The document emphasizes the urgent need for a shift in design philosophy toward humanity-centered principles to address pressing global challenges such as poverty, pollution, and education gaps. It advocates for design leaders to collaborate and innovate with a focus on social and environmental impact, moving beyond traditional business outcomes. The call to action culminates in an invitation to a design conference aimed at rethinking design's role in creating a better future.

1. Design for Humanity
From experience to purpose economy
Powered by

2. “The sole meaning of
life is to serve
humanity”
Leo Tolstoy
Powered by

3. From Experience to Purpose Economy
Over the last 21 years, PARK has worked with
design leaders and design teams all over the world,
helping them to maximise the business and
consumer impact of design.
As we look forward to the next 21 years, it’s clear
that the business landscape is changing, and the
companies that win in the future will be those that
make a positive contribution to the world - those
driven by an authentic, deep-rooted purpose.
At PARK, we believe that this shift creates a
significant opportunity for design leaders to step-
up, and help business leaders address some of the
world’s most pressing environmental and social
challenges.
To achieve this, design will need to change, and no
individual or single company has all of the answers
or resources needed. This document is our pitch to
all design leaders to join us as we seek to advance
the role of design, and help to make the world a
better place today, and tomorrow.
Frans Joziasse, May 2019
Powered by

4. Today, 2.3 billion individuals lack
access to basic sanitation
Source: World Health Organisation (www.who.int/news-room/fact-sheets/detail/sanitation)
Powered by

5. 1.6 billion people lack
adequate shelter
Source: UN Habitat (unhabitat.org/up-for-slum-dwellers-transforming-a-billion-lives-campaign-unveiled-in-europe/)
Powered by

6. Malnourishment increased
from 777 million people in
2015 to 815 million in 2016
Source: United Nations (www.un.org/press/en/2017/gaef3481.doc.htm)
Powered by

7. Less than 50% of all children and
adolescents meet minimum standards
in reading and mathematics
Source: UNESCO (uis.unesco.org/sites/default/files/documents/fs46-more-than-half-children-not-learning-en-2017.pdf)
Powered by

8. In 2016, 4.2 million people died from
ambient air pollution
Source: World Health Organisation (www.who.int/news-room/air-pollution)
Powered by

9. In 2017, natural disasters caused a
total loss of $340b, with insurers
having to pay out a record amount of
$138b.
Source: Munich RE (https://www.munichre.com/touch/naturalhazards/de/homepage/index.html)
Powered by

10. 8 million tons of plastic enters
our oceans every year
Source: Science Magazine (https://science.sciencemag.org/content/347/6223/768)
Powered by

11. The effect of rising temperatures on
workers’ productivity will cost the
global economy more than $2 trillion
by 2030
Source: T. Kjellstrom, 2015 (https://journals.sagepub.com/doi/abs/10.1177/1010539514568711?journalCode=apha)
Powered by

12. 1 billion people still lack
access to electricity
Source: International Energy Agency (www.iea.org/publications/freepublications/publication/weo2017specialreport_energyaccessoutlook.pdf)
Powered by

13. 76% of American consumers
would refuse to purchase a
product if they found out a
company supported an issue
contrary to their beliefs.
Source: Cone Communications CSR Study (https://www.bentley.edu/files/2017/06/29/2017_ConeCSRReport_0.pdf)
Powered by

14. These challenges are the future
context for business, and the
future opportunity for design
Powered by

15. from
Designing single-use
products
to
Designing circular
systems
Powered by

16. from
Designing faster
transport
to
Designing intelligent
mobility
Powered by

17. from
Designing drug
delivery solutions
to
Designing preventative
healthcare
Powered by

18. from
Designing places
to live
to
Designing sustainable
communities
Powered by

19. from
Designing ‘faster’
food
to
Designing nutrition
for all
Powered by

20. from
Designing educational
content
to
Designing accessible
education
Powered by

21. Every design discipline and design
professional will need to evolve
Powered by

22. “We cannot solve problems with
the same level of thinking that
created them.”
Albert Einstein
Powered by

23. from
Human-Centered
Design
Powered by

24. from
Human-Centered
Design
to
Humanity-Centered
Design
Powered by

25. to
Humanity-Centered
Design
Powered by

26. Humanity-centered values
Design will need to redefine its belief system. Focusing only on consumer and
business outcomes will be viewed as narrow-minded. A belief that all design
must have a positive social and environmental consequence will become the
norm.
Powered by

27. Humanity-centered doing
Design practice will need to go beyond conventional boundaries.
Design will scale-up its impact through collective ownership of
problems, and co-creation of solutions across disciplines, organisations
and industries.
Powered by

28. Humanity-centered output
Design will need to broaden its scope of output. Short-term product
and service benefits will become the cost-of-entry; end-to-end design
of the total eco-system will become the differentiator between good
and great.
Powered by

29. The good news is that it’s
already starting to happen
Powered by

30. Scope
https://scopeimpact.fi/
Scope was founded as a social impact company in 2008 with
the ambition of advancing global development through
creative problem solving and cross-disciplinary collaboration.
“In our projects we bring together care
practitioners, creative problem solvers
and experts from various fields to re-
frame and change the way we provide
health services in the future. It is our
mission to use human-centered design
approach to bring sustainable solutions
for underserved communities.”
- Nico von Flittner, Product Design Lead at Scope
Powered by

31. The Ocean Cleanup
https://www.theoceancleanup.com/
The Ocean Cleanup develops advanced technologies to rid
the world's oceans of plastic. They estimate to remove 50%
of the Great Pacific Garbage Patch in 5 years.
“The plastic pollution problem has always
been portrayed as something that is
unsolvable. The story has always been ‘ok we
cannot clean it up, so the best thing we can
do is not make it worse’. To me that is a very
uninspiring message. If that would truly be
the best thing, to have a future that isn’t
worst than the present, I don't know if I
would be that passionate about what I am
doing here.”
- Boyan Slat, Founder & CEO of The Ocean Cleanup
Powered by

32. LEGO Education
https://education.lego.com/
LEGO Education offers a wide range of physical
and digital educational resources to help
educators make learning fun and impactful.
“As an educational provider it’s our duty to
prepare every student for their (unknown)
future. We do this by creating an irresistible
learning environment where all students are
inspired and engaged.”
- Sorena Veerman, LEGO Education
Powered by

33. “I’m not a revolutionist, for me it is about
an extension of our capitalist system,
that’s what the world needs now. The
economy has been trained to be a combat
dog. Now it’s time to evolve him into a
guide dog, that helps other people.”
Saskia Bruysten, Yunus Social Business founder
Powered by

34. This is just the beginning!
Powered by

35. Join us on the journey
Raymond 21, Hamburg, Germany, 19th -20th September, 2019.
If you’re an established Design Leader that believes Design can do more;
join us this September at Raymond 21 as we seek to collectively re-think the
role of design, and work towards a humanity-centered future.
Keynote collaborators include:
- Guy de Sévaux, General Manager Plastics & Products, The Ocean Cleanup
- Mari Tikkanen, Founder & CEO, Scope
- Nicolas von Flittner, Product Design Lead, Scope
- Sorena Veerman, Primary School Segment Director, LEGO Education
________________________________________________________________________
For more info, and to book your place at
https://raymond.empdl.com/#Home
For questions or enquiries, please contact Carola at boogerd@park.bz Powered by