What is sustainable design?
According to the UK Design Council, "Sustainable design involves the strategic use of design to meet current and future human needs without compromising the environment. It includes (re)design of products, processes, services or systems to tackle imbalances or trade-offs between the demands of society, the environment and the economy and, ultimately, restoration of damage already done".
In seeking to balance the “trade-offs between the demands of society, the environment and the economy and, ultimately, restoration of damage already done”, American hardwoods truly are a win-win solution. Their use in high-value durable carbon-storing products like flooring, cladding and furniture, not only satisfies society’s demands for raw materials without damaging the environment, but also contributes to the maintenance of forest resources, supports the economies of small rural communities, and helps mitigate global warming.
In the words of AIGA, America’s professional association for design: “design is a powerful conduit for change. As the messages, artefacts and experiences we create pass through the hands, minds, and hearts of people, we have an opportunity to weave sustainability into the broader fabric of culture and to shift consumption and lifestyle aspirations to a more sustainable basis for living”.
By using an authentic and beautiful material like American hardwood, sourced sustainably from the world’s most extensive hardwood forest, designers are sending out a powerful signal about the way we should live today and aspire to live in the future.