No Place for Cynicism in Design
Cynical? How often do we let our hope fade to the point that cynicism can infect us all? The global village and our individual communities have become more cynical, perhaps because we fail to recognize our own power. It is our ideas and actions, after all, that have created the ecological and environmental conditions we live in. And I believe it is through re-thinking our old ideas and actions and coming up with new and better ones that we can remedy the situation. In short, this is no time for cynicism; this is the time for faith, hope, ingenuity, and diligence.
Every day, we must ask ourselves, Is what we’re doing going to be substantive or promotional, and—either way— is it really an expression of eco-efficiency or eco-effectiveness? In a recent interview, Bill McDonough, co-author of the now classic book Cradle to Cradle and all around good-guy environmentalist, imagines it this way: “Is eco-efficiency, is being less bad, being good, or is it simply being bad, just less so?” And, “On the other hand is the eco-effectiveness question, Am I doing the right thing? And then we start to do it efficiently, so we can create prosperity and growth.” I should note eco-efficiency simply means doing more with less.
This past week, I was meeting with folks at Coke, and it was interesting how they are taking some major initiatives, perhaps the most remarkable in their history. For example, they’re building the largest plastic recycling plant in the world in S.C. to handle some of the issues surrounding the plastic bottle issues and water out there, to even recycling some of the plastic in actual clothing lines they are converting directly from plastics (there are inherent issues with that as far as what is recycled within the plastics- not to mention for the moment roi).
Our recent speaker, David Butler, the Vice President of Design for Coca-Cola, discussed how Coke is partnering with other companies to create innovative environmental solutions. David is an example of how designers have the power to effect change—within a corporation that has worldwide influence—by finding design solutions that are good for both the environment and the company’s bottom line.
But as good as all this is, it made me think how minimal still. It is like trying to put hell’s fire out with a bucket of water.
Then later, I was chatting with my son Richard, who is an engineer with CH2MHill, one of the largest environmental engineering firms in the world. They are a firm that has shaped much of the environmental policy within America and around the world since the postwar era began 70 years ago.
He himself works constructing-to managing-to remediating infrastructures within regions and municipalities for huge water-to-waste treatment facilities there in California and the West Coast. He lives in Sacramento and has worked on building water treatment facilities in Seattle, San Francisco (under the zoo), Stockton, and is currently up in a most beautiful area of the country, in Corvallis, Oregon, working with the City on a project.
Anyway, I was getting his perspective on a lot of these issues that are so very relevant to/for environmental stewardship. For the issue of water-to-waste management and ecosystems is a large one in this country, but as well globally. It was a pretty fascinating conversation, as he is about mitigating an equilibrium for both the balance sheet of governments and that balance of nature— which, lest we forgot, is at the heart of our economy: we are a capitalistic society.
All this is beginning to pose a sort of policy question in my mind: How can AIGA, the general design community, and the graphic design and advertising communities at large, be most effective in exploring and taking actions or providing solutions that have large scale SUBSTANCE to them— those that might move away from the ‘promotional’ qualities-to- defining awareness (and that to-date primarily within and amongst ourselves) to activities that could make a real difference in this arena; furthermore, how might we maximize and not minimize our authorities in and about the issues surrounding sustainability and green in general?
Or, counter that, as perhaps that is exactly where we should put our energies, but perhaps externalize them more effectively by our actions that could have national-to-international impact… or, maybe it is we, as the sage prophet Bucky Fuller imagined, “think globally; act locally,” but seek to externalize those energies in broader, wide-reaching ways.
There is a cycle wherein we have to educate ourselves. This seems to be where we are currently, but the question lives as to how might we infer that into large-scale strategies and actions that could affect society or create it by virtue of progressions that might be built in ‘stair-steps’ to impact things which might be in order next? What I mean is, educating and raising awareness are not enough. And we’re so behind the curve, we need to do those things at warp speed and get onto the action.
Our art, our creativity, the things we do each day, must be about defining society toward significant progress in this area. Whatever our new ideas might become, there can be no cynicism within our creativity. Our approaches have to be a best creativity where the two veritable economic values, creativity and product, are juxtaposed to become a sustaining capital that poses a best welfare for all who inhabit our our planet, our universe. If our energies are spent this way, the communities in which we live will be a little better off, and the world might become a bit more communicative, and that might lead to a harmony amongst all people. Our ethos must be on the edge each day we work.
I was wondering about your own thoughts in this area? I would love to have your insight and opinions. Or, maybe even better, do something with the question by your own externalizations- and do let me know how or what you do if you take up that charge.
Hank
Hank, thanks for the extra class session this morning. As you say, it is about the idea not product. I like how your post addresses the ideas and mindsets surrounding the environmental challenges we face. Cynicism and pessimism are the early feelings and ideas that come when you try to fathom even just the water crisis. I’m preparing a verbal presentation for Sam Harrison’s class on water issues and spent most of the weekend reading up, so my teeth are floating with information and concern. Concern and maybe some pessimism.
