In 1984, Steve Jobs saw far into the future and understood that computers needed to be not only functional but also inspiring, intuitive and even irresistible. For computers to become central to our lives, they must provide a positive user experience. This vision set in motion a technological revolution, and today our lives are inextricably intertwined with our devices. But now we are facing a new, urgent challenge: the climate crisis. And tackling it requires a similar change in the way we think about sustainability.
It is no longer enough to just create products that are environmentally friendly and responsible. To drive real change and faster adoption, sustainable solutions must also become products that people love to use – products that not only save resources but also provide joy and satisfaction in everyday life.
A sustainable world must be desired, not just necessary
The climate crisis is complex, but one thing is certain: solutions that nobody wants to use will never have an impact. Imagine if we could make sustainable products so inviting that people chose them with enthusiasm, not just out of duty. Like Jobs revolutionized computers, we must revolutionize sustainability by creating products that make us yearn for a greener future.
Imagine a world where climate-smart options are the most sought after. What if we could create products and services that combine beauty, utility and sustainability in one irresistible package? It is this driving force – a longing and love for sustainability – that can create the change.
Three paths towards a desirable and sustainable future
To make sustainable solutions irresistible, we need to design with the user’s experience in focus. We need to think about the joy, ease and even pride in using climate-smart products. Here are three ways to achieve this:
1. Create inspiring visions of a sustainable future
We need vivid and appealing images of a sustainable future. For many, climate change feels abstract or dystopian, but if we can show a bright future where sustainability is beautiful, convenient and smart, more people will be drawn to the change. A sustainable world should not feel like a sacrifice, but like an attractive choice.
2. Design iconic products for the climate era
The future belongs to companies that create superior products for a sustainable world. Iconic products show that even sustainability-driven innovation can lead to something better – not just for the climate but for us who use them. These products are not only durable; they offer a superior user experience that attracts both new and old customers.
3. Combine innovation with sustainability in the design stage
Design is about creating solutions that people want. By integrating sustainability early in the design process, we can create products that are both innovative and climate-smart. More and more companies are driving the development towards net-zero products.
It’s about making sustainability a natural part of the product’s essence, so that users get a better product and a better experience, while contributing to a better world.
Sustainability as part of our everyday enjoyment
We must remember that our relationship with products is both practical and emotional. When we use something that feels amazing and brings us joy, we want to experience it again and again. This emotional connection is essential to creating a sustainable future. Products that are climate-smart but also pleasant and fun to use will naturally become our first choice.
Design has long been used to maximize sales, often with negative effects on the environment. But the same powerful tools can be reshaped and used to make sustainable choices more attractive than unsustainable ones. Governments and companies can set the stage for change through regulations and investment, but it’s only when people really want sustainable products that change really takes off.
A green future we want to be a part of
We’ve been living with a “take-it-for-you” mentality for too long, but now is the time to think differently. We can use our ambitions and our design-driven mind to create products that not only respect the limits of the planet, but also give us satisfaction in everyday life.
Just as Steve Jobs envisioned a world where computers not only worked but enchanted us, today we can create a future where sustainable solutions are the ones we prefer to use. To drive real change, we need products that make it easy and tempting to make the right choice.
Reshaping the world for a sustainable future is about designing better, smarter and more desirable solutions. Because it is by longing for a sustainable future that we can create one together.
