Let’s continue joining forces and becoming activists today

We cannot deny it. It’s time to challenge the status quo, turn the tide, and shape a radically different future: one that’s inclusive and regenerative. Creative thinkers can play a role in changing the way modern society lives and bringing together and integrating knowledge from different disciplines. In 2023, the Service Design Days took a step forward by facilitating the discussion both online and physically on 4 different continents. It became a global movement with 6 satellite editions thanks to inspiring changemakers, dedicated teams and driven individuals. Find the shared learnings and takeaways at the end of this article.

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In 2022, the global Service Design Days conference focused on shifting the paradigm from short-term thinking to embracing a future-oriented perspective, from being passive spectators to becoming design activists.??

The event, organised in our home city of Barcelona, brought together a diverse spectrum of designers and experts spanning various industries and disciplines. It marked a pivotal moment in defining the role of designers, shifting from reflection to active engagement; from envisioning a better future to vigorously pursuing it.?

This call to be design activists, starting in our own local practices, spurred the idea of the SDD Satellites, a series of events designed to transcend theoretical discussions and instigate real-world transformation. This global initiative aimed to take the dialogue to diverse corners of the world, dive into some of the unique challenges they faced and foster collaboration across diverse contexts. It invited designers, policymakers, and creative minds to leverage their creativity as a driver of positive impact.?

The 2023 SDD Satellites were celebrated in Milan, Buenos Aires, Singapore, Cardiff, Eindhoven, and Nairobi. Each offered unique perspectives that enriched our understanding of global challenges, inspired us, and equipped us with actionable insights, fostering both a sense of urgency and empowerment.

As we delve into every SDD Satellite, let's explore the distinctive challenges and opportunities presented by each. Our guidelines were the Sustainable Development Goals (SDGs) which address the global challenges we face.?From participatory urban development in Milan to the redesign of Argentina's food culture, each event served as a microcosm of the broader global effort to use service design as a catalyst for positive change.?

Sustainable cities and communities (SDG 11)

Let’s start with two events that focused on our living environments. By 2030, the world is projected to have 43 megacities with more than 10 million inhabitants, most of them in developing regions. This means that 1 in 8 people are predicted to live in a megacity. The good news is that economists generally agree that, if handled well, urbanisation holds great promise for higher growth and a better quality of life. On the flip side, if handled poorly, urbanisation can not only impede development but also give rise to slums. According to the UN, one out of every three urban dwellers worldwide lives in a slum.?

The SDD Satellite Milan advocated for a paradigm shift in urban development, which emphasises the participatory engagement of all stakeholders in the process of remaking a neighbourhood or city. To contribute to its future, we need to understand and focus on the social transformation of the urban environment and the importance of local communities in it. By zooming in on cities, discovering a collection of smaller environments, and involving its stakeholders, starting with residents, we can understand the unique characteristics and needs of each community and address their specific challenges. In the case of Cascina Merlata, a district of Milan, engaging citizens in the design process has shown to have positive outcomes in terms of increased trust in both government and others involved in city development and planning.?

The SDD Satellite Nairobi also looked at the future of urban renewal using suburb Ngara as a case study and model for other cities. Nestled in the vibrant city of Nairobi, Ngara serves as a microcosm of urban dynamics. Despite historical challenges such as congestion and safety concerns, its strategic location and diverse character make it a compelling focal point for revitalisation efforts. The ongoing transformation of Ngara aligns with Nairobi's broader vision for sustainable and inclusive urban development, serving as a potential model for the city's future growth and renewal.

Neighbourhoods like Cascina Merlata and Ngara stand as crucibles of transformation. Within these urban areas, designers confront a unique blend of challenges and opportunities. In this context, designers and other creative thinkers can assume a pivotal role, envisioning solutions that can not only mitigate conflict but also harness its transformative potential. Delving into the intricate landscape of local neighbourhoods and communities as case studies for conflictive urban areas can reveal the vital role of designers in navigating their complexities.

How to create ecosystems where people flourish, with ample opportunities for social connection, mutual support, and collaborative engagement? How to (re)shape the city through participatory design? How to codesign neighbourhoods built on the (future) needs and lives of citizens? What strategies can effectively engage the local community for their buy-in and support? How can collaboration with local government and policymakers be optimised to ensure long-term project support? Or, in the words of Professor Ezio Manzini: How to construct future-proof cities in which 'social innovation, care, common goods, communities of place, and enabling digital platforms' become the keywords of a new and widespread social capacity to design? And, crucially, how do we nurture an ecosystem where creatives can collaborate, innovate, and thrive?

