DESIGNA MAGAZINE DESIGNA ISSUE III 2019 2 | Page 82

international environmental standards.
But mentioning consumption raises
another issue: sustainability must be
consumed to be learned? And, if so, do
those who have no economic power as
consumers learn to live sustainably as well?
Consuming it would buy the experience of
a product, service or system development.
Again, will only those who can consume be
entitled to a sustainable society, as things
are today? �ere is a real risk of having an
global green elite, against the core objective
of sustainability itself, as a fair and
equitable society for all.
We de�ne consumption as our relationship
with the culture and surrounding material.
What is clear is that our relationship to
material culture is sick, and the path to
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sustainability would be a way to �x this
relationship. �e question “Why do we
consume what we consume?” is now a
major topic in the �eld study of consumer
behavior.
For all cited above, Ezio Manzini believes
that three elements must change: the social
structure, consumer behavior and cultural
acceptance.
We can also cite the ideology, which can
be de�ned as a set of beliefs and values,
each person had their own ideology to
form a pattern of individual consumption.
�erefore, the social structure, under
pressure from social – environmental –
economic responsibility and citizenship,
would lead to a change of ideology (from
current ideology to green ideology) in
which the concept of sustainability
would begin to be part of this new set of
beliefs and values, and then helping to
rebuild a consistent new pattern of
consumption more friendly to the
environment.
Cultural acceptance is also important,
the consumption of green or sustainable
products must give consumers a cult
status, differentiation begins to happen
today.
A sustainable society will happen one
day hopefully, and we designers have a
vital role in this transition, setting a new
world and changing consumption
patterns and lifestyles that are consistent
with this new reality