What is Ecodesign?

Design is the functional means by which the creative assets of a company, which are a necessary condition for innovation, are channelled for competitive advantage. There is a growing body of evidence linking good design to company performance.

Ecodesign is a strategic design management process that is concerned with minimising the impact of the life cycle of products and services (e.g. energy, materials, distribution, packaging and end-of-life treatment). This involves assessing, prioritising and then designing out problems, or designing new solutions. These solutions can range from specifying renewable materials, reducing the energy during usage to innovating the business model.

Ecodesign = good design = good business practice

Ecodesign also takes into account social impacts in the production and consumption of products and services, making a significant contribution to sustainable development. Communicating and building ecodesign thinking into future product development is crucial.

By challenging the status quo, ecodesign plays a key role in the global move towards a more sustainable economy.

In simple terms, ecodesign is good design and good business practice through the adoption of a holistic life cycle thinking approach, which extends the vision of design beyond traditional boundaries of production and use.

Ecodesign Approaches

Life Cycle Thinking means considering the full life cycle impacts of a product, packaging or service. This includes material extraction, manufacture, distribution, retail, use and end-of-life. Completing a Life Cycle Assessment (LCA) can make a comparison between different design options allowing the least damaging option to be selected.

Design for Disassembly considers the easy separation of different types of material from a product once its useful life has come to an end, to allow for effective recycling.

Reduce the negative impact of a product on the environment, for example by removing hazardous chemicals or materials, without compromising the design.

Re-Design the product or product system, for example by re-designing the product to take advantage of more sustainable materials and cleaner production methods.

Re-Define a product or service into a solution that makes commercial sense whilst being sustainable, for example considering whether a car is the best solution to move from A to B.

Why do Ecodesign? 

Crucially ecodesign can make a direct difference to the bottom line through reducing costs, increasing innovation, attracting investment, improving brand position and enhancing business communications. 

As a strategic design management process, ecodesign can also help companies proactively comply with environmental legislation.

The following product and service related legislation is relevant to Welsh industry:

• Waste Electrical and Electronic Equipment Directive (WEEE)
• Restriction of Hazardous Substances Directive (RoHS) 
• Packaging and Packaging Waste Directive 
• Energy-using Products Directive (EuP)
• End-of-Life Vehicle Directive (ELV)
• Landfill Directive