanence that get handed down, but not necessarily to the next generation of family members. In today’s inter-connected world, we can now share goods with neighbors, fellow co-op members or even total strangers.

Through this emphasis of human connection, social capital will grow as a commodity to foster a more considered life. This is a life where material abundance is not a primary focus and a return to family time and

1 Eric Ries, “Minimum Viable Product: a guide,” Start-up Lessons Learned, (2009) accessed April 2016, http://www.startuplessonslearned.com/2009/08/ minimum-viable-product-guide.html 2 Ries, "Minimum Viable Product: a guide", 2009.

3 Anthony a Dunne and Fiona Raby, Speculative Everything: Design, Fiction, and Social Dreaming. Cambridge, MA and London: The MIT Press, 2013.

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relationships would encourage voluntary simplicity.

ENVIRONMENTAL & ENERGY IMPACTS One of the primary concerns, if not the primary concern, of the work presented here is its environmental impact. Through re-using, re-selling, co-sharing, and eliminating disposable furniture, there would be a complete overhaul in the last stage of a piece of furniture’s existence-- its end of life. This would reduce furniture waste going to landfills by recycling its use continually until it literally breaks apart and

resistance could perhaps be the most expeditious and impactful. Embracing the qualities of the very things that are a source of environmental damage— disposable products— could in fact be the key to shifting American society away from a disposable culture. By instilling new enterprises with the same convenience, low-commitment and low-cost that disposable products possess, a more sustainable future is possible.

deteriorates. On the material end, hardwoods used in mid to high end furniture would have more sustainable replacements, such as post-consumer recycled cardboard tubes and paper honeycomb. These substitutions would reduce its carbon impact while still maintaining its aesthetic value and durability. Lattice furniture reduces carbon footprint through two means.

By promoting production of furniture from local digital fabrication shops, it reduces the impact from international shipping from far away factories in Asia.

The use of live hinges would reduce the need for resource-intensive metals used in hardware hinges.

The principles that have shaped my work here started with the influence of my parent’s values. The irony is that those same old world values are now part of the most progressive design agendas. My own journey in the cultural landscape of 21st century America has taught me that good intentions are not enough to deliver on sustainable actions. However, a designer has the ability to structure and incentivize the consumer decisions, for their own benefit as well as the whole of society. And I look forward to continuing to leverage this power as a designer to script better behaviors around consumption and waste. Working through multiple lenses has revealed that there are many strategies that can be harnessed to create change, but channeling the path of least

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BIBLIOGRAPHY

BIBLIOGRAPHY | SELECTED Benetsky, Megan J., Charlynn A. Burd, Ph.D., and Melanie A. Rapino, Ph.D., “Young Adult Migration: 2007–2009 to 2010–2012,” ACS-31, U.S. Department of Commerce, March 2015, accessed January 2016, http://www.census. gov/content/dam/Census/library/publications/2015/acs/acs-31.pdf Botsman, Rachel, and Roo Rogers. What's Mine Is Yours: The Rise of Collaborative Consumption. New York: Penguin, 2010.

Covert, Abby. How To Make Sense of Any Mess. New York: AbbyTheIA, 2014.

“Charts and figures from ‘An Inconvenient Truth,’” National Capital FreeNet, accessed January 10, 2016, http:// web.ncf.ca/jim/ref/inconvenientTruth” Dunne, Anthony and Fiona Raby, Speculative Everything: Design, Fiction, and Social Dreaming. Cambridge, MA and London: The MIT Press, 2013.

Giorgis Kallis, Christian Kerschner and Joan Martinez-Alier, “The Economics of Degrowth,” Ecological Economics 84 (2012).

Hesse, Hermann. Siddharta. New York: Bantam, 1982.

Honoré, Carl. In Praise of Slowness: Challenging the Cult of Speed. New York: Harper Collins, 2004.

Koren, Leonard. Wabi Sabi for Artists, Designers, Poets & Philosophers. Point Reyes, CA: Imperfect Publishing, 2008.

McDonough, William and Michael Braungart. Cradle to Cradle: Remaking the Way We Make Things. New York: North Point Press, 2002.

Ries, Eric, “Minimum Viable Product: a guide,” Start-up Lessons Learned, (2009) accessed April 2016, http:// www.startuplessonslearned.com/2009/08/minimum-viable-product-guide.html Rogers, Everett, Diffusion of Innovations. New York: Simon and Schuster, 2003.

Thackara, John. In the Bubble: Design in a Complex World. Cambridge, MA: MIT Press, 2006.

Thackara, John. How To Thrive in the Next Economy: Designing Tomorrow’s World Today. New York: Thames and Hudson, 2015.

Thaler, Richard H. and Cass R. Sunstein. Nudge, Improving Decisions About Health, Wealth and Happiness.

New Haven and London: Yale University Press, 2008.

Trainer, Ted. The Conserver Society, Alternatives to Sustainability. London: Zed Books 1995.

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CLOSING

ACKNOWLEDGEMENTS Thank you to the many people that supported me on creating this body of work.

I am grateful and indebted to all who generously gave their time and insights.

Allan Chochinov

Special thanks to my husband

SVA PoD Faculty and Staff

Sasha Blaug who agreed to go

VLF Staff

on this journey with me.

Subject matter experts SVA PoD Class of 2016

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