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Designing a package to be sustainable and making one that consumers view as sustainable aren’t necessarily the same. “Why we buy things and why we make things are often completely opposite,” said Mark Dziersk, vice president of industrial design in Chicago for global brand design firm Brandimage-Desgrippes & Laga.

“Ninety-five percent of what we work on [in design] is based on a rational process. But why consumers buy things is exactly the opposite” with emotions often accounting for 95 percent of the decision. “All that speaks to the importance of the front-end of the process,” Dziersk said at the Sustainable Plastics Packaging 2010 conference in Atlanta.

Originally recorded on November 18, 2010, this webcast features Nancy Johnson, editor-in-chief, Cadalyst magazine as moderator, with key representatives from the LCA and PLM worlds discussing the issues honestly and openly:

• Terry Swack, CEO & Founder, Sustainable Minds
• Jørgen Vos, Product Management Director, Life Cycle Analytics, PTC InSight Product Analytics
• Lise Laurin, founder, EarthShift
• Amy A. Rowell, founder and principal analyst, Four Winds Research

In the effort to create greener products, environmental performance software is but one piece of the puzzle. Sustainable product development requires new knowledge, skills, and processes - supported by technology and applied across the product lifecycle.

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Robert E. Middlebrooks AIA, Industry Strategy and Relations Manager from Autodesk's AEC Solutions, gave a compelling talk on BIM & LCA. More than 1200 people attended! He demonstrates a great project he built in Sustainable Minds showing how he evaluated the impacts from a flooring system.

AEC professionals are well aware that designing sustainably is key to achieving environmental goals. Architects, engineers, construction professionals and building owners must focus on the best decisions during conception, design, construction and operations in order to support sustainability objectives. Since new buildings and renovation projects will serve their occupants for decades, the overall cost in resources and the environmental impact of operations and maintenance must outweigh the initial costs of construction.

Sustainable Minds’ Affiliate, Cadalyst, is launching a new webcast series with an edge, called “On the Edge with Cadalyst.” The premiere presentation, Overcoming Environmental Performance Anxiety, will discuss how going green can fuel product innovation and increase revenue. It airs live on October 14 at 12pm ET, 9am PT.
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Typical webcasts today might include a PowerPoint presentation or software demonstration and often conclude with a sales pitch. A new webcast series from Cadalyst, called On the Edge, will be nothing like that.

On the Edge with Cadalyst will bring together designers, engineers, managers, executives, industry analysts, and hardware and software developers alike to exchange information, ask tough questions, and tackle issues that stand in the way of progress in the fields of manufacturing, AEC, and civil engineering. They’ll always come back to technology because that’s what Cadalyst is all about. But above and beyond that, this series will aim to be an innovative, open forum where people can gather to ask questions, answer questions, and even debate as they work toward the mutual goals of improving design and growing business.