NEXT Highlights

Mark Curtis: Designing Sustainable Experiences

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November 03, 2021
Today, consumers demand sustainability. People are starting to understand that more consumption is bad. But they are still existing in the dichotomy of more versus less, instead of more versus better. The big question is: how can we create innovative experiences that drive better, not more, consumption?

We spent a long time expecting consumers to demand change from enterprises. But real pressure on companies now comes from other quarters. This likely means that enterprises will be driving consumer behaviour change, much more than the other way round.

This is a unique opportunity for enterprises today to drive change, and to convert new consumer intentions into new consumer behaviours, by creating Sustainable Experiences. The tension between convenience and sustainability can only be dealt with by making the shift from user-centric design to life-centric design.

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