Australia is home to world-class design talent, yet design capability remains an underutilised tool in shaping business strategy, policy and innovation. The Australian Design Council is determined to change that – embedding design capability as a critical driver of economic, social, cultural and environmental progress.

At the forefront of this change is Dr. Sam Bucolo, a seasoned Industrial Designer, academic and advisor with over 30 years of experience embedding design-led thinking into industry, research and government. Bucolo isn’t just advocating for design – he’s challenging outdated perceptions of it. For him, design is more than aesthetics and functionality, it’s a strategic process that reframes problems before solving them to deliver meaningful and scalable impact.

What does it take to become a design-led nation? We sat down with Dr. Bucolo, Executive Director of the Australian Design Council, to find out.

In this conversation with Good Design Australia (GDA), Bucolo examines why Australia is not truly leveraging design capability as a strategic tool and what it will take to change that. He discusses topics such as, the need for businesses and policymakers to move beyond the finished product, the role of design in reframing challenges and how the Australian Design Council is helping to drive the change to a more design-led nation.

GDA: What are some misconceptions about design? 

Dr. Sam Bucolo: We talk about design as a noun and a verb. And when you talk about design as a noun, it’s always about the artifact, what it creates. I encourage people to stand back and ask, ‘What’s the process of how that was created?’

Great design doesn’t just happen. It involves a rigorous, iterative process that takes time and deep engagement. We need to move beyond celebrating the finished product and start recognising the strategic thinking and design process behind it. I want people to be curious about how we created it, who created it and why they created it.

Australian Design Council Members at the 2024 Australian Good Design Awards. L-R: Dr. Sam Bucolo, Simonne Bailey, Peter Freedman AM, Ros Moriarty and Dr. Brandon Gien.

GDA: What do you see as the main barriers preventing Australian businesses and policymakers from fully embracing design as a strategic tool?

Sam: Businesses and policymakers face different challenges. For businesses, the key question is not just how to integrate design capability but how to ensure it delivers real value. Australia has a world-class design sector – design related industries contribute more than $60 billion to Australia’s economy. The challenge now is getting businesses to recognise the value that design capability can create and subsequently embedding this world-class capability into their businesses to create meaningful impact.

One major issue is that designers are often brought in too late, when problems have already been defined and solutions set. This limits their ability to shape strategy effectively. Businesses need to shift their perception of design from pure execution to include framing.

Government, on the other hand, is generally better at involving designers early through workshops, co-creation and co-design activities. The challenge here is ensuring these processes lead to meaningful impact and accountability for delivering great design outcomes. Policymakers need to use design capability to define the right problems in the first place, rather than just refining predetermined solutions.

Ultimately, we need to ensure designers are engaged early on to ensure they are working on solving the right problems, and executing the best solutions.

GDA: How does Australia’s design capability compare globally?

Sam: We’ve got great design education in Australia. Australian universities and colleges produce outstanding designers, many who go on to win international awards and work in global firms. We consistently punch above our weight.

Our goal is to cultivate a design-led culture where businesses use design strategically to solve pressing issues, such as affordable housing, homelessness and cost of living.

GDA: Can you share any recent examples of Australian businesses or projects that have successfully embedded design as a competitive advantage?

Sam: Success is often measured in economic terms, but the UK Design Council recently released a report that places ‘planet and society’ on the same level as ‘economy’. That’s the kind of thinking we are working to embed here in Australia.

A great example is Sea Forest – a 2024 Australian Good Design Award Gold Winner and also recipient of the 2024 Michael Bryce Patron’s Award, presented as part of the annual Australian Good Design Awards – which integrates strong design principles to drive economic, social and environmental impact. Their work demonstrates that good design naturally leads to positive outcomes. The key is using design thinking from the start to help define opportunities, rather than bringing it in late to fix predefined problems.

Sea Forrest Lick Block – 2024 Australian Good Design Award Gold Winner, Designed by Sea Forrest and Olsson’s.

GDA: The re-establishment of the Australian Design Council presents a fresh opportunity to influence policy. What specific changes or initiatives would you like to see the government implement to support design-led innovation?

