*Design to satisfy REAL (my emphasis) rather than transient, fashionable and market-driven needs.

*Design to MINIMIZE (my emphasis) the ecological footprint of the product/material/service product.

*Design to harness SOLAR INCOME (my emphasis), (sun, wind, water and sea power) rather than the use of non-renewable natural capital such as fossil fuels.

*Design to reduce global warming potential by minimizing CO2 and other greenhouse gases associated with the production, use and disposal/reuse of a product.

*Design to encourage Cradle 2 Cradle and lifestyle thinking to improve resource efficiency and reduce ecosystem damage.

*Design to enable separation of components of the product/material/service product at the end of its life in order to encourage recycling or reuse of materials and/or components.

*Design to EXCLUDE (my emphasis) the use of substances toxic or hazardous to human and other forms of life at all stages of the product/material/service product’s lifecyle.

Design to engender maximum benefits to the intended audience and to educate the client and the user and thereby create a more equalble future.

Design to use LOCALLY (my emphasis) available materials and resources whenever possible.

Design to dematerialize products into services wherever feasible.

Design to help regenerate social capital by maximizing product/material/service benefits to communities.

Design to encourage modularity and adaptability in design to permit sequential purchases, as needs require and funds permit, to facilitate repair/reuse and to improve functionality.

Design to foster debate and challenge the status quo surrounding existing products/materials/service products.

Design for the social commons by publishing eco-pluralistic designs in the public domain for everyone’s benefit, especially those designs that commerce will not manufacture.

Design to create more AFFORDABLE (my emphasis) products/materials/services for mass markets to transition to a more sustainable future.