A great challenge for a future sustainable society is to create a new design culture protecting environmental value. A new product’s language is determinant not only for marketing success and public acceptance, but also for a new understanding of the conflict between aesthetics and ethics that haunts the development of this new design language. The designer’s approach to the new trends will certainly deal with the relationship between industry and society, form and function, package and architecture, and it is an opportunity to create new and coherent design.