Ecodesign innovation: is 'early' always 'best'?

This paper explores ecodesign within the product development process (PDP), particularly focusing on the design stages. Previous research has highlighted the early stages as the 'best' place to integrate environmental issues. Here the early stage hypothesis is explored from the perspective of the industrial design department-the early stage designers. Being located at the earliest possible design stages of product development would mean that, were the hypothesis to hold true, industrial design world be the 'best' place to locate ecodesign. Empirical research was conducted with the Industrial Design Centre (IDC) of a global Electrical and Electronic goods manufacture. It used a qualitative, inductive research methodology, based on two 'live' design concept projects, participant observation within the department and on several semi-structured interviews. Throughout this paper, the empirical work is compared and contrasted to ecodesign literature, specifically to models of ecodesign innovation and the product development process. Beginning by exploring of the early stage hypothesis, the paper concludes with a conceptual model of early stage ecodesign for the context in question.