3/11/2011

Humanistic Marketing |Professor Simonetta Carbonaro

by: Ubaid Eusuf Zai
TDP2009
THE DESIGN OF PROSPERITY 2009 PROCEEDINGS
IMPRESSIONS VIA FACEBOOK

Abstract
The report is compilation of reflections from the
design of prosperity conference held on 2
nd

November, 2009. The conference was followed by
a workshop on 3
rd
November addressing the
transparency in value chains mainly textiles and
how we can make it sustainable or which direction
to take if we want to adopt a sustainable value
chain. This report is based on the proceedings of
the conference and discussed in the end from a
developing countrys point of view.

Facebook as a tool
The author of this report, myself attended this conference and learned a
perspective which was new to me and wanted to share this with my friends
everywhere around the world especially in Pakistan and India and china where
the major portion of Textiles is being produced. I found no better place than
facebook to do it because facebook has proven its importance as a social
community for opinion development. I decided to post an album on facebook
with the title design of prosperity 2009 with captioned images reflecting my
impulses and learning from the conference.


Impression of album on Facebook


Contents
Abstract ................................................................................................ 2
Facebook as a tool ................................................................................. 2
Impression of album on Facebook .......................................................... 3
Images with captions ............................................................................. 5
Speakers at the Conference .................................................................. 11
Panelists .............................................................................................. 13
Analysis ............................................................................................... 14
Conclusion ........................................................................................... 15
References .......................................................................................... 15




Images with captions














The Design of Prosperity: Postcard from the Future; AD2030. Volunteers from Swedish school of Textiles gave a helping
hand in organising activities and made this conference a
success.

Lena Nordholm, Rector of the University College of Bors
delivers the welcome speech!
Collaboration and creativity are the driving forces for Fashion,
Sustainability and Market! Lena.
Preparation goes on... all set... Due to the large number of
participants, video streaming was necessary in another
conference hall.

Simonetta Carbonaro delivers introductory speech
'Authenticity and Responsibility: The Drivers of
Sustainability'
'Time and space are non-renewable resources'.
Materialization: buy things we dont own with money we
dont have, to show people that dont matter'

Christian Votava (strategic business consultant),
Moderator and Stimulator at the conference!
Yvon Chouinard delivers Keynote speech 'Doing Business for
The Next Hundred Years'
What keeps me in business is the opportunity to change the
way business can be done, to reduce environmental harm,
and inspire other business people to do the same. Yvon
'Break the rules and make them work'
'Toyota philosophy: Ask questions until you reach the
solution - remove the cause, and it will take care of
symptoms'
Panel Discussion - 1st session
Consume less, but consume better. Yvon
'not Sustainable, but Responsible; BUT responsibility is a
free choice. We cant make people responsible but we
can educate them'; an argument.
'A body cell that grows infinitely is called cancer.
Patagonia is not cancer!' Yvon responds to a question
about 25% annual growth of a company.


Jill Dumain talks about Transparency in business.
'The Power of Transparency: Creating Value,
Communicating, and involving the whole supply net'
Transparency in Business: Sharing good info about your
company to the consumers as well as the problems with
your product.
Its about being clear than being clever.
Footprint Chronicles:
Build the best product and cause no unnecessary harm.
Peter Waeber explained about 'Using Bluesign
technologies AG to Use and Produce Less'
Use, less raw material; and Produce, less waste!
If you dont know, you dont care! Peter

Christian Votava delivers the wrap up speech
'The Invisible hand of culture'
Panel discussion - 2nd session
The solution of many problems is sometimes to turn
around and take a step forward. Yvon
Speakers at the Conference





