MARKUS ROTHMÜLLER Bridgemaker GmbH “The future” cannot be “predicted,” but “preferred futures” can and should be envisioned, invented, implemented, continuously evaluated, revised, and re-envisioned. —Jim Dator, Hawaii, 1995 This paper introduces a framework called Target Worlds, with which I hope to offer an alternative to putting users, personas or target groups at the center of innovation. Instead I want to promote a more prudent approach that balances social, environmental, technological and financial sustainability in innovation.Target Worlds thereby tries to overcome issues of focus, scalability and responsibility in innovation by tackling the core of the problem: the targets of innovation work. The framework merges concepts of investigating ‘worlds’ today, identifying desirable futures for tomorrow and worldbuilding as a hands-on approach resulting in target worlds as new point of departure for innovation teams. This paper serves as a recipe for building target worlds offering a step-by-step guide...
Tutorial: Integrating Sustainability Perspectives in Ethnographic Work
Jennifer Collier Jennings • 0 Comments
MIKE YOUNGBLOOD Youngblood Group Overview This tutorial examines ways ethnography is uniquely positioned to contribute to the design and innovation of environmentally sustainable (or even better than merely sustainable) products and services. It reviews several emerging design perspectives—such as circular design, regenerative design, systems-oriented design, and value-centered design—and explores ways that ethnographers in industry can use them their own practice and organizations to build sustainability considerations into their work. It is valuable for those who are relatively new to sustainability as well as those with deeper experience who are interested in expanding our collective impact toward more planet-friendly industries. The session covers: Opportunity costs of doing design research “as usual” Key perspectives and approaches for sustainable design and innovation Baking sustainability perspectives into research Ethnographic/anthropological theories and methods that can support a sustainability...
Navigating Relativism and Globalism in Sustainability
Jennifer Collier Jennings
by CAROLINE TURNBULL, Johns Hopkins Carey Business School & Maryland Institute College of Art Sustainability & Ethnography in Business Series, Mike Youngblood, Editor Sustainability initiatives—social, economic or environmental—can have universal value for stakeholders. But how sustainability is defined, and what successful solutions might look like, can vary dramatically among different communities, or even conflict. One particular interaction a few years ago forced me to re-evaluate my own definition of sustainability, and this experience has affected my approach to the solution-finding process ever since. ⊚ In 2014 I was working for a nonprofit organization that partnered with companies to certify their carpet supply chains as being free of child labor. I was just four years out of college, dizzy with optimism and eager to be working in a field that married my interests in products, ethics and sustainability. The 20-year-old organization I represented was doing incredible work – freeing children from licensed...
Sustainability and Ethnography in Business: Identifying Opportunity in Troubled Times
Jennifer Collier Jennings
by MIKE YOUNGBLOOD, The Youngblood Group Introduction to the Sustainability & Ethnography in Business Series, Mike Youngblood, Editor Sustainability—we’re hearing this word a lot these days, even in business (if not, depressingly, in Trump Tower). It’s probably something readers of this post all generally support, and it’s definitely something we’re all connected to in one way or another. Whether we work in tech, consumer goods, education, government, or any other field, it’s pretty easy to see how the products, services, and organizations we serve affect larger social and environmental issues. For most of us in the EPIC community, however, sustainability isn’t in our job descriptions. So how should we understand and act on this issue? What are our perspectives, capabilities, opportunities, and responsibilities with respect to sustainability? Are we actively addressing sustainability in our work, or is it properly “someone else’s job?” This post introduces an EPIC discussion on sustainability. Over...