Shared use

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poses some design strategies, which aim at promoting the sharing of washing machines ..... O Desenvolvimento de Produtos Sustentáveis: Os Requisitos Ambientais dos Produ- ... In: .
Shared use Cultural aspects and user satisfaction in doing the laundry together Rosana Aparecida Vasques M.Sc. Candidate, Federal University of Paraná, Brazil

Maristela Mitsuko Ono Prof. Dr., Federal University of Paraná and Federal University of Technology – Paraná, Brazil

This paper discusses the shared use of washing machines in residential buildings, considering the relationship between cultural diversity and user satisfaction. Although shared use of artefacts has gained notoriety in several countries as an alternative to reduce consumption, there is still a certain level of resistance in some social groups, regarding sharing, partly because it involves relationships, individualism, collective rules and mandatory interaction between individuals, as well as a weak sense of ownership over the artefact, amongst other factors. In the collective use of washing machines, these concerns become more evident in relation to hygiene and privacy. Based on a research on user satisfaction in sharing washing machines and its relation with cultural factors, conducted in residential buildings of Curitiba city, in Southeast Brazil, this paper emphasizes the need of a deeper understanding about the cultural motivations that underlie the shared use, both in terms of ways of using and designing artefacts, as well as about their implications in the user satisfaction. Furthermore, it proposes some design strategies, which aim at promoting the sharing of washing machines, as well as some strategies for improving the development of products and services focused on shared use. As one of the environmental strategies for sustainability, Manzini and Vezzoli (2005) propose the intensification of the use of artefacts through their sharing, in order to reduce the quantity of units produced and the number of discharges generated by aesthetic or technological obsolescence. Tukker (2004), in turn, indicates that the use of systems for shared use can lead to a reduction of approximately 20-50% of the environmental impact, compared with those for individual use. An example of this strategy is the collective laundry system of residential buildings, where few washing machines can be used by all residents. Studies based on life cycle analysis conducted in Sweden indicate that there is a positive environmental impact of washing clothes in a communal laundry in comparison with washing at home, if the drying is not included, since people tend to use the clothes dryer while using laundry services, and the clothesline while doing the laundry at home (Mont, 2004). Another study about eco-efficiency factor that was determined by the amount of energy, water and detergent consumed per kilogram of laundry, made by the Netherlands Government on Sustainable Technology Development Programme, also indicates a better environmental performance of doing laundry in community centers and commercial laundries than individually at home. While gaining a better performance than the collective laundry and the residential use – according to the washing of clothes in scale and the availability of qualified operators –, the commercial laundry requires the use of high temperatures in the process of washing clothes and greater energy expenditure with transportation to these locations. The collective laundries, in turn, perform better than individual use, since few washing machines are purchased (Roy, 2000). Despite the environmental advantages described by these studies, the question of satisfaction seems to be a key point regarding the collective laundry use, since, even in countries where shared use is relatively well accepted, there is a reduction in using these services in substitution to the ownership of washing ma-

