Consulting
Building and scaling capabilities
Design for humanity
Over the last 25 years, we have worked with Design Leaders and Design Teams all over the world, helping them to maximise the business and consumer impact of Design.
As we look forward to the next 25 years, it’s clear that the business landscape is changing, and the companies that win in the future will be those that make a positive contribution to the world - those driven by an authentic, deep-rooted purpose.
We believe that this shift creates a significant opportunity for Design Leaders to step-up and help business leaders address some of the world’s most pressing environmental and social challenges.
That’s why in 2019 (pre-COVID!) we invited 30 Design Leaders to gather in Hamburg to discuss the journey from Human-Centered Design towards Design for Humanity. Throughout this session there was a clear consensus that we simply cannot overlook our responsibility as Design Leaders.
Raymond 21 Design for Humanity
It’s time for Design to evolve. Design has to scale-up its impact through collective ownership of problems, and co-creation of solutions across disciplines, organizations and industries.
Incremental, claim-driven eco-improvements of products and services are no longer enough. Design must assume its natural leadership position in developing the business models and systems that address complex political, economical, environmental and societal challenges.
This means that Design Leaders need to change their priorities. They must move their focus beyond short-term business value creation, and they must lead the embedding of a new humanity centered mindset and approach that delivers a net-positive impact on the world in which we live.
To support this journey, and as an output from our Hamburg gathering, we have created a simple but impactful model that can help Design Leaders and Design Teams to assess, plan and communicate their role in driving a more humanity-centered approach to business.
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Quote credit
Design optimises the business offer to comply
with humanity-related regulations.
At the first horizon, Design focuses on optimising the existing offer. Design is a service that seeks to reduce negative business impact by improving the eco-efficiency of products and services.
Design integrates business silos to identify humanity-focused value-chain improvements.
At the first horizon, Design focuses on optimising the existing offer. Design is a service that seeks to reduce negative business impact by improving the eco-efficiency of products and services.
Design envisions new business strategies that positively impact humanity.
At the first horizon, Design focuses on optimising the existing offer. Design is a service that seeks to reduce negative business impact by improving the eco-efficiency of products and services.
Design champions a humanity-centered mindset and approach across the business.
At the first horizon, Design focuses on optimising the existing offer. Design is a service that seeks to reduce negative business impact by improving the eco-efficiency of products and services.
Further reading
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