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- Herausgeber: John Wiley & Sons
- Kategorie: Fachliteratur
- Sprache: Englisch
Discover how to incorporate DEI principles into your everyday life and environment
In Inclusive By Design: Crafting Products and Services for a More Equitable World, diversity, equity, and inclusion (DEI) strategist and designer Mathieu Aguesse delivers a powerful and practical new playbook for equitable design. He walks you through the concepts and practices that will help you integrate your DEI goals into your community and workplace.
You'll learn about the principles that undergird inclusive design, how to apply them in real-world scenarios—from the drawing room to the classroom and boardroom—and how to advocate for systemic change within your environment. You'll also discover:
- Engaging case studies that span a wide range of sectors and demographics
- Actionable insights and methodologies tailored to help you apply the concepts discussed in the book
- Strategies for intentional design that can influence, enhance, and benefit society by implementing DEI principles into everyday practices
Perfect for design professionals, educators, strategists, and corporate and business leaders seeking realistic techniques for incorporating DEI into the real-world, Inclusive By Design is also an essential read for DEI professionals looking for on-the-ground guidance on how to improve the world around them.
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Veröffentlichungsjahr: 2025
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Table of Contents
Cover
Table of Contents
Title Page
Introduction
Notes
CHAPTER 1: The Fundamentals of Inclusive Design
Understanding Inclusivity in Design
The Importance of Diversity, Equity, and Inclusion
Why Design?
Notes
CHAPTER 2: The Inclusive Design Mindset
Developing an Inclusive Lens in Everyday Life
Overcoming Bias Through Design
Beyond Empathy—The Role of Vulnerability
The Importance of Creating a New Narrative for Our Society
Notes
CHAPTER 3: Systempathy—or How to Empathize with People and the System They Live In
From Intention to Impact: The Systemic Approach to Inclusive Design
The Role of Empathy in Inclusive Design
Essential Tools for Assessing Needs and Challenges
Notes
CHAPTER 4: Strategies to Craft More Equitable Solutions
Shifting Perspectives: Reframing to Find Hidden Solutions
Being Creative—A Pragmatic Exercise
Courageous Conversations: Unlocking Equity in Design and Innovation
Notes
CHAPTER 5: Inclusive Design in Digital and Physical Spaces
Think Beyond the Product, Look at the Experience
Empowering Communities: How Companies Can Redefine Their Role in Society
Transforming Technology: The Essential Role of Hardware and Software in Inclusive Design
Notes
CHAPTER 6: Designing for, with, and by Communities
Community Engagement in All Degrees
Three Levels of Community Engagement in Design
Demystifying Community Outreach: Embracing Vulnerability to Build Trust
Accessing Inaccessible Communities
Ethical Considerations and Power Dynamics in Equitable Design
Notes
CHAPTER 7: Implementing Inclusive Solutions and the Business Cases Behind Them
Business Cases: Four Ways to Make the Investment Count
Steps to Implementation
Notes
CHAPTER 8: Scaling Up: From Local Initiatives to Global Impact
Orchestrating Change
Practical Metrics for Measuring Impact: Ensuring Tangible Outcomes in Inclusive and Equitable Design
Local vs. Global and the Replicability Puzzle
A Recipe for Scaling
Navigating the Challenges of Equity in a Changing World
Notes
CHAPTER 9: The Next Generation's Power: Rethinking Inclusion for a New Era
The DEI Reckoning: What Went Wrong?
The Next Generation and the Crisis They Will Inherit
Inclusive Design as the Next Phase of Real Change
The Danger of Monolithic Thinking: Teaching People to Think Independently
The Next Generation's Awakening: Recognizing Their Influence in the Corporate World
Notes
CHAPTER 10: The Future of Inclusive Design
Future Modeling and the Decolonization of Futures
Exploring Future Scenarios for Inclusive Design
A Future-Proof Approach to Inclusive Design
Conclusion: Designing a Just and Equitable Future
Notes
Index
Copyright
About the Author
About the Technical Editor
Acknowledgments
End User License Agreement
List of Illustrations
Chapter 2
Figure 2.1: First iteration of the AI rendering after being prompted to crea...
Figure 2.2: First iteration of the AI rendering after being prompted to crea...
Figure 2.3: Second iteration of the AI rendering after being prompted to cre...
Figure 2.4: Second iteration of the AI rendering after being prompted to cre...
Figure 2.5: Third iteration of the AI rendering after being prompted to crea...
Figure 2.6: Third iteration of the AI rendering after being prompted to crea...
Chapter 3
Figure 3.1: The Benefit Matrix
Figure 3.2: The empathy map, by whale design
Figure 3.3: Apple campaign for iPod Nano-chromatic, displaying the range of ...
Chapter 4
Figure 4.1: The Lucky Iron Fish
Figure 4.2: Mockup of the tactile notebook cover made with Dall-E
Figure 4.3: The Solution Matrix
Chapter 5
Figure 5.1: Extract of the homepage of the Guinness Storehouse visit center...
Figure 5.2: Plates with handprints designed by Pulse and Pulpe design agency...
Figure 5.3: Plates with handprints designed by Pulse and Pulpe design agency...
Chapter 6
Figure 6.1: The PlayPump project in Africa
Figure 6.2: The OXO peeler
Chapter 7
Figure 7.1: Dove's “Campaign for Real Beauty” in the London Subway in 2004
Chapter 8
Figure 8.1: Metrics guidelines for the Benefit Matrix
Figure 8.2: Metrics guidelines for reducing disadvantage
Figure 8.3: Metrics guidelines for empowering communities
Figure 8.4: Metrics guidelines for universal design
Figure 8.5: Metrics guidelines for personalized solutions
Chapter 9
Figure 9.1: Union membership and share of income going to the top 10%, 1917–...
