The challenge of a sustainability change: A designerly approach

Changing a company’s role and position in its context towards a more ambitious profile centred on waste minimisation can be challenging due to external factors such as regulations and economic logics, but also internal challenges of transforming visions into supporting activities can hinder the role change. This paper focuses on the waste minimisation project Nulskrald (Zerowaste) initiated by AVV. The project has undergone two phases without fulfilling its vision. A designerly approach was applied in a strategic workshop as the company faced the launch of the third phase. Here the Actantial model and the Strategic Pyramid were applied and conjoined to enhance waste minimisation activities. As a result, the company enters a new role in which they are no longer just passive, active or interactive in their communication, but also provocative in order to affect citizens’ behaviour.