Human beings don't have a pollution problem; they have a design problem. If humans were to devise products, tools, furniture, homes, factories, and cities more intelligently from the start, they wouldn't even need to think in terms of waste, or contamination, or scarcity. Good design would allow for abundance, endless reuse, and pleasure.«
The Upcycle by authors Michael Braungart and William McDonough, 2013
Sustainability is timeless. Originally with a background in ecology, demand for more sustainability has spilled over into the corporate and cultural sectors in particular and society in general. Once considered very hackneyed, the term sustainability has become respectable again – and the urgency for sustainability is (by and large) undisputed. The time has come to take action and to design our tomorrow. What an incredible task for designers! What may come as a surprise to amateurs has become normal for creators in all disciplines around the world: Good design is a solution!
How can the world of tomorrow be worth living in?
How do we want to work in the future? How do we want to live, communicate? Will the focus still be on whether we want to or will it shift to whether we are able to? To ensure that can do turns into want to, we have to put our heads together and make wiggle room for design!
Who is better suited to make wiggle room for design than designers?!
Designers work at the interface of people and society, the economy and the environment. They use their tools to bring together form and function as well as to develop strategies and systems. They are about much more than making pretty things. Designers create value.
Good design starts at the roots.
Good design considers the roots of a problem, sees it coming, works its way up, is systematic and follows a process: define the goal, challenge, research, analyze, synthesize, brainstorm, draft, prototype, implement, commission, and finetune.
The future needs models, ideas, visions and mindfulness.
Good design drives sustainability. Design shapes the future together with and across many other disciplines, and it involves research and science. How will we live, dress, move, and communicate tomorrow? It is all a matter of design. In six themed areas, MCBW will showcase what design can do, is doing, and will do in this regard.
We have asked experts to share their – in part very personal – view on the six themed areas. You can read their brief essays on the following pages...