Design

Environmental sustainability in the design sector has advanced by leaps and bounds in the 2020s. Sustainable design and circular design have become central to industry organisations’ sustainability efforts. Traditionally, the design sector has been known for its manufacturing-intensive areas, such as industrial design, furniture, textile and clothing design, interior architecture, visual communication design, and packaging design.

In recent years, intangible areas of design, such as service design, strategic design, and digital design, have surged ahead of these traditional areas. The ecological footprint and handprint of intangible design differ from those of traditional areas. Instead of physical products, intangible design produces digital services, concepts, strategies, and service packages. Business design and organisational culture design are also emerging areas.

At the beginning of the 2020s, there were nearly 14,000 design companies operating in Finland. The total turnover of the sector reaches 13.5 billion euros, explained by the inclusion of the gaming industry and companies that design and manufacture software within the design sector. The design sector includes companies that utilise design in the design and production of products and services, companies that offer design services, and independent freelancers providing design services. A new type of design sector actor is in-house designers and design teams, mainly operating in large companies.

Design can significantly impact the environmental sustainability of client organisations, especially when design is used strategically. High-quality design withstands time and wear, and ecological design considers the development and adoption of sustainable materials, circular economy principles, and environmentally sustainable production methods and logistics. Design can be used, for example, to influence the emissions and environmental impact of production and consumption of products and services, and to promote the commercialisation of sustainable innovations, products and services.

Although the role of design as a promoter of ecological sustainability is a great opportunity for the design sector, it is also a challenge for the sector’s actors, as advancing the sustainability transition requires designers to gain deep new understanding and skills.

Responsible Design as a Strategic Starting Point

The impact of design on a product’s ecological sustainability is significant. Estimates suggest that up to 80 percent of a product’s carbon footprint and environmental impacts are determined during the design process. Seventy percent of global carbon dioxide emissions arise from the procurement and processing of materials, as well as the manufacturing and use of products. Thus material choices made during the design phase are crucial for achieving the global sustainability transition.

Sustainable design requires designers to commit to environmental considerations, social justice, ethical practices within the industry, and the needs of communities. According to the professional ethical guidelines for designers drafted by the design industry organisation Ornamo, a responsible designer recognises the environmental impacts of the design process by considering manufacturing processes, energy use, recyclability, and reuse possibilities throughout the product or service’s entire lifecycle. A responsible designer also aims to guide production and consumption towards sustainability by designing long-lasting products and replacing material goods with immaterial ones.

For client organisations, utilising responsible design is not just an ethical act; it has been found to bring significant economic and societal benefits. Sustainable design is a strategic tool for business growth and competitiveness, especially when sustainability is integrated into both the company’s strategy and product design. However, currently only a few – according to a study by consultancy firm CapGemini, 10 percent – of European companies use systems thinking in their product development, which is key to creating sustainable solutions.

Sustainability Transition in the Design Sector

Despite the increasing awareness of the benefits of sustainable design, there is still a lack of expertise in sustainable and circular design within the design sector and among companies that utilise design. However, interest in sustainable design is considerable: the design sector is seeking solutions and taking steps to enable the ecological sustainability transition. Issues of sustainability and concern for the state of the world are particularly prominent among the new generation of designers.

The prevailing human-centred design approach is being questioned. Estimates suggest that nature-centred or planetary design will become a significant new area of design in the future. In more ambitious planetary design, current practices and guidelines are surpassed by considering the Earth’s ecosystems as important stakeholders in the design process. Sustainability in this context means shifting to regenerative thinking and design, actively improving and renewing the Earth’s ecosystems. The focus of planetary design is on the well-being of humans and nature, rather than the pursuit of maximum economic profits.

Environmental sustainability in the design sector is increasingly guided by legislation and EU programmes and regulations, such as the United Nations Agenda2030 programme, the European Green Deal, and the EU Ecodesign Regulation. These particularly emphasise circular economy principles, such as adaptability and reparability. Companies are expected to operate more sustainably, increasing the pressure to develop design practices and the need for new guidelines.

The Ecodesign Regulation came into force in all EU countries in July 2024. Ecological design in the regulation means considering environmental aspects already in the design phase of a product. The regulation aims to promote the minimal environmental impact of products during their lifecycle and enable the free movement of sustainable products within the EU. Previously, manufacturers operating in the EU had to comply with ecodesign rules in the design of energy-related products, such as heating appliances and vacuum cleaners. With the new Ecodesign Regulation, ecological design is required for almost all products sold within the EU.

In Finland, industry organisations Ornamo and Design Forum Finland have published numerous studies, reports, guides, and guidelines related to ecological sustainability in design for designers and design commissioners, and have organised training. Sustainability work has focused on understanding sustainable design practices and increasing expertise in circular design.

Design Forum Finland has placed circular design at the core of its operational strategy in the early years of the 2020s. The organisation has implemented an open, free online course on circular design and a series of guides on circular design. These guides help designers and commissioners understand the basics of circular design, including circular product development, business design, and customer experience development. Design Forum Finland also organises lectures, events, and training on the topic.

Ornamo has published a knowledge base on its website for designers’ sustainability expertise, which includes professional ethical guidelines for designers, a sustainability knowledge base, and a glossary. The Responsibility Circle group, founded by Ornamo members, informally brings together members interested in sustainability work. In 2025, Ornamo published the Responsible Design Manifesto, created by the Responsibility Circle. Signed by over a hundred designers, the manifesto encourages sustainable design. Ornamo’s sustainability work is also supported by the Advisory Board for sustainability work, which started in 2024.

Ecological sustainability requires designers to have an understanding of the life cycle and value chain, sustainable materials and manufacturing skills, an understanding of entities and complexity, and basic knowledge of the circular economy and sustainable development, among other things. Designers must also be able to work in multidisciplinary teams, utilise measurement and data, and operate according to evolving regulations and guidelines. Additionally, brand, communication, business skills, and negotiation skills are required.

Internationally respected Finnish design education has strongly responded to the growing need for expertise. Design students can specialise in sustainable design at both undergraduate and postgraduate levels. Examples include the sustainable design programmes at Aalto University in the city of Helsinki and LAB Design Institute in the city of Lahti. Aalto University’s Department of Design offers the Creative Sustainability master’s programme, providing students with a cross-disciplinary working environment supporting design, business, and material development. The department also hosts the NODUS research group, which studies design solutions, business models, and administrative innovations. The research focuses on perspectives of system change, sustainability sciences, design theory, co-design, and futures studies.

LAB Design Institute offers students a bachelor’s degree in sustainable design and master’s degrees specialising in circular design and planetary design. The Sustainable Design Business bachelor’s degree focuses on international business expertise, including product design, design thinking, and interface design. The Circular Economy Solutions master’s degree prepares students to address international challenges of sustainable development and societal change. The studies include circular economy business models and strategic design. Graduates are equipped to develop and lead circular economy initiatives in various organisations.

LAB Design Institute’s other master’s programme in sustainable design, Design for the Planet, emphasises creative design thinking, empathy, and interaction in solving ecological and social challenges. In the online programme, students delve into place-based design and evidence-based design solutions. The degree aims to teach the application of design and systems thinking frameworks and methods in solving ecological and social problems.

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