Sam: The Australian Design Council operates through three key programs: Design Impact Reviews, Sector Challenges and National Challenges. These programs are aimed at ensuring we’re solving the right problems before jumping to solutions. A big part of our role is challenging government agencies to reframe their thinking and ask themselves, ‘Have we actually identified the right problem to be solved?’ That’s not an easy thing to do.

We know this isn’t going to be an overnight change, we’re trying to make generational changes. But, when you get it right and the light bulb goes on, and someone can say, ‘I didn’t realise design did that,’ and that’s a big step in the right direction.

GDA: How can Australian industries be encouraged to integrate design thinking at a strategic level, rather than just at a surface level?

Sam: Whether it’s a small business or a large corporation, businesses don’t initially realise the strategic value of design. But when challenged and asked whether their strategy is truly creating value, they are often surprised by the insights design can offer.

Done right, this process can be transformative, and lead to profound changes in strategy, workforce engagement and meaningful impact. Unfortunately, designers are often brought into a project way too late with predefined briefs, limiting their ability to create real value. We need to shift perceptions so that design capability is seen as integral to business and not just a function that ‘makes things look pretty’.

GDA: The Australian Design Council advocates for integrating Indigenous design principles and promoting cultural diversity in the sector. How can Australia better harness Indigenous knowledge systems and design practices in mainstream projects?

Sam: This is a very important topic. In our Design Impact Review program, we focus on designing for impact across four key pillars: People, Planet, Prosperity and Culture. When we talk about Culture, it’s about designing to acknowledge, respect, and shape Australia’s culture. How can we encourage businesses to embrace Australia’s rich and diverse culture when designing a new product or service? What does it mean to be Designed in Australia and how do we get businesses to embrace this? How do we embed First Nations design principles such as circularity and regenerative design into our design practices?

Projects like Australia Post’s ‘Embrace your Place’ campaign – the 2024 Australian Good Design Award Best in Class Winner for Advertising Design – which encouraged the use of Traditional Place names on mailing addresses, show how a seemingly small act can help connect people to a language and culture that’s been around for more than 60,000 years and adds value to the business and society as a whole.

Businesses should view Indigenous design principals as part of a holistic approach to good design, ensuring that Indigenous perspectives are included as a sum, not the parts.

How Sending Mail Encouraged Australians to Learn About Their Local First Nations History – 2024 Australian Good Design Award Best in Class Winner for Advertising Design, Designed by Australia Post and Carbon Creative.

GDA: What challenges do we face in making Australia’s design sector more inclusive, and how can we ensure diverse voices are represented?

Sam: The Australian Design Council’s advisory board consists of 35 diverse design leaders, representing different disciplines, genders, First Nations voices and geographic footprints. This diversity ensures a broad perspective in helping to shape the sector.

While we won’t always get it perfect, inclusivity is an ongoing effort. Bridging the gap between business and policy perspectives, with diverse design advisors strengthens the sector as a whole.

GDA: How will we know if Australia has truly become a ‘design-led nation’?

Sam: That’s a very good question! We are not going to wake up one morning and go, ‘Wow, we’re a design-led country.’

I think we’ll know we’re on the way to being design-led when there are visibly less friction points across our economy – more services that work seamlessly, more businesses that thrive by understanding their customers at an empathetic level, and a more balanced approach to solving societal challenges.

When businesses, governments and communities instinctively turn to design as a problem-solving, value-adding tool, rather than an afterthought, we’ll know we’re getting there.

Becoming a design-led nation isn’t about a single moment of transformation – it’s about incorporating design into the way we think, plan, identify and solve problems. The key lies in shifting perceptions and educating government and businesses in the potential value and impact design capability can create, to ensure we are integrating design as early as possible and positioning design capability as a strategic advantage rather than an aesthetic afterthought. It’s more about the journey to become a design-led nation vs. the destination.

Headline image: PupilMetrix: Automated Pupil-Based Clinical Phenoptyping for Sleep and Mood Disorders – 2023 Australian Good Design Award Winner, Design Research, Designed by Monash University, SensiLab, Faculty of Information Technology and Design Health Collab and MADA and Commissioned by Circadian Health Innovations.

The Australian Design Council will take you through some practical steps to explore the value of design in governance, decision making, and innovation, and the rewarding benefits of a design capability for the board, its relationship with the management team, and broader stakeholders. Join us to explore the positive impact of design-led innovation.

