Sustainability is important, but convincing people to behave in a manner that is more sustainable is a challenge. This is where design comes in. Designers are already skilled at creating products that influence how people think, feel and interact. An example was illustrated recently in an article in the Guardian. The humble kitchen kettle accounts for 4% of the UK’s household carbon emissions. 95% of its energy consumption comes from boiling water, something that is done an average of 2.4 times for every cup of tea or coffee made. Why so high? People over-fill the kettle, get distracted, don’t hear it finish, and then assume the water’s not hot enough so they turn it on again. (via KR Connect – Blog of Kevin Roberts, CEO Worldwide, Saatchi & Saatchi: Sustainable By Design)

Sustainability is important, but convincing people to behave in a manner that is more sustainable is a challenge. This is where design comes in. Designers are already skilled at creating products that influence how people think, feel and interact. An example was illustrated recently in an article in the Guardian. The humble kitchen kettle accounts for 4% of the UK’s household carbon emissions. 95% of its energy consumption comes from boiling water, something that is done an average of 2.4 times for every cup of tea or coffee made. Why so high? People over-fill the kettle, get distracted, don’t hear it finish, and then assume the water’s not hot enough so they turn it on again. (via KR Connect – Blog of Kevin Roberts, CEO Worldwide, Saatchi & Saatchi: Sustainable By Design)

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    I can attest to this ratio being totally accurate.
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