Leading design brands need to stop valuing affordability over sustainability or risk becoming obsolete, according to Layer founder Benjamin Hubert.
Despite a growing number of companies touting their environmental initiatives, the designer revealed that in product development meetings "cost is always the conversation".
"Unless you can stand up in front of the C-suite of a company and justify how something generates the same or more revenue, then the sustainability question isn't even considered," Hubert explained.
"The reality is, particularly for big companies, unless they can see dollar signs next to advancements it's very difficult to get them to trade off."
Benjamin Hubert (top image) has designed the Hula 46 stool for Andreu World (above) To make a difference, designers have to learn to advocate for the necessary material innovation and retooling from a business perspective, he said, and actively seek out companies that are willing to make these investments.
"I think the thought leaders will lead and everyone else will follow," he said. "So it's about finding and engaging with the right people."
"Anybody that's not doing it now or thinking about it will end up being behind the curve. They have to be doing it now or they die."
Andreu World among brands investing in materials
The designer made the comments as part of a live Dezeen panel talk with Andreu World CEO Jesús Llinares to mark the launch of the brand'...