The Australian Design Council Executive Director, Sam Bucolo, and a panel of experienced experts will take you through:

• An overview of design capability and key principles relevant for boards
• Frameworks and processes that explore problem solving through design in governance, decision making and innovation
• The challenges and success stories of embedding a design capability for the board, its relationship with management and broader stakeholders in creating a positive impact.

The webinar will help boards and directors on their learning journey to understand how to embed design as a strategic tool for growth and prosperity. By the end of the session you will be armed with key practical actions and relatable real life examples to work through with your board.

BOOK TICKETS HERE

PRESENTERS

Professor Mark Armstrong

Jacqui Jordan

Dr. Sam Bucolo  

Bega Valley Center for Circularity. Image: COX

Established in 2024, with a prestigious heritage dating back to the 1950s, the Australian Design Council’s Design Impact Award inaugural winner has been announced at the 2024 Australian Good Design Awards Ceremony.

The 2024 Australian Design Council Design Impact Award goes to:
Bega Circular Valley
Barry Irvin AM
Chair, Regional Circularity Co-operative Limited
Executive Chairman, Bega Group

With full focus on honouring an exceptional Australian organisation that utilises design as a strategic tool to drive commercial success, while also making notable contributions to societal, environmental and cultural outcomes.

The Award was judged on three main criteria: Design Leadership, Design Impact and Designing with People.

SYDNEY: A national award with a history dating back to the 1950s has been revived as part of the Australian Design Council’s push to embed design at the centre of national business decisions, delivering wide-ranging benefits to business and the community.

The Australian Design Council comprises industry champions who aspire to help embed design-led innovation as a national priority for Australia.

Council Members include the Inaugural Patron, Peter Freedman AM, Catherine Livingstone AC, Andrew Liveris AO, David Thodey AO, Ros Moriarty, Dr Stephanie Fahey, Professor Roy Green, Simonne Bailey, Edwina McCann, Giam Swiegers, Dr Sam Bucolo and Dr Brandon Gien.

The Design Impact Award recognises an organisation that demonstrates the ability to be truly transformative, with design at its core, that will deliver long-term growth, national prosperity and cultural enrichment for Australia.

Australian Design Council’s Peter Freedman AM said the Award is one pillar of the Council’s strategy to enable the tangible benefits of embedding good design principles in our economy, society, environment, and culture.

“Good design can improve people’s lives, reducing costs, cutting waste, improving health outcomes and increasing sustainability,” said Mr Freedman.

“Those benefits also accrue to business, with design-led innovation leading to increased productivity and profitability and creating employment. We have re-established the Australian Design Council to ensure we better leverage Australia’s world-class design sector to improve how businesses operate, driving innovation and efficiency,” Mr Freedman went on to say.

“Without a dedicated focus on design, I would never have been able to build my company on the world stage. Design has been the cornerstone of our identity, driving innovation and connection in every aspect of our journey.”

The Australian Design Council’s Dr Sam Bucolo said, “The Design Impact Award has been revived to build awareness of how good design positively impacts a business, sector or, as in the case of our inaugural winner, an entire region”.

“We are delighted to present the inaugural Design Impact Award to the Bega Circular Valley, a project with the potential to transform the entire Bega Valley, changing how the region’s economy functions. Everything must be redesigned to make this transition to a Circular Economy work. All the businesses and associated entities involved must rethink how they do things with sustainability at the forefront of their decision-making,” said Dr. Bucolo.

“The Bega Circular Valley could provide a blueprint other regions can follow and help reduce our reliance on single-use items, delivering tangible benefits for society. With good design at its core, it’s an ideal recipient of the Design Impact Award.”

Led by Bega Group Executive Chairman Barry Irvin AM, the ‘Bega Circular Valley 2030’ program is a transformational, high-impact regional development initiative with the pioneering vision to establish the Bega Valley as the most circular regional economy by 2030. Built on comprehensive collaboration, it will serve as a demonstration of a place-based, whole-of-economy transition from which other regions and businesses can learn.

National Circularity Center, Bega Valley. Image: Bega Circular Valley

Such a transition will improve the resilience of regional communities. The Bega Circular Valley 2030 program aims to create Australia’s most Circular Regional Economy in Bega Valley Shire. It implements projects across various sectors facilitated by a community cooperative.