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chines. In Germany, for example, where the collective laundries were the main place to wash clothes after World War II, currently about 90% of families own their own washing machine (Schrader, 1999; Mont, 2004). According to Mont (2004), in Sweden, a survey realized by SIFO01 (2000), indicated that 76% of households using communal washing centers were satisfied with the quality of equipment in such spaces, but in contrast, only 40 % of households were satisfied with the cleanliness and hygiene of equipment and place where the clothes were washed. In Brazil, data from the Union of Laundries and Similar (SINDILAV, 2010) indicate that only 2.8% of the economically active population use services of commercial laundry. Besides, the main reason for this option is the need to wash more delicate clothes and heavy items, which are harder to wash at home. Furthermore, some resistance to the widespread use of services or collective laundries in residential buildings can be observed in the Brazilian context, reinforcing the inexpressive use of commercial laundries. According to an exploratory research conducted by Vasques, Lourenço and Padovani (2009), in Curitiba - Brazil, few buildings that offer this service for over ten years have been identified. This research highlights some difficulties in the use of washing machines in a collective laundry, both in terms of interacting with other people and with the artefacts. The wait for using the washing machine, the lack of community sense, and possibility of contamination are some of the problems often mentioned by the research participants. On the other hand, some advantages of using this system have been identified, such as: it is easy to use; less storage space in the apartments; and the apportionment of costs of acquisition and maintenance. However, only few people of the research group prefer the shared system, which highlights some dissatisfaction with this way of use (Vasques, Lourenço, & Padovani, 2009). Other studies developed in Curitiba city (Ono; Sampaio, 2007; Santos; Schäfer, 2009) mention certain refusal to the sharing of artefacts, motivated by possessiveness, for fear that other people do not have the same care with the artefacts in order to avoid damage, the unavailability of the artefact when someone wants to use it, or the possibility of not having a loaned artefact returned. A great concern about the possibility of lacking hygiene and harming health was identified as a relevant barrier to the sharing of washing machines, according to Ono and Sampaio (2007). Moreover, anyone of the respondents consider that it is more advantageous to wash clothes away from home, because they think that by doing that they might lose comfort, convenience and time. These studies show that many of the justifications that have been given for the preference of individual use against the shared use of washing machines are based on cultural issues. Therefore, it is necessary to more deeply investigate the influence of culture on shared use of artefacts . Thus, the research reported in this paper seeks to promote a discussion about cultural factors that are related to (dis)satisfaction of users of collective residential laundries, and, from that, it delineate some recommendations for products and services design that are focused on clothing care, more specifically on sharing of artefacts, respecting the cultural diversity. The relevance of the reported study for design research and practice focused on sustainability is emphasized by the fact that there is still a lack of studies and researches about the relationship between cultural factors and alternatives of more sustainable consumption (Ono, 2008). Moreover, Mont (2004) calls attention to the fact that alternative ways of living that could lead to more sustainable consumption based on values and standards of one culture may conflict with those of others, which limits the potential for transferring them. Therefore, it is necessary to take into account the characteristics and particularities of each culture, in order to develop viable alternatives for sustainable use and consumption. This paper initially presents some studies about examples of shared use of washing machines in collective laundries in the Brazilian context and abroad, showing some of the cultural reasons for their acceptance or rejection, in the first two sections. Then it reports the research method and the main findings from a pilot study. Finally, it presents some considerations about the research and recommendations for future work.

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Collective laundry in different contexts: some examples of cultural reasons for doing the laundry together According to Mont (2004), there are communal laundries centers in Sweden since the 1920’s and, still nowadays, this is the most common alternative to wash clothes in this country. Rosén (2008) indicates that collective laundries was encouraged by the Swedish government even in the 1930s, with the approval of several grants for the construction of collective laundries in rural areas, taking into account the requests of women’s groups to become easier the housework, since doing laundry was considered one of the most arduous female tasks. The so-called “laundry issue" was seen by local authorities as a housing problem, and after Second World War, they have increased the investments for the construction of various types of collective laundries in the cities. In the 1960s, people living in rural areas began to acquire their own washing machines, while the number of collective laundries increased considerably in the cities at the expenses of commercial laundries. As a result, there were subsequently raising recommendations on the location of collective laundries and basic equipment for installation by the Swedish organization for owners and tenants of apartments. In Germany, by the same time, the communal laundries were also the most trivial place to doing the laundry. This scenario, however, has not been maintained, and, currently, the vast majority of the population has its own washing machine, accomplishing the task at home (Mont, 2004). Thus, Mont (2004) attributes the persistence of collective laundries in Sweden to the institutionalization and standardization of these services, unlike other countries of Western Europe, where most of the clothes are washed in commercial laundries. On the other hand, Lanz (2008) argues that, concerning to Architecture, the sharing of spaces and services (such as rooms, laundries, offices, etc.) is one of the most common proposals in European countries today, as a possible response to changes in the family structure and the consequent sprouting of new needs for housing. According to Busch (2006), it is common to find collective laundries in residential buildings in the United States. For this author, the share of washing machines and use of commercial laundries are popular in this country, because in its population’s structure there are many people with a under-average income, who cannot afford an own washing machine, as well as due to the lack of space in apartments in cities. Such variety of manifestations emphasizes the importance of considering the social dynamics and the cultural diversity (Geertz, 1989; Geertz, 1996) in the development of services and products systems (Ono, 2006).

