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Designing Demand

22 March 2022

How we delivered: 

Designing Demand was a national support programme which helped UK businesses to use design to improve performance and stimulate growth. The programme supported over 5,000 SMEs across the UK. New products and services were improved using testing a prototyping. The process uncovered new business models and identified efficiency savings.


91 %
of businesses Design Council supported during 2008 in design innovation survived 5 years, compared to 49% of a control group.

net full time equivalent (FTE) jobs were created, safeguarded, or anticipated as a direct result of the programme.

£ 56 m
in revenues generated by businesses who used design for the first time.​

  • For every £1 businesses invest in design, they can expect over £20 in increased revenues, over £4 increase in net operating profit and over £5 in increased exports. 
  • Businesses reported boosts to confidence, strategic thinking, brand and business identity. ​ 
  • Just under £9.2m in exports generated. 

Read Executive Summary

The most valuable help we have received from the government in 10 years. It has set us apart from our competitors, generated brand recognition at a time when most people are just looking at price. The difference between brand recognition in price wars is profit. We look better and feel more marketable.

Managing Director of transport company in the South East

Designing Demand provided a fantastic boost to moral at a time when it was much needed and raised our team confidence and external perceptions of our capabilities. It inspired us to go forwards with confidence and consequently transformed us from an average firm to a market leader.

Managing Partner of a service company in Yorkshire

Designing Demand Case Studies

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