SUSTAINABLE DESIGN AS A SOURCE OF THE FUTURE: CONCEPTUAL PROBLEMS AND CHALLENGES
Sustainable design is becoming an essential element of the sustainable development system. The problem of the impossibility of doing "business as usual" is noted by many authors with diametrically different views on the development of the modern socio-economic system. In turn, "design as usual" also requires new conceptual approaches to the production and consumption of commodity mass. However, the traditional industrial design, which finally took shape during the heyday of the consumer society, is not ready to solve the contradictions associated with the problem of maintaining economic growth, on the one hand, and the increasing burden on the environment, on the other hand. The article critically analyzes the problems of social development solved and ignored by design, comparative analysis of conceptual and operational differences between the design of the second half of the 20th century and sustainable design of the 21st century, service design and service design. These differences are fundamental for the conceptualization of the system: production - consumption - environment, built on the new principles of waste-free production and a circular economy. The proposed conceptualization and a new conceptual apparatus of the emerging model of production and consumption, which excludes the very concept of waste, is a condition for the operationalization of these concepts and the transition to the practice of sustainable design as an industry and a field of knowledge.