Collective laundry in Brazil: cultural aspects In the Brazilian context, even nowadays there is some resistance to the widespread use of collective laundries, despite the washing machines are present in only 39.5% of the Brazilian households on average, according to data from the Brazilian Institute of Geography and Statistics (IBGE, 2008). Based on a research on the configuration of buildings from the 1930’s and 1940’s, Pinheiro (2008) reports that only some of them are designed with collective areas in São Paulo city. She asserts that there was no success in this type of buildings, and suggests that some associations with tanks, latrines and collective kitchens existents in slums from the early twentieth century partly explain the resistance to collective laundries. Guimarães (2007), in turn, argues that the fact of finding external spaces for clothing care only in very specific situations and in small areas of housing, still today, leads to the "intimacy" issue involved in cleaning clothes, which means that most people do not feel comfortable having their lives exposed in collective places. On the other hand, a number of builders currently begin to realize the economic advantages of reducing the individual areas of apartments, offering, in exchange, common areas, such as toy room, office, collective laundry, amongst others. Thus, many of them have invested in buildings with such infrastructure. The collective laundry, specifically, reduces total cost for builders, because it requires less materials,

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electrical and hydraulic installations than if it was installed a laundry in each residential unit (Brum, 2008). Nowadays, buildings that offer laundry services in Curitiba are generally composed by a large number of apartments, with maximum internal area of 60m2, and they are intended for one or two people (Brum, 2008), indicating that this type of service has been better accepted by a very specific audience, usually composed by people who seek a place to live for a short period of time, as suggested by Guimarães (2007). There are basically two types of collective laundries available in residential buildings in Brazil: selfservice, in which the residents are responsible for putting the clothes for washing, follow the process, remove the clothing of the machines, and put them to dry in a dryer or in clotheslines; and express with care, which is similar to a commercial laundry service, in which the residents only deliver their clothes and get them after, ready to use. Nevertheless, the choice for professional washing machines represents a high cost for buildings in general, because they have higher prices than residential washing machines, which can become a hindrance in the implementation of a collective laundry (Brum, 2008). As an alternative, however, some residential buildings have been opting for residential models of washing machines, aiming at making possible the acquisition of these artefacts, such as the Denver Hill Building (Fig. 1) and the Central Place Building, both located in Curitiba, for instance.

Figure 1: Collective laundry of the Denver Hill Building (Curitiba), equipped with residential models of washing machines Source: Photo by Rosana A. Vasques (2009)

Brum (2008) points out that, besides the high cost of professional equipments, other factors may hinder the acceptance of the collective laundry in residential buildings, as the fear of having relationship problems between residents in its use. These factors are related to the ways of sharing space, scheduling time to use the machines, and the maximum quota of usage. For this author, another relevant issue is the lack of community sense, evidenced by the Central Place’s building manager’s words: “There are a lot of residents who do not respect the rules and put even dog clothes and dirty shoes within the machine, forgetting that other people will also wash their clothes there.” Guimarães (2007), on the other hand, identifies, in the speech of one of her interviewees, the development of a greater socialization among neighbours, because of the existence of a collective laundry in the building where the interviewee lives. This author also emphasizes the development of values aimed at sharing among residents, like the fact that some people use to collect and fold the dry clothes for others.

