Integrating ESG and Product Design: Preventing Greenwashing at the Product Design Stage

There is a common misconception that greenwashing is solely a matter of communication, often seen as a marketer's problem. However, this is not the case. By the time a new "green" or "sustainable" product reaches the marketing stage, it is already too late. Resources have been expended on something that likely represents greenwashing in its purest form. The product is neither green nor sustainable and may be susceptible to legal claims if marketed as such. This underscores the importance for product designers to understand what constitutes greenwashing, the definition of sustainable products, and how to leverage European legislation, such as the EU Taxonomy and Green Claims, to their advantage. In this speech, I will offer practical tools and insights on integrating an ESG perspective into product design processes.