Chapter 10
Figure 10.1: Carbon tunnel vision
Guide
Cover
Title Page
Copyright
About the Author
About the Technical Editor
Acknowledgments
Introduction
Table of Contents
Begin Reading
Index
End User License Agreement
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Inclusive by Design
Crafting Products and Services for a More Equitable World
Mathieu Aguesse
Introduction
Growing up as a left-handed person, I was exposed early on to a world where many objects and systems were simply not designed for me. One of my first memorable encounters with this reality came when I was about five years old and in kindergarten. My teacher, determined to teach me how to cut with scissors, insisted that I use my right hand—completely ignoring my natural left-handedness. Although I wouldn't have called it this at the time, it was my first direct experience with what I now recognize as a non-inclusive design.
Yet I never felt like a victim. In fact, I remember an instance when I was tinkering with my grandfather and we needed to screw two boards together in a tight cupboard space. The awkward angle made it nearly impossible for a right-handed person, and he turned to me, saying, “This is a task for you—only a left-handed person can do it!” In that moment, what could have been a limitation became a unique advantage, showing me how context could shift perception.
At the same time, my childhood in South Africa during the mid-1990s gave me a front-row seat to one of the most profound movements for equality in modern history. It was 1995, and Nelson Mandela had just taken office as the country's president. The dismantling of apartheid—a deeply entrenched and systematic form of inequality—was underway. Yet as transformative as those changes were, decades later, South Africa remains riddled with inequalities. The visible infrastructure of inequality may have been dismantled, but deeper, systemic layers continue to perpetuate disparities.
One of those layers is Design: the way products, services, and systems are created. Design has a profound ability to either support inclusion and equality or reinforce barriers and inequities. For me, this realization sparked a deep interest in how intentionality in design could be a force for social good.
The physical ergonomics of objects are often the first things that come to mind when thinking about inclusive design. From scissors that are impossible to use with the left hand to stairs-only pathways that exclude wheelchair users and parents with strollers, poor physical design can create unnecessary barriers. But inclusion extends far beyond ergonomics.
Take accessibility of services, for instance. The location and hours of public services can alienate individuals who work long shifts or live in areas without reliable transportation. Similarly, digital services requiring fast and stable internet access often exclude those in underserved or rural areas. These barriers highlight how poor design decisions can restrict access to critical resources.
Education and literacy levels are another overlooked design factor. Consider financial services: someone raised in a privileged environment may find concepts like credit, interest, and savings intuitive. But for someone with little financial literacy, this jargon can be overwhelming, further distancing them from opportunities for economic stability.
These examples reveal how poor design can perpetuate exclusion and inequality. As the saying goes, “Design is the intention behind an outcome.” Inclusive Design, at its core, is about intentionality: creating products, services, and experiences that break down barriers and empower those who face the most challenges. It's not just about functionality but about fostering equity and inclusion through thoughtful, empathetic creation.
We live in a very interesting time where we have access to more information than ever and the ability to draw better conclusions from history and leverage science to anticipate some of the threats ahead of us. Yet we are also experiencing a widespread rejection of democracy and progressive ideologies. Recent elections in the Western world demonstrate growing disapproval of elites, a sentiment likely fueled by unprecedented levels of inequality in wealth and power.
As of early 2024, in the United States, the wealth disparities in society are stark. The top 10% of households by wealth control an astounding 67% of total household wealth. Meanwhile, the bottom 50% of households collectively hold just 2.5% of total wealth. This disparity is not a recent phenomenon but part of a long-term trend; the wealth gap between America's richest and poorest families more than doubled from 1989 to 2016, highlighting the deep structural inequities at play.[1, 2]
Racial wealth disparities in the United States remain significant. According to a 2023 report by the Pew Research Center, in 2021, the typical White household had $201,700 more in wealth than the typical Hispanic household, up from a $168,800 gap in 2019. Similarly, data from the Federal Reserve Bank of St. Louis in 2024 indicates that Black families, on average, owned about 23 cents for every dollar of White family wealth, and Hispanic families owned about 19 cents per dollar. These figures reflect a persistent pattern of wealth concentration and systemic exclusion, with profound implications for social cohesion, democratic stability, and economic mobility.[3, 4]
In such an environment, it is unsurprising that frustrations are mounting, further driving divisions and skepticism toward established systems and institutions.
The risks posed by deep and persistent inequalities are immense and often underestimated in modern society. History provides us with stark warnings: major civilizational crises and eventual collapses often occurred when societies became profoundly stratified. In such scenarios, a small elite accumulated power and resources, and the majority of the population was left vulnerable. When these societies faced hardships such as prolonged droughts, economic stagnation, or other climate-related catastrophes, their resilience eroded, and the imbalance prevented effective collective responses.
Take the breakdown of Rwanda in the 1990s, for instance. As Jared Diamond discusses in Collapse: How Societies Choose to Fail or Succeed (2011, Penguin Publishing Group), extreme inequalities in land ownership and resource distribution, combined with rapid population growth, created unsustainable pressure on an already fragile system. The severe competition for land exacerbated deep-rooted ethnic tensions, ultimately leading to the 1994 genocide, one of the most devastating societal collapses in modern history. Similarly, the Roman Empire, despite its immense power, succumbed in part to growing economic disparity—a widening gap between the wealthy elite and the struggling lower classes—alongside environmental stress and external invasions. As the rich consolidated power and resources, the empire lost the social cohesion and adaptability necessary to withstand external shocks.
These examples illustrate a dangerous pattern: when inequalities deepen, societies lose their resilience, their ability to adapt to crises, and their sense of collective purpose. Without inclusive and equitable systems, civilizations become brittle—prone to internal strife and incapable of withstanding external pressures, ultimately leading to their downfall.
In today's world, these lessons are especially relevant. Climate change, resource depletion, and political instability are pressing global threats. If left unaddressed, growing disparities in wealth and power could undermine collective efforts to mitigate these challenges. A society where large portions of the population feel excluded or disenfranchised lacks the solidarity and trust needed to navigate crises. Inequality is not just an ethical issue; it is a structural weakness that threatens the very fabric of civilization.
