Implementing environmentally conscious product development in the Canadian industries: an industrial design systemic perspective

North American consumption patterns lead to extensive natural resources and energy consumption, affecting in return the environment and quality of life. Rethinking of our current consumption of products through the products themselves, could lead to more sustainable life styles and relief pressure on our environment. This research aims at understanding why there are so few environmentally conscious products developed in Canada. By elaborating and analysing a holistic model of the traditional product development system, it is possible to identify the drivers and barriers of ecodesign implementation, while meeting the demand and satisfying the corporate culture on the particular scene of Canadian industries of consumer goods. In order to support or negate the model, interviews with key actors of the field are performed to obtain correct disciplinary and organisational discourses. System analysis of discourses and variables helps assessing divergent perspectives and practices, explaining the misunderstanding of the need and opportunities associated with ecodesign and sustainability in general. The results demonstrate that the lack of economical benefits promotion and the poor ecodesign examples stock are challenges to the environmental product development stimulation in Canada. In addition, designers should promote their skills and particular position between users and corporations, in order to express what is possible to the society. The problem resides in the mandate given by corporate leaders and marketing professionals to industrial design, which is too narrow and not related to users needs. Further, many links are missing or not optimised when comparing the reality and the theoretical model of organisational structure of one business and its activities.