The past 20 years has seen a dramatic shift in the global economy and the way in which consumers view themselves and the way in which business views the consumer. Companies and designers have reacted to this new hybrid consumer who is accustomed to customization. Andrej Kupetz explores the origins of this “de-segmentation” of the global market place as well as the designer’s individual role and new responsibilities in the 2.0 econom y.
Steve Masterson, COO of Kiska, discusses the need to balance the desires of designers with the desires of consumers and our environment. Masterson offers a brief history of product design and speaks to its ability to create desire in consumers. He emphasizes the need for organizations to marry their business and design strategies in an effective, sustainable, and eco-conscious manner.