Previous research suggests that, despite a desire to introduce environmental concerns into New Product Design, many companies in the northwest of England have not done so. In order to understand more about why companies do or do not take on sustainability methodologies, an entirely new and rigorous approach was taken. This paper therefore presents the results of a questionnaire investigating the up-take of Eco/Sustainable Design in manufacturing companies in Sweden – a country that might be considered more environmentally progressive than the UK – and discusses them alongside the results of an identical questionnaire in the UK. The results are presented in the context of risk and risk aversion/management – in particular the risk associated with taking on board Design for Sustainability as a design method or a company strategy.

It is found that there is no clear “winner” in sustainability between UK and Swedish engineering companies; there is encouraging news in both countries, with a desire to practice sustainability, but some that is not so good with the number of companies that actually implement relevant methodologies. It is apparent that there are still hindrances and perceived risks preventing companies taking sustainability fully on board, despite the recognition that sustainability is a “good thing”; the importance of the implementation of sustainability has not yet been fully grasped by industry and by those with the responsibility required to effect any changes.