Your post also spoke to me (almost pointedly) about how to approach the debate, hence,I hope someone will hit me in the head with a sketchbook the next time I raise my hand at seminar to grill a speaker on sustainability issues. Anybody?
From the CompostModern event in San Francisco, the biggest take away message for me was that we may all still be in education mode, not truly able to tackle the issues because we don’t know how to start. The action steps being taken seems largely ad hoc: reduce carbon footprint here, build a plant closer to this resource there, and don’t run the faucet while your brush your teeth.
I think the biggest message from Cradle to Cradle is that a monumental shift in the way we think and do is necessary to have impact.
I’m also concerned about this: Where the hell are the industrial designers on some of these issues? I sense the graphic and communicative designers are getting on board to influence and promote, but is there change in the mindset of the engineers at GE, Boeing, and Seimens that will steer evolution in processing and manufacturing platforms??
Here’s a sobering fact from my research. 1.1 billion people on earth today don’t have access to safe drinking water. 1.1 billion was the population of the planet in 1880. Those unfortunate souls without reliable access subsist on 1.3 gallons of water per day. A low pressure flush toilet in the USA uses 1.6 gallons.
As far as my own baby steps, I collected 112 gallons of rainwater yesterday to wash my car, water my flowers and even, sometimes, flush the toilet.
To quote a movie from the 80’s “I’d piss on a spark plug if I thought it would help.”
Oops, long post, sorry, I’m fired up about this stuff.
Don’t apologize, Roy. We’d like more of these longer, thoughtful comments.
This makes me think of a Nike ACG(All Conditions Gear) campaign that released in the 90s. Each ad had a story set in “typewriter” type with a beautiful landscape and a hiker/jogger/biker off in the distance. The one that stuck with me most, stated…
Do not become a cynic—a true sign of spiritual atrophy.
This may be off subject a bit since it doesn’t really have to do with what we as designers can do, but I feel like part of the problem is people. It’s like the adage that says, “The problem with Christianity is Christians.” I was once turned off by all of this, and to a degree I still am, mainly because of people and their “approach”.
With all due respect Roy, I know I barely know you but you mentioned it…I just may bop you with a sketchbook at seminar sometime. It wasn’t so much that you brought it up, but the fact that Crocker was indeed “grilled” and it was a little out of place.
I applaud and envy your passion. Unfortunately, passion and energy can come off threatening and attacking.
I hope I didn’t go off focus too much. I guess what I’m saying is approach and methodology itself needs rebranded. I think a lot of people are left rolling their eyes when they hear people talking about carbon footprint. It guess it all comes off…expected?
Thoughts?
With all of that, I found this to be interesting.
I came a cross a report at work by Getty/Corporate that talks about current image trends for enviro pursuits.
Check it out…
Getty Corporate
To borrow from the site…
“The report reflects a year’s worth of work, spanning all continents, on the part of our Creative Research team. In creating it, we pulled 2,500 ads – 1,500 of which are included – interviewed trend experts like Marian Salzman and Simran Sethi and partnered with industry leader Yankelovich Research on a large-scale consumer survey.
The result is the only comprehensive collection of green advertising available, one that identifies the trends that will be shaping communications worldwide – and suggests directions to help keep your work ahead of the curve.”
Again, Roy, I apologize singling you out in that last post. I was just trying to make a point. You can attack me if you want. Just be gentle…I’m skinny.
Maybe people should quit procreating. This would solve things for awhile. Oh! I’m sorry, I’m being cynical again…:)
Seems to me, Jordan, that there are lots of things we should quit before we get to that one. But, then, I have four kids.
Casey, dude, I have both thick skin AND a bicycle helmet. (note to self: wear bike helmet next Thurs.)
My peer in Sam’s class drew a parallel between rabid evangelical Christians and outspoken environmentalists. While I don’t accept his side by side comparison, I sense his intent. It’s similar to the “Christianity except for the Christians” comment you made.
I hope by now I have copped to both my written and verbal gaffes in sensationalizing the environmental debate. (Please visit my blog for the recent presentation www.marshallboyd.blogspot.com.
Jordan, remember what I said at seminar two weeks ago: “Save the planet, kill yourself!” That comment could suffice for the “let’s not bang out anymore churren(sic).” Consider how special all of Tania’s kids are, and the environmental challenges that they will face, not to mention your offspring, should they come to exist.
I believe that as soon as it becomes economically unfeasible for large corporations to conduct business without considering the environmental cost component; which stands in stark contrast to the past century when the crime cost less than the profit garnered from its commission, we will not see progress in this area. Progress, which I would submit to you, is in no short order necessary to our continued prosperity.
