{"id":21068,"date":"2026-10-22T02:55:00","date_gmt":"2026-10-22T06:55:00","guid":{"rendered":"https:\/\/advertisingweek.com\/aw360\/?p=21068"},"modified":"2026-10-17T14:58:34","modified_gmt":"2026-10-17T18:58:34","slug":"design-is-britains-unsung-hero-its-time-we-said-so","status":"publish","type":"post","link":"https:\/\/advertisingweek.com\/aw360\/news\/design-is-britains-unsung-hero-its-time-we-said-so\/21068\/","title":{"rendered":"Design Is Britain&#8217;s Unsung Hero. It&#8217;s Time We Said So."},"content":{"rendered":"\n<p class=\"wp-block-paragraph\"><em>By<\/em> <em><a href=\"https:\/\/www.linkedin.com\/in\/geraghtyjane\/\">Jane Geraghty,<\/a> Global CEO, Landor and WPP Brand &amp; Design<\/em><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Britain has been quietly designing the modern world for over a century. Somehow, we have never quite claimed the credit.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">The London Underground map. The red telephone box. The Mini. The Penguin paperback. The Dyson vacuum. These are not just useful objects. They are brilliant pieces of design, born and built in Britain, admired and copied around the world. Yet when people talk about what Britain is famous for, design rarely makes the list. We talk about our music, our comedy, our sport. We are far too modest about our design.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">New research from the Design Council gives us the numbers to back up what many of us have long believed. Design added \u00a3136.7 billion to the UK economy in 2023, up 40% since 2019 and almost twice as fast as the economy as a whole. It is now worth more than the UK&#8217;s entire retail sector and nearly twice the size of the accommodation and food service industry. More than two million people work in design, with 297,000 new jobs created in five years. This is not a small creative hobby. It is one of the engines of British growth.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">And it is not confined to the obvious places, like architecture firms or advertising agencies. Two-thirds of the economic value design creates now comes from designers working inside organisations most of us would never think of as design businesses: banks, hospitals, manufacturers, retailers, and government departments. Design now runs quietly through the whole economy, doing its work without ever asking for praise.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">This should not surprise us. Britain has always had a gift for design: not just making things beautiful, but making them work harder in everyday life. William Morris built a whole philosophy in the 1860s on the belief that everyday objects deserved as much care as fine art. Christopher Dresser took that instinct into industry a decade later, becoming one of the world&#8217;s first industrial designers. Harry Beck turned a tangle of Tube lines into the elegant map we still use today. Zaha Hadid ran her studio from London for thirty years and changed what a building could look like before it even had to hold its own weight. Vivienne Westwood and Alexander McQueen did the same for fashion, transforming clothes into provocation, identity and cultural attitude. That is British design at its best: idealistic, practical, inventive and quietly radical. Today it runs from product and transport to architecture, fashion, branding and digital services. Digital design alone is now worth \u00a381 billion to the UK, up 50% in just four years. It is our biggest and fastest-growing design discipline, and most people have never heard of it.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">I have spent much of my career in branding and design, and I have seen first-hand what good design does for a business. It changes what people choose to buy. It changes how proud people feel to work somewhere. It changes whether a business grows or gets left behind. It creates valuable differentiation. Kantar finds that more differentiated brands grow 2.5 times faster, and our own analysis of WPP\u2019s BrandAsset\u00ae Valuator shows that increasing \u2018Relevant Differentiation\u2019 by just 3% delivers an average 1% gain in market share. A strong, well-designed brand is not decoration on top of a good product. It is often the reason a product succeeds at all.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">And there is a new reason this matters more than ever. As more of our choices, from the flights we book to the products we buy, are searched for and even made by artificial intelligence acting on our behalf, brands need to be clear and distinctive enough to be understood and chosen by machines as well as people. This is genuinely new territory. The businesses that invest properly in how they look, sound and feel will be better placed to get picked, whether by a human scrolling on a phone or software acting in the background. Good design will matter just as much, if not more, in a world shaped by AI. That is not a reason to worry about design&#8217;s future. It is a reason to invest in it now.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">So why, given all this evidence, do so many businesses still treat design as an afterthought? Something to bring in once the big decisions have already been made, just to make things look a bit nicer at the end?<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">That has never made much sense, and it makes even less sense today. The best businesses bring design in early, to help decide what to build in the first place, not just how to dress it up once it is built. Design should be at the table when a business decides what its brand stands for, what its products should be, and what will make it different from its competitors. That difference matters more than ever. Technology is making many things easier to copy. What is much harder to copy is a business that people genuinely feel something for.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">The Design Council&#8217;s report also carries a warning we should not ignore. The number of young people studying design and technology at school has fallen by 68% over the past decade. Women make up only a quarter of the design workforce, and Black designers only 2%. If design is going to keep driving growth for Britain, we need a wider range of people coming through, with different backgrounds, experiences and ideas. Original thinking depends on that variety. We cannot keep drawing from the same small pool and expect fresh answers.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Britain does not lack design talent. What we lack is the habit of properly valuing it. We export our design skills with confidence. The design economy generates \u00a388.2 billion a year in exports, around 10% of all UK exports, and our design expertise is highly sought after abroad. Yet at home, too many British boardrooms still see design as a finishing touch rather than a serious business decision.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">It is time that changed. Business leaders should bring design into their most important conversations, not just their final ones. The government should back the pipeline of design skills and help British design win business around the world. And all of us, across every part of the design world, from architecture to branding to product design, should be a little less modest about what we have built and what we continue to build.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Design has quietly shaped Britain for over a hundred years. It is time we stopped taking it for granted and started celebrating it as one of the best things we do.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>The UK design economy is worth \u00a3136.7bn and growing almost twice as fast as the wider economy. So why are we still so bad at recognising its value? <\/p>\n","protected":false},"author":26,"featured_media":21069,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","editor_notices":[],"footnotes":""},"categories":[1],"tags":[3],"topics":[2],"class_list":["post-21068","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-news","tag-brands-marketers","topics-editorial"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v28.5 (Yoast SEO v28.5) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Design Is Britain&#039;s Unsung Hero. 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