Mat Hunter
Chief Executive, Design Council
From everyday objects to complex systems, everything not made by nature has been designed by someone. The climate crisis demands that we redesign almost every aspect of how we live.
Retrofitting buildings, developing bio-based textiles and deploying digital solutions to accelerate sustainability are some ways the UK’s 1.97 million-strong1 design workforce is driving impact as a critical lever for the green transition.
Up to 80%2 of a product’s environmental impact is determined at the design stage, placing designers and those who commission design at the heart of shaping a resilient and responsible future.
Good design is also good for business
Decisions about materials, circularity, eliminating emissions, working with nature and influencing consumer behaviour to prioritise sustainable choices all sit within the power of design.
Faced with the disruption of AI and fragile global supply chains, design offers businesses a path. We know that good design is good for business; every £1 invested in design delivers up to £20 return3. It can reduce material use and save money, ensure compliance with fast-changing legislation and build consumer trust and market share.
The Welsh ethical care brand Faith in Nature’s approach to branding and packaging prioritises sustainability, clearly communicating its nature-first ethos. This has helped them reduce emissions while contributing to an 11%4 increase in sales.
Decisions about materials, circularity, eliminating emissions,
working with nature and influencing consumer behaviour to prioritise sustainable choices
all sit within the power of design
Bridging the green design skills gap
Yet, fewer than half5 of designers feel prepared to meet the growing demand for green design. This includes the opportunity for innovation by AI.
With the right capabilities, designers can help create and use new technologies to drive growth that benefits people and planet by applying core principles of empathy, centring human needs and considering how wider systems, like the environment, are impacted.
From the classroom to the boardroom, the Design Council’s Skills for Planet movement is on a mission to upskill one million designers by 2030. We need the support of Government and business to harness the potential of design as a true superpower; investing in skills, strengthening the talent pipeline, mitigating AI’s risks and positioning the UK as a global leader in designing for green growth.
[1] Design Council. Design economy. https://tinyurl.com/4y2hd5vh.
[2] European Commission. Circular economy. https://tinyurl.com/j3jbvu8u.
[3] Design Council. Designing demand. https://tinyurl.com/fs3r4xws.
[4] Design Council. Skills for planet blueprint. https://tinyurl.
com/3r2ve7hw.
[5] Design Council. Design economy: The green design skills gap.
https://tinyurl.com/ymwjkuc4