In the immortal words of Jim Morrisson, “I’m gonna get my kicks before the whole shithouse goes up in flames!” P.S. I love all of you
I am able to overcome cynicism by remembering that huge, sweeping change is typically the result of countless, unseen changes. Look at this past day, from midnight to 11:59 PM. Twenty four hours passed and we count it as a new day, chopping off nearly 6 hours of Earth’s rotation to keep things on track as we know it.
6 hours is a really long time, when you think about it. A decent night’s rest, 3 really great movies, a full day for (most) classes with time to grab a bite to eat.
If time is the most precious thing in the world, since it cannot be made or traded or packaged or stopped or sped up or slowed down, then we are truly fortunate that the 6 hours we’ve lost today, yesterday, the other day, and every day is saved for us in a bank that pays out every 4 years.
Proof the world can, will, and does change in a day is evident in every media source around the world. Nightly news casts aren’t read twice, daily newspapers aren’t reprinted. So take a minute, hell take 1,440 of them, to enjoy the special day right around the corner.
Jordan, we’re going to miss you around PC. Happy Trails and send back the long list of names of asses you have kicked!
changing the way people think is a big goal. I wish I had more time to see who in the political world is attached to these issues so that I could align myself and my efforts with them. Change in law would be a positive. Spending $$ on education sounds like a good idea… population is a huge problem. We are so parasitic…
BTW, Kevin, some would suggest that time IS slowing down.
I’m gonna miss all you crazy people as well. Remember it is our job to push people’s buttons as much as possible. We are ambassadors for change.
Keep it between the ditches…
Acting out of Cynicism is the equivalent to casting one’s self into a deep dark hole: There is no way out except to climb out and back into the light.
Because I am a positive-thinker I am a designer. Because I am a designer, I am a positive-thinker. I believe in progress and the power of the people.
The only way ANYTHING has ever changed is through people believing in a dream, believing in an ideal. Name me one great leader that was a cynic and I will applaud you. I have had the privilege to have been around some of the most prolific actors, rockstars, and writers of the 20th Century. Some of them have developed a rather 1990’s persona of being cynical, but their true selves are actually that of an incredible open mind.
Given the environmental active nature of this blog entry and comments, I can say this: You can only police yourself. The minute you try to force anyone to do anything you will fail. Live through your actions not through your words. I reuse. I don’t drive. I am a vegetarian. I am tired of people telling me to lower my carbon footprint. I do all that I can to live in my positive idealistic world.
As Hank says in the title of this post, There is No Place for Cynicism in Design. I suggest we all consider this advice. It is so much easier to do things from a point of positive belief then it is to do things out of negativity. When you stop complaining everything gets easier.
A little long, but I feel passionate about this subject!
Well said Jessica. Along with people not having kids for awhile, people should become vegan like me! Plus, red meat rots in your digestive system for the rest of your life. I guess it’s just natural selection. Oh well…
yeah Jordan, the more I read, the more I want to go vegan. Beer is vegan right? Cool.
Tillyer, here’s a good example of a company that’s doing some admirable stuff in the context of what you’re saying.
http://www.youtube.com/watch?v=7_DbDv5Hvag
Most of it is, as long as you don’t drink that “creamy” brew Hippie shit. PBR and Lone Star definitely are!
PBR= ;-) in Brooklyn.
I consider myself a positive passionate person about the environment. However, lately I’ve experienced the usual tidal wave parallel to education: from the naive uninformed optimism, to the uninformed pessimism, crashing down to the rock bottom informed pessimism. It seems I’m searching for my way out of this pessimism but I can only do it with help.
It seems the more I learn about what the global society needs to do together (reduce carbon output by 80-90% by 2050) the more I feel I can (and have to) do more than my fair share. Especially as a designer.
Sure I do what I can on a daily basis, but that alone isn’t enough. I quote Mark Morford “It can feel as though your little eco-home, your little ethically raised wool rug mean about as much in the overall scheme of earthly health as a speck of organic lint in a nuclear waste dump.”
What I mean is that we should all be doing our own thing, that’s expected. But in order to reach our environmental goals, we have to thing bigger. Going above and beyond is partnering with the big guys. The Wal-Marts, McD’s, GE’s and China’s of the world. Without them on our side, it’ll be a not so nice rerun of “Bambi meets Godzilla.”
I believe that with our creativity, our innate persuasion skills and our passion to make the world a better place, we can and will progress as a society, only by working together. I believe in the power of man as an aggregate source of ingenuity. Separate we fall. United we stand.
For the full entertaining Mark Morford article who says it so well:
http://www.sfgate.com/cgi-bin/article.cgi?f=/g/a/2007/04/18/notes041807.DTL&hw=morford&sn=077&sc=868