This document discusses the moral underpinnings of capitalism and proposes solutions. It argues that capitalism has led to mass consumerism focused on goods rather than values. This causes environmental degradation for which no one takes responsibility. To solve problems, the document suggests adopting a human-centered approach that focuses on people over markets. It proposes designing products and services that solve problems and create positive experiences rather than just consuming goods. A future, sustainable form of "value-based" capitalism is envisioned where economics benefits both people and the environment.

1. MORAL
UNDERPINNINGS OF
CAPITALISM
DMP Challenge 2014

2. MACHIAVELLI: IN JUDGING POLICIES WE SHOULD CONSIDER
THE RESULTS THAT HAVE BEEN ACHIEVED THROUGH THEM
RATHER THAN THE MEANS BY WHICH THEY HAVE BEEN
EXECUTED.
Machiavelli wrote these words back in 16th century
in Florence, but still they can be said for Capitalism.
Human moral or moral of Capitalism? Do they differ
one from another?
Could we speak for moral of Capitalism in 21st
century? Isn’t it the culture of consumerism the
obvious answer to this question?
What can be done? How we can improve our lives
and change for better the current state of things?

3.  Capitalism brought to the development of mass
consumerism linked to commercial propaganda.
The advertisement and media made us idol-worship
things and people, not values, they made us desire
them, even if we do not need them.
 Cloths, pop stars, smart phones and fashions
become more important than values as honesty,
family, friends, love, environment.

4.  The system of markets is far from natural system.
The notion of “you want it, you receive it” caused
the global environmental degradation. The human
desires and greed led to enormous damages in
global scale because of human behavior but
nobody wants to pay for the damages.
 The environment has an accounting problem with
the capitalism.
 Who has to pay for the damages: the producers,
the users, the society as a global system?

5. EINSTEIN: WE CAN’T SOLVE PROBLEMS BY USING
THE SAME KIND OF THINKING WE USED WHEN WE
CREATED THEM.
 One of the possible solutions is when we put the
human in the centre of capitalism and not the
market.
 Human-centered approach of the economy and
solution of current and future problems will lead us
to a better society where the balance between
people, nature and market is possible.

6. DESIGN THINKING AND SOCIAL INNOVATIONS
 What we need is a humanistic approach that puts
the focus on people and not on the market.
 In order to develop it we need deep cultural
knowledge, desire to learn, explore and implement
our solutions.
 We can design products, services, systems,
projects that solve current problems of the people
or at least do not create new ones;
 The end result will be to create experience for
people.

8. CREATE EXPERIENCE
 The trend of 21st century is the Experience creation.
 Marketing of all industries orientate towards
experience.
 People now pay not for products, services, brands,
but for the experience that they promote and sell.
 The brands are nothing without the values of their
companies.
 The focus again is on values and principles.

9. PRODUCT EXPERIENCE
 Cloths of organic materials;
 Especially designed limited series cars;
 Products that support social, ecological causes;
 Unique designs of products for one person or
community;
 Limited series;
 Local brands that become popular globally;
 2-in-1 products – that satisfy your expectations and
bring added value to problem solution.

10. THE FUTURE OF CAPITALISM
 I believe that when human-centered design
becomes as popular as hyper-consumerism, we
could speak for value-based Capitalism. Capitalism
where the focus is put on the problem solving and
sustainable ways of living.
 That capitalism is the Capitalism of 21st century –
the capitalism of the society, of the masses.
 People have to identify with and understand the
economy, not only to benefit from it.
 It has to be “win-win” situation both for people and
for nature.

11. THANK YOU FOR THE OPPORTUNITY ;-)
Petya Ivanova
DMS Challenge 2014