Viewpoint #42

GUILT FREE

Imagine a future where the culture around consumption had evolved so far that responsibly manufactured products were the norm rather than the exception – a future of guilt-free living.
In Viewpoint #42, the Guilt-Free edition, we explore how that future could become reality. A groundswell of popular horror at the ravaging of the planet, both in environmental and human terms, has become a potent force. We don’t want to sacrifice our oceans for a new drinking bottle every day or a microbeaded facial scrub – nor do we want to find ourselves eating our own rubbish when that plastic finds its way back into the food chain. We don’t want a throwaway £10 dress if it was made using modern-day slavery.
Brands, governments and organisations alike are being forced to take notice – and some of them, at least, are welcoming the imperative. Long-standing forces for good in the retail world such as Ikea and Patagonia are being joined by a host of others, including some of the largest corporations on the planet – who are belatedly recognising that sustainability makes not only good sense for securing our future but also good financial sense.
The importance of design’s role in guilt-free living cannot be overstated. People want to make consumption decisions that actively do good, or at the very least, do no harm. But these products need to be readily available, attractive and affordable – and therein lies the challenge for the creative community.
THE EDIT
This guilt-free creative industry roundup features the eco-conscious thinkers seeking to change the future for the better
GUILT FREE
There is increasing evidence that people have a genuine desire to accurately establish the implications of their consumption choices – and are keen to identify the options that are best not only for themselves but also for their fellow humans and for the planet.
THE EVIDENCE
We cannot ignore what we can clearly see – and we can see it writ large in mainstream media. The final episode of the BBC’s hugely popular 2017 Blue Planet II series showed sobering images of oceans awash with plastic and ended with David Attenborough’s call to action: ‘The future of all life on earth now depends on us.’
AGAIN AND AGAIN

We are in the midst of a material revolution, where the discarded is becoming the essential, and waste is becoming wanted.

THE PIONEERS

Global thought leaders give their take on this issue’s central theme — Christopher Raeburn / Shaun Frankson / Suzanne Lee / Tom Domen / Dave Hakkens / Daniela Bohlinger.

VEGAN REVOLT

Vegans can now satisfy a desire for indulgent treats and classic comfort food without the need to compromise their morals.

MINDSET SHIFTS

Reporting on emerging behavioural and attitudinal lifestyle trends — Debunking the Myth of Body Perfection / Conscious Luxury Fashion / Kindfulness / Activist Youth.

AFTERLIFE

Designing the end at the beginning How we view and design products, not as static objects but as dynamic and evolving systems, is key to this more sustainable future.

FIND YOUR VOICE

Protest Press believe in the power of design to create social change.