Research has shown that the agenda for 'eco-innovations' in the development of more sustainable products, services and lifestyles is now set. A new and more radical approach to ecodesign, beyond the small step improvements that are the focus of many present developments, is now required. This article focuses on the 'eco-kitchen' project collaboration between Electrolux Industrial Design and Cranfield University. The aim of the project was to develop new ideas and concepts for future products or services. A key intention was to highlight some of the ways in which ecodesign could be used to bring about radical innovations. The outcome of the study illustrated that the approach used must engage new forms of environmentally sensitive behaviour - as well as cleaner technologies. Examples from the project are presented to illustrate this. The article concludes that the approach demonstrated represents one future direction for using environmental considerations as central to an innovation strategy.
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