The program seeks to build a resilient, sustainable economy while addressing environmental and social challenges. It aims to stimulate growth and inspire other regions by fostering diverse stakeholder participation.

National Circularity Center, Bega Valley. Image: Bega Circular Valley

Mr Irvin said receiving the Design Impact Award was a great honour. “While many people consider design an important element of buildings, cars, clothing, and other tangible items, very few realise that good design can also apply to processes or, indeed, the development of a Circular Economy,” Mr Irvin said.

“This Award is an endorsement of our design-led approach and will only spur us to work harder to ensure the Bega Circular Valley delivers on its promise.”

“While we are still in the early phases of bringing this project to fruition, we are incredibly proud of our work in enabling projects that will support the delivery of circularity and stimulate a regional circular marketplace and a vibrant economy.”

“Circularity as a concept is well-known in northern Europe; however, it’s a new concept for many Australians but one that we feel many more people should know about and be part of,” added Mr Irvin.

“Our vision is a pristine valley, home to a regionally based economy. It is an innovation hub with diversified industry activities, a mixed farming program that supports biodiversity and deals with climate change through carbon neutrality and zero waste in landfill. It is admired by residents and visitors. We imagine a place that attracts tourists, students, entrepreneurs and investors to experience and participate in this uniquely circular valley.”

THIS AWARD IS PRESENTED ANNUALLY BY THE PATRON OF GOOD DESIGN AUSTRALIA. IT RECOGNISES AND CELEBRATES THE BEST AUSTRALIAN-DESIGNED PRODUCT, SERVICE OR PROJECT IN THE ANNUAL AUSTRALIAN GOOD DESIGN AWARDS WITH THE POTENTIAL TO SHAPE THE FUTURE ECONOMIC, SOCIAL, CULTURAL AND ENVIRONMENTAL ASPECTS OF OUR PLANET.

Sea Forest CEO, Sam Elsom with Clean Grow. Image: Clean Grow.

Clean Grow Lick Block marks a significant advancement in sustainable farming in Australia. Designed for livestock, these lick blocks offer both nutritional benefits and a positive environmental impact. This product helps even the most remote cattle stations to reduce methane emissions while nourishing their animals.

Animals like cattle produce large amounts of methane, which then traps heat in Earth’s atmosphere. Due to our reliance on livestock farming for products like beef, wool and dairy, reducing these emissions is a significant challenge. Clean Grow, Winner of the 2024 Michael Bryce Patron’s Award, presents a new way to help curb these emissions.

Designed by Sea Forest and Olsson’s, Clean Grow is a lick block that reduces methane emissions in grazing livestock. The project modifies Olsson’s 16% High-Sulphur Lick Block by incorporating SeaFeed™. The key ingredient? A native seaweed called Asparagopsis. When Asparagopsis is fed to livestock, it has shown to reduce their methane emissions by up to 98%.

Sea Forest is the first company in the world to commercialise the cultivation of Asparagopsis. They saw an opportunity for farmers to combat climate change in their own backyard. From production to end use, the lick block decarbonises the livestock supply chain while offering a seamless user-experience. Farmers can simply place Clean Grow lick blocks throughout their paddock and achieve a 30% to 70% reduction in their livestock’s methane emissions.

Good Design Australia dove into the innovation behind Clean Grow alongside Sea Forest team members Dr Louise Edwards, Head of Product Development and Regulatory Affairs, and Professor Rocky de Nys, Chief Scientific Officer.

Sea Forest Head of Product Development and Regulatory Affairs, Dr Louise Edwards testing Clean Grow. Image: Clean Grow.

GDA: If Clean Grow was fed to all grazing cattle in Australia, the 30% reduction in emissions would be like removing over 1.5 million cars off the road for a year. What does Sea Forest need to achieve this?

Dr Louise Edwards: We need farmers to get onboard. We’re very lucky to have developed the Clean Grow lick block in partnership with Olsson’s Industries, because it means we have an established route to market and wide distribution. We’re currently working with early adopters across the country before our official product launch [which is] coming soon.

As you’ve pointed out, this solution holds so much potential to have a significant impact on reducing emissions. By simply placing Clean Grow lick blocks in the paddock, farmers will be providing a nutritional benefit to their animals, while making a positive contribution to climate by reducing methane emissions. It’s a win-win for livestock, the farmer and the planet.

