Nathan Shedroff’s Sustainable Innovation lecture discussed the shift in American values away from a sustainable society. Design, sustainability, and business must equally be understood in order for either of them to be successful. For the business world it has been a challenge for designers to effectively get the message across to the businessmen in a way that would seem more relative to their nature of work. The business world is looking to design more services rather than objects to work towards this ideal sustainable society. The iPhone for example is extremely popular to say the least, but this popularity isn’t because of the physical phone itself, but because of the services it provides. It has taken place of several objects including watches, alarm clocks, GPS systems, and much more. The fact that an individual can purchase this one object to take place of multiple ones, directs us towards a less consumerist society, which in turn is favored from a sustainability standpoint. It is unfortunate to know that America was more sustainable in the 1960’s than it is now. Back then society reused objects and recycled more. The good news knowing that our values have obviously shifted is that they can shift back leading us to a better place in terms of financial, social, and ecological sustainability. Shedroff’s lecture was effective because he used familiar examples and simplified language in which we could all understand without having to think so hard.
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