Understanding ecodesign through a communities of practice perspective

Despite many years of tool development and legislative initiatives, companies are still challenged by ecodesign. This article applies Etienne Wenger's communities of practice approach to the existing environmental and product development practices of two Danish case companies. It is a contribution to the current ecodesign discussion and emphasises the social structures and practice perspectives when implementing ecodesign. The case studies reveal the importance of various social elements, which include the participatory role brokers play in organising, facilitating and negotiating meaning with different community members; the use of boundary objects for establishing dialogue and encouraging participation; and the balance between participation and reification in the process of continuously negotiating meaning. In conclusion, ways in which ecodesign can be strengthened using Wenger's principles for cultivating communities of practice are suggested. A diversified approach to ecodesign whereby existing communities can expand their current practices and transform into ecodesign communities is also suggested.