This world does not lack good designs. What we lack is true -- designs of beneficence. What is a trustworthy brand? What kind of brand touches people’s hearts? What kind of packaging conveys true living and sustainability?
A new social-corporate movement is rising in the world and spreading into our lives. A NGO founded in the US, the B Lab, advocates the concept of redefining business success through certification by an impartial third-party organisation. A “B-Corp” is a corporation certified by the B Lab through a series of stringent standards. These standards include performance in social and environmental issues, accountability and transparency. Therefore, we can say that, by passing such comprehensive evaluation, a B-Corp, is a new type of business, which has achieved balanced practice in profitability, fairness and public welfare. Enterprises throughout the world have begun to take actions to achieve the highest standards of community care and corporate social responsibility. They no longer restrict their social responsibility and public welfare programs to monetary donation. A “B-Corp” achieves its missions for environmental and social enhancements in process of commercial activities.
In this information overloading era, what kind of brand attracts eyeballs? How does a brand gain recognition from the consumers through caring for the people, the environment and the society? Every purchase decision is driven by a ''want '', an "ambition", a "belief" or a "worry”. We all wish to have our "needs" fulfilled, but our "wants" are the actual player that drives us to make the decision or choice we make. A designer should have the sensitivity to the vibes of the society and an insight into the minds of consumers. Only exploring the innermost desires of consumers will enable us to find the link between people and convert this link into powerful language of visual design. I believe "design" is changing the world, for it makes our lives and the society better and contributes the sustainability of the world.