The purpose of this book is to showcase how thoughtful design can act as a powerful tool to create a more inclusive and equitable society. By drawing on a wide range of projects I've been involved in over the years, I aim to demonstrate the tangible ways in which Design, when approached with intention, can break down barriers and empower underserved communities. Through my teaching roles at two of the world's most prestigious institutions—UC Berkeley and MIT—and collaborations with some of the largest global companies, I've developed a framework and philosophy tailored to inspire and guide leaders, decision-makers, and designers alike.
Since graduating from graduate school, I have been intensely focused on elevating the role of Design in the business world. My driving obsession has been to challenge the status quo, where designers are often undervalued and perceived as creators of visually appealing artifacts rather than contributors to strategic decision-making. Too often, designers are excluded from the processes where overarching strategies are defined, leaving them to execute decisions made by others. Over the past 12 years, I've worked tirelessly to prove this perspective wrong and to demonstrate that Design is not just a tool for execution but a vital strategic imperative for businesses and institutions.
Operating at the intersection of studio design, strategic consulting, and education, I have combined creative insights, business acumen, and pedagogical methods to shift perspectives. My goal has been to convince those in positions of power that Design deserves a central role in shaping strategy. By merging these approaches, I've been able to show that when Design is harnessed effectively, it becomes a transformative force that can drive innovation and inclusivity on a broad scale. This book is the culmination of that journey: a roadmap for those who seek to use Design as a catalyst for societal progress.
This book is not merely a collection of ideas but also a hands-on framework designed to reimagine how we approach Design, with a focus on distributivity, additionality, inclusion, and impact. My goal is to provide practical tools and inspiring stories that empower designers, leaders, and engaged citizens to contribute to a more inclusive and equitable society.
Throughout these pages, I share a wealth of experiences gathered from an extraordinary journey at the intersection of innovation, design, and corporate responsibility. Between 2020 and the book's publication, I had the privilege of collaborating with over 50 companies, supporting their efforts to integrate Inclusive and Equitable Design into their products and services. In most cases, my team and I were tasked with understanding the systemic barriers and inequalities embedded within their markets and offerings. From this foundation, we developed strategies, crafted solutions, and introduced meaningful adjustments to reverse these trends—transforming exclusive experiences into empowering ones. This multifaceted work required us to address functional, technical, and business dimensions, ensuring a holistic approach to change.
I was fortunate to partner with an impressive roster of organizations, including Fortune 500 companies, trailblazing startups, global leaders in fast moving consumer goods (FMCG) and food and beverage, and some of the most renowned tech companies worldwide. These collaborators demonstrated an admirable openness and commitment to driving positive change, even when the conversations were challenging. The success of these projects was only possible due to the exceptional talent, dedication, and collaborative spirit of my team and theirs, navigating complex and often sensitive discussions with grace and insight.
To respect the confidentiality and integrity of these partnerships, I have chosen not to name any of the companies involved. Instead, I leave it to them to share their commitments and achievements in their own words and on their own timelines. This decision reflects my belief in the importance of authenticity and accountability in driving long-term, meaningful change.
My work as an educator at UC Berkeley and my collaborations with major global corporations have given me a unique vantage point to observe the power of design in driving transformative change. I've witnessed how seemingly small shifts in design thinking can lead to profound impacts—not only in the functionality of products and services but also in enhancing the quality of life for countless individuals.
Being an award-winning teacher at the world's most prestigious public university carries immense responsibility. When I step into a lecture hall or present to a room of eager minds, I am deeply aware that I'm not just delivering content—I'm planting seeds of ideas that may shape future leaders and innovators. Similarly, when advising VP and C-suite executives of global companies, the stakes feel equally high. I strive to ensure that my strategic recommendations not only serve my clients' business interests but also contribute positively to society at large.
As the CEO of my company, I endeavor to lead with intentionality in every decision I make, from the strategies we adopt to how we engage as a team. I'm fortunate to work alongside an exceptionally talented group of colleagues whose insights and perspectives profoundly influence my work. Their contributions keep me grounded and constantly push me to improve.
Finally, as a father of three and an active member of my community, I take my personal responsibilities very seriously. Every day, I strive to raise my children with integrity, empathy, and curiosity, hoping they will grow into individuals who contribute meaningfully to the world. In parallel, I seek to foster a thriving and inclusive community, believing that the values we model in our daily lives ripple outward to shape a more equitable future. These roles—educator, leader, parent, and community member—are all interconnected, forming the foundation of my commitment to a life driven by purpose and impact.
I also draw a lot of resources from my personal background. Growing up in Africa with French parents and then living in the United States, I experienced first-hand what diversity of culture can be. Living in many different places in my life and traveling the world as few people have the chance to do gave me the opportunity to experience a very unique range of situations where human beings come together. From interacting with kids at school in a remote village in rural Benin to attending private parties in Silicon Valley surrounded by millionaires, diversity and equality are concepts with which I am very familiar from a local and a global standpoint.
Being colorblind and left-handed, I know what it means to live in a world that is not designed for me. Yet I'm extremely cognizant of the incredible privileges I have. My students know this because I introduce myself in the first class by telling those future leaders that I am probably the most privileged person they've ever met: white, male, highly educated, with a healthy family, well paid, in great health, and so on for a long time.
I had multiple motivations for writing this book: sharing about the work I've been doing with top leaders at UC Berkeley, MIT, and large companies; and making sure some of the incredible content and learnings we have developed in this academic, business, and human experience are shared more broadly than within the community of partners, students, and teammates.
Writing those lines, the prime audience I had in mind was leaders across the globe who are making decisions that influence products, services, and processes. Without knowing it, they hold important keys to the complex equation of inclusion and equality in our society. They are the silent majority of people who can contribute to reducing inequalities and empowering the communities in need. They have a superpower in their hands, but it takes two things for them to tame it.
One is to understand what Design is and how much Design can influence our society. Design decisions shape the billions of products, services and processes we all use on a daily basis. Understanding the role of Design, the process and the philosophy of those who practice Design, is essential to realize the power of decision-makers in big and small companies across the globe.
