1. ways of living. product and context- based well-being Ezio Manzini INDACO, Politecnico di Milano

2. background issues.

3. billions of people in the Planet are entering the main- stream industrial economy, culture and behaviour…

4. … pulled by a vision of well- being that, extended at the large scale, is an environmental and social catastrophe.

5. the 20/80 issue 20% of the world population is consuming 80% of the Planet’s resources.

6. the dream of well-being dreamt until now by few, i.e. the rich industrial societies, cannot be proposed on a global scale, i.e. to the remaining vast majority of human beings.

7. product-based well-being.

8. the main-stream vision : more well-being = more (material) goods

9. the most influential image: the shopping mall i.e. the dream the “freedom of consumption”

10. first step in the learning process. well-being=products products=environmental impact

12. first step done. to work on product = environmental impact to realize products and services with a reduced environmental intensity

13. first lesson learnt.

14. rebound effect (1): light and greener products have the tendency to proliferate the total consumption increases!

15. access-based well-being.

16. the emerging vision: well-being = services/experiences

17. from possession and consumption to access and experiences

18. the most influential image (the consolidated optimistic vision): the theme park i.e. the dream of a seducing and exciting world of exiting leisure

19. the most influential image (the emerging pessimistic vision): the gated village i.e. the dream of a safe world of total- security

20. second lesson learnt.

21. rebound effect (2): bits move atoms and experiences are physically embodied the total consumption (still) increases!

22. hypothesis.

23. Index of development time present trends GNP = Gross National Product GNP ISEW ISEW = index of sustainable economic welfare

24. Index of development time present trends GNP = Gross National Product GNP ISEW ISEW = index of sustainable economic welfare ?

25. “ un-sustainability, on a local scale, is a process of deterioration of contexts of life, caused by proliferation of remedial goods,the crisis in common goods and the disappearance of contemplative time ”

26. the crisis of the local common goods the proliferation of the remedial goods the disappearance of the slow and contemplative time

27. context-based, active well-being.

28. the vision of a “sustainable well-being”: context-based, active well-being

29. well-being = collaborative services + common goods + ecology of times

30. “ to learn how to live better consuming less and regenerating the contexts of life”

31. “ to move from a product- based idea of well-being to a context-based, active one”

32. regional differences.

33. the transition towards sustainability and its local articulation … … in the mature industrial societies and in the not-yet industrialized ones

34. Index of development time present trends GNP = Gross National Product GNP ISEW ISEW = index of sustainable economic welfare

35. Index of development time present trends GNP = Gross National Product GNP ISEW ISEW = index of sustainable economic welfare Mature Industrialized Countries

36. mature industrialized countries > product-based well-being shows all its limits > new directions are difficult because the system is heavy and inertial

37. Index of development time present trends GNP = Gross National Product GNP ISEW ISEW = index of sustainable economic welfare Not-yet Industrialized Countries

38. not-yet industrialized countries > product-based well-being appears as a promising opportunity > every direction is possible because nothing has been done yet

39. Index of development time present trends GNP = Gross National Product GNP ISEW ISEW = index of sustainable economic welfare Newly Industrialized Countries

40. newly industrialized countries > product-based well-being starts to show its limits > new directions are possible because the system is still flexible

41. traditional visions on well-being product-based well-being the ‘Leapfrog’ hypothesis the shift towards context-based well-being in the not-yet (fully) industrialized societies context-based well-being 1 2 3

42. design implications.

43. design for context-based well-being.

44. let imagine a cultural and production system where a reduction in the consumption of product and material services is (more than) compensated by an increase in other forms of quality:

45. a design research program

46. common goods vs. remedial ones how to regenerate common goods?

47. ecology of times vs. mom-logic of the “fast time” how to promote “slow and contemplative” time?

48. enabling systems vs. disabling ones how to empower people and communities?

49. the most challenging design theme, for the emerging countries and for the not-yet industrialized societies …

50. how to use existing social and cultural resources to jump directly to the most advanced, network-based solutions?

51. THANKS!