We know that consumer behaviours do not exist in isolation but are a result of interactions within the system - accessibility being one of the core components.
Our discussions started with the assumption that there were buses to the recycling centres. This turned out to be a great prompt for reaching a new height in terms of thinking systemically from a common understanding that — ‘materials used within their products are valuable - how do we keep that value within and not let it leak as waste?’
This moved us to thinking about how the city infrastructure interfaces with their ecosystem of products where buses weren’t the final solutions, coupled with some foresights about consumer behaviours like:
1. The consumer does not own a car
We know this is already a conscious choice for many and coupled with pressures of climate change, sharing economy, ease of end-to-end mobility this is only expected to get stronger.
2. Taxis and shared services might have strict rules of carriage
We add an assumption based on present knowledge to create some boundaries and spark imagination.
3. There is constrained storage space at homes
With the rise in urbanisation, sizes of dwelling infrastructures have been getting smaller and, with increased urbanisation and other pressures, this is expected to continue.
4. People are leading increasingly busy lives
I think many of us can attest to this, but there are studies pointing to this as well.
5. Differential engagement levels
Caused by knowledge gaps, accessibility requirements, convenience addiction, personality traits.
Accordingly, this one little what-if question opened many lines of thought, from user behaviours to infrastructural questions, new stakeholders and the connections and collaborative possibilities between them, questions of responsibility and accountability among many others. Prioritising and focusing business development decisions through these kinds of lines of thought will lead to previously unknown possibilities for solutions.
For us as strategic advisors on design thinking to leading businesses it is amazing to be a part of their transformation journeys into innovative 21st century principles of operating within planetary boundaries.
This is design thinking for the near future – to be applied already by today’s businesses.