The second step is to understand how Design can be a great ally for a more inclusive and equitable world. On the flip side, being a non-intentional designer can lead to perpetuating barriers and exclusion.
In this process, designers and business partners act as essential stakeholders and contributors. They are also people I would love to touch with my book. Adjusting their practice and becoming ambassadors of Inclusive Design is key in the process of change, and I hope they will find in this book some bulletproof cases and business arguments to convince their peers and clients to make more conscious choices.
Last, students and the younger generation have always been close to my heart: an incredible crowd to learn from and also what I've always called the leaders of tomorrow. It is probably too late to change the products and services of yesterday, it is possible to influence the products of today, and it is the right time to improve the products of tomorrow, and this can only happen through this next generation.
This book is divided into three parts. The first explores the principles and philosophy behind Inclusive and Equitable Design. The second delves into actionable strategies and case studies from my work with students and organizations. Finally, the third envisions a future where Design becomes a driver of equality, shaping a better world for all. I wanted to structure the book as I structure a project I'm working on. We start with the intention, the mindset, setting clear goals and a philosophy for success. Then we move to action, entering with humility and developing our solutions using tools, methodologies and learning from others. Next we create the infrastructure so that people can embark on our journey, and we make sure we always stay on track with our goals and intentions.
Last, we reflect on the journey and ask ourselves what it means and how our solution could impact things in the future. We expand the horizon and challenge ourselves to go further the next time.
Each part of the book includes real-life use cases filled with details and important learnings. Each chapter is a stepping stone to the next one. You can read this book in one piece or jump straight to chapters that could be directly relevant to your current activity and contribute to your project.
My hope is that this book doesn't just inform you but inspires you to act. Whether you're a designer, a leader, or simply someone who believes in a fairer world, this book offers tools and ideas to help you create meaningful change.
Notes
[1]
Franklin, A.W., 2012. Management of the problem, in Smith, S.M. (ed.)
The maltreatment of children
. MTP, 83–95. Available at:
https://www.stlouisfed.org/community-development-research/the-state-of-us-wealth-inequality
.
[2]
Schaeffer, K., 2020. 6 facts about economic inequality in the U.S., Pew Research Center. Available at:
https://www.pewresearch.org/short-reads/2020/02/07/6-facts-about-economic-inequality-in-the-u-s
.
[3]
Duke News, 2024. U.S. racial wealth gap is persistent and growing, new research finds. Duke University. Available at:
https://news.duke.edu/stories/2024/06/10/u-s-racial-wealth-gap-is-persistent-and-growing-new-research-finds
.
[4]
Menasce Horowitz, J., Igielnik, R., & Kochhar, R., 2020. Trends in income and wealth inequality. Pew Research Center. Available at:
https://www.pewresearch.org/social-trends/2020/01/09/trends-in-income-and-wealth-inequality
.
CHAPTER 1The Fundamentals of Inclusive Design
As I sat in my office, staring at the screen, I could feel the tension rising within me. The world was still reeling from the pandemic, and here I was, about to pitch an idea that had the potential to reshape the way we think about design. My fingers drummed nervously on the desk as I waited for the Zoom call to start. The once-familiar environment of my office felt strangely alien, the silence almost deafening as I rehearsed my points in my head. The uncertainty of the times only added to my anxiety.
I was about to propose a new course, “Equitable Design,” to the senior vice-dean of the UC Berkeley Haas Business School. She was a woman of color renowned for her sharp intellect and unwavering efficiency. She commanded respect across the campus, and I knew this pitch had to be perfect. The stakes felt impossibly high. As I adjusted my camera and checked my microphone for what felt like the hundredth time, I couldn't help but reflect on how far I'd come and how much this moment meant.
The events of the past year had been transformative for many, including myself. The pandemic had forced us all into a new way of living and working, highlighting the deep-seated inequalities in our society. The tragic death of George Floyd had ignited a global movement, pushing issues of racism and social justice to the forefront of our collective consciousness. It was a time of reckoning, a time to reassess our values and actions.
This backdrop made my proposal even more significant. The idea of “Equitable Design” was not just a course; it was a call to action. It was a response to the pressing need for change in how we approach design and inclusivity. I knew that the dean, with her profound understanding and commitment to these issues, would grasp the importance of what I was trying to achieve. Yet the pressure to convey this effectively was immense.
In this chapter, we will delve into the origins of Inclusive Design through the lens of my personal journey as a teacher, entrepreneur, and seasoned strategic consultant. Over the years, I have supported dozens of Fortune 500 companies in their efforts to become more inclusive, and this experience has shaped my perspective on the critical importance of diversity, equity, and inclusion (DEI) for our society as a whole.
We will also examine the pivotal role of design as a professional discipline—one with its own unique set of tools, mindsets, and rich history—in advancing these principles. Toward the end of the chapter, we will explore the historical development of Inclusive Design, tracing its evolution from a niche concept to a foundational approach in modern practices. As we progress through the book, we'll see how DEI and design as a discipline can converge to create a transformative and powerful tool for shaping our future. Although awareness of DEI has grown significantly, the campaigns, actions, and pledges made in its name have also faced mounting criticism. Movements like Equitable Design offer a much-needed second breath to this effort, providing new ways to reinvigorate the push for a more inclusive and equitable world.
Understanding Inclusivity in Design
Settling into my chair, I couldn't help but reflect on my own privilege. I was a young, white, French man, highly educated and seemingly out of place in this discussion about inclusivity and equality. What right did I have to teach such a course? This thought gnawed at me, amplifying my anxiety. The question of legitimacy loomed large in my mind. Would the dean, then the students, and all the partners I planned on bringing on board find me credible for this role? Was I serving or undermining the cause? Was I occupying a space that should rightfully belong to someone whose voice needed to be amplified?
At the edge of any important pivot, imposter syndrome waits, growing louder as you approach the precipice of the unknown. This internal conflict was nothing new to me. Three years ago, I had embarked on a similar journey when I launched a program called Deplastify the Planet. Despite having a solid foundation in sustainability and systems thinking, I was stepping into uncharted territory. The responsibility of having my name associated with such a program was immense.
