During the lecture Sustainable Innovation, speaker Nathan Shedof introduced the theory of sustainability. He stressed the importance of sustainability from not only a business and design standpoint but from world point of view. Shedof examined several different countries in comparison to the United States and their adaptation of sustainability principles. In relation to these countries, the United States has yet to reach a level of true commitment of sustainable practices.
The first country examined was India. According to National Geographic magazine, India is the country with the least consumerist population. India heavily relies on recycling and reusing products because of their economic scarcity. Despite India’s problems with extreme poverty, they may be able to provide hints for American sustainability.
Brazil is another example of foreign sustainability. Brazil has taken their transportation to a whole new level by building a subway system above ground using buses. These services were created on a budget because of limited economic funding. In Sao Paolo, visible advertising such as billboards have been completely banned from the city. Because the visual impact of advertising is no longer present, the city is much more quiet. Again, this marketing decision could be a part of our answer for a sustainable future.
As I began to examine Shedof’s examples I saw a trend. The poor and underdeveloped countries are able to grasp a hold of sustainable practices. So why are these less advanced nation states outshining America in their resourceful practices? The answer: financial constraints. These countries are forced to come up with creative solutions because of their limited funds. The problem the United States is facing is a sizable budget. Because the United States is financially privileged, America has grown quite comfortable. America’s security blanket has been stitched together by technology and advanced production methods. Without financial constraints Americans are less inclined to think “outside the box”, hindering any progress towards a sustainable future.
After mulling over this information I had an epiphany; I developed an amateur theory. Currently, the American economy is suffering. While I am not shying away from the fact that the present recession has stirred up inconvenience and difficulties for American citizens, I also believe that now is a time to embrace our struggles and transform these financial burdens into sustainable solutions. Shedof’s presentation stressed the fact that in the 1950’s, America was a much more sustainable country than it is today. This detail is quite ironic considering all the advancements that have been made in the last sixty years. Today we are able to create an iphone, yet we are still incompetent when it comes to monitoring our human consumption. However, knowing that America had once reached a level of committed sustainability shows that it is possible to revisit the past. But before we can do that we must focus on the present. It is time to take advantage of our struggling financial situation and think long and hard about the incorporation of sustainability as we come up with economic solutions.
There are still many questions that need to be answered. What does a more sustainable world look like? What does a post-consumer world look like? And what, in fact, is sustainability? These are questions that require immediate responses, and although we are taking greater strides to find the answers, there is still a lot of work that needs to be done to gain a consumer’s involvement. This is where designers come into play. Designers create visions that others follow. Society needs a prototype. If sustainability can be presented in a way that is appealing and meaningful, then society is more likely practice a sustainable lifestyle. So where does a designer begin his or her brainstorming process? It begins through observation. Start by immersing yourself in society and the world around you. This way you will truly learn from your surroundings, even other countries. Inspiration begins with observation and now is the time more than ever to take part in the rally towards sustainability.
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