Early this week I went to The Foundation’s Forum which debated the above. Speakers included Mat Hunter from the design agency IDEO and Russ Shaw, the former Chief Innovation officer from Telefonica, so unsurprisingly the discussion responded with a resounding ‘Against – innovation is as important as ever!’.
Despite the predicable outcome the discussion was fascinating and it was Martin Chilcott, CEO of 2degress, who really got me thinking. 2degrees is an online network designed to help people find solutions to sustainability problems. He focused on the need for innovation to create products and solutions that help mitigate ‘the next mass extinction’ i.e. climate change.
A big part of this has to be getting everyone to buy less stuff. So I left the discussion feeling slightly confused about what all this innovation actually is. To me, from a corporate perspective, it’s ultimately about finding ways to encourage consumers to buy more of your product. Does this not conflict with innovating to find solutions to slow climate change? Further growth in consumerism will only make the environmental battle a harder one to win.
So how should people be innovating in these times? It was Mat’s message that I think best sums up the desired approach – whatever the innovation is, it has to meet a real social need.
MMM a difficult one. Maybe sustainability is about buying less of better - stuf that has plty of care and attention and added value, and is worth saving for.
ReplyDeleteI think the 'getting people to buy less stuff' thing is a complete red herring. People buy what's presented to them and why shouldn't they?
ReplyDeleteThe innovation needs to come from the businesses that provide the products we purchase.
This was really brought to the fore with Hugh F-W's big chicken thang - why should I feel guilty for not buying a free range chicken when out of the 20 or so options I'm presented with by Tesco/Waitrose/Sainsbury's, very few fly the FR flag and when they do, it's a considerably higher cost.
Those corporations hold the buying power and thus ability to really change things for good...but they're all being very slow to do so.
I need to just say - I'm using the chicken thing as an example...I dunno the ins and outs of that but my point is, it's those large companies that needs to lead the charge for positive social change and thus, I agree, innovation is more important than ever before.
By placing blame on consumers who will consume regardless, we run the risk of 'greenwashing' and actually switching people off caring about climate change and alike.
I think it's an exciting time for NPD - why shouldn't these bags http://www.fire-hose.co.uk/ become as covetable a fashion accessory as those I'm currently presented with in Selfridges?
The big/powerful companies and brands who've competed hard to be high on consumers' consideration lists could find that increasingly complacency will be a killer.
Here's where the innovation comes in...working out how they're going to promote sustainable business models in terms of their profit margins whilst answering the need to work sustainability in terms of the environment into the future of their businesses.
At the end of the day. Consumers consume. They're currently warm to the idea of opting for environmentally friendly / sustainable products but choice is still scare and comes at a premium.
The playing field can even out considerably and I hope this means some exciting new product development from the brands we all currently know and love.
Thanks for coming along the other night.
ReplyDeleteI don’t think there’s a disconnect between innovation in corporations and sustainability.
For a start, the innovation can be in your processes, not the final product. How you offer the same product to customers at a fraction of the cost and waste – Plan A being a good example of this. I think that’s what Martin really meant by consuming less.
And “consuming more” should really mean “better consumption.” Innovate to give customers what they really value, what they’ll really use and what will make a difference to their lives. So yes, consumers will consume – but they’re consuming something that’s worth consuming and not a waste of the resources that went into it.