What role does design play in the practical implementation of the doughnut economy?

Design is the most important thing! Economists should learn to see themselves as designers, because everything in the economy is designed. It is after all a purely human construct – we created it and therefore we can redesign it.

When you talk about ‘design’, you don’t just mean how things look, but also the rules by which they work?

Exactly. There is, of course, visual design – the outward appearance of objects or spaces. But beneath that there are deeper levels of design. For example, rules like: What can be owned? What can be priced? How are contracts made? What institutions exist? Who is recognised as an economic agent? How are exchange processes organised? All these rules determine relationships – and these relationships are often characterised by extreme power imbalances. But we can redesign them to make them fairer and more sustainable for all.
This is the great opportunity: if we understand that processes and systems are designed, then we also realise that we can redesign them. 

Now there are very rich and powerful players … We see this in the US, who are doing very well with the existing system. How do you counter them?

I don’t spend my time trying to convince these people. I’m not trying to change the mind of Donald Trump or Elon Musk – because there are some world views that are not open to change. Some people are so entrenched in their selfish interests that they can’t or won’t listen. At DEAL we have a clear principle: we work with those who want to change things.

How can design be a catalyst for change towards a sustainable economy?

Design can start at many levels. When someone is designing a product, they can think about it: How can this product be designed to be regenerative? For example, a product can be designed to fit into natural cycles – for example, by using natural or reusable materials.

Another important issue is equitable distribution: Can a product be designed to be accessible to more people? Can it be made more affordable, or durable so that it can be passed on?

Incidentally, many cities around the world – including Amsterdam, Barcelona and Bad Nauheim – are already using the Doughnut as part of their policies. However, they do not have full control over their economic environment. They are of course constrained by national and international legislation.

So you can’t really accomplish much?

Those involved know that they cannot change the system overnight. But they are taking the first steps and proving that alternatives are possible. I am inspired by the fact that, despite all the obstacles, they just get started anyway. 

Digitalisation and globalisation have pushed us in a direction where efficiency and convenience seem to be paramount. But then people often realise at some point that they are missing something… There are no more small shops because everyone orders online. As the local economy dies, so does the personal interaction. As a result, people feel increasingly alienated. And alone. 

I think we are starting to see a backlash. People find they are craving real connection and community. We need alternatives that are attractive enough to encourage people to rethink their behaviour, and city policies can support that.

Can visual designers also contribute to the doughnut economy?

As a designer, you have the opportunity to shape how people perceive the world. Ask yourself these questions: What do I make attractive? What do I draw attention to? What values do I support?

Let’s say you’re designing something as everyday as packaging: you can still design it to be environmentally friendly. Or you can design it to motivate people to make sustainable choices. Design is more powerful than many people think.

What advice would you give to young people just starting out in their careers?

When I talk to young people, I often say: ‘Imagine you’re 50 years old. You have children. What kind of world do you want them to be living in? What does your town or city look like? What does your life feel like? How do you spend your time?’ Many then realise that they want that future to be sustainable, social and liveable. But this means that they need to make personal and collective choices today that are in line with that future. For example: working in organisations that want to change. Bringing creative solutions to the challenges of our time. Helping to redesign existing systems. Not everyone needs to become an activist. There are many ways to make a difference.