What is Eco Design?

We see it as an opportunity for business. JDi leverage Eco Design to grow a product's total market share in a sustainable manner. We have defined three fundamental levels on which to base green design goals.

Base of the Pyramid or BOP (Bottom of the Pyramid)

If you imagine the world's population as a pyramid, almost all companies today compete for the saturated markets of the top 10% while the emerging markets only constitute an additional 20%. Therefore the vast majority of potential consumers (70%) are overlooked by business. The new idea that we can use leapfrog technologies to develop that market means helping the world's poorest doesn't have to be charity.