Denmark is a design nation. Many Danish companies are already involving designers in innovation and business development. However, Danish companies and Denmark as a nation could benefit even more from design and design thinking as a positive factor for growth, innovation and business development in business and industry.
Denmark has big, high-profile design-driven companies, such as Lego and Coloplast, which hold a strong position both in Denmark and abroad, not least because of their focus on the strategic use of design. As documented by this survey, however, most companies still do not use design strategically in business development. Meanwhile, the companies that do use design systematically and strategically state that this produces benefits on several levels. This suggests that there is an untapped potential waiting to be utilised.
Together with Epinion, the Danish Design Centre and the Confederation of Danish Industries (DI) have mapped how companies used design in 2016. The survey also looked at what we can learn from companies that generate growth through a design-driven approach to innovation.
Below you will find some of the central results from the survey along with the complete Design Delivers publication.
58% of Danish companies state that they use design
74% of these experience that design has a positive impact on their bottom line
80% experience that design enhances their brand
68% experience that the use of design results in increased customer satisfaction