GDA: How does the life cycle of Clean Grow reduce waste?

Dr Louise Edwards: The blocks are packed in edible cardboard which the cattle and sheep consume. It’s completely safe to eat because even the ink is edible. Obviously, the lick block is 100 percent consumable too, so there’s zero waste. Alternatively, producers can request for package-free blocks, so there’s even less impact.

GDA: How does the design of Clean Grow consider the user experience of both the livestock and the people working directly with them?

Professor Rocky de Nys: The lick blocks are designed with the livestock and the farmer front of mind. It’s been formulated to provide the optimal nutrient and ingredient balance to meet the needs of livestock it’s being fed to. This is on top of the addition of the methane inhibiting feed ingredient, SeaFeed.

It’s also designed to fit into existing farm operations, where they already use lick blocks, so no practice change is required to adopt the new technology to abate methane. The blocks are available in different sizes to provide solutions, whether that’s a hobby farmer with a small number of animals or an extensive grazing operation feeding thousands of heads.

Sea Forest Chief Scientific Officer and Lead Scientist of Clean Grow’s Design Team, Professor Rocky de Nys. Image: Clean Grow.

GDA: Can you tell us about the testing process behind Clean Grow? 

Professor Rocky de Nys: Sea Forest and Olsson’s Industries were grateful recipients of Stage 2 of the Australian Government’s $29 million Methane Emissions Reduction in Livestock (MERiL) program. This program supports research and development of methane-reducing livestock feed supplements.

The funding enabled an extensive product development process from lab to pilot to commercial scale and met defined product specifications. All this needed to be completed before any lick blocks could be fed to livestock. Following the testing, blocks have been safely and effectively provided to stock as a world-first product to reduce methane emissions in grazing livestock.

GDA: What were the biggest challenges when it came to the delivery method and ensuring consistent intake? 

Dr Louise Edwards: The hardest part was scaling up. What happens in the laboratory doesn’t necessarily happen the same way at pilot scale or indeed commercial scale. The unique partnership between Sea Forest and Olsson’s provided the development of a practical delivery method, the block, with consistent intake, thanks to a certain mix of ingredients.

GDA: More consumers want to see eco-friendly products on the shelves. How does Clean Grow address this need? 

Dr Louise Edwards: Clean Grow provides an accessible and easy to use product for the hobby farmer wanting to do their bit, all the way up to large commercial graziers. The solution’s applicable to most farm management systems and reduces the production of methane in grazing animals that represent the vast majority of animal production. This innovation provides the technological solution to decarbonise agriculture and deliver low-carbon, eco-friendly agricultural products onto the shelves.

Clean Grow – Winner of the 2024 Michael Bryce Patron’s Award. Image: Clean Grow.

GDA: How did you approach integrating SeaFeed with Olsson’s existing high-sulphur lick block?

Dr Louise Edwards: Obviously, we can’t give all our secrets away, but we spent a lot of time in the beginning understanding the High-Sulphur Lick Block product and the contribution of the individual ingredients. We needed to understand how SeaFeed would work with these ingredients and if needed, make changes to ensure they were complimentary.

GDA: How did the research and design team work together during the process of bringing Clean Grow to life?

Dr Louise Edwards: We worked extremely closely. It was definitely a team effort. Everyone’s input was critical in ensuring the best outcome and we’re stoked to be recognised with a Good Design Award. It’s testament to the hard work and contributions that everyone made.

GDA: What role does initiatives like the Good Design Awards play in encouraging environmentally responsible design? 

Dr Louise Edwards: With the Good Design Awards shining a light on environmentally responsible design it creates awareness which has a halo effect. You can’t see the projects the Good Design Awards showcase and not want to try and do things better.

Clean Grow achieves an easily-implemented solution to reducing methane emissions. Years of perfecting the design of the lick block and its lifecycle have resulted in a truly world-first product. Congratulations to Sea Forest and Olsson’s on this remarkable project – we’re looking forward to seeing Clean Grow in paddocks across the globe.