YVON CHOUINARD, the United States
The environmentalist legend, founder and owner of Patagonia, Inc. outdoor clothing and equipment
company will discusson his first occasion in Swedenhis visionary commitment to the
sustainability thing and its integration into Patagonias unsurpassed design solutions, product
quality, and managerial philosophy.
JILL DUMAIN, the United States
The director of environmental analysis at Patagonia, Inc. and current chair of the Organic Exchange,
will add to the discussion her insights into how transparency is the route for communicating evolving
and best practices for reducing environmental pressures throughout the value chain.
PETER WAEBER, Switzerland
The CEO of Swiss-based bluesign technologies ag, will explore one of the most holistic and
comprehensive environmental, health, and safety compliance tools available to the entire textile
development, production, retail and post-consumer network.
Expert Presenter
Expert Presenter
The Keynote Speaker
Expert Presenter
Expert Presenter


SIMONETTA CARBONARO, Italy/Germany
Professor of Humanistic Marketing and Design Management at TheSwedish School of Textiles will
introduce the conference by presenting the results of her research in the area of consumer ethos and
behaviors, and will delineate the directions consumer culture is taking in terms of new sustainable
lifestyles.
CHRISTIAN VOTAVA, Germany
Partner of REALISE strategic business consultants will present the model of prosperity developed as
the platform of the research cooperation with the Centre of Excellence at The University of Bors and
The Swedish School of Textiles. He will moderate the conference, stimulate the panel discussions and
wrap-up the speakers and panelists insights into a final conclusion of the conference.
Panelists
TAMARA ALBU, the United States, Director of Fashion Studies, Parsons The New School for Design.
KARIN EKSTRM, Sweden, Professor in Marketing at the School of Business and Informatics, University of Bors.
DAVID GOLDSMITH, the United States, Textile Designer, Educator, and Researcher at The Swedish School of Textiles.
JOSEPHINE RYDBERGER-DUMONT, Sweden, former CEO of IKEA of Sweden.
Analysis
The purpose of conference was served when I saw everybody talking about or at least thinking in their head about the
way we are living in a society that is centered towards consumerism. It was a wakeup call from future AD2030 (as the
slogan suggest) to stir us for achieving sustainability of our near future.
Simonetta talked about the society which should not target people as consumers but as humans first. Her statement
Authenticity and responsibility: the drivers for sustainability with impassioned and provocative gesture that made
everybody think.
Yvon shared his experiences of rising and falling, then again rising and falling and making mistakes and he also cleared a
misconception that might rise in some minds with this statement it may sound like Patagonia has all the answers, but
in reality its just that we have been asking the questions a lot longer than other people.
Jill added an employees perspective that is working at Patagonia and talked about the Transparency in the supply
chain. She talked about the problems that are common in textile supply chains, the strategies that can be adopted to
make them free from complexities and it can be rewarding. She also talked about The footprint chronicles which is the
practical example of being clear rather than being clever. Everybody is ready to share and do share the good things to
consumer about their product but responsibility is to share the problems with the product as well.
Peter pointed towards the real time problems that current textiles manufacturing system create for the environment.
He discussed from technical point of view what consumer cant see but they should be aware of, he said when you
dont know you dont care. He enlightened the listeners about how his company is working to solve/control or at least
reduce the causes of these problems. The key is to measure the presence of critical substance at the input, not at
output.
Conclusion
The conference was an eye opening event for most of the participants; there were both negative and positive aspect of
it. My initial perception after listening to the speeches and discussions, and talking to the participants from various
backgrounds was that its something very critical that should be on top of the attentions list because our future lies in
what we do in our present. The sustainability issue needs our focus from several dimensions and its not an issue that
can be solved walking on a linear path. We need to address the ethical, aesthetical, ecological, technological, economic,
and social challenges of our global societies.(The design of prosperity).
The influence of culture plays a critical role in forming the behavior of our societies and thats where we need to work a
lot. The term sustainability alone cant drive us towards taking responsibility of our actions. We need to involve other
important aspects of our society because responsibility is a free choice, we cant make people responsible but we can
educate them. And this is what we need to do. This conference is a good initiative and a big achievement towards
educating the masses.
References
Visual reference: My own visual documentation
Text reference: The design of prosperity 2009