Solving the problem of unsustainable packaging, for example, requires looking at the whole system.
“If you’re not designing something for the future, it’s not for good.” Alistair Bramley, PepsiCo
Stakeholder capitalism, said Kyle, is at the heart of the B Corp movement: a shift from shareholder value to shared value, considering the full range of stakeholders, such as communities, customers and workers.
“At B Lab UK, we set ourselves a mission: for every business to be a force for good within 10 years. That is an invitation for all of us to think about what we can do to play our part in the organisations we work in and own.” Kyle Soo, B Lab UK
Products can lead to systemic change
Our panellists highlighted how people’s use of products can be the start of a bigger transformation. Lucy spoke about Octopus Legacy, a simple, accessible will-writing service that helps families plan for the future, and Zero Energy Homes, which give power back to people and the grid.
Harry reflected on Unilever’s rethinking of beauty campaigns and how design can expose systemic flaws and create more authentic, inclusive brands.
“When we talk about sustainability or other purposes we might want to embed in organisations, these often derive from a new way of thinking about their products.” Harry Kerr, Innovate UK
Sustainability needs redefining and resourcing
Lucy from Groundswell (which helps finance businesses move sustainability from an isolated function to a viable part of the core strategy) challenged the current mindset around ESG and sustainability. She argued for a more pragmatic, integrated approach that moves beyond reporting to having a real-world impact.
Collecting metrics got completely out of hand, she says, especially in finance. Sustainability functions are separate from the rest of the organisation and not working together, but sustainability has to be part of an organisation’s DNA. It’s an essential mindset shift if it’s going to move from the sidelines of strategy into the centre of business decision making.
“I hate the word sustainability. At the moment, there is so much backlash around ESG and all of these buzzwords. We are going in [to businesses] to change their mindsets about what sustainability actually is and how it can be commercial.” Lucy Ronan, Groundswell
Collaboration is a design superpower
In a time when sustainability can feel fragmented or performative, Kyle made the case for collective action: open-sourcing ideas and sharing learning across organisations. He talked about a chain reaction of businesses building on each other’s ideas with generosity and purpose; working together to change systems, through education and shared innovation.
Alistair reminded us that design creates a common language that enables collaboration, helping teams to empathise, co-create and communicate across boundaries.
“We’re seeing a spirit of mutuality. Businesses could be putting up walls but instead they’re sharing and thriving.” Kyle Soo, B Lab UK
A final word from our panel host, Magnetic MD Jason DaPonte:
“It’s easy to feel paralysed by the noise around sustainability. But design gives us the tools to move forward, to test, to learn and to build better systems, even when the path isn’t clear.”
If you’d like to explore how your organisation can design for good and make regeneration real, email This email address is being protected from spambots. You need JavaScript enabled to view it.
Watch highlights of 20 inspiring talks from the World Design Congress