Image: Clean Grow

Peter Freedman AM, Founder and Chairman of RØDE and Inaugural Patron, Australian Design Council. Image: RØDE

The Australian Design Council, a not-for-profit charitable organisation dedicated to driving national prosperity and long-term growth through design, is thrilled to announce a significant boost to its mission with a generous $1 million donation from Peter Freedman AM, Founder and Chairman of RØDE, one of the world’s leading creator technology brands.

The Australian Design Council has a rich history dating back to the 1950s when it was originally known as the Industrial Design Council of Australia. However, it ceased operations in the mid-1980s. In 2020, design leaders Dr Sam Bucolo and Dr Brandon Gien rallied Australia’s “Captains of Industry and Design” to explore the possibility of relaunching the Council. Recognising the critical role that world-class design talent plays in Australia’s innovation landscape, that effort has now led to the re-establishment of the Australian Design Council as a not-for-profit company.

Peter Freedman’s generous $1 million donation will be instrumental in jumpstarting the Council’s activities.

Mr Freedman’s commitment to advancing design and manufacturing in Australia is well-documented. He has been a dedicated supporter of the Australian Good Design Awards, serving as the principal sponsor of the Next Gen category for nearly a decade, and has contributed hundreds of thousands of dollars to support emerging designers and innovators. He is also an avid supporter of Australia’s creative sector. In 2021 he donated $5 million to the Sydney Festival and this year made a significant contribution to the Australian Chamber Orchestra.

Expressing his enthusiasm for this initiative, Peter Freedman said, “Design is not just about aesthetics; it’s a critical driver of innovation and economic growth. I am honoured to support the revival of the Australian Design Council and look forward to seeing the positive impact it will have on our nation’s future.”

Dr Sam Bucolo, one of the leaders behind the Council’s revival, said, “The overwhelming support from Government, the Research community, and the Business sector underscores the vital role the Australian Design Council will play in shaping our nation’s innovation landscape. We are deeply grateful to Peter Freedman for his generous donation, which will accelerate our mission to advocate for a design-led future for Australia and champion the next generation of designers.”

The Australian Design Council has also announced the appointment of a board of non-executive directors who will collaborate with current Council members to fulfil its mission. The board includes distinguished individuals such as Ros Moriarty, Catherine Livingstone, and Peter Freedman as directors of the company. Sam Bucolo and Brandon Gien will continue in their roles as executive directors.

The Council is determined to build upon its rich legacy and reestablish itself as a cornerstone of Australia’s innovation ecosystem. Its commitment to excellence is further demonstrated by its continued collaboration with Good Design Australia to promote and celebrate outstanding design work in the country.

Dr. Sam Bucolo, Australian Design Council CEO (L) and Minister for Trade and Manufacturing, Hon. Senator Tim Ayres (R)

The Australian Design Council has a 60-year history of bridging design, business and government to amplify the impact of design in Australia.

The Council’s inaugural Design Meets Government Roundtable, aimed to identify what is needed in Australia’s National Innovation Ecosystem to embed design into key policies to scale its impact.

The Council hosted the Minister for Trade and Manufacturing, Hon. Senator Tim Ayres, Michael Schwager, Director General of IP Australia, Design Champions, Design-led Business Leaders, and Australian Design Council Members at their first Design Meets Government Roundtable.

As Australia responds to several complex challenges which span geopolitical uncertainties, maintaining sovereign capabilities, accelerating renewable energy transitions, maintaining food security, and managing climate risks – design is fast emerging as one of the key enablers to deliver responsible national prosperity.

By embedding design as a critical enabler for a future diversified economy, the Australian Design Council believes aims to achieve:

– Growth in globally competitive Australian businesses and brands;
– Better investment in advanced manufacturing capability;
– Greater confidence in private investment;
– New advanced skills and jobs;
– Better collaboration with research institutions;
– More resilient supply chains and sovereign capability;
– Amplified economic, social and environmental impact.

Catherine Livingston AO, Australian Design Council Member. Image: Australian Design Council

The Roundtable acknowledged the importance of design and identified areas to focus on how to scale its impact into key policies and programs.

“This discussion set the platform to focus the Council’s efforts for 2023 and we look forward to working with the design community, business and the Government to refine these into practical actions to enable our world-class design capability to continue to drive national prosperity,” said Dr. Sam Bucolo, CEO of the Australian Design Council.

