Notes

Furthermore, it is based on a different interpretation of the relationship between industry and customers, according to which the customer is no longer a passive receiver (a consumer) of the output of industrial production, but rather an active co-producer of his/her own values.9 When shifting the perspective in this sense, new opportunities emerge which also are supported by existing methodological contributions from research projects and academic activities that may help designers play a central role in innovation processes with relevant social implications.
This polarization, in fact, reflects the general view of design—associated with industrial production, and therefore not suitable for the implementation of development policies (although Papanek is clearly contrasting this view).3 For several years the majority of designers interpreted their social role as complementary to business strategies.
It is true that a small group of designers was proposing interesting, albeit isolated, design contributions for the solution of social or environmental problems,4 but the logic of economic rationalism seemed unbreakable, and it did not contribute to any exploration of the middle ground between pure market-based industrial logic and socially responsible design.
Background Almost thirty-five years ago, Victor Papanek pointed out the designers’ responsibilities with respect to major social and environmental needs.2 Papanek’s call perhaps was the earliest alarm bell ringing for a change in the design profession.
For some years now, Western companies have been relocating manufacturing activities, and are now moving service activities as well.7 Anti-globalization movements have emphasized the social inequalities caused by the relocation of work,8 but such inequalities are not solely related to different geographical areas of the world