J&J Chief Design Officer Chris Hacker is a man with a mission: to bring sustainable design to corporate America
Chris Hacker, a chief design officer of Johnson & Johnson clearly states that his goal is to "create transcendent consumer experience.“ He built his career at JC Penney, Steuben Glass, Dansk, and Henry Dreyfuss Associates and was a design director of Aveda, the eco-conscious cosmetics brand, where "a crazy hairdresser who wanted to build a brand that could save the planet," according to Chris Hacker.
By 2005, Hacker's success at Aveda had caught the attention of Johnson & Johnson and had convinced its higher-ups that a new focus on sustainable design might be profitable. Before he was hired, all the designs were outsourced and then, by hiring Hacker, gathering a 120-person think tank.
Now he and his team increased the sales of the projects that they have been working on, such as new packaging for the Aveeno brand of skin-care products, which uses 30 percent post-consumer materials, and a redesigned Clean & Clear acne kit. The reason why their sales increase is that they think about what motivates the consumer to take the product home.
Hacker also hopes to change the way designers and corporations think about sustainability. "Everything we do is as sustainable as we can make it," he says. "It's part of the process, but it's not the definition. We're designing to create positive consumer experience, and while we do that—by the way—we're also making it sustainable. I'm on a mission to tell designers that sustainability has got to be a part of what they do."
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These days a company cannot survive without thinking about the environment and how it affects their image and reputation. More and more people are concerned about the environment, pollution and the future that they and their children are going to live in. So the more the company cares, the more people will recognize it and try to use the products that the company who cares makes. As professor said in the class, it is essential for the company to think and care about the external, or outside forces that acts upon the company. Also if the company does care about the environment, it becomes one of the compatibility that the company possesses. Not only the care but also the design of a product are essential for the company to have more compatibility and for the company can differentiate itself from others. Thereby, Johnson and Johnson is doing pretty well.
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