Our overheated industries did not only produce masses of useless goods but also giant ecologic problems, not to mention the effects on our following generations. John Thackara stated in his remarkable book ‘In the Bubble’ that if we have designed us in our problems we could as well design us out of the problems.

Research shows that our society can reduce its consumption drastically without reducing the standard of living just by thinking a little bit more. To find ideas to do less but get more it takes creativity and the capability to break rules – characteristic attitudes of designers. We can design higher consumption – and we can design lower consumption.

The Brundtland Commission of the United Nations defined: “Sustainable development is development that meets the needs of the present without compromising the ability of future generations to meet their own needs.”

“Marketing as such is ethically blind”
- Peter Ulrich, Institut für Wirtschaftsethik Hochschule St. Gallen

So why do we continue listening to the blind when we have to look into the future?

Good design looks good, but good looking does not make good design.