Providing the ability to sustain

By Cale Thompson

As convincing as the argument is that there is the need to radically alter the way we act to live sustainably, it is debatable whether even treehugging individuals currently have the resources to respond appropriately to the call. Changes are required at both the international, national and individual level, but until people have services that truly engage them and facilitate change they can continue to wait or blame government and big business.

The required change will necessitate a combined effort from all stakeholders, but rather than wait for clarity about roles and responsibilities its time to explore new opportunities. Organizations that are willing to ask big questions like, “what aren’t we doing?” and listen carefully to the answers, will find valuable seed material for creating truly remarkable services.

Service design has demonstrated the value of an approach that is not only successful in identifying opportunities but in creating narratives that motivate meaningful engagement. This is often done by making the invisible visible. (see RealCosts) Through a parallel investigation of the user and the network of service delivery partners it is possible to isolate critical individual and system characteristics. The potential for collaborative innovation is very real here, which can lead to the development of more sustainable offerings through a more appropriate orientation of value. This can be accomplished through the addition of new players or the implementation of new business models. (see The Disrupters)

Services sustainability is about creating harmonious systems defined by sound relationships that are based on healthy value exchanges. Identifying and providing value and engaging partners in that process, particularly service users will help to develop the long lasting relationships that are so critical to services. Services that are able to empower users to become much more than token change agents in the process of contributing to sustainability may hold the key. Some organizations have done this directly through demystifying this process and bringing it to customers on their terms. (see Green Homes) These services will not only provide consumers with a better offer but a chance to engage and a chance to hug.