Delegates from the design industry, private businesses and the public sector, all attended the conference at Somerset College in Taunton. The keynote address was given by Dr Marianne Guldbrandsen, Head of Design Strategy at the Design Council, and other speakers included Mark Shayler, John Luff, John Boult, and Lynne Elvins, each an expert in their field.
The Sustainable Business by Design Conference was run in association with the Creative Industries iNet, and was also funded by and the Design Programme, the Design Council, Somerset Design Enterprise Network, South West Design Forum, the Arts Council, ADK Design, Business Link and Exeter College.
Delegates were given inspirational and practical advice on how to increase sustainable practices, and one of the key points to come from the conference was that a leap of faith was needed by businesses to allow innovation to develop in business. Each delegate was encouraged to consider their bigger ‘purpose’ alongside conventional business measures.
The event focussed on removing the ‘greenwash’ around sustainability, which so often highlights environmental issues, but ignores the other crucial economic and social implications of how businesses operate.
John Luff, an expert in branding and marketing said that small and medium sized enterprises need to have statements that are inline with their branding, and that being neutral is no longer an option. John also said there needs to be an emotional commitment to sustainability, as well as a financial, physical and intellectual investment.
Eco-designer and adviser Mark Shayler, stressed that sustainability is measured in carbon as well as in money. With specific reference to the food packaging industry, Mark commented on the interesting trade off between better packaging which makes a product last longer, and less packaging which is more environmentally friendly.
John Bout highlighted the need for an increased amount of innovation in the services industry and said that there needs to be a continual process of development, which should never stand still.
From the Design Programme,
Peter Hopton, an inventor and IT specialist wowed the audience with breathtaking solutions to design problems within the IT industry and with intimate knowledge of Green IT he showed in real terms how they contended with the issues and created a set of sustainable products and software.
Lynne Elvins discussed the two levels where sustainability matters: the big issues such as climate change, poverty, and depletion of resources, and the more personal issues such as eating less meat and washing laundry at a lower temperature.
Marianne Guldbrandson, Head of Design Strategy at the Design Council, said: “I found the day very inspiring and diverse in it approach to the topic of Sustainable business by design. The audience was very engaged, not at least in the breakout sessions where we could get deeper into some of the challenges and discuss methods towards sustainable growth”.

Andrew Knutt reflect on the day: “There was a great friendly buzz at the conference. Everyone found it so interesting, and with practicing professionals as speakers the information relayed to the audience was powerful, amusing and interesting, enabling each to take away a new set of attitudes and opportunities from the business, design and personal perspectives. Many have booked on our upcoming workshops to extend their knowledge. A very successful and valuable event that many requested to see next year so watch this space”.

There will be a series of follow-up workshops, which will be held across the South West, each focusing on a different area. For more information and to book please click here

The Sustainable Business by Design conference is part-funded by the Creative Industries iNet (Innovation Network), a programme of support designed to help the South West’s creative businesses thrive and advance the area’s growing reputation as a global creative centre of excellence. The Creative Industries iNet is part of the Government’s Solutions for Business portfolio, funded by the European Regional Development Fund (ERDF) and led by South West Screen. www.creativeindustriesi.net.