The German Design Award recognises outstanding innovations that address global challenges, from resource scarcity to environmental impact and climate change. The Design in Business study offered new insights into how companies are leveraging design to navigate digital transformation, climate change, and societal shifts.
Design as a strategic asset
Since its founding in 1953, the German Design Council has worked to establish design as a key driver of innovation and a competitive advantage. The Design in Business study underscores its vital role in corporate success. Participants – including Viessmann Climate Solutions, Canyon Bicycles, and Drägerwerk AG – demonstrate how strategic design fosters innovation, strengthens market differentiation, and drives sustainable solutions.
Call to Action – embedding design in corporate strategy
The findings reveal that design remains an underutilised asset. While 79% of companies surveyed see design as crucial for differentiation, only 45% actively integrate designers into strategic decision-making. Even fewer (25%) have designers in leadership roles. Yet companies such as VAUDE and Bosch Home Comfort Group illustrate how embedding design within corporate strategy can deliver transformative results.
The study’s conclusion is clear: For design to reach its full potential as a force for economic success and societal progress, it must be integrated at every level of corporate strategy.
The full Design in Business study, along with further details on the award-winning personalities and projects, is available upon request.
