Designing New Products for New Generations in a Resource Constrained World: Wine Consumption in 2025

By Alexander Walker.

Published by The International Journal of Design Education

Format Price
Article: Print $US10.00
Article: Electronic $US5.00

Environmental initiatives and legislation are encouraging organisations to consider the impacts that their businesses’ activities are having on the environment. Major retailers increasingly are requiring the constituents of their product supply chains to comply with internally generated environmental directives aimed at reducing carbon emissions over the full life cycles of the products that they sell. It is therefore in the interest of business to try to determine future trends in order to anticipate change and the future allocation of commercial resources. The shifting global economic powerbase and increasing environmental awareness make trend analysis an important strategic tool. Attempting to forecast market characteristics 10 to 20 years into the future is a difficult task. It is however possible to identify major trends which have the potential to take a market in a certain direction. This paper aims to describe two potential scenarios developed by Masters of Sustainable Design students at the University of South Australia, in conjunction with one of Australia’s leading wine producers, in an attempt to determine what the wine buying consumer may look like in 15 years, what attitudes may influence their purchasing decisions and how wine may be marketed, packaged and consumed in a resource constrained world.

Keywords: Sustainability, Environmental Impact, Trend Analysis, Product Life Cycle, Wine, Packaging, Consumer Scenario

The International Journal of Design Education, Volume 6, Issue 1, pp.33-46. Article: Print (Spiral Bound). Article: Electronic (PDF File; 1.849MB).

Dr Alexander Walker

Lecturer, The School of Art, Architecture and Design, University of South Australia, Adelaide, Australia

Alexander (Sandy) Walker has worked extensively in R&D and management roles in Europe, North America and Asia, with manufacturing and design consulting organisations. In 2001 he began the design, development and commercialization process of the “Orbcourt” range of environmentally friendly, multi-sport flooring products. Orbcourt was awarded a Commendation in the 2002 Design Institute of Australia Design Awards, for its high level of innovation and attention to the principles of environmentally sustainable design. He currently coordinates the Master Industrial Design program and teaches in the Master of Sustainable Design program, at the University of South Australia. His interest in and passion for sports equipment design and biomechanics, have been the inspiration to study for a Doctor of Philosophy higher degree, at RMIT University’s School of Aerospace, Mechanical & Manufacturing Engineering. His research focuses on sports injury prevention, in relation to the design characteristics of point-elastic multi-sport playing surfaces.