In the short term, it meant becoming the go-to person for any plastic-related inquiries on this side of the Bay Area. More significantly, in the long term, it meant influencing the minds of hundreds of students. These students, destined to become leaders and decision-makers, would carry the lessons they learned in my class into the world. The impact of this education would be profound and far-reaching.
Beside me was Ibrahim, one of my former students. He had been a key figure in my sustainable design class, and it was his passion and insight that had sparked the idea for this new course. Ibrahim was in his early 20s but had already made significant strides in the world of DEI with his startup. His presence was both a source of inspiration and a reminder of the impact one individual could make. His legitimacy and enthusiasm were the cornerstones of this project, and his support gave me the confidence to move forward.
But also, and ironically, his relative inexperience in teaching, navigating the professional world, and turning ideas into a viable business was, in fact, pivotal for me. Observing his journey, I saw a reflection of my own initial uncertainties and naivety concerning the topic of DEI. It became clear that entrepreneurship, whether it involves launching a business or developing new initiatives like this program, thrives on the convergence of individuals who possess both the intelligence to innovate and the audacity to take risks despite their lack of complete knowledge. It is this blend of ambition and ignorance, a willingness to venture into the unknown, that often paves the way for groundbreaking success.
As I sat there, the weight of the upcoming Zoom call settled in. This was the culmination of our initial efforts—dreaming, defining a vision, and our first steps in collaboration. We were on the brink of starting a new chapter, one that promised both challenges and opportunities. The agitation of the moment was palpable, yet it was also a reminder of the potential impact we could make.
Reflecting on our journey so far, I realized how much we had already accomplished. The countless hours of brainstorming, the discussions that stretched late into the night, the moments of doubt followed by sparks of inspiration—all had led us to this point. Each step had been a learning experience, shaping our approach and solidifying our commitment to the cause.
The significance of this moment wasn't lost on me. We could be transitioning from a phase of planning and vision-setting to one of execution and implementation. This transition was filled with uncertainty but also with the promise of real, tangible change. The journey ahead would undoubtedly be challenging, but it was a journey worth embarking on.
Solutions Lie with the Problem Creators
Just before the call, a crucial reminder surfaced in my mind. Despite my privileges, I was still the right person to advocate for change. The challenges of inclusion and equality are universal, requiring the active participation of everyone, victims of inequalities but also beneficiaries of privileges. For too long, society has viewed racism as a Black problem, placing the burden of resolution solely on the shoulders of Black individuals. Similarly, gender equality has been seen as a women's issue, with the expectation that women alone should fight for their rights.
However, it became clear to me that these issues cannot be effectively addressed by the marginalized alone. The burden of addressing these inequalities falls on those with privilege. It is our responsibility to recognize and analyze our advantages and then actively work to be part of the solution. This means challenging the status quo and using our positions of power and influence to create meaningful change.
There cannot be a viable and sustainable solution to exclusion and inequality if all parties are not involved. The most significant social justice victories in history have been achieved through the collective efforts of both the oppressed and their allies. It has been the silent majorities, those who may not face the injustices directly but are committed to ending unfair privileges, who have often tipped the scales toward progress.
As I sat there, the weight of this realization began to transform my anxiety into a sense of purpose. My role was not just to create a course but to use my platform to foster a deeper understanding of these issues among those who might not face them directly. It was about empowering everyone to see their part in the fight for equality and to encourage active participation in creating a more just world.
This realization reinforced the importance of the “Equitable Design” course. It wasn't merely an academic exercise but a call to action for students, faculty, and professionals to engage in the dialogue and work necessary to address systemic inequalities. The course would serve as a platform for diverse voices and perspectives, fostering an environment where real change could take root.
As the moments ticked by, I felt a growing sense of determination. I knew that my privilege did not disqualify me from this work; rather, it obligated me to it. I had the resources, the education, and the platform to make a difference, and it was my duty to use them wisely. This journey was about more than just a single course or a single pitch; it was about contributing to a broader movement for social justice and equality.
We All Have the Ability to Make a Difference
In the midst of the pandemic, the tragic events surrounding George Floyd's death sent ripples of realization through society. For many in the United States and around the world, it became clear that significant adjustments were needed in how we coexist and interact as a society. This period of awakening underscored the urgent need to improve our social interactions and strive for a more equitable coexistence.
My journey leading up to the concept of Inclusive Design began within the field of sustainability. A few years prior, I found myself grappling with the enormity of sustainability challenges. I realized that these issues required not only innovative solutions but also the active participation of everyone. My approach to contributing was to leverage the tools and resources I had at my disposal. As a citizen, I knew my choices—whether in consumption, communication, or educating my children—held the potential to make a difference. I aimed to be intentional in my efforts to address major challenges like climate change and, later, diversity and inclusion.
We often underestimate the power we wield as individuals within society. “Vote with your feet,” the saying goes. In heavily commercialized societies, the way we allocate our spending and savings acts as a real support or rejection of political commitments. Frequently, I've spoken with executives of large organizations who express their fears about how their customers will react to their engaged initiatives.
The automotive industry is a prime example of this dynamic. Over the years, I have witnessed the entire value chain invest massively in creating a greener image. Although some might accuse these companies of greenwashing, the reality is that sustainability has climbed to the top of their agendas, backed by real investments and measurable impacts. This shift began with citizens demanding to reduce their personal footprints, which in turn pushed regulators in some countries and car manufacturers to offer greener solutions. In the meantime, the growing awareness of climate change's impact on our lives and the escalating costs of damage caused by global warming have created a profound sense of urgency and high stakes. What is particularly interesting about cars is that they serve as social representations of ourselves. In many countries, cars symbolize more than just a means of transportation; they are beacons of status, personality, and priorities. This demand cascaded across the value chain, prompting companies, often several degrees removed from the end users, to invest in innovative solutions to satisfy their clients.
