Strategies and recommendations for embedding sustainability in innovation and design processes

The current environmental issues we face are largely due to harmful economic practices. Designing sustainable products and services is crucial for reducing future emissions. Hence, adopting system-oriented models is is essential for encouraging a rethink of current economic and consumption patterns. One important aspect of these approaches is the behavior of consumers, which can be influenced through sustainable product design. For instance, altering the default option to a sustainable alternative can stimulate more environmentally friendly choices by ensuring accessibility and enhancing consumer appeal. However, implementing such design elements requires new structures for the design and innovation process. Therefore, it is important to investigate the most effective design elements for changing behavior and to consider the processes that incorporate these elements. This research is crucial for guiding the development of sustainable product design strategies to address environmental challenges effectively. In our study, we conducted semi-structured interviews (n = 6) with industry experts to gain insights into the barriers and motivators of innovation and design for sustainable behavior. Building on these insights, we carried out a quantitative survey with a larger sample of industry experts (n = 79) to delve deeper into the identified topics such as process integration or lack of knowledge. Results highlight the importance of integrating sustainability considerations into design and innovation processes to promote sustainable outcomes. Companies are increasingly building internal sustainability structures, yet gaps remain in the use of behavioral interventions such as incentives and choice architecture. Effective strategies, such as training designers and innovators in behavioral change techniques and improving existing processes and guidelines, are crucial. Practitioners favor early and continuous integration of sustainability initiatives. Overall, the results underscore the need to embed sustainability and behavioral insights systematically to support long-term environmental and social responsibility.