The events united designers, researchers, urban planners, policymakers, artists, and other creative thinkers through engaging discussions, brainstorming sessions and practising design frameworks for inclusive and participatory city-making.

Responsible consumption and production (SDG 12)

The Satellite event in Buenos Aires focused on (re)designing a sustainable food culture in Argentina, a country renowned for its rich culinary traditions. But as one of the largest producers and per capita consumers of meat in the world, along with the USA and Australia, Argentina's meat industry also carries serious negative implications and consequences.

Firstly, it has a significant environmental impact, contributing to 20% of the country's greenhouse gas emissions. Livestock farming requires large amounts of land, water, and energy, which puts pressure on natural resources and contributes to deforestation and habitat loss. Secondly, the overconsumption of meat has been linked to food waste and a range of health issues, including heart disease, cancer, and obesity. In Argentina, the traditional diet is rich in meat, which has led to high rates of these health problems. This exacerbates social and economic inequality.

The intricate negative implications arising from an opulent food industry are deeply intertwined and rooted in systemic issues within the food system. To tackle these systemic issues, a holistic approach is needed that takes into account the interconnections between social, environmental, and economic factors in the food system. Worldwide, over 30% of food is lost or wasted each year. This number is even more striking, given the large number of hungry people in the world.?

How to turn the tide and avoid an even worse scenario in the near and distant future? How to promote sustainable and diversified agricultural practices? How to encourage the consumption of a wider range of foods? How to address the health impacts of overconsumption of meat and other unhealthy foods through nutrition education, healthcare, and policies that promote healthy eating habits. How to support the development of a circular economy in the food system that minimises waste and greenhouse gas emissions? And last but not least, how to enforce animal welfare laws and regulations to ensure the humane treatment of animals?

As we strive to become active agents of change in our world, how can we reimagine and reshape the local norms of consumption to better align with the needs of our society and the planet? This Satellite event invited designers, policymakers and creative minds alike to debate and collaborate to understand how to mitigate the harmful impact of the food industry and propose a more sustainable future by pioneering strategies and foster cooperation among multiple stakeholders, such as the government, industry, civil society, and communities.

After Buenos Aires we travelled 15,000 kilometres to Singapore after a brief stop in Barcelona for the Service Design Days Leadership Summit.??

Sustainable tourism that serves the needs of guests, businesses & planet (SDG 8)

Tourism is one of the world's fastest growing industries and an important source of foreign exchange and employment, while being closely linked to the social, economic, and environmental wellbeing of many countries, especially developing ones.

Tourism has been essential to the Singaporean economy for decades, but the negative impact on the environment and communities it relies on cannot be ignored. In response, Singapore wants to turn the tide by becoming a hub for sustainable tourism. In recent years, the government has made concerted efforts to promote sustainable tourism, balancing economic growth with environmental and social sustainability. However, there is still much work to be done.

As visitors return in increasing numbers post-pandemic, it is critical to explore how we can envision and design services and guest experiences that minimise harm to the built and living environment, serving the needs of the city’s habitants and visitors as well as the planet. By leveraging the power of design, we can address the industry's critical challenges, reduce its negative environmental impact, and rethink hospitality services and value propositions.

But in times of environmental challenges and increasing complexity, it can be difficult to envision bold new futures. In many industries, go-to strategies for thinking about the future typically start with the elements that are known with a focus on executing near-term results. But to create impact, it’s necessary to bring a preferred sustainable future into being.

Through an interactive exchange session, attendees learned how to reframe Singapore's hospitality challenges and maximise its sustainability opportunities using practical design tools and strategies. The event was designed to be both inspiring and actionable, empowering all participants to take steps towards a sustainable future by designing better hospitality services that meet the needs of guests, citizens, businesses, and the planet.

Responsive, inclusive and participatory civic engagement (SDG 16)

It is key that we should include all actors in the design process. A participatory design approach that encourages codesigning solutions, in which everyone is treated as equal collaborators, is essential. This also counts for civic engagement processes such as social democracy and community development. From voting in elections to running a local community event, there are many ways people can actively take part in shaping society. This civic engagement involves many actors (from individuals to governments) and happens on many scales (from hyper-local to nationwide).

Shifting cultural norms and emerging technologies are upsetting the status quo. As society becomes increasingly divided by misinformation, polarisation and isolation, the issue of engaging people with society is more important than ever.

