Designing In Continuity

The PEAK Malaysia|May 2020

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Designing In Continuity
The Importance of Embracing Sustainable Design in an Increasingly Challenging World
Ellfian Rahim

Chances are, you may have heard of the term “the triple bottom line.” It implies that companies should prepare three different bottom line statements. The first is for the traditional measure of profits. The second is the bottom line of a company’s “people” account – a measure of how socially responsible an organisation is with its employees, customers, vendors, and community.

And then, beyond these considerations, there’s also the need to factor in the unexpected. Case in point is the world’s current struggle with the global Covid-19 epidemic sweeping across the planet, putting even the best-laid plans to a complete standstill while forcing us to take stock of how we are impacting the environment.

Hence, sustainable design should very well be that third major factor for companies practicing the triple bottom line approach. That’s because design that is sustainable in the broadest sense is also socially responsible, environmentally friendly, values fairness and equality, recognises the consequences of actions and the interconnection of everything, and, wherever possible, proactively engages social issues.

Sustainable design also optimises the needs of people and planet with the desire for constant innovation and pleasing aesthetics. And yes, it can also be very profitable! Indeed, businesses that invest in sustainable design are reaping greater revenue, higher profits, and recruiting more employees.


Though there are certainly challenges to merging sustainability efforts with automobile manufacturing, there’s plenty of hope for the future in this area. Bloomberg Business predicts that as eco-friendly electric cars begin to saturate the mainstream market, they will actually become cheaper than conventional cars within a decade. Though sceptics say this is too optimistic, there’s no doubt that consumer interest in sustainability is very high.

Celebrated automaker Mercedes- Benz has certainly been quick to innovate in this fast-growing sector. This is why it introduced its EQ sub-brand, representing intelligent electromobility, about two years ago in Malaysia, right after its global debut at the 2016 Paris Motor Show. EQ is a holistic approach to the future mobility ecosystem that entails electrification, digitalisation, connectivity, and other services surrounding the ecosystem.


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May 2020