The goal of this paper is to present the author’s thoughts on the possible contribution of

quality engineering to sustainable development. It is indicated that in the product life cycle

designers have the greatest potential to support this challenge. Arguments have been presented to abandon the commonly accepted paradigm, according to which the overriding goal

of the designer is to achieve the highest market value possible measured by the prospected

level of demand for the products designed. It is postulated to include the minimization of

the risks brought to the natural environment and social relations as a criterion of product

design quality. To this goal, it is necessary for designers to pursue both environmentally

friendly materials and technologies and design concepts reducing consumers’ pressure on

continuously increasing demand. Such an approach will allow for more effective control of

consumption, the main cause of the negative effects of economic growth.