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  "documentTitle": "Green by Default",
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      "text": "Developing simpler and more relevant green products and services without sacrificing quality or performance demands a new design approach. Consumers’ purchase decisions are increasingly swayed by eco-friendly features that emphasize both ecological and functional performance. What does this mean? That simply focusing on ecological attributes such as environmentally-sourced and eco-certified will no longer be sufficient. This shift requires businesses to reinvent their product and service development, making green more “human”. Embracing a new “meaningful green product” (MGP) approach becomes crucial to ensure offerings deliver the right combination of features (eg durable, reusable, repairable and recyclable) that are most valued by consumers (Figure 7). In addition, these functional attributes lower the emissions intensity per product, reduce the amount of new material needed and extend a product’s lifespan — all of which are a win for the environment.",
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