Research Method The research follows a predominantly qualitative and interpretive approach, considering that its main objective is to investigate cultural factors that might influence satisfaction in the shared use of washing machines, and not to quantify or measure data. It emphasizes the report and interpretation of social meanings related to the use of collective laundries, and the social interaction resulting from this experience.

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Research tools include semi-structured interviews and questionnaires, both designed to assess the user satisfaction in his/her interaction with collective laundries of residential buildings, as well as to investigate cultural factors that influence satisfaction in sharing washing machines, and to identify barriers and opportunities for shared use. The interviews consist of five main topics, namely: •

Participants’ profile.



Cultural habits related to the use of the collective laundries of buildings.



Interaction factors between the user and the washing machine.



Factors of social interaction related to the use of the collective laundry.



Interviewee’s opinion about shared use (besides collective laundries).

The questionnaire consists of options to be placed in order of preference on types of use (ownership, rent or share), and a list of advantages and disadvantages of using a collective laundry, whose options are based on Schrader (1999) and Vasques et al. (2009). There are also issues about characteristics of washing machines, habits of use and sharing, with the option of single or multiple choice. Other forms of gathering information are participant and structured observation, for the triangulation analysis of data obtained from the interviews and questionnaires, and analysis of washing machines of the investigated collective laundries, as a way to verify the presence of design strategies aimed at sharing these laundry artefacts and systems.

Participants The sample of this research consists of collective laundry users from residential buildings of Curitiba city, without gender restriction, nor age or income limitations. A priori, these limitations do not allow to broadly investigate about the residents’ profile, although some authors suggest some specificity, such as as singles or couples without children (Brum, 2008), people without fixed residence (Guimarães, 2007), or the "typical innovators” represented by young people with educational level above average (Schrader, 1999), for instance. In the pilot study described in this paper we adopted the strategy of maximum variation among the participants, trying to capture differences in the sample, which, according to Moreira and Caleffe (2006), can produce results that highlight the uniqueness between them and shared standards between cases that derive from the heterogeneity. The following table (Table 1) provides some information about those participants. Table 1: Description of research participants Participant

Age

Occupation

Lives with

How long has been living in the building?

Flavia

20

Student and Trainee

Husband and a pet cat

3 years

Sirlei

41

Housewife

Husband and a daughter

8 years

Maria da Aparecida

78

Retired

Lives alone “by her choice”

11 years

Robson

37

Systems Analyst

Lives alone

12 years

Results and analysis As reported by the participants, the presence of a collective laundry is usually not a deciding factor for choosing an apartment. However, it has been a relevant factor. Maria Aparecida, for instance, found interesting the presence of a collective laundry, because her apartment is small 2, which confirms that the

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release of space inside the apartment constitutes a facilitator in the shared use (Schrader, 1999; Kazazian, 2005). Regarding the confirmation or not of a positive or a negative expectation, a factor that Demir, Desmet and Hekkert (2009) point out as an indicator of satisfaction, Maria da Aparecida and Sirlei reported that the existence of a collective laundry generated good expectation and their expectation has not changed over the years, whereas Flavia and Robson had negative expectations at the beginning, which were not confirmed during use. In relation to cultural habits, Maria da Aparecida and Sirlei follow the classification system of pollution, identified by Barbosa 3 (2006), whereas Flavia mix various types of clothing, and Robson "puts everything together”, including mixing colours. Maria da Aparecida uses the washing machines in the collective laundry just for bed and bath clothes and few personal clothes. Suit and blankets are washed in a commercial laundry. And the other clothes are washed in the bathroom by herself, especially underwear and dish clothes (separately). The main reasons for it are the need of privacy; concern about hygiene, “because everything is washed up there”, and for health reasons, “to prevent diseases”, according to her. She also reported that, during the summer, she likes to wear very light clothes, which are washed at night, when bathing, and can be used in the next morning, because it is already dry. Because of that, she installed a clothesline in her bathroom (Figure 2) for drying those clothes that are not washed in the collective laundry. Figure 2: Clothesline installed in Maria da Aparecida’s bathroom for drying clothes that are washed there, and not in the collective laundry Source: Photo by Rosana A. Vasques (2010)

