Designing a more representative world through diversity and inclusion

In the world of design, we often talk about aesthetics, functionality, and innovation. But there’s another dimension that deserves just as much attention: diversity and inclusion. These aren’t just buzzwords or box-ticking exercises—they’re essential principles that shape how we create, who we create for, and the impact our work has on the world.

Design, at its core, is about solving problems and enhancing experiences. But if we’re only designing for a narrow slice of humanity, we’re missing the mark. The truth is, the world is beautifully diverse, and our designs should reflect that. Whether it’s the scent that evokes a memory, the packaging that catches your eye, or the product that fits seamlessly into your life, every detail should resonate with a wide range of people, cultures, and perspectives.

Why Representation Matters

Think about the last time you felt truly seen by a brand or product. Maybe it was a fragrance that captured a scent from your childhood, or packaging that celebrated your culture in a way that felt authentic, not tokenistic. These moments matter because they validate our experiences and identities. They tell us, “You belong here.”

But when representation is lacking, the opposite happens. It sends a message that certain groups are an afterthought—or worse, invisible. This isn’t just a social issue; it’s a creative and commercial one. Brands that fail to embrace diversity risk alienating huge swathes of their audience. On the flip side, those that prioritise inclusivity often find themselves forging deeper connections and unlocking new opportunities.

Designing with Intention

So, how do we design a more representative world? It starts with intention. It’s about asking ourselves tough questions: Who are we designing for? Whose voices are we amplifying? And whose perspectives might we be overlooking?

For example, when developing a new fragrance, it’s not enough to rely on traditional scent profiles that have been used for decades. The world is full of unique olfactory experiences, from the spices of South Asia to the floral notes of the Caribbean. By broadening our palette, we can create scents that feel fresh, exciting, and deeply personal to a wider audience.

The same goes for packaging and product design. Colours, patterns, and materials carry cultural significance, and getting them right requires both research and respect. It’s not about appropriating or stereotyping; it’s about celebrating diversity in a way that feels genuine and thoughtful.

Collaboration is Key

Of course, no one person can fully understand the breadth of human experience. That’s why collaboration is so important. By working with people from different backgrounds—whether they’re colleagues, consultants, or community members—we can gain insights that challenge our assumptions and push our creativity in new directions.

I’ve been fortunate to work with teams that value this approach, and the results speak for themselves. Projects that start with a diverse group of voices tend to be richer, more nuanced, and more impactful. They’re also more fun to work on, because they push us out of our comfort zones and into uncharted territory.

The Ripple Effect

When we design with diversity and inclusion in mind, the impact goes far beyond the product itself. It sends a message to the industry, to consumers, and to society at large: that everyone deserves to be seen, heard, and valued.

This isn’t just a moral imperative; it’s a creative one. After all, design is about imagining a better future. And what could be better than a future where everyone feels like they belong?

So, let’s keep pushing for progress. Let’s challenge ourselves to think bigger, listen harder, and create with empathy. Because when we design for everyone, we don’t just make better products—we make a better world.

What steps are you taking to embrace diversity and inclusion in your work? I’d love to hear your thoughts and experiences. Let’s keep the conversation going.