Murray Hunter, Design + Industry, speaking at the Roundtable. Image: Australian Design Council

“A recurring theme from the Roundtable was that Government should demand that good design principles be considered across policy and program investments. As highlighted at the Roundtable, firms that apply good design deliver amplified impact across economic, social, and environmental areas,” said Dr. Bucolo.

Illustration: Ben Crothers

Also flagged at the Roundtable, the inclusion of design will require a champion inside Government, however, design has no natural home in Government as it is an enabler. A Design Champion would ensure design principles can be connected to relevant departments and agencies to maximise return on Government and private investment.

Illustration: Ben Crothers

Special thanks to Caroma for hosting the Roundtable at Caroma on Collins and to Ben Crothers for capturing the insightful discussions.

Illustration: Ben Crothers

Design quietly shapes Australia’s economic landscape, influencing our buildings, goods and services, and daily experiences while addressing human needs and aspirations. It serves as a cornerstone for progress, driving value, urban functionality, sustainability, and innovation both locally and globally.

The contribution to Australia’s GDP of design-related industries and workers was approximately AU$67.5 billion per annum by 2018, or more than 3.5% of GDP, matching the size of the construction industry. Despite its profound impact, Australia has yet to fully capitalise on design’s potential to foster a thriving, design-led economy.

While some businesses are embedding design into their future roadmaps and strategies, there are many others who could benefit from design as a strategic tool to grow and prosper.

Businesses who make strategic use of design in these ways are more likely to deliver successful products and services to market and outperform non-design-led competitors. According to the UK Design Council, every £100 spent on design increases turnover by £225; McKinsey reported similar performance for companies with a strong design function, correlating to both higher revenue growth and higher return to shareholders.

Recognising design as pivotal for business growth and national prosperity, the Australian Design Council plays a crucial role in advocating for its transformative potential.

Design as a Driver of Economic Growth in Australia: Industry Challenges and Opportunities
In light of this perspective, a critical challenge within Australia’s innovation ecosystem emerges: the need to amplify the awareness of the importance of design as a strategic enabler. Addressing this challenge offers a substantial opportunity for economic progress by prioritising design in research and development efforts and integrating it into government incentives and policies.

Embedding Design: Australia’s Path to Economic Growth
One of the Australian Design Council’s flagship initiatives, the Design Impact Review Program, currently being developed by the Australian Design Council, will provide businesses with specialist knowledge in the strategic application of design capability.

The program will result in more businesses successfully entering the market by embedding and aligning professional design into business strategies to amplify their impact and maximise return on investment.

The Design Impact Review Program aims to enhance leadership and management skills and experience, providing for increased capabilities in areas of product/service commercialisation, and growth with the ultimate aim of creating more design-led businesses in Australia and in turn, nudging us closer towards a design-led economy.

Illustration: Ben Crothers

Design stands as a pivotal force in shaping Australia’s economic landscape, driving innovation, sustainability, and competitiveness across industries. Despite its profound impact, there remains untapped potential in integrating design into broader decision-making frameworks. Embracing a design-led economy not only enhances product value and market competitiveness but also accelerates progress towards environmental sustainability, particularly as economies around the world transition to a lower carbon, regenerative and circular economic models.

By prioritising design from inception to implementation, Australia can harness design’s creative potential to foster economic prosperity, meet global demands, and pave the way towards a more resilient and prosperous future.

MainStream Aquaculture Case Study

How Design Transforms Business Case Studies program launched by the Australian Design Council shows how design can deliver growth, and in turn, national prosperity.

Developed in partnership with Food Innovation Australia Limited (FIAL), the program consists of a series of Case Studies to show how design can be used as a strategic tool to deliver growth and national prosperity.

In partnership with the Food and Agribusiness Growth Centre who trade as Food Innovation Australia Limited (FIAL), the initiative will be focusing initially on the Food and Agribusiness Sector – selected based on its potential for growth from a A$61bn to a A$200bn sector by 2030.

Food and Beverage Manufacturing, the post-farmgate activities of the sector, is one of six National Manufacturing Priorities in the Federal Government’s Modern Manufacturing Strategy.

Savio Healthy Innovations Case Study

Find out more about the program and read the Case Studies here.

AUSTRALIAN BUSINESS AND INDUSTRY LEADERS LAUNCH DESIGN-LED RENAISSANCE FOR THE NATION.

