Imagine all the necessary steps for a product - whatever it may be - to reach the hands of the consumer. Somewhere, raw materials are extracted or cultivated. Then they are transported to the industry, where they will be transformed. The final product is packaged and sent to retail establishments, where it can finally be purchased and taken home. Sooner or later, depending on the nature of the product, it or what remains of it ends up in the trash. Each of these steps has different impacts on the environment, whether through the waste generated, the energy consumed, or the emission of pollutants.
When we think about the entire life cycle of a product, we become more rigorous. In the past, to be "green," it was enough to focus on a single environmental issue (for example, reducing the water wasted in a factory). Today, we understand the need to reduce all the impacts caused throughout the production chain, from the source of the raw material to the final disposal. This is what Ecodesign is about: the eternal search for products and services that are "lighter" on the environment.
The cause is noble, but it represents a huge challenge for the teams responsible for developing new products, usually composed of professionals from various fields and external partners, such as suppliers, designers, etc. Modifications cannot compromise the product's attractiveness, which must maintain its original quality, preferably without increasing the costs involved. Each project calls for specific solutions, which may include minor changes to existing products or the development of new goods that better meet ecological expectations. In some cases, it may be necessary to engage with companies from other sectors, as one product may serve as raw material for another. PET bottles, for example, after being discarded, can be reused by the textile industry.
The implementation of Ecodesign tools is so important that there is already a series of rules to be followed. In 2010, after more than two decades of debate, the National Solid Waste Policy was finally approved in Brazil. One of its guiding principles is reverse logistics, which holds waste generators accountable and aims to send all recyclable waste back to the production chain. The ISO 14,000 family, a recognized set of technical standards aimed at environmental management, has also been updated. ISO 14,006 – Guidelines for the implementation of Ecodesign in Environmental Management Systems – was released in 2011.
More than merely complying with current legislation, Ecodesign enables a new relationship between the product and its consumer, who is now more conscious and often disturbed by "greenwashing" (or misleading environmental claims in advertising). While rampant consumerism is unsustainable, on the other hand, people need options, alternatives that cause less impact on the environment. It is necessary to invest in cleaner, more efficient, and more durable products. Soon, Ecodesign will be a concern for most companies, whether for ecological arguments or market demands.
References consulted:
CASTRO, G. V. (2007) Ecodesign and consumption: material culture and the meaning of socio-environmental value. Proceedings of the 4th International Design Research Congress, Rio de Janeiro.
GUELERE FILHO, A.; BRONES, F.; COBRA, R. (2012) Customization of ecodesign tools: from theory to application at Natura. III Brazilian Congress on Life Cycle Management.
ISO - International Organization for Standardization (2011). New ISO standard to reduce environmental impacts of products and services. Available at: http://www.iso.org/iso/pressrelease.htm?refid=Ref1469
UNEP – United Nations Environmental Programme (2011) Global guidance principles for lifecycle assessment databases – a basis for greener processes and products. Available at: http://www.unep.fr/shared/publications/pdf/DTIx1410xPA-GlobalGuidancePrinciplesforLCA.pdf
TRIGUEIRO, A. (2012) Sustainable World 2: new directions for a planet in crisis. São Paulo: Editora Globo S.A., 399p.
