Restoring the Sacred: Bridging Divides in Sustainability Discourse

Creativity thrives within limitations, no doubt. And the year 2020 has provided plenty of limitations for IS IT A BIRD to be creative when designing and conducting human centred research at a distance.

An article featuring a picture of several men in suits has triggered a shit storm in Denmark over the past couple of weeks. The picture is not startling in itself, but the article was still too much for many (including myself), as the picture was accompanied by the headline: ”Lots of dynamism and change in the top boards in 2021”. The article dealt with replacements in the Danish boards. It does not look so dynamic seen from the outside, as the variety seen in the candidates is at an astonishingly low level. Wisely, the editor-in-chief has subsequently been out and apologised. