Edwin Datschevski redefines the “beauty” of design by calculating the total impact of products and services in five categories:

Cyclic–closed-loop material sourcing (recyclable or recycled, compostable, organic or sourced sustainably)

Solar–uses safe, renewable sources or renewable energy both during the manufacturing process and during use

Safe–non-toxic (i.e. does not affect negatively plant, human, animal life and the environment in general)

Efficient–requires 90% less materials, energy and water than 1990 standards (i.e. improved by a factor of ten over 1990 standards)

Social–manufactured under fair labor conditions, overall supporting human rights and “natural justice”

The “total beauty” of products or services is calculated as an equation for each category except for “social,” because products and services that rate poorly on the social scale should not be considered any further. The scoring includes “ugly points,” which are taken out for poor performance, certain materials use, and energy inefficiency.

Datschefski finds that 99% of all environmental innovation for products resides in 11 categories.

1. Cyclic mined—increased recycled content or recyclability
2. Cyclic grown—increased compostability
3. Alternative energy in use
4. Alternative energy in manufacture
5. Substitute materials—replace with non-toxic ones
6. Stewardship sourcing—increase safety and habitat preservations with sustainably sourced materials
7. Utility—increased efficiency with multi-function
8. Durability—make it last longer
9. Efficiency
10. Bio-everything—using biomimicry techniques or live organisms
11. Communication—changes the behavior of users1

1 www.biothinking.com/btintro.htm