As a public service media provider, the BBC is at the core of this struggle. That’s why we wanted to start an informative dialogue among (service) designers, policy makers, researchers and community engagement professionals to find communication opportunities and yield innovative solutions to improve civic engagement. People who are fully engaged in their cities, neighbourhoods or communities are motivated to vote, contribute to their local environment, shape politics, advocate, and act as stewards of public spaces and activities.

To help citizens take action on behalf of themselves and their communities, it’s necessary to rethink the design processes, shape public policy, highlight the connecting factors and strengthen forces between policy and service design, design ways to increase democratic participation amongst (young) people, and collaborate with organisations to combat misinformation around the world.

Thriving through change - embracing unknown futures in service design

The world is in continuous transformation; through social, technological and environmental influences, we adjust and evolve over time. While, as service designers, we are influenced and informed by these external factors, we also have an opportunity to shape the course of transformation ourselves. Our design decisions of today may impact the future.

Yet, how exactly do our design decisions of today impact the world of tomorrow? As designers, we often attempt to imagine plausible futures, but how to design for the futures we cannot imagine yet? How can we navigate the balance between what lies in our power of influence and the unforeseen consequences of our design work? And is it possible to craft design propositions that not only withstand change but also thrive because of it? It’s time for us, designers, to act and get out of our comfort zones. To push ourselves beyond our limits and explore new possibilities. To spark new perspectives and fresh ideas that will enrich our collective understanding of the challenges and opportunities we can create.

At the Satellite event in Eindhoven, during the Dutch Design Week, many of this year’s learnings converged. Participants explored the long-term and holistic impact of design work in a continuously evolving and unpredictable world. Through talks and a workshop, they examined the role of social, technological, and environmental change in the design process and its effect on the work of designers.

Key discussion points and takeaways

Community Engagement: What strategies can effectively engage the local community to gain their support and involvement? Citizens are motivated to participate in shaping their environments and when included as partners in the co-creation of their cities, it not only increases trust in government but also enhances community cohesion.

Government Collaboration: How can we optimise collaboration with local government and policymakers to ensure sustained support for pressing issues? Local collaborative governance has a positive impact on resolving complex local problems through efficient public service delivery. The collaboration of multiple stakeholders results in the delivery of better public services.

Nurturing Creativity: Designers and other creative thinkers play an essential role in creating a vibrant ecosystem that fosters the development of a truly thriving and equitable society. This acknowledges the critical role of culture and creativity in fostering inclusive, safe and sustainable cities.

The Value of Transdisciplinarity: By including all actors in listening, sharing, thinking and codesigning together in a transdisciplinary manner, we can address complex themes collectively. It is truly inspiring and amazing to witness participants from diverse backgrounds and disciplines come together, bringing their unique perspectives and insights to the table.

Working on a Local and Relevant Theme: Addressing a critical local issue is immensely enriching, especially when there is a shared sense of urgency. Participants get to understand that design can significantly contribute to local themes with social and environmental impact.

The Perspective of Systems Thinking: Thinking in systems is enlightening for those unfamiliar with this perspective. Through the lens of systemic design, we can examine the intricate interplay of various elements within the problem space.

Sustainability is Key: To drive sustainability, we must transcend superficial green actions and focus on instilling deep-seated green practices and principles. By imparting a profound understanding of how the actions of actors and stakeholders can influence local ecosystems and reverberate globally, we can empower them. It's about designing and nurturing responsible practices and principles that extend far beyond symbolic gestures.

Bringing the Future into the Present: Together, we can respond to the world today, anticipate what our society, planet and people will come to need, and help consumers and businesses steer away from the futures we’d all like to avoid.

Shifting Paradigms & Mindsets: Promoting a shift in mindsets, away from the status quo, is essential. This involves providing both qualitative and quantitative evidence, cases and stories, showcasing the positive results these practices yield for cities, communities, organisations and individuals, expanding the definition of success and value beyond financial metrics. It's about embracing a more sustainable and enriching approach to exploring the world.

Let’s continue joining forces this year

We cannot do this alone, we need each other. Last year, we were able to organise the events together with dedicated teams and the support from University of San Andrés, Marathon XP, Chemistry, Philips, La Dise?eria, BBC, Eindhoven University of Technology, and UpTown and the many great changemakers and driven individuals.??

Would you like to join us and organise a Service Design Days event in your city? By hosting a Service Design Days Satellite, you will have the opportunity to create a truly unique event that will unleash new ideas, inspire and inform. An SDD Satellite is a highly interactive gathering where live talks, workshops, debates and discussions are co-organised with and within local communities. If you are interested, DM me or email us.