On their way to sustainable design

The Context
REcentre is a knowledge and promotion centre propelling the development of sustainable design in the Meuse-Rhine Euregion. The centre wanted to find out how it could accelerate sustainable design and whether it is possible to size up the market demand and uptake levers to help companies apply sustainable design... and valorize it when they do it.

The Challenge
REcentre wanted to understand the main customer frustrations and expectations in regard to durable goods. How can sustainable design help to solve this? And how can it help to differentiate strategically?

The Trajectory
Futureproofed helped REcentre to ask the right questions and offered a methodology to get the right answers. They showed the client to look for benefits of sustainability beyond the ‘green’. A few questions:

  • How does this sustainable product or innovation make your life more simple?
  • How does sustainability make your product cost less or make it increase the quality?
  • How can you define concrete concepts on sustainable design for customers to interact with?

Results & Resolutions
REcentre is now able to understand the uptake potential of sustainability. They can help their clients and present solutions in the form of workable product concepts for companies. They asked Futureproofed to also support companies now actually do it.

And what have we learned for your benefit? Futureproofed uncovered how to accelerate the uptake of sustainable goods by claiming relevant propositions : simply making explicit that a product has been ‘designed to last longer’, ‘designed to be modular’, ‘designed for easy repair’ increases the take up potential for your product.


Country: Eurigion
Client: ReCentre
Partner: Burat
Sector: Design
Services: Sustainable business innovation; Sparring, coaching
Year: 2012