The Value of Going Green

Challenge

Understanding how society values “eco design” can be a daunting task in an emerging market. Samsung Design Center Shanghai was very interested in the impact of ecologically responsible design on the Chinese mindset. While eco-design considers the entire lifespan of a product and its effect on the environment, its value is not always so visible to end users.

Process

We took a four-step approach to understanding eco-design. We started by observing the environmental situation in China. We then analyzed the client’s current position, the competition’s positions, and government policy. Next, we carried out research at the consumer level to understand how people react to eco-design in the marketplace. Finally, we synthesized the insights, allowing us to identify the factors that are critical to making eco-design successful in China.

Outcomes

When looking at the category of electronic products, we found three different attributes perceived as being key to the success of eco-design: style, health, and future cost savings. Based on this, we were able to suggest a design framework to better communicate the eco-friendliness of products in their functions, appearance, styling, color, and materials.

We looked at social and environmental factors, and how they are perceived in China. We suggested the client partner with NGOs and engage in dialogue with the public using their communications expertise.

We also studied how Chinese consumers react to successful eco-designs. What we found was that they were not willing to pay more for green credentials alone. However, when eco-designs were linked with value-added attributes, they became attractive to consumers. Based on this, we recommended the client start a new eco-brand to better position itself.