Green, environmentally friendly, natural, biological, ecological, climate-neutral, biodegradable, circular. These are just some of the countless signifiers used in the increasingly fierce fight for the eco-conscious consumer. But how have these adjectives become synonymous with the notion of sustainability? And how does this synonymity play out in design? Designing Meaning is an academic research project that focuses on the power design objects have in shaping the understanding of “our common future” and considers sustainability as an ideological construct of the industrialised West, furthering the discussion about the role of design at the intersection of green new deals and consumerism.