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where the grass is "greener" Mark Smith Mark Smith is a Research Fellow with the Design Innovation Group (DIG), Design Discipline, Faculty of Technology, The Open University, Walton Hall, Milton Keynes, MK7 6AA. This paper examines the development of products that achieve reduced levels of environmental impacts at one or more stages during their life cycle. These products were not primarily conceived through environmental considerations, but through a drive to develop better technical solutions. Product innovation is driven by legislative pressure and commercial opportunities and these products have generally stimulated further development in related products. Introduction This article reports the results of the Open University's Design Innovation Group (DIG) examining the development of products which exhibit reduced levels of environmental impacts at one or more stages during their life cycle; that is from raw material extraction, through manufacture, use and disposal. The study involved collecting information in interviews with 15 firms which have deliberately (or even accidentally) developed 'greener' products. The source of pressure to develop products which exhibit reduced environmental impacts and the benefits which arise from these products will be outlined here. Case studies From 1990 to 1993 DIG undertook 16 case studies of companies that had developed and marketed a wide variety of 'greener' products. In this context, 'Green Design' is defined as:
The companies ranged from small and medium sized enterprises to multinational corporations. The small enterprises were generally created to produce and market 'green' products, but such products were only a small part of a wide range of products produced by the large firms. The intention was to gather information in situations where different environmental pressures were present. The products examined included paints, lighting, furniture, cleaning products, office equipment and domestic appliances. Product assessment and LCA Some of the information collected in these interviews related directly to product environmental performance. There are a number of techniques appropriate for assessing such data, including Life Cycle Analysis (LCA). This technique has emerged as a useful tool for assessing the environmental impacts of a product from raw material extraction and production through to disposal or recycling. Each stage of the life cycle, from pre-production through to disposal, and the consequent environmental impacts can be displayed in a matrix. These are illustrated in table 01, which shows a selection of the firms interviewed, together with some examples of environmental impacts The impacts addressed at each phase of the products life cycle and some examples can be summarised as follows: manufacture Many products have been designed to reduce or eliminate the use of toxic or hazardous materials. Nitech use reduced levels of cadmium and nickel in their batteries, and even exceed Swedish standards for such heavy metals. Atmosal have designed an aerosol which uses compressed gas (air, nitrogen or carbon dioxide) as an alternative propellant to CFCs and hydrocarbons. Pax Guns features lead free shot. The use of recycled material for packaging was often adopted. use Waste reduction strategies are most frequently employed. Fibrescreed have had to respond to emissions legislation regarding their bitumen treatment plant, and GTE use water as opposed to solvent based phosphor coatings in their CFLs. Trannon design their furniture to minimise energy consumption during manufacture, as their premises are heated by waste wood and insulated to a high standard. disposal Several products involved high energy efficiency in use and this was a significant aspect of the 'greenness' of their designs. These include Stelrad's condensing boiler and various CFL designs. Long product life and low maintenance are also features of CFLs, and Nitech's rechargeable batteries, which can reduce materials and resources required through replacement or repair. However, there is very little emphasis on reuse or design for recyclability. Strategies adopted for product design. It is instructive to examine the motivations for developing these 'greener' products. Other studies 2 have shown that in developing such products, firms tend to respond to environmental and commercial pressures which reveal themselves in the following ways: regulation. Most of the firms in this survey adopted not merely a reactive attitude, but a very proactive approach to current legislation, and environmental directives in particular. Several products were developed specifically to pre-empt legislation; for example, the Atmosol aerosol emerged in the wake of the EU ban on CFCs, and Stelrad's condensing boilers exceed all current and future emission and efficiency standards. Some firms have also responded to product liability issues, such as costs imposed by disposal requirements and access to landfill sites (e.g. Gestetner's recycled toner cartridge). environmental
regulation Some firms saw commercial opportunities emerging from more stringent environmental legislation. For example, Nitech expect improved industrial safety standards could lead to increased sales of their rechargeable batteries and portable lights. Anticipation of higher building regulation requirements and possible minimum efficiency standards for appliances are the main reason why Stelrad have invested in the development of high efficiency domestic gas boilers. CFL manufacturers are actively involved in setting standards (e.g. Eco - labelling) which will affect sales of their own products. commercial pressures A greening of product design was perceived by several firms to bring a commercial advantage through moving into new markets or increasing share. One firm also observed that gaining a contract with the Body Shop depended on their use of recycled plastic. Every firm in this survey stressed that the main drive for product development is the competitive advantage derived from a technically superior product. Technical improvements include increased product life, reduced maintenance costs and greater energy efficiency. Innovation is rarely driven by environmental concerns alone, but 'green' products may be directly and indirectly beneficial to a company. It was repeatedly stated in all the DIG interviews that these products were not primarily thought of as 'green' products at all. They were largely attempts at developing a technically superior and/or well-designed product. The lead-free air-gun pellets are a better quality than lead pellets; there is less wastage and users consider them more accurate than lead pellets. Starlowe's 'Omnilite' range are primarily sold on their low running and maintenance costs, and Nitech's batteries and torches sell because they are more reliable and considerably cheaper than disposable batteries. The Atmosol system, by eliminating costly and dangerous liquid propellants, reduces costs and product liability and is also technically more efficient than non-CFC alternatives. It was admitted that environmental legislation affecting aerosols had created the need for technical development, but even given this, the project was seen as developing a technically superior design for non-CFC aerosols. Benefits of 'green' products The effect of a green product strategy upon a company's commercial performance can be examined at both the product level and at that of a company as a whole. The DIG survey provides information at both these levels. In an earlier study on the benefits and costs of investment of design 3, the DIG obtained results on 221 individual product/packaging design projects. This existing survey of the commercial impacts of 'ordinary', or non-green, products provides a useful benchmark with which to compare this survey of 'green' products in terms of sales, profitability, payback on investment, international trade impact and so on. The gross profit margins of 'green' products, is marginally higher than average for 'non green' products. This supports the contention that there is little scope to 'price up' green products, but this study shows that profits can be maintained through reducing production costs. Exports of green products were higher than the 'non green' equivalent, which suggests that the designs were more acceptable to export markets. However, the cost of developing 'green' products was higher than for 'non-green' products, reflected in a longer payback period; however the payback time is still on average two years. Indirect benefits The indirect benefits have involved developments beyond the initial 'greener' product also involving wider product strategies. A number of firms have exploited their 'green' design by developing associated products or applications. For example, Nitech have produced a torch and a safety lantern using their rechargeable batteries. CFL manufacturers have extended their product ranges; GE and GTE produce light fittings and ballast mechanisms. Gestetner have expanded their cartridge recycling programme, via a new company, and are contemplating photocopier refurbishment. Johnson's used the product as a pilot study, which has influenced the packaging of their other products. It is clear that 'greener' products have influenced the business activities of the firms which developed them. Although this survey was based on a relatively small number of companies, it would be instructive to expand the study, and perhaps revisit some of the firms to gauge long term performance and developments. Conclusions
References 1) OTA (1992) Office of Technological Assessment. 2) Roy, R. (1994) The Evolution of Ecodesign. Technovation,
Vol. 14, No.6, pp. 363-380. 3) Potter, S., Roy, R., Capon, C.H., Bruce,
M., Walsh, V. and Lewis, J. (1991) The
Benefits and Costs of Investment in Design: Using
professional design expertise in product, engineering and
graphics projects. Report DIG-03, Design Innovation
Group, The Open University, Milton Keynes.
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