Sustainable design is my life's work, and I have worked hard to lead other designers. Today, most people and most companies are interested in sustainability. But, just being interested in the concept doesn't mean much if you don't take action. I'm looking to the IT industry to embody and explain this concept. The IT industry is in the position to do it, because it's directly connected to communication on a day-to-day level for most people.
Sony would play a particularly big role in all of this. Sony is involved in everything from hardware and networks to software and entertainment content. They have a powerful advantage in leading the sustainability movement, both technologically and culturally. You've got a group of people sitting around at lunch, and one of them hits the green button and throws this product in the mailbox. I think that would make a really interesting scene for a video distributed over networks.
The fastest way to accomplish all of this is for the product to tell a story. With a story like this, people, no matter how busy, will look at a product and wonder, "What is this green button? What happens if I press it?" This button lays out a scenario about sending the product back to the manufacturer. Sony would be able to speak directly to its users - make it simple, make it fast.
I think it's time for manufacturers and customers to form a coalition of sustainability. Manufacturers deliver sustainable products and services to users, and users reward the manufacturers. This is a sustainable coalition. We haven't seen a relationship this delightful and surprising between manufacturers and users before.
This type of relationship is built on love. Sony delivers products that make its customers think, "I love Sony." It's like how I always carry my Cyber-shot in my pocket, or how my kids love their PLAYSTATION®. Sony employees look at certain products and think, "I want customers to love this." The love of making things and the love of using things - and the love of sending the products that a customer no longer needs back to the manufacturer to be reborn into new products. This is a cultural bond between manufacturer and customer, and it's the basic message of the Cradle to CradleSM concept.
Sony products tell consumers the story about how much they will enjoy using them. I think it's also a good idea to tell more of a story about what should happen after the customer is finished enjoying the product. The green button idea may be an extreme example, but I'm looking forward to the ways Sony will integrate this concept into their products and services.
*Cradle to CradleSM is a Service Mark of MBDC, LLC.
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