The Regenerative Power of Strategic Design

The topic of climate change and the need for radical action is sadly not new news. It is a topic that has been raging for decades in the minds and voices of those who see humanity destroying our future. Even with immense individual efforts backed by scientific evidence, and destructive climatic events happening across the globe, change is and has been painfully slow. Positive action is required at a seismic level now.

Whilst top level policy changes and Government directives will be essential to make a real step change, we do all have a role to play in slowing down the damage being inflicted on our planet. We see design playing a major role in this shift in mindset and are keen to be part of the solution. Afterall, design is anything that doesn’t happen by accident.

“We have to make 2020 to 2030 a critical decade of real decisions and real actions… The urgency of what we need to do cannot be overstated,”

John Kerry, U.S. Special Presidential Envoy for Climate

At Smallfry, we are conscious of the role we play in the design of products and services. How we select the materials and manufacturing methods and understanding the role our products have in society. Our focus is to make positive changes to our conscious decision making and although change won’t happen overnight, progress over perfection is key to any success story.

We are excited to explore how this planetary need can be balanced with consumer desires and driven by product design and innovation; from complex ecosystems to simplified product architecture.

21st Century Economics

As strategic designers we love to nerd out over infographics and innovative process models. The doughnut model published by Kate Raworth is a great example of how to balance social and environmental factors to create a clear area of opportunity where we can continue to grow, innovate and create new and exciting things, all whilst paying mind to our social and environmental impact.

It is the wide adoption of such strategic approaches that will likely unearth the most innovative and impactful solutions. Whilst this approach may still be a tough sell to many organisations as these additional considerations will often (though not always) propose higher costs, what is more promising is the rate in which consumers are seeking to change their behaviours. With reports such as Nielsen Insights suggesting that the majority (73%) of consumers would change their consumption habits to reduce their impact on the environment, and almost half (46%) would switch to environmentally friendly products.

Any economist will be able to debate the principles of supply and demand but product and innovation strategies requires forward thinking and foresight to hit the moving target that is consumer demand. This consideration becomes even more apparent when looking at the shift in generational behaviours with Gen z adopting more sustainable behaviours than any other group: 50% have reduced how much they buy and 45% have stopped purchasing certain brands because of ethical or sustainability concerns (Deloitte, 2021)

Regeneration in Practice

At Smallfry, we believe in system thinking as a key tool when building strategies for the future. Many of the practices which facilitate regenerative action rely on these same principles to not only slow the effects of over consumption and waste, but to systemically bring about positive change.

We have relished seeing more and more case study examples emerging of lateral thinking in this area, particularly in the adoption of circular product lifecycles. For example, Niaga® who have ‘future-proofed’ their everyday products such as mattresses, carpets, and furniture panels through the principles of ‘simplicity, clean material and reversible connections.’ These products are supported by a QR code that offers consumers transparency on the full product passport as well as details of how it can be returned so that Niaga® and their partners to ensure product circularity. One such example being their collaboration with interior designers Zwartwoud who have been repurposing Niaga® furniture panels into desks.

Similarly, brands such as Forust and Toast have been getting creative with their use of waste materials in their product creation. Forust utilise sawdust and lignin, the two most common by-products of woodworking to create novel 3D printing filament which has a similar appearance to wood producing a compelling CMF story. While Toast brew their beer using waste bread form the sandwich industry in place of more traditional raw materials. Toast are also the first UK brewery to become a certified B-Corp further emphasising their commitment to positive change.

It is this kind of systemic thinking that produces the most meaningful and impactful action when incorporating sustainable and regenerative practices into product strategy.

Beyond the Obvious  

While we can observe uptake in encouraging sustainable and circular practices, it is always in our nature to ask, ‘what next?’ and we believe there are some very exciting things on the horizon for regenerative product innovation. Namely, Biomimicry and Biodesign. While these practices are not entirely new, the focus on seeking fully circular materials and processes has certainly given them new life and a much wider audience. Biomimicry essentially teaches us to learn from nature. Nature has adapted over millennia to survive and thrive on this planet constantly evolving to a wide range of challenges, all while utilising natural ingredients, processes and systems. Biodesign harnesses these ingredients and utilises them as building blocks in creating innovative and sustainable materials and products. If brands, designers, and strategists were to adopt these practices successfully and comprehensively, the scope for regenerative design and innovation would surely flourish.

Ultimately, is the understanding, appreciation, and implementation of this kind of new design thinking that will unlock the regenerative potential of strategic design. At Smallfry we can’t wait to deliver the benefits that this can bring about for people, profits, and the planet.