The shock I experienced in London

The book Creating Hope: Social Design introduced initiatives primarily focused on Japan for Japanese readers. So what are the global trends? London is said to be the leading city in social design. Therefore, I visited London during the Cannes Lions, the advertising industry's largest competition, to observe its actual practices.

Fair Trade chocolate found at a London supermarket

Actually, I had visited London four years ago with members of the NPO "Project 2025". At that time, "Green Agent", which specializes in social projects, was just starting to appear, and I was very inspired by their attitude of actively positioning social issues in the creative field. However, when I visited London again this time and met with top creators and design authorities, I sensed a power throughout society, centered on social issues, that far exceeded my expectations.

In the business world, a style was becoming established in which consulting and creative teams worked together to answer the big question of "What can companies do to solve social issues?" and provide consistent support from identifying issues to solving them. There is a clear recognition that enhancing client value is inherently tied to solving societal challenges. Even amid a perceived economic downturn, companies tackling social issues radiate vitality. It feels like a structure is firmly established in British society where companies that continuously provide value to society are highly valued.

In academia too, teaching social design at design schools is now considered standard practice. For instance, Goldsmiths University, regarded as world-class, offers a major in Communication Arts & Design. There, students are taught that design lies at the heart of the communication process and that design itself is the driving force for social change. The philosophy is thoroughly ingrained: design means considering the significance your creations bring to society. At the Royal College of Art, philosophical education is also emphasized. I repeatedly heard the term "Ideation (Idea Generation)," which signifies education focused on nurturing ideas. Design is not superficial; rather, it is understood to be constructed precisely because it rests upon a solid foundation of thought.

Prince Charles' organic brand "Duchy Originals" is also available in supermarkets.

This was something I could sense in everyday life too. Walking through the city, I saw abundant displays of product lines developed with social consciousness—fair trade, organic. And their packaging design was also highly sophisticated. I was very surprised to learn that Prince Charles himself is developing an organic brand.