In 2020 nearly all our insights were around the development and introduction of sustainable products. Not just green washing but proving to the customer you are making an effort to produce sustainable product. The first generation that grew up in a totally digital world- Gen Z are now starting college and some are in the workforce. They have income of their own and given the choice will naturally purchase from companies offering a sustainable option.

However, although our 2021 insights start with a big focus on companies having to make an effort to hit net zero, we do not believe the market will pay for it as we hoped they would in 2020.Money will be tight for a lot of people post-covid and given the choice, as much as they would like to, if a product costs more because it is sustainable it will probably remain on the shelf. This is a depressing thought as so much momentum had driven sustainable design to vie in importance with cost in the product briefs we received.

Companies that can deliver sustainable solutions for a competitive price will dominate and will build brand loyalty fast which will sustain their future growth.

I’d like to take this opportunity to highlight our projects we are running with the Falmouth University Sustainable Product Design course. We will be bringing them a live brief from our client Posturite. The aim will be to drive innovative thinking in home and office furniture for sustainable design solutions. This is a good example of companies exploring all avenues to keep sustainable design thinking in the product development process.

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