Creative Sustainability

"Before start selling, you should know how consumers buy"

The utopia of "consumers willing to pay premium for green" is over. Once the questionnaires have been filled with socially desirable answers, it's time to get serious: Consumers don't buy green products! Just a reduced segment of the market makes conscious choices when dealing with green. The question now is; taking into account the context, how can sustainable design play a predominant role?

When applying sustainable design, remember:

- The market sets up the rules of the game, sustainability should not jeopardize the imperative quality and design values

- Functionality, convenience, status, and fun are values for which customers are willing to pay a price for

- The creative process behind the product is a valuable asset for customer