What should a strategy designer do to prepare to measure progress toward sustainability goals?

Creating a journey map that extends into pre-purchase and post-use disposal is a comprehensive approach that helps identify the full lifecycle impact of a product. This method allows a strategy designer to visualize the customer experience from the very start (consideration and decision-making) to the end of the product's life (disposal or recycling). By mapping this entire journey, the strategy designer can uncover potential sustainability issues or opportunities that may not be immediately visible if the focus is only on a specific part of the product's lifecycle.

This holistic view is crucial for accurately measuring progress toward sustainability goals, as it highlights areas where improvements can be made, such as reducing waste, improving resource efficiency, or enhancing customer education about responsible disposal methods. It provides a structured framework to align product development with sustainability aspirations while ensuring that all potential impacts are considered.

The other approaches, while valuable in their own right, do not provide the same depth of understanding. Brainstorming sessions with stakeholders can generate ideas but may lack the framework to assess actual lifecycle impacts. Focusing solely on customers who prioritize environmentalism limits insights to a narrow segment, risking the exclusion of valuable perspectives from a broader audience that may also care about sustainability.