The “intimacy” issue – pointed by Guimarães (2007) as a barrier to the use of collective laundries – was identified during the observation period, when it was noticed that some residents attempt to hide their underwear, putting them in the center lines of the internal clothesline, among other clothes, while others do not care about exposing this "intimacy", leaving the pieces anywhere in the clothesline, even outside. Furthermore, concerning the habits related to the use of the collective laundry, Flavia emphasizes that she activates the pre-washing system of clothes while the machine is fulfilled with water, and she uses to make "reservation" of a laundry machine, as soon as she arrives from her job, leaving it turned on while picking up the clothes in her apartment. This behaviour highlights the need for synchronization between the availability of the artefact and laundry system and the users’ schedule, as mentioned by Warnke and Luiten (2008) and by Manzini and Jégou (2008), since neither the washing machines nor the laundry use to have any information system for users to check their availability from their apartments, which requires that the user goes to the laundry to see if there is one machine available or not. About the interaction with the artefacts, all participants consider that residential models of washing machines are quite suitable for collective use, mainly because they are easier to use than the semiindustrial or professional ones, since the use of commercial laundry is not widespread in Brazil and few people have prior experience with these artefacts. In relation to the issue about social interaction, Flavia mentions that: "People here [in Curitiba] are introspective. But I've made friends in the laundry”. Sirlei affirms that she knows people who live in a certain building just because of the existence of a collective laundry, because one can meet people there and talk with them. Maria da Aparecida reports that she has a good relationship with her neighbours, but

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some of them are closer and others less. Robson, in turn, considers that many conflicts can occur in the laundry, especially when there is a selfish attitude from someone. In the last part of the interview, Maria Aparecida affirms that she does not rely on the hygiene of the washing machines in the collective laundry, “because of all kind of things that are washed there. There are people who wash sneakers in the machine [...]. And a germ is a germ. At my age, I try to avoid it”, confirming the results found by Ono and Sampaio (2007). Flavia and Maria da Aparecida consider that shared-use is like borrowing something from other people, and they do not feel co-owners, because, by doing that, they tend to be more careful with the machine than if it belonged to them. Finally, Robson emphasizes the implications in time saving. He is looking for an apartment where he can have his own washing machine. He argues that sharing a washing machine reduces his spare time in the weekends. Furthermore, he described other experiences on sharing, some negative (sharing an apartment) and positive (sharing a car, a drill) for him.

Conclusions The ways of usage, habits and feelings about the collective laundry and sharing washing machines are directly interrelated with cultural factors. This is reinforced by the reported experiences and opinions of the research participants, which, associated with the general analysis of satisfaction with this way of use, might be helpful in the development of strategies for designing products and services aimed at the shared use, especially insofar as more data are added to the survey, thus affording deeper analysis. Although they have not been developed for this purpose, residential models of washing machines used in collective laundries do not seem to cause big problems, as indicated by the interviewed participants. However, the absence of bactericidal sterilization systems in such equipments is one of the potential cultural barriers to sharing, as identified in the interviews, and previously described in studies by Ono and Sampaio (2007) and Barbosa (2006). Unlike the image of the majority of Brazilians, Curitiba’s inhabitants are known in general as introspective people. However, the existence of a collective laundry was identified by the research participants as a possibility to regenerate the social fabric, and able to create stronger connections than the banal and superficial “good morning” that occasional meetings in the elevator allow. Thus, this space is configured as an opportunity to "activate" relationship between people (Cipolla & Manzini, 2009), and the artefacts and systems might become "meeting points" (Jordan, 2000), able to develop and expand social integration among residents. It is worth mentioning that the mentioned research is still in progress, and the development of new interviews and questionnaires will expand the data obtained, so that we can get more detailed results, and propose recommendations for designing products and services systems, aimed at shared use in collective laundries. However, the implications of cultural diversity (Geertz, 1989; Geertz 1996; Ono, 2006) and social changes require appropriate research and development approaches, to be conducted in a continuous process (Leur et al., 2005), and taking into account the complexity and dynamics of society and culture. Thus, the information and proposals presented in this paper do not seek a single, definitive truth. Moreover, limitations of the research are also recognized, and, especially, the influence of the interpretation of the researchers in the adopted approach (Flick, 2004; Caleffe & Moreira, 2006). As previously observed by Mont (2004), the understanding of consumption practices from the perspective of their socio-cultural impact and from the historical context in which they occur can help the understanding of how alternative and more eco-efficient consumption as shared systems are merged. Thus, it is recommended that future works investigate barriers and facilitators in shared use on doing laundry and other types of services in different cultures, since the sharing of systems of artefacts, as well as the provision of services instead of the individual ownership can configure as a possible scenario for a sustainable consumption, since they can afford respect for cultural diversity and be part of the social construction of meanings in the relationship between different individuals and between people and the shared systems of artefacts.

