Last week's first international town hall at Ecoteque in Stockholm was a success! Thanks to Pernilla Ankh for her photographs and Johan Ranstam for the recap.

"We aim to give visitors the energy, inspiration and knowledge to live modern, climate-smart lives." (Birgitta Sandström Lagercrantz, The Ecoteque)

Everything on The Ecoteque menu was eco-labeled and Hermans Ekohandel-sponsored with organically farmed, roasted almonds.

"I have gone from feeling like I am playing in the band on the Titanic to more desperately trying to stop the captain claiming the benefits of a melted polar iceberg." (Martin Willers, PEOPLE PEOPLE)

Do you want to roll in the green? Yes? And you do what? Design for a sustainable society? Allow me to smile... Hold it! Sustainable design doesn't have to be all about eating plain noodles for the rest of your pitiful life. The recent Designer's Accord Town Hall meeting in Stockholm just happened to be the first one ever outside of the US. Hosted by the Swedish Association of Designers Dec. 10th at Ecoteque, the topic of the evening was The Profitability of Sustainability. The leader of the gang was Martin Willers, Design Strategist at People People. Mr. Willers has been working in design and sustainability, and has often felt a conflict between the two. However, there is no conflict. There is a gap, and the solution is knowledge. For designers: to understand the impact of their products. For companies: to understand that there is money to make.

People are bad. Really bad. Designers in particular. Some say 80% of the environmental impact of a product or service is decided at the idea stage. Thus, says Mattias Ohlson from Cradle to cradle, people should strive to act like ants. The ant society leaves no residues which nature can't handle. Your waste is my food. Design like you were living in a huge anthill. For example, if there was a plastic that maintained its properties although melted and remolded, a vacuum cleaner made from such a material could be recollected and fully recycled. Now, here's the good news: This material already exists and could even be less expensive than regular plastics. Less cost means better profitability. So, what are you waiting for?

"We have to set a positive agenda, both for us and the environment." (Mattias Ohlson, Cradle to Cradle)

"We create dialogue about the opportunities." (Åsa Stenborg, The Natural Step)

"Designers give intention an expression." (Stuart Pledger, Sustainable Leadership Laboratory)

Few problems are simple enough to be summed up in a sentence or two. In nature, everything interrelates. Familiar with the expression "peeing in one's own pool?" You and me and everyone we know are sharing the same pool. Your pee is my problem, at least in terms of the environment. This has been acknowledged by Det Naturliga Steget (The Natural Step). They help companies by examining how much they affect the environment, and by teaching and advising them on long-term sustainability plans, according to consultant Åsa Sjöberg. Teaching is essential, agrees Stuart Pledger from Sustainable Leadership Laboratory. Changing any organization begins with changing the individuals constituting the organization. If we don't see ourselves as a part of the problem, we are unlikely to act upon it. It is indeed important to realize that change starts with individuals, Anders Löfgren from Preera perseveres. Teaching how to move systems from mechanic (hierarchic) to living (involved and participating) is a way to reach sustainability, according to many. One example from The Natural Step is Max, a Swedish chain of hamburger restaurants. By admitting they are a part of the environmental problem, a very complex one with as many stakeholders as inhabitants on earth, they have embarked on the long road towards sustainability. This includes publicly admitting their impact, choosing the right food packaging and climate compensations. It may seem like a disadvantage, but in this world, it's an edge.

Talking about your environmental impact like Max did can be seen as risk. Some, like Göran Wiklund from U & W would argue the opposite. Ergonomidesign and David Crafoord experienced a similar thing some time ago. Once Al Gore went on the road to spread his message of a world on the edge of self-destruction, the demand for sustainable design increased radically. Companies that used to laugh at Ergonomidesign's sustainable ideas, were suddenly begging for help. Once the suites and ties get on the train, it starts moving.

"Start with carbon offsetting today and move towards efficiency and renewable tomorrow." (Göran Wiklund, You&We)

"It's complex but after Gore, more and more big clients asks us for sustainability ideas." (David Crafoord, Ergonomidesign)

"Are you ready to go from defense to offense?" (Tomas Zimmermann, Relation Capital Partners)

"Organizations don't change, people change!" (Anders Löfgren, Preera)

Each industry has to take responsibility. Relation Capital Partners, represented by Thomas Zimerman, points out organizations normally not connected with environmental issues as the next topic for discussion. Financial institutions and banks are among these. With plenty of power (and yes, suits and ties too) they can take responsibility in terms of ownership. As they too have started realizing the potential of sustainable business, the most powerful force in companies are getting into action.

How do we design sustainably? Well, that wasn't up for discussion, although some tips are given (in Swedish...) at Hållbarhetsguiden (The Sustainability Guide), presented by Annevi Sjöberg. This night, with Design Strategist Martin Willers at lead, took Designer's Accord further—aiming at the conditions for sustainable design rather than the design itself. There are several tools for designing sustainably, well known and well documented. Now, designers, this is how economy works: If there's a demand, and you can deliver, do it. There could be money in it. If you have a good idea, and there's a lack of demand somewhere in the chain, create demand.

The message is: the train has started moving. Language has shifted from risk to potential, and all of a sudden there is money to be made. You may already be into sustainable design. If so, get in contact with some of the business consultants mentioned above. However, if you are just in the process of accepting that the "environment thing" is here to stay, get up to speed. There is a demand coming up.

Annevi Sjöberg, designer of Hållbarhetsguiden, asked the audience: "How will you use the new sustainability guide?"