Emerging trends

Design and innovation are increasingly important in a world which is characterised by some significant emerging trends

These trends include:

• Consumers becoming more and more sophisticated - functionality alone is not sufficient.
• Changing demographics resulting in an ageing population.
• An increased need for differentiation - companies offering 'me-too' products and services will not survive in the medium or long-term.
• Increased competition on a global basis - a balance needs to be found between maximising economies of scale and responding to local differences in taste and needs. Careful design of products and services can help to maximise standardised and shared parts while ensuring that local or regional adaptations can be undertaken with minimum efforts.
• An increased demand for user-friendly products, even for highly innovative products. In the past it seems to have been acceptable that new-to-the-world products required an educated and technically versed user, or a user who was happy to read through a lengthy instruction manual. Nowadays the majority of potential users place greater emphasis on ease of use, and demand products that are more intuitive.
• An increased demand for products that take into account the impact on the environment.

All these trends open up opportunities for new markets and innovation, and pose challenges that can best be addressed through the systematic application of design.

A sweeping current

Educators and associations dedicated to design and innovation have to be the key drivers for converting the trickling trend to a sweeping current. Education providers need to work on improving education of both designers (about business concerns and issues) and business people (about the value of design and how to integrate it into business processes). Associations and researchers need to provide the ammunition that will make it easier for business people to justify investment in design.