The EVR model for sustainability – A tool to optimise product design and resolve strategic dilemmas

Product designs for the future will need a high value:costs ratio and need to incorporate high levels of eco-efficiency.Therefore, a new model has been developed to assess the sustainability of products, the 'EVR model'. This model comprises two concepts:• 'virtual eco-costs' which is a LCA-based single indicator for environmental impact• EVR (eco-costs : value ratio), an indicator which shows the de-linking of economy (value) and ecology (eco-costs) of a product or a service.In this article, the advantage of combining analyses of eco-costs and value is considered, and it is shown how the EVR model can support decision making processes. The following subjects are analysed:• the optimisation of a product in the design stage through use of the EVR model (the 'EV Wheel')• optimisation strategies for the production and distribution chain of a product (Case: a TV)• the strategic dilemmas relating to marketing of products with low environmental impact (Case: a 'low energy TV')• an investment policy which lowers the environmental impact of systems, analysed by use of the 'eco-payout time'• the EVR model applied to consumer spending: the lifestyle of consumers, and the so called 'rebound effect'At the end of this article the consequences are summarised for product development and marketing strategies.