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New EU Commission research on the use of design and it’s impact on innovation and creativity.


“EU survey shows strategic use of design linked to increased innovation and productivity”

Companies asked

“Which of the following statements best describes the activities of your company with regard to design?”

And asked to choose from six options:

  • Design is a central element in the company’s strategy
  • Design is an integral, but not central element of development work in the company
  • Design is used as last finish, enhancing the appearance and attractiveness of the final product
  • The company does not work systematically with design
  • Design is not used in the company
  • Don’t know


The good news is that more than six in ten companies are using design in some way. 13% say design is a central element of their company’s strategy while 18% say design is an integral but not central element of their development work.

Full results available at: Innobarometer report on the EC website.

Mike Pinder

Mike Pinder is a cross-industry business innovation expert & consultant, thought leader, author, lecturer & international keynote speaker on innovation. He's driven by using innovation to leave the world a better place than we found it. Mike is a co-founder of Wicked Acceleration Labs (an industry-academia research lab aimed at tackling wicked problems), Member of Board of Advisors at Global Innovation Institute (GInI), & Honorary Practice Fellow at Imperial College London Business School. Mike consults and leads across innovation strategy, Design Thinking, Lean Start-up, Business Model Innovation in both B2B and B2C, guiding c-level innovation strategy, innovation accelerator design, co-creation, capability programs, academic research, executive education (Exec Ed) university program design, intrapreneurship, digital transformation, sprints & more.