Yanko Design’s podcast, Design Mindset, continues to bring compelling conversations with design leaders who are shaping the future of the industry. Powered by KeyShot, the show premieres weekly, offering listeners deep dives into the minds of innovators, strategists, and visionaries. Episode 15 tackles one of the most critical shifts happening in design today: how sustainability has moved from a nice-to-have checkbox to a core measure of design excellence itself.
This week’s guest is Lisa Gralnek, a brand builder with 25 years of experience who currently serves as U.S. Managing Director and Global Head of Sustainability and Impact for iF Design, a respected member of the international design community since 1953 and host of the prestigious iF Design Award. Lisa’s journey spans work with giants like Adidas and the Boston Consulting Group, giving her a unique vantage point on how sustainability has evolved from corporate afterthought to design imperative. In this conversation, she reveals how one of the world’s most prestigious design competitions is fundamentally redefining what “good design” means.
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Embedding Sustainability into iF Design’s Evaluation Framework
When asked about the decision to make sustainability one-fifth of the iF Design evaluation framework, Lisa shared her pride in the initiative. iF Design has been operating since 1954 and now spans nine disciplines across 93 categories, from product and packaging to branding communications, UX, UI, service systems, architecture, and interior architecture. The shift was deliberate and structural: iF Design moved from a general “impact” criterion to explicitly isolating environmental and social sustainability as 20% of the score. Commercial impact was repositioned into differentiation, one of their five criteria, allowing them to “really single out the environmental and social ramifications of a design.” This alignment reflects the iF Design Foundation’s core mission to advance design for a better world.
The design thinking process involved convening a Sustainability Working Group of eight experts from around the world who bring deep, often sector-specific sustainability expertise. “We work together to figure out what is the process, what is the questions, what are the certifications and accreditations we’re acknowledging, as well, most importantly, I would say, of supporting the jurors as they go through this process as well,” Lisa explained. The group co-developed processes, discipline-specific optional questions, recognized certifications and accreditations, and on-site juror support aimed at consistency, rigor, and education for both entrants and jurors. This collaborative approach ensures that sustainability evaluation remains both credible and practical across vastly different design categories.
Distinguishing Authentic Impact from Greenwashing
One of the biggest challenges facing any sustainability evaluation is distinguishing genuine innovation from performative claims. Lisa explained how the first year revealed significant gaps: jurors felt skeptical not about sustainability itself but about making accurate judgments with insufficient information. At that first jury, sustainability experts were on the ground for only the second year, and the feedback was clear. Entrants weren’t providing enough detail in the character-limited impact field for jurors to make informed decisions, whether they were discussing environmental impact, social impact, or business impact.
The solution was to embed three optional questions into every discipline, sometimes tailored at the category level, along with a selectable list of objective global, regional, and industry-led certifications. These questions remain optional because iF’s mandate focuses on rewarding good design rather than punishing inadequate submissions. Lisa gave a concrete example of how this helps identify hollow claims: when a television or computer monitor entry discusses sustainable packaging in the sustainability field, it raises red flags because the entry itself is about the product, not the packaging. In packaging specifically, iF piloted requesting a bill of materials (BOM) or digital product passport (DPP) to quickly validate claims about recycled content, compostability, low-impact inks, and water-saving processes. Interestingly, packaging entries dipped this year, raising the question of whether increased scrutiny discouraged greenwashing or simply affected submission rates.
“Fewer, Better” as a Design and Consumption Ethos
Lisa’s philosophy around sustainable design cuts to the heart of overconsumption. She candidly admitted that if she were being a radical sustainabilityist, “none of us needs anything. None of us needs anything anymore.” She recalled an interview on The Economist after the 2008 financial collapse where experts insisted people needed to buy, that society needed to incentivize consumption. But consuming our way out of financial collapse, she argues, represents the capitalistic model and business operating system of the world without necessarily serving the planet or people. Her first jury experience brought this reality into sharp focus: walking into the warehouse where 50% of the 10,000 to 12,000 annual entries are physically displayed, she burst into tears. The sheer volume of stuff human beings create, all in service of capitalism’s engine, became overwhelming when viewed through a sustainability lens.
