DEFRA – New product development stakeholder event

Client challenge

The UK Government wanted to gather an evidence base on industry expert’s views in the area of sustainable consumption and production, including the role of sustainability focused new product development in business innovation.

What did we do?

More than 50 delegates attended the one-day consultation workshop hosted jointly by Article 13 and Defra to explore the theme of Sustainable Consumption and Production.

The day comprised a range of interactive activities allowing participants to input their views throughout the day, network, learn from each other and from invited speakers. Techniques included interactive wireless technology, visual minutes and scenario based break out activity.

The morning’s activities included 3 case studies of approaches to new product development in different industries. Participants were able to feedback to specific questions on these case studies. The afternoon’s activities included a break out session where 4 groups considered new product/service development for the year 2020 in four different industry areas.

Throughout the day, the structured activities and questions provided a wealth of information, including input to some key consultation questions for Defra’s “Taking it on” consultation.

The primary objective of the seminar was to build awareness and understanding of current practice in sustainability-focused approaches to new product development. In addition the afternoon discussion allowed participants to examine the potential of the UK corporate sector to generate competitive advantage through sustainability focused innovations and generated recommendations as to what government should be doing to support the approach.

How did we break the cycle?

Rather than using traditional facilitation and participation techniques to gather an evidence base, Article 13 used a mix of technology and creative tools to stimulate the participants visually, orally and verbally – in this way Article 13 broke the cycle – the traditional way of doing things. 

© Article 13 2005