New design concepts are coming plentiful; however they are not life-changing, yet. In order to come up with a new idea that will change our future for the better, we, as designers, must put our heads together. In order to come up with an idea that makes the entire industry sustainable and the environment pollution-free, Benyus (1997) looks at the ecosystem for inspiration - “the natural world is full of models for a more sustainable economic system – prairies, coral reefs, oak-hickory forests, and more. These nature ecosystems do everything we want to do. They self-organize into a diverse and integrated community of organisms with a common purpose – to maintain their presence in one place, make the most of what is available, and endure over the long haul” (p. 248). This is a great place to look for inspiration! If we can recognize what limited resources we have and learn to work with them in an incredibly substantial fashion then we will be able to work towards a greener earth. First, we must come up with new concepts. I, personally, like to look at how we are marketing for a more sustainable environment.
This video clip about organic cotton is great – it is direct and simple, and it shows the consumer that is it their responsibility, while not being too over-aggressive. But why is this not working? I think it is not an efficient way to market sustainable products because it is not taking its’ target market into account. The majority of recurring clothes’ buyers’ is young to middle-aged women and some men. So the correct questions is – is what are these people most influenced by? I think it is television shows, movies, and social media. Therefore we must market a greener world there. Working off of a blog buddies idea to put recycling actions in shows such a Jersey Shore – I think we should have TV shows like The Voice, The Ellen Show, and others like this advertise more green-earth responsibilities. I think it is SO important to focus on the target market – and/or the biggest users of unsustainable products and practices.
Benyus, J. (1997). Biomimicry: Innovation inspired by nature. New
York, NY: Perrenial.
Morgan,
ReplyDeleteI really enjoyed reading your blog this week. I think you are totally right about starting with marketing. Media has such a big impact on people today. Why not use this impact they have to help better the environment. If the people that we look up to (celebrities) are doing it then I think more people will catch on. What other ways do you think we could help sustainability other than advertising?
Thanks Kellee!
ReplyDeleteThat's a great question! I think we, as the future of the fashion, apparel and interiors, industry, can start investing ways to make our entire production sustainable..from the amount of energy we use to the resources, fibers, and so much more. One of the powerpoints in Week 9 discussed a building, the Oberlin College, that was completely resourceful with its' waste. If we can aim towards more buildings like this, we would be off to a great start!
Morgan,
ReplyDeleteI think your idea of beginning your blog with a video (allowing the viewer to draw its own opinion), and then building your stance off of it was terrific! Well done! I agree that marketing is the way to get people involved in the movement, and more importantly smart marketing is key. I feel as though your concept of using "authority" figures in marketing is great. Furthermore, how would you brand your greener world toward a specific target market? Ive attached a PDF that I came across while looking up celebrity usage in advertisement and thought you might find it helpful (if nothing else for the reference list at the end).
http://worldlywriter.com/images/portfolio/Proposals/Celebrity_Branding.pdf
Morgan,
ReplyDeleteYou did a great job this week utilizing the readings and looking up a video to accurately depict your points. Good job! I got a little jumbled within your blog at points, but maybe it is because the font is a little difficult to read! But other than that, you made some great points. I really liked your idea toward using social media as a way to reach consumers more accurately. You are exactly right-that is more like what buyers today would understand and gravitate to. Benyus compares a sustainable life to that of natural plants and resources of today. I think that this comparison is a great way to help us visualize just how simple it actually is to be sustainable. How can we broadcast this message to consumers more accurately in hopes that they too can start to easily visualize this concept as well?