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Vasques, R. A.; Lourenço, D. A.; Padovani, S. (2009). Uso Compartilhado de Máquinas de Lavar: Um Estudo Exploratório Centrado na Satisfação do Usuário. (paper submitted to 9º P&D Congress, São Paulo: AnhembiMorumbi). Warnke, P.; Luiten, H. (2008). The diffused social enterprise on the policy agenda. In: Jégou, f.; Manzini, E. (Ed.) Collaborative Services: Social Innovation and Design for Sustainability. Milano: Edizioni POLI.design.

About the authors Rosana Aparecida Vasques is graduated in Product Design at Federal University of Paraná (UFPR) and posgraduated in Furniture Design at Federal University of Technology – Paraná (UTFPR). She was intern at Sustainability Research Centre (UFPR) for three years (2003-2006), where she participated in projects developed for companies such as Simagran-PR, Embrart and VW/Audi. Currently she is doing her Master’s degree in Design at UFPR, which main research focus is on shared use and cultural diversity, with financial support by CAPES and oriented by Prof. Dr. Maristela M. Ono. Contact details: [email protected]

Maristela Mitsuko Ono studied Architecture and Urbanism at the Federal University of Paraná (UFPR). She achieved her Master in Technology at the Federal University of Technology – Paraná (UTFPR), and her Doctor Degree at the University of São Paulo (USP). She was trained as an Industrial Designer at Japan Industrial Design Promotion Organization, and as an Industrial Design Professor at the Fachhochschule München (Germany). She is Professor at the Post-graduation Program in Technology and at the Industrial Design Department of the UTFPR. She is Collaborator Professor at the Postgraduate Program of Design of the UFPR. She is Editor in Chief of the Revista Tecnologia e Sociedade, and Coordinator of the Design Centre of Interactive Media / Post-graduation Program in Technology / UTFPR, where she currently coordinates the research and development of a Digital Media for Environmental Education. Main research field: Design and Culture. Contact details: [email protected]

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SIFO. Om Tvättstuga i Flerfamiljshus. Sifo Research and Consulting. Stockholm: 2000, p. 24. Every apartment in the building where the pilot study was performed has only one bedroom and living room and kitchen combined with the internal area of approximately 36m2. 3 Barbosa (2006), based on structural theory of pollution proposed by Mary Douglas (1966) defines that in complex modern societies, the concept of pollution is not related only to the sacred / profane, as discussed in the literature of traditional anthropology, but it is a key criterion in the organization of everyday life, since this concept "structure a complex classification system, which guides the practices of cleanliness and hygiene of houses, clothes, and also the bodies of men, women and children in Brazil" (p. 112). In relation to clothing care, the principle of what is pollutant, that is, capable of get dirty what other things materializes out under the "rule of prevent that clothes which has contact with certain types of people or things considered different in nature come into contact with each other" (p. 133). 2

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