Inês explains her thesis work to Terry during their first meeting

Part 1: The genesis of Sustainable Minds – The conception of ‘learning surrogate LCA’ | Ines Sousa

Early in 2007, I started a company called Clean Culture,  a customer experience research and strategy consultancy focused on cleantech and sustainable business trends and their impact on culture, the economy and the planet.

In March of that year, as Ines states in her blog, my great friend Lauralee introduced us. You know the expression ‘things happen in threes’?  This is a classic example. In the months prior to our meeting, two things had happened that, for me, proved to be seminal:

One of the general criticisms about standards is that they are almost always out  of date - those leading technical innovation are usually guessing where things are going and hoping they make the right bet. 

Given the increasing awareness and focus on sustainability and on minimizing the overall environmental impact of products across their entire life cycle, is there a useful role for standards?

The folks involved with the creation of the International Electrotechnical Commission's draft standard for Environmentally Conscious Design (ECD) for
Electrical and Electronic Products and Systems (IEC 62430) would answer, "absolutely!"

The new standard, which was released in draft form for final review March 21st (the review period ends September 5th) was initiated by the delegation from Japan, but developed with the participation of technical experts from 26 additional  countries.

In a nutshell, the standard promotes "life cycle thinking" (LCT), which is defined as the "consideration of all relevant environmental aspects during the entire life cycle of products and systems." The key elements of LCT are: