Costly or valuable?

Redefining 'sustainable' in design

We all know the statistics: 80% of a product's ecological impact is determined in the design phase. As a designer or buyer, you have direct influence on how sustainable a product truly is. That's a responsibility – but above all, it is an opportunity to make a difference with your creativity, knowledge and choices. And to ensure that your brand and organisation is successful now and future-proof later.

Fast fashion, fast furniture, fast deco?
In home décor, products are being marketed that are increasingly short-lived. Consumers are encouraged to regularly update their interiors. But why shouldn't a picture frame, throw or candle holder be able to have a long lifespan? Yes, there are extreme stories of people who throw their Christmas tree including decorations in the trash bin after the holiday season, but those are exceptions. Design with the idea that someone wants to keep your product for years and maybe even pass it on. Anchor your brand's unique signature in these future-proof products.

Design for lifespan (and love)
Most home accessories don't end up in the trash because they're broken, but because consumers get tired of them. The challenge therefore lies not only in the product's lifespan, but in the degree to which it remains relevant and beloved. Design with retention in mind: ensure products age beautifully, remain functional and can gain emotional value. Think about care instructions, smart styling tips or adding a detail that feels personal.

Away with disposable
Do consumers still get tired of them? Then design in such a way that your product is easy to dismantle, separate or recycle. Think about avoiding glue or screws, using mono-materials or clear material indication on components. This prevents the entire product from ending up as residual waste. That's truly future-proof: a product that is first beloved, and then can be processed circularly.

Sustainability = differentiating power
Is better always more expensive? Is more sustainable always more expensive? Sometimes yes. But value only emerges when you make it visible and tangible for the consumer. Smart sustainable design strengthens your brand, offers differentiation and provides legitimacy for a higher price. But that only works if the story is consistent – from design to communication. Don't let sustainability be an add-on, but a starting point when developing your assortment. Don't make the umpteenth variant, but increase your product's differentiation. For example, by maximally highlighting that new material in your product. By applying that special technique. And also: by communicating well about the cleverness, quality and lifespan of your products.

From vision to impact
Making your assortment more sustainable doesn't require a revolution – it requires direction. Start with your core ranges, because that's where your visibility and volume lie. Formulate sharp design and purchasing guidelines that make sustainability concrete. Give your suppliers that clarity too. Let sustainability count in your purchasing criteria and in your performance assessment: think of KPIs like product lifespan, material impact, repairability or recyclability. Link goals to these that are ambitious, but realistic for your team. This way you don't just steer on margin or volume, but on future-proof value.

I help brands make exactly that translation – from sustainability vision to concrete product policy and workable KPIs. I work side by side with design and purchasing teams to tackle these challenges.

Want to get started with a sustainable and commercially strong assortment? Get in touch!

Read this article on sustainable collaboration with suppliers, too!

The images on this page show the strong brand identity - in basktery - of various Dutch (and European) brands and retailers. Best practices of sustainable,  commercially succesful product ranges of home accessories.