This is the final installment of my summary of our Green Design Dialogue discussion on May 25. I introduced the participating designers in my first post, and continued summarizing our discussion on green design in the second post.

We wrapped up our discussion on sustainability in the design industry by summarizing the challenges facing green design and how we might handle them, and discussed new ideas for bringing about change in our field.

One of many hurdles to the graphic design industry "going green" is a lack of comprehensive resources for designers to turn to. This is slowly beginning to change as sites like Design Can Change and renourish emerge, and little by little, the list of good green design resources is growing. We discussed that there may be a lot of information out there, but much of it is difficult for designers to dive into. Resources for designers seem to work best when they come from designers, and are also well-designed and easy to understand.

There is no specific set of criteria for certification of green design businesses. Jess mentioned that she is having her business certified as sustainable locally, but that the certification process definitely isn't catered to the communications industry, and some of the criteria don't make much sense to her business. Also, such certification really isn't available on a nationwide scale; only certain local entities offer it. Another problem with certification is that, as Dani mentioned, "there isn't one set standard; every designer and every business is going to have their own set of challenges," or even their own definition of sustainability. And, as Eric B pointed out, it's difficult to define standards for green design that are measurable when we don't even seem to have an accepted definition of design within the profession.

Dani brought up a good point during our talk: "In order to actually accomplish sustainability, it's important that people have a system that they can a) commit to, and b) they can do in stages, without feeling like they have to do everything at once." The lack of a system like this is perhaps what intimidates designers when they first learn about sustainability. The topic just seems so overwhelming that many don't know where to begin. Change needs to be incremental so that sustainability is more accessible. If people can commit to just a few changes a year, they would be less likely to be overwhelmed and steady progress toward a greener design industry would be made. As Eric K said, "Perhaps we have to extend the notion that you don't have to do everything perfectly, but you really should do something."

From this discussion we moved into a novel idea of Dani's suggestion: "An action plan for sustainability. What can you commit to this year?" This would be some sort of checklist for design businesses with different tiers of commitment as they make changes. The list of changes to implement could be checked off as they are completed, and the challenge would be to make a small number of changes each year, gradually greening the business in a way that isn't overwhelming or intimidating.

The idea of action plans was well-received by the group, and we began discussing how something like it might come about and how it would create change in the design industry. Dani mentioned that there need to be a variety of choices for change because each designer has their own limitations and business dynamics. The action plan would need to be transparent and flexible enough to allow it to be adapted for each unique business. It is important to give people information and allow them to make their own choices based on their own circumstances. The system would need to be rewards based and there would need to be some way to track progress and keep people accountable to the changes they have committed to. We decided to develop this action plan idea in a future discussion, with the hopes that by making an accessible checklist for change, designers would jump on board and get involved in greening their practices.

As our chat progressed, we talked about how we define the term "green design." Dani's approach to green design focused on materials: sourcing local and sustainable paper, ink, and printing, reusing and reducing the use of materials, and just thinking about the green options available for each project. I found it difficult to define green design because it's such a broad topic, but basically it means trying to make each project as low-impact and beneficial as possible, and using the design medium to communicate messages of sustainability. Designers, as communicators, have an immense power to provoke thought and change, and that is one of the main reasons I became a designer. Jess mentioned the need to expand the definition of green design beyond materials, and to focus on processes and choices during each project.

At the end of our discussion, we summarized the challenges we face as green designers and how we may address them. Some of those challenges include educating consumers, clients, and designers about sustainable options, overcoming the intimidation factor of sustainability, removing the stereotypes associated with going green, and the American tendency to be overly competitive and see going green as some sort of contest. We need to begin by educating each other and making sustainability a focus in design education as well. Green designers need to constantly be learning and sharing what they learn about sustainability, and discussing it with their vendors and clients. This may require discussing sustainability as a business advantage and revealing how interconnected it is to success. Change happens from the bottom up and the top down, so we need to use every avenue available to educate about sustainability and bring about change.

The enthusiasm and energy we shared about green design has renewed my interest in sustainable design and my faith in the design industry. As the Green Design Dialogue participants showed me, sustainability is alive and well in my chosen field, and it will only continue to be more important. Designers are making big strides in the right direction, and the fact that we're discussing the issue and seeing so many resources pop up is a good sign. We hope to continue the Green Design Dialogues (and the action plan for sustainability idea) in the future. I want to thank each person who participated in our first discussion, and I hope other designers will catch on and join us!