A Quote by Jochen Zeitz
I call upon governments to start supporting companies to use more sustainable materials in their products instead of continuing with antiquated incentives, such as import duties on synthetic materials that are in principle much higher compared with those placed on leather goods regardless of the environmental footprint.
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Textile manufacturers use complicated chemical and industrial processes to make clothing materials, from cotton to synthetic fibers. And while the environmental consequences aren't always clear, consumption is growing.
Recycling is more expensive for communities than it needs to be, partly because traditional recycling tries to force materials into more lifetimes than they are designed for - a complicated and messy conversion, and one that itself expends energy and resources. Very few objects of modern consumption were designed with recycling in mind. If the process is truly to save money and materials, products must be designed from the very beginning to be recycled or even "upcycled" - a term we use to describe the return to industrial systems of materials with improved, rather than degraded, quality.
Modern architecture does not mean the use of immature new materials; the main thing is to refine materials in a more human direction.
For nearly 11 years, now, we have been on this mission; we call it, "climbing Mt. Sustainability", a mountain higher than Everest, to meet at that point at the top that symbolizes zero footprint-zero environmental impact. Sustainable: taking nothing, doing no harm.
I bargain-shop all the time, but then I started learning about how those products are made and about how if you spend a little bit more money on ethical clothing that are using recycled materials - like, my favorite dresses are by Christy Dawn... the carbon footprint that they're leaving is so minimal, and it's really worth the extra money.
We can't think in terms of designing products that we throw over the wall to customers, but instead, we need to design products that are upgradable and maintainable and that can be mined for materials and components that can be reused.
One the one hand, our economists treat human beings as rational actors making choices to maximize their own economic benefit. On the other hand, the same companies that hire those economists also pay for advertising campaigns that use the raw materials of myth and magic to encourage people to act against their own best interests, whether it's a matter of buying overpriced fizzy sugar water or the much more serious matter of continuing to support the unthinking pursuit of business as usual in the teeth of approaching disaster.
I'm not suggesting that microbial cellulose is going to be a replacement for cotton, leather or other textile materials. But I do think it could be quite a smart and sustainable addition to our increasingly precious natural resources.
I just think that if you use materials that have an ability to communicate directly, you open up a channel and you can work through that. So you are using the power of materials.
We prefer synthetic rather than natural materials. Natural products are almost too valuable. Wood is much harder to produce than metal. And metal is recyclable, while wood isn't.
The 'environmental crisis' has happened because the human household or economy is in conflict at almost every point with the household of nature. We have built our household on the assumption that the natural household is simple and can be simply used. We have assumed increasingly over the last five hundred years that nature is merely a supply of 'raw materials,' and that we may safely possess those materials by taking them.... And so we will be wrong if we attempt to correct what we perceive as 'environmental' problems without correcting the economic oversimplification that caused them.
I've made many, many, many large wigs in my career, and I've experimented with lots of materials to make them more fun and interesting and as big as possible. I like to use the lightest wig materials that I can.
The chemists work with inaccurate and poor measuring services, but they employ very good materials. The physicists, on the other hand, use excellent methods and accurate instruments, but they apply these to very inferior materials. The physical chemists combine both these characteristics in that they apply imprecise methods to impure materials.
Governments have a unique opportunity to incentivise corporations so that they can accelerate their evolution to a more sustainable economy through more sustainable practices and products.
I see "demand creation" as a 20th-century construct that's bound up with advertising. It's an outmoded view of marketing that says, "First, we build a product or service, then we advertise it into people's lives." Embedded this view is the belief that companies control brands. This is a myth. My message all along has been that brands are actually created by customers, not companies. Companies only provide the raw materials - the products, messaging, behaviors - that people use these to create brands.
Environmental activism against the resource industry is widespread all over the world, but at the same time we have to realise that these are basic materials on which civilisation depends. We need to tap natural resources in a sustainable manner.
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