So what does “fewer, better” actually mean in practice? Lisa explained it operates on two levels: individual conscious consumption choices and organizational design decisions. At the designer and company level, it means thinking through the circular R ladder: what can we refuse, rethink, reduce, reuse, repair, recycle, refurbish, or resale? “Fewer, better is like, I think it’s less extractive and more regenerative,” she explained. This approach shifts the entire paradigm from novelty-driven production cycles to necessity-driven design that prioritizes extending product lifecycles and reducing resource pressure. Even digital alternatives and AI, which some propose as solutions, carry their own massive environmental footprints, making the “fewer, better” ethos essential regardless of the medium.
The Shift from “Nice-to-Have” to Imperative
Lisa has been passionate about sustainability since early in her career, leaving fashion after nine years because she’d lost appreciation for the craft amid the luxury sector’s excesses. She attended graduate school intending to return and work on sustainability in luxury, but graduated into the 2008 financial collapse when sustainability wasn’t even a conversation starter. Her time at Boston Consulting Group revealed the depth of corporate resistance: she vividly remembers asking a snack food company CEO about greening their packaging supply chain at a luncheon and being laughed at by both the CEO and a senior partner. Whether the dismissal stemmed from her being a young woman among older men or the sheer absurdity they perceived in the question, she witnessed this pattern repeatedly across retail, travel and tourism, consumer packaged goods, and fashion. The consistent message: sustainability is awesome, so long as it doesn’t cost margin or sales.
Yet Lisa sees a significant shift happening now, driven primarily by consumers. Awareness of climate change, planetary degradation, and social unfairness has grown dramatically, particularly as social media makes information more accessible regardless of which news sources people consume. Most people globally now recognize there’s a problem and understand that action is needed. There’s also a compelling business case, as demonstrated by Walmart’s LED transition 15 to 18 years ago. Despite enormous upfront costs to change every light bulb in every warehouse and retail store, the head of sustainability reported a payback period of just three and a half weeks in energy savings. “So often you just need to make the change and people are so scared and teams are so siloed and you know people are afraid like you can’t be afraid and the business case is almost oh almost always there to do better,” Lisa observed.
Technology’s Double-Edged Sword: E-Waste and Hope
When asked about sustainable design trends she wished would disappear, Lisa pointed to a concerning paradox: our increasing dependence on technology. E-waste is burying us, with most electronic waste filled with rare earths that are extremely difficult to mine and controlled by very few players. This issue increasingly surfaces in geopolitical conversations and international trade negotiations yet remains underrepresented in sustainability discourse. Lisa referenced a presentation at South by Southwest where visuals showed the number of dump trucks filled with e-waste every hour that the world creates and deposits into landfills. These landfills poison water sources and ground soil, creating massive downstream pollution and health impacts. Everything exciting and technological, while representing the direction the world is heading, simultaneously presents this enormous environmental problem.
Yet within this challenge lies genuine hope. Lisa expressed excitement about the increase in repairability, recyclability, upgradability, and upcyclability in electronics, whether discussing car batteries, e-bike batteries, mobile phones, speakers, or computer interfaces. The momentum isn’t moving fast enough and integration remains incomplete, but the trajectory points toward keeping electronics in use longer and reducing waste. This trend represents designers and companies genuinely rethinking product lifecycles and moving away from planned obsolescence. Lisa’s realistic optimism captures the mindset she sees among sustainability leaders across disciplines: they’re very realistic about where we are and where we’ve been, but they’re willing to fight for transformation in the future. They recognize that future transformation only becomes possible when action starts today, with imperfect solutions, uncomfortable conversations, and puzzle pieces that contribute to a larger systemic change.
Design Mindset, Powered by KeyShot, premieres every week with new conversations exploring the minds shaping the future of design. Listen to the full episode with Lisa Gralnek to hear more insights on sustainability and how it plays a pivotal role in shaping iF Design’s outlook.
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The post iF Design Award Makes Sustainability 20% of Your Score: What Designers Need to Know in 2026 first appeared on Yanko Design.