The Power of Design in Challenging Times
In times of difficulty, businesses frequently prioritise their attention on finances, strategy, and talent. Nevertheless, it is crucial not to overlook the importance of design. Design isn't merely a luxury; rather, it is a vital element, acting as a guiding light for innovation, resilience, and transformation.
During periods of crisis, individuals modify their conduct, reassessing their priorities. They alter their spending patterns, exercise greater caution with their finances, and prioritise saving for potential emergencies or the prospect of job loss.
However, the COVID-19 pandemic proved that self-care remained a priority for consumers, perhaps even more so than before. People allocated their funds towards smaller, personalised products or services. Instead of indulging in extravagant holidays, consumers opted for self-pampering experiences like going to the hairdressers or making investments in improving their homes. In this evolving landscape, they sought solace in brands that had the foresight to anticipate this shift in consumer behaviour and that had an established foundation of trust.
In an era marked by cost-cutting measures and halted projects due to long-term uncertainties, there’s a counterintuitive approach: Integrating design into business practices can make companies more resilient, leading to a higher level of innovation, analytical thinking and strategic problem-solving.
A study done by McKinsey found that companies that fully embrace the business value of design outperform peers by 56 percentage points in TSR.
Examples of Successful Innovation and Design in Challenging Times
Let's look at some real-world examples that underscore the transformative potential of design during challenging times.
Zoom and Teams:
In 2019, the pandemic accelerated digitalisation, remote work, and e-commerce while disrupting traditional business models. Zoom and Teams rapidly adapted to the increased demand for remote communication tools during the pandemic. Their user-friendly platform and ability to scale quickly made it an essential service for society.
Biotechnology in Skincare:
The demand for natural ingredients in the beauty industry is outstripping supplies, but with the help of biotechnology, we can replicate nature's resources without disrupting it. Biotechnology is revolutionising skincare as we know it. It combines biology (bio) with chemistry (tech) to create skincare ingredients that are grown in a lab but are, essentially, identical to what is found in nature and with a lower environmental impact. It sounds very sci-fi – and it is. But it also holds great promise for sustainable skincare ingredients. With more than 25M views on 'TikTok' #CosmeticScience is proving that consumers are already embracing a sustainable future with lab-grown skincare. In other words, biotech is the progressive continuity of innovation within the industry of natural beauty.
Link to gated article here: Need to Know: Bio-Tech Beauty
OECD's Shift to Well-Being:
As a reaction to the financial crisis in 2008, the Organization for Economic Co-operation and Development (OECD) changed its mission to "better policies for better lives", shifting from promoting growth to focusing on well-being, addressing income and wealth inequality. As a part of this process, OECD launched its initiative of New Approaches to Economic Challenges (NAEC), renewing what growth meant by looking at how people's lives could be made more fulfilling through a new social contract. Suddenly, we saw hope, aspirations, culture, and identity becoming central tools for measuring success.
Nike and Adidas:
In response to changing consumer behaviour spurred by the COVID-19 pandemic, Nike harnessed its design thinking to pivot and thrive in unprecedented times. Nike's strategy involved a strong commitment to digital channels, creating user-friendly online platforms, offering exclusive customisable products, and providing free access to their home workout platform. This not only met the surge in online demand but also gathered valuable data for pricing optimisation.
These examples show how industries and brands demonstrate remarkable resilience or seek new opportunities when challenges come their way by adapting to shifting market dynamics, consumer preferences, and global challenges.
They also emphasise the importance of creativity, empathy, and innovation, three elements deeply interconnected and forming the foundation for impactful design.
When businesses embrace creativity, understand the human experience through empathy, and innovate to address emerging challenges, they are well-equipped to navigate difficult times and positively impact individuals, communities, and society. These elements ensure that design is not merely a solution but a transformative force for the betterment of the world.
The pandemic has ushered a positive change in how we conduct business. We've transitioned from discussing business-to-business and business-to-consumer strategies to prioritising 'brands-for-humans,' regardless of industry. Instead of relying solely on traditional business metrics and strategies, focusing on your customer's personal needs and motivations can be a more effective way of achieving success.
When Covid struck, Mission published an e-book focusing on 'Discissions to make when everything is changing'. We reflected on how change, demands businesses and brands to adapt.
Key Takeaways
Design is a strategic asset that goes beyond aesthetics. It's a driver of business success, helping companies differentiate themselves, build brand loyalty, and thrive in competitive markets, even in times of change.
Three Design Strategies for Times of Crisis:
Collaborative Problem Solving:
Engage multidisciplinary teams and stakeholders to leverage diverse perspectives. Collaborate with experts and community members to co-create solutions that address the complexity of challenges.
Communication and Advocacy:
Effectively communicate the benefits and value of the design solution to stakeholders and decision-makers. Advocate for support and buy-in to ensure successful implementation.
Case Studies and Examples:
Learn from real-world examples of successful designs during difficult times. Analyse key factors contributing to their success and adapt relevant strategies.
As you consider your brand’s potential, remember that opportunities knock softly.
Listen carefully. What will new paradigm shifts mean to your business or industry?
Invest in core customers and anticipate their change in behaviour.
Innovate for different outcomes. Things will change, but in which direction?
Stay agile and look for opportunities in unfamiliar places.
If you want to know more about the power of design, simply get in touch.
Send us an email at hello@mission.no or call us on 24 10 35 00