Members of the Australian Design Council

The Australian Design Council brings together the nation’s top captains of industry, innovators, entrepreneurs and thinkers to reshape the nation post-COVID-19.

Championing design to reinvent and kickstart Australia’s economy in a post-COVID-19 environment will be at the epicenter of the re-established Australian Design Council – a national team of business and industry experts brought together to drive design-led innovation with impact.

The Australian Design Council, initially established in 1958 as the Industrial Design Council of Australia was based on the UK Design Council model, established by Winston Churchill’s wartime government in 1944 to support Britain’s economic recovery. Industrialist and Chairman of BHP, Essington Lewis served as the inaugural Chair.

The Australian Design Council has today announced it has been re-established with Australia’s top business thinkers to lead the nation towards national prosperity and long-term growth using design-led innovation.

Prime Minister Scott Morrison said: “Good design, created by smart people in smart industries, is essential to a country that wants to grow and be prosperous. The envisaged Australian Design Council is about inspiring Australian businesses to embrace design as a tool for growth.”

“The impacts of COVID-19 have been profound: on our society and economy, on individuals and communities. The tragedy of COVID-19 has a human face, and our recovery is a human endeavour. That’s why the Australian Design Council’s journey to its current, refocused and re-energised form, is so exciting. It’s the kind of adaptability – building opportunity out of adversity – that will carry Australia into recovery.

“By asking how they can contribute, reignite, enable and create, the Australian Design Council is in a position to design solutions to problems – big and small, local and global. I encourage Australian business and industry to engage with the Australian Design Council. I think you’ll be surprised by what you come up with when you create an intersection between innovation, investment and productivity.”

The Australian Design Council will serve as a national organisation and have three vital roles:

1. Advocate to government and industry leaders about the role and value of design to help diversify Australia’s future economy.

2. Embed design into Australia’s nation-building agenda and policy settings.

3. Provide oversight to leverage Australia’s design capability into the nation’s future industry development.

Council Member, David Thodey AO believes the Australian Design Council will inspire Australian business leaders to engage Australia’s world class design community to innovate, disrupt and compete in global markets. Great design makes innovation come to life.

“The Council’s aim will be to help the nation move forward through greater collaboration to foster real innovation. Embedding great design in production and as a core problem-solving tool – both being important drivers for our economic growth and competitiveness,” he added.

The Australian Design Council (Pictured above L to R) consists of:

Simonne Bailey, Global Head of Strategy and Managing Director of GFG Alliance’s property and funds management business, JAHAMA, owned by British industrialist Sanjeev Gupta;

Dr Stephanie Fahey, former CEO of the Australian Trade and Investment Commission –Austrade;

Peter Freedman AM, Founder and Chairman of RØDE Microphones;

Professor Roy Green, Emeritus Professor and Chair of the Innovation Council and former Dean of the UTS Business School, Chair of the Australian Government’s Innovative Regions Centre, CSIRO Manufacturing Sector Advisory Council, NSW Manufacturing Industries Advisory Council and Queensland Competition Authority, and current Chair of Port of Newcastle;

Andrew N. Liveris AO, Former Chairman and Chief Executive Officer, The Dow Chemical Company;

Catherine Livingstone AO, Chair of the Commonwealth Bank, Chancellor of UTS and former Chair of CSIRO;

Edwina McCann, Editorial Director at Vogue and Chair of The Australian Ballet Foundation Board;

Giam Swiegers, Non-Executive Director for Aurecon and former CEO of Deloitte Australia;

David Thodey AO, former CEO of Telstra and current Chair of CSIRO.

Australian Design Council Executive Chair, Dr Sam Bucolo said design-led thinking had the power to transform an industry and accelerate the creation of new businesses whose products and services drive growth and sustained competitive advantage.

“After 60 years, we have decided to re-establish the Australian Design Council to address the challenges we are facing today. Design must play a major role in rebuilding our economy post-COVID-19 and the Council will shape how we create new and emerging areas for a strong competitive advantage through design.

Our global counterparts are already doing this and now is the right time for Australia to accelerate the adoption of design in business,” he said.

The Australian Design Council’s first step in raising awareness of the value of design to diversify Australia’s economy has been through the creation of its Design Manifesto – the Council’s action plan to help shape a brighter future for Australia through design.