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Design Is The Problem by Nathan Shedroff

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CHAPTER 18

If results are so difficult to measure, how can we begin to declare them?

This is an important question, and it’s at the heart of those charging organizations with “greenwashing.” As we’ve seen, the issues are complex and often counterintuitive. In order to make reasonable claims, it’s important to articulate benefits carefully and clearly within the context of the audience we address.

There are many different ways of describing the market for sustainable products, services, brands, and messaging. For sure, this market is growing, if only due to rising concerns over efficiency and health care. The number of people ...

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