An even more immediate manifestation of this power is evident in the plastic packaging and food industry. Eco-conscious consumers in large U.S. cities have been calling out retailers for the excess plastic packaging produced and used. By directing their purchases toward products with lighter or no packaging, these consumers have influenced the strategies of large multinationals, challenging the status quo. The collective actions of these individuals have pushed companies to reconsider their packaging methods and make substantial changes toward sustainability.
These examples illustrate the significant impact that individual choices can have on large-scale corporate strategies and lawmakers. By making conscious decisions about how we spend our money and what products we support, we drive industries to adopt more sustainable and responsible practices. It is a powerful reminder that each of us holds the potential to foster meaningful change within society.
In addition to being a citizen, I am a professional, a practitioner, and a teacher. Each of these roles allows me to make an impact through my work and actions, just as everyone has the capacity to do. I asked myself, given my skills, experiences, and network, how could I make a meaningful contribution? This question led to the inception of “Inclusive by Design.”
At this point in my life, I had earned awards as a teacher in the #1 ranked public university in the world, UC Berkeley. I was the CEO of a trendy and fast-growing innovation hub in San Francisco, and I had hundreds of consulting projects under my belt, proving to top leaders that Design as a philosophy and a method could solve the most complex business challenges.
I believe that everyone possesses unique skills, abilities, and experiences in various fields. These capabilities, acquired over the course of our lives, can be channels for expressing meaningful intentions, such as making our society more inclusive. Whether you are an artist, an investor, a farmer, or a doctor, you always have the option to leverage your skills, your position, and your assets to contribute to a better society.
Artists, for instance, have historically used their work to take stands on important issues, creating engaged art pieces that inspire many supporters of important causes. From the Renaissance to modern times, artists have challenged societal norms and sparked crucial conversations through their creativity. Their work often serves as a catalyst for change, influencing public opinion and encouraging others to think differently about social justice issues.
Investors, too, can play a significant role in fostering inclusivity. By being intentional in how they allocate funds, they can support underserved communities and promote economic growth where it is most needed. Impact investing, for example, focuses on generating positive social and environmental outcomes alongside financial returns. This approach can help bridge economic disparities and provide opportunities for those who have been historically marginalized.
Farmers, often seen as the backbone of society's survival, have the power to effect change through their everyday practices. By choosing to hire lower-skilled employees, they can strengthen their communities and provide stable employment opportunities. Additionally, sustainable farming practices that care for the soil and environment ensure that future generations can continue to thrive. Farmers can advocate for fair treatment of workers and ethical production methods, contributing to social justice in the long term.
Doctors on the front lines of healthcare have a unique opportunity to make a profound impact. By providing culturally sensitive care, they can build trust with diverse communities and address healthcare disparities. Understanding and respecting cultural differences in healthcare practices can lead to better health outcomes and help reconcile communities with health institutions. This not only improves individual lives but also fosters a healthier, more equitable society.
These are just a few examples to illustrate that no matter what activities occupy the majority of our waking hours, we have the opportunity to contribute to a greater cause. Every profession, every skill set, and every position holds the potential for positive impact. By recognizing and harnessing this potential, we can make all those hours and efforts even more meaningful.
When we choose to use our talents and resources for the greater good, we become part of a larger movement toward inclusivity and equality. It's about seeing the bigger picture and understanding that our actions, no matter how small they may seem, can contribute to significant change. Each of us has the power to influence the world around us, and by doing so, we can help create a society that is more just, more inclusive, and more equitable for all.
The Power of Design and Intention
For over a decade, I have dedicated my career to making design more accessible and integral to strategic contexts for organizations, individuals, and students. My journey has been deeply intertwined with the evolving role of design in addressing complex challenges and driving meaningful change. This dedication has been rooted in a profound belief in the transformative power of design.
As an entrepreneur, I have come to realize the multifaceted power of design. From both a mindset and toolset standpoint, design can become a superpower when used properly. Designers possess a unique awareness of their environment and approach problems with humility and an almost naive perspective on new problems. This allows them to uncover new insights, embrace being proven wrong, and continually progress in their understanding of the systems they interact with.
One of the core strengths of designers is their willingness to be creative and try new things. They are not confined by conventional thinking and are always ready to think differently. This openness to innovation is coupled with a practical approach: designers regularly return to the field and engage with real-life situations to test and refine their ideas. This iterative process ensures that their solutions are grounded in reality and genuinely effective.
Moreover, what has always struck me about designers is their intentionality. They work with a clear purpose and vision. A team of designers at IBM once articulated this beautifully: “Design is the intention behind an outcome.” This philosophy encapsulates the essence of design thinking. It is not just about aesthetics or functionality; it is about deliberate, thoughtful creation aimed at achieving specific, meaningful results.
I have been working for over a decade as both a strategic consultant and a college teacher, interacting every day with some of the most brilliant minds in the world. My task was primarily to demonstrate the power of a design philosophy and approach to solve complex problems; I did so by consulting with large organizations and being an ad hoc design lead on challenging projects. Trained as a mechanical engineer and a designer and very versed in business, I brought value to my clients by providing new insights into their challenges and offering creative yet feasible and profitable solutions.
At a pivotal moment in my career, I realized the potential of using my expertise in design to contribute to a more inclusive society. The question then became: how can design support inclusivity? How can the principles of design thinking—creativity, intentionality, humility, and practicality—be harnessed to foster a more equitable world?
This realization was not just a fleeting thought but a profound shift in my approach. It dawned on me that the same methodologies I had used to solve business problems and create sustainable solutions could be applied to the social realm. This was the genesis of my idea to develop a program that leverages design thinking to address issues of DEI.
The philosophy of Inclusive Design was nothing new and has been around with the idea of universal design since the mid-20th century. I refer to this remarkable history later in this chapter and feel very humble about following the track of remarkable thinkers and professionals. But times change, and there is still some room for designers like me to bring their own contributions and vantage points to the mix and make it a greater practice.
Of course, the path is not always clear and easy. It's natural to feel that your activities might be completely disconnected from DEI or to doubt your legitimacy and power to effect change. Many times, I have stumbled on compromises or found myself unable to seamlessly merge my tools with my pursuit of a more inclusive society. These obstacles can be discouraging and make the journey seem daunting.
However, this is where the power of intention becomes crucial. It's important not to aim for perfection or to get discouraged if you feel far from your goal. Staying true to your intention and motivation is essential. Share your goals and motivations widely because when you communicate your intentions, you invite collaboration and support. Solutions often arise from the collective effort and shared vision of a community, even if the path to those solutions is not immediately clear.
Maintaining this intentionality helps create a ripple effect. By consistently aligning your actions with your values, you inspire others to do the same. It's not about having all the answers or being in the perfect position to implement change from the start. It's about taking those first steps, no matter how small, and being open to learning and adapting along the way.
Remember, the impact of your efforts might not always be immediately visible. Walking the talk, embodying the principles of inclusivity and equity in your daily actions, already contributes to creating a more just society. Each step you take sets an example for others, demonstrating that change is possible and encouraging them to join you in your efforts.
In many ways, progress is about persistence and resilience. It's about facing setbacks and continuing to move forward, guided by your core values and the belief in a better future. Whether you're an artist, an investor, a farmer, or a doctor, your dedication to these principles can lead to meaningful changes in your field and beyond. This collective effort can truly go a long way in driving social change.
Ultimately, it's about realizing that every effort counts. By staying committed to your intentions and sharing your journey with others, you contribute to a larger movement. Together, these individual efforts accumulate, creating a powerful force for change. So, even if the path seems unclear or challenging, remember that your actions, rooted in genuine intention, are already making a difference.
I hope that everyone reading this book will reflect on these questions. Based on their roles as citizens, professionals, influencers, parents, or whatever positions they hold, how can they contribute to making our society more equitable? Each of us, through our unique capabilities and spheres of influence, can play a part in driving change. This collective effort can truly go a long way.
The journey toward inclusivity is not a solitary one. It requires the collective effort of individuals from all walks of life, leveraging their unique skills and perspectives to create a more just and equitable world. As you read this book, I encourage you to think about your own journey. Consider how you can use your abilities to contribute to this cause. Remember, the power of design lies not just in its ability to create beautiful and functional solutions but in its potential to drive meaningful, lasting change in our society.
Finally, the Zoom call began, and the smiling face of the senior vice-dean appeared on my screen. Her presence radiated both warmth and authority, instantly putting me at ease. As we delved into our conversation, the initial tension melted away, replaced by an enthusiastic and passionate discussion. We explored the potential impact of the proposed class, shared visions of a more inclusive educational environment, and brainstormed ways to bring the concept to life.
The senior vice-dean's supportive nods and insightful contributions fueled my excitement and confidence. Our dialogue felt less like a pitch and more like a collaborative effort to build something meaningful. By the end of the call, we had not only agreed to launch the new class but also laid the foundation for what I realized would become a flagship initiative of my career: Inclusive by Design, Crafting Products and Services for a More Equitable World.
This project, born out of a simple idea and a crucial conversation, has now blossomed into a lifelong commitment. The journey from my initial hesitation to this moment of triumph encapsulates the essence of what Inclusive by Design stands for—a continuous pursuit of creating a more equitable world through thoughtful and inclusive design. As I logged off the Zoom call, I felt a renewed sense of purpose, ready to embark on this transformative journey.
The Importance of Diversity, Equity, and Inclusion
In the wake of George Floyd's tragic death, a spotlight was cast on the critical importance of DEI. It was remarkable to witness a surge of commitment from leaders across both the public and private sectors, all recognizing DEI as a crucial priority. Political figures and corporate executives alike vowed to invest heavily in creating meaningful changes within their organizations and communities. The pledges were grand: millions of dollars allocated to diversity initiatives, the establishment of numerous support groups, and a renewed focus on fostering inclusive environments.
First and foremost, it's important to acknowledge the positive momentum that emerged. The widespread reaction from society, especially those who chose to speak out and act, was overwhelmingly positive. This collective awakening to the importance of DEI represented a significant step forward. It underscored a genuine desire among many to address systemic inequalities and to foster more inclusive environments.
However, on closer examination, a disconnect becomes evident between the funds pledged and the funds actually spent. Many companies, despite their well-publicized commitments, fell short in following through with their financial promises. The initial enthusiasm for DEI often did not translate into substantial, long-term investments.
And years later, a lot of influential voices are finally asking what exactly this DEI industry is and where the significant, deep, long-term effects are of this abundance of declarations. The promises haven't been achieved, and somehow, the DEI wave has backfired, provoking frustration and deception among the best supporters of the cause, those who aspire to a more equitable workplace but have grown suspicious of the DEI bureaucracy, weary of the training seminars, inured to the formulaic language, and uncertain about how to navigate what may appear to be the competing claims of “talent” and “diversity.”
Corporations pledged billions of dollars toward DEI initiatives following the murder of George Floyd in 2020, but the actual impact of those commitments has been limited so far. Here are some key statistics and findings:
Companies pledged a combined $340 billion toward racial equity after Floyd's death, with many commitments coming from the financial sector.
[1]
However, only $250 million has been spent toward that specific initiative as of 2023, according to Creative Investment Research.
[2]
A survey by CNBC and the Executive Leadership Council found that 88% of Black executives reported that their companies made DEI commitments in 2020.
[3]
However, nearly one-quarter (23%) felt they were not equitably compensated relative to their peers, and about two-thirds reported underrepresentation of Black employees in upper management.
Although 41% of companies increased Black executive representation on their senior leadership teams after 2020 and 40% tied DEI goals to compensation for senior leaders, there is still a significant opportunity gap for Black professionals.
Job listings for DEI roles surged by 123% in the three months after Floyd's death as companies rushed to hire DEI professionals.
[4]
However, DEI roles were down 19% in 2022 compared to 2020, with major tech companies like Twitter, Meta, and Amazon cutting DEI staff.
The attrition rate for DEI roles was 33% at the end of 2022, compared to 21% for non-DEI roles, indicating a disproportionate impact on DEI professionals during layoffs.
[5]
Although corporations made public commitments and financial pledges toward racial equity and DEI after the events of 2020, the data suggests that the actual implementation and impact of these initiatives have been limited so far. Many Black professionals still face underrepresentation, pay disparities, and a lack of sustained commitment from their employers.
Moreover, the allocation of these resources frequently missed the mark. In many cases, companies hired significant numbers of people of color but often placed them in lower-paying positions with limited responsibilities. This superficial approach to diversity failed to address the deeper issues of equity and inclusion within the organizational structure. Although the hiring statistics looked impressive on the surface, they did not reflect true integration or empowerment of these employees.
Another overlooked aspect is the high churn rate in these roles. Many organizations did not publicly disclose the turnover rates among their newly hired diverse workforce. The lack of retention efforts and support systems meant that many individuals left their positions, disillusioned by the lack of genuine opportunities for growth and advancement.
With my experience interacting with representatives of Fortune 500 companies and business leaders, I feel like the desire to create a meaningful impact was genuine. Yet the structure of businesses made it easier for them to follow the paths of least resistance: finding and harvesting the low-hanging fruit, and tasking ad hoc teams to make quick and affordable actions to gather some numbers to be shown inside and outside the organization. I like to think that courage and determination were not lacking in the board rooms but that the effort was dictated by short-term results, peer pressure, and preservation of the business, which suggest limited risks and visible and immediate results that got in the way of bold, systemic changes. Overall, I join those who think this unprecedented DEI campaign was disappointing in its actual results and follow-up. Yet I think it created a form of cultural revolution that makes it easier for more long-term and fundamental actions like Inclusive Design to exist and spark in the future.
In addition to these explanations, I also believe that, in certain instances, leaders and decision-makers were simply not aligned with or supportive of some of these changes. In the United States, a significant number of individuals either harbor fear about the rise of specific communities or benefit from maintaining the current power structures, leading them to make conservative and protective decisions. The country is undeniably polarized, and the concept of equality varies widely depending on the perspective and background of the person you're speaking with. In this context, it's crucial to acknowledge that creating a more inclusive and equitable society will require bridging divides, engaging with people across a spectrum of beliefs, and navigating numerous challenges along the way.
This highlights a critical flaw in the approach to DEI: it cannot be achieved through superficial measures or token hires. True diversity and inclusion require comprehensive strategies that address systemic issues, provide equitable opportunities, and foster an environment where all employees and customers feel valued and supported. It's not just about bringing diverse individuals into the organization but also about ensuring they have a voice, influence, and a clear path for development.
It's also crucial to recognize that DEI should not be reduced to mere numbers or compliance projects. It must be deeply ingrained in the organizational culture, extending far beyond what is easy to measure, such as workforce diversity. Real progress involves a holistic approach, integrating DEI principles into every aspect of an organization's operations and strategy.
The Immediate Benefits of DEI for Organizations
There have been numerous instances where genuine DEI efforts have led to positive outcomes for both businesses and society. For example, diverse teams have been shown to drive innovation and better decision-making, ultimately leading to improved financial performance. A McKinsey study found that companies in the top quartile for ethnic and cultural diversity on executive teams were 36% more likely to outperform their peers in terms of profitability. This illustrates the tangible benefits of a truly inclusive approach.[6]
Yet the challenge remains to go beyond initial efforts and become more intentional and systematic in our approach to inclusion and equality. The events following George Floyd's death have provided important lessons. We must move toward systemic change, ensuring that DEI initiatives are not just reactive measures but proactive strategies embedded in the fabric of our organizations.
But the impact of inclusive practices that aim for more equitable outcomes is far greater than this.
And although in the United States, DEI tends to be associated with racial justice or LGBTQ+ rights, there is much more to think about. Inclusive and Equitable Design aims at increasing the quality of experience for people with physical disabilities; contributing to gender inclusion; improving products, services, and experiences for people with neurodivergence; offering better support and services to small businesses; easing the access to funding to underrepresented entrepreneurs; bridging the digital gap for older adults; and much more. The scope is endless, leaving space for anyone to contribute and find their area of interest and personal connection with the challenge.
Let me tell you how a more diverse team can save a major business in challenging times.
As I settled into the call with Nadine, the head of DEI for a large real estate group, I could sense the weight of her responsibilities through the screen. We had been chatting for about 15 minutes, discussing the typical challenges faced in implementing DEI initiatives in the real estate industry. The conversation flowed naturally, touching on the common hurdles and the relentless pushback that often accompanies efforts to foster inclusivity in traditionally homogeneous sectors.
“Real estate is such a tough industry for DEI,” Nadine remarked, her voice carrying the fatigue of countless similar conversations. “It's been an uphill battle to convince the leadership that diversity isn't just a checkbox but a strategic necessity.”
I nodded, understanding the frustration. Then Nadine's tone shifted as she began to share a story that had evidently had a profound impact on her and the company.
“Let me tell you about something that happened during the pandemic,” she started, her eyes lighting up with a mix of pride and astonishment. “Our company was struggling to navigate the sudden shifts in market demand. We were all caught off guard, trying to figure out how to adapt to the new normal.”
She paused, gathering her thoughts before continuing. “We have a diverse team of brokers, which was a result of a deliberate effort to embrace different perspectives and backgrounds. I knew that these varied experiences and connections would be valuable, but it wasn't until the pandemic hit that we fully realized the extent of their impact. These brokers brought perspectives and connections that we hadn't fully appreciated until everything changed overnight.”
Nadine explained how the pandemic had drastically altered the business landscape. Companies were scrambling to meet the surging demand for local warehouses and logistics platforms as e-commerce skyrocketed. Traditional market segments and prime real estate locations suddenly took a backseat to more strategic yet previously overlooked areas.
