Design for Change
The Inclusive and Innovative Society asks for a deliberate disruption on a system level. On an individual level, the knowledge area of the social sciences offers numerous strategies for effectively influencing people’s behavior in a desired direction. However, the presence and influence of other human and technological elements on micro, (the small group) meso, (the community) and macro (the society) level give rise to complex system interactions. Together, they inhibit the desired societal net effect. The overarching knowledge question that the Design for Change (DfC) roadmap focuses on, therefore, is how creative professionals, in close collaboration with other domain-specific experts, can design system interventions that can effectively tackle and eventually solve the great societal challenges on meso and macro level.
The collective awareness that we have to be more energy efficient and have to shift toward alternative green energy sources is there, but the knowledge on how the behavior of the individual citizen can be influenced by “the system” is lacking.
In order to design on this level, a completely different approach is needed than the current conventional approach inside the creative industry. In the past decennia, creative professionals have increasingly started to adopt a more human-centered approach to design: an approach that is perpendicular to designing on a system level. Rather, it is an example of methodology that focuses on the micro level; the end-user is central. In order to be able to design for a meso or macro level, the “system needs” must be mapped. How do individuals contribute to the dynamics in the system?