The Challenge of A Sustainability Change: A Designerly Approach

Changing a company’s role and position in its
context towards a more ambitious profile centred
on waste minimisation can be challenging due to
external factors such as regulations and economic
logics, but also internal challenges of transforming
visions into supporting activities can hinder the
role change. This paper focuses on the waste
minimisation project Nulskrald (Zerowaste)
initiated by AVV. The project has undergone two
phases without fulfilling its vision. A designerly
approach was applied in a strategic workshop as
the company faced the launch of the third phase.
Here the Actantial model and the Strategic
Pyramid were applied and conjoined to enhance
waste minimisation activities. As a result, the
company enters a new role in which they are no
longer just passive, active or interactive in their
communication, but also provocative in order to
affect citizens’ behaviour.