ETHICS 22 nd November 2012 Strategic Design Thinking 22 nd November 2012 ‘Ethics’ 2 Ethics ethics: the study of moral standards and how they affect conduct CSR Corporate Social Responsibility: Companies moving beyond a base of legal compliance to integrating socially responsible behaviour into their core values Human rights, fair trade, local economic development, non-discriminatory employment practices, reducing waste and emissions, morally ethical products
Transcript
ETHICS 22nd November 2012
Strategic Design Thinking
22nd November 2012
‘Ethics’
2
Ethics
ethics: the study of moral standards and how they affect conduct CSR Corporate Social Responsibility: Companies moving beyond a base of legal compliance to integrating socially responsible behaviour into their core values Human rights, fair trade, local economic development, non-discriminatory employment practices, reducing waste and emissions, morally ethical products
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Why is this important - financial
‘The value of ethical consumerism in the UK is £20 billion, the cost to companies of ethically driven boycotts is £2.6 billion’ Ethical Consumerism Report MORI & EIRIS, 2003
‘Number of EU green, social & ethical investment funds’ 1984: 4 2003: 303 Sustainable Investment Research International Group, 2003
Since its launch in 1994, the Dow Jones Sustainability Index has outperformed the FTSE World Index by 17% Financial Times, 21 July 2003
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Ethical Dimensions
• Ecological Ethics - use of resources, carbon foot-print, biodiversity etc
• Supply Ethics - sourcing practices
• Product Ethics - moral practices
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Ecological
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Ecological
To stabilise CO2 emissions in the industrialised world a reduction to 80% of 1990 figures is needed by 2050. Predictions suggest emissions will rise by 60% by 2030 Intergovernmental Panel on Climate Change
Ecological footprint (the amount of productive land needed top provide for current consumption) Fair earth share = 2 ha OECD average = 7.2 ha US average = 13.26 ha Design Council Sustainability Briefing
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Ecological
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Ecological
‘To me, proving that earth’s climate is changing from human actions … is like statistically ‘proving’ the pavement exists after your have jumped out of a 30 story building. After each floor your analysis would say ‘so far so good’ and then, at the pavement all uncertainty is removed’ Richard Jones, 2001
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Ecological
• Materials • De-materialisation & Design for disassembly • Energy (production, use and disposal) • Life extension • Transport
Ecological
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Ecological
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End of use
• Who will reuse the product/service?
• Who will recycle the product/service
• Who will dispose of the product/service?
What are their requirements in the new product/service?
There are 26,000,000 forced labourers in the world today (twice the number traded in the 400 year history of the African slave trade) … even in the UK (illegal immigrants exploited by organised criminal gangs)
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Supply ethics
There are 26,000,000 forced labourers in the world today (twice the number traded in the 400 year history of the African slave trade) … even in the UK (illegal immigrants exploited by organised criminal gangs)
300,000,000 children between 5 and 14 Working worldwide (150 million full-time)
Over 300,000,000 people live on less than $2 per day
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Supply ethics
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Chinese workers reportedly toil in "iPod
City"
Posted Jun 13th 2006 1:24PM by Evan Blass Filed under: Portable Audio
In much the same way that we'd rather not think about how the Big Macs we eat were produced, we also often ignore the manner in which our favorite gadgets are manufactured, because it's not as fun listening to tunes when you consider that the person who put together your DAP could be living like an indentured servant. And according to a recent report by the UK's Daily Mail entitled "iPod City," indentured servitude might not be a bad description of the working conditions inside the city-size Chinese factories that assemble the iPod nano and Shuffle, where the employees reportedly make about $50-a-month and live in crowded dormitories as thanks for working 15-hour days.
Supply ethics
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Supply ethics
Ethical policies should cover: • Health & safety issues • Conditions of employment • Compensation • Working hours • Immigration • The environment • Forced labour • Child labour • Discrimination • Compliance with national laws • The right of inspection • Freedom of association
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Supply ethics
Ethical Trading Initiative Base Code: • Trade Union Freedoms • Freedom from forced labour • Freedom from child labour • Freedom from discrimination Plus • Living wages • Health & safety • Working hours • Regular employment • No inhumane treatment
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Supply ethics
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Supply ethics
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Product ethics
• Behaviour • Cigarettes • Alcohol • Obesity • Data protection • Marketing to children • Solvent abuse • Medical ethics • Discrimination • Consumer choice
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Product ethics
Manhunt 2 Rockstar Games
• Behaviour
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Product ethics
HONDA - ASIMO
• Behaviour
AI Artificial Intelligence Steven Speilberg Stanley Kubrick 2001
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Product ethics
• Alcohol
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Product ethics
• Alcohol
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Product ethics
• Obesity
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Product ethics
• Medical ethics
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Product ethics
• Medical ethics
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Product ethics
• Medical ethics
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Product ethics
• Medical ethics
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Product ethics
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Product ethics
• Medical ethics
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• Medical ethics
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CSR Reporting
Most FTSE top 100 companies now produce CSR reports …… some are moving to triple bottom line reporting combining: - Social - Environmental - Financial ‘People, Planet & Profit’
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Future trends
• 1st generation CSR Responding to pressures brought to bear by NGOs
• 2nd generation CSR
Understanding that CSR is more than risk management: it represents opportunities to build the business
• 3rd generation CSR
Tackling big global issues, through business initiatives … through tri-partnerships, civil society, public & private sectors
Simon Zadek, CEO Institute of Social & Ethical Accountability
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The designer’s responsibility?
• Your personal ethical position? • Your personal level of ethical literacy?
– Do you understand the ethical dilemmas in the product/service category that you work with?
– Do you understand the basic legal position? – Do you understand best in-class ethics? – Do you understand the ethical position of the firm
that you are working with? • Your ethical responsibility as a designer? • The designer’s ability to understand ethical position of
the marketplace? • The designer’s ability to influence ethical decision
making?
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Ethics & your discipline?
= Service Design = Product Design = Behaviours (DE)
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Ethics & Strategy & Design Process?
Product Launch
Process Change
Product Change
A
B C
D E
F
Idea Screening
Design Process
Is the project Developing in line With my ethical Position?
Product Ideas
Ethical Position
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Exploring the moral standards
that will be embodied within the
proposed product/service
This sheet will help you define
the ethical targets that you might
want a new product or service to
achieve, in order to make it an
appropriate proposition for users
and consumers and your business/
organisation.
Step 1
Consider the three categories of
product/service ethics suggested
below. For each category can you
suggest 5 particular dimensions
that will be most relevant to the
the type of product/service you
are exploring. Can you think of a
way of measuring this dimension?
Step 2
For each dimension you have listed
what do you think the minimun
standard might be for the type of
product/service you are exploring?
This might be based on a legal
requirement, a code of practice.
This might vary considerably from
one region to another.
Step 3
For each dimension you have listed
what do you think the best-in-
class standard might be? Can you
think of an exmplary business/
organisation/practice(s) that
is(are) leading the way:
...........................................
...........................................
...........................................
Step 4: PROFILING
For each dimension you have listed
consider where you are going to
position your new product/service.
Consider the ethical poistion of your
business / organisation, its future
ethical strategy & the ethical position
of your intended market?
Ecological ethics
For Example
Energy (production,
distribution, consumption &
disposal);
Materials (Energy intensity,
renewability, potential
environmental damage);
Supply ethics
For Example
Conditions of employment (wages, working hours, forced labour, child labour, discrimination, compliance with national laws, right of inspection & association, the working environment)
Ethical Profiling Tool
Product ethics
For Example
The impact on particular social
issues and behaviours such as:
health (cigarettes/alcohol obesity), data protection, manipulation of vulnerable etc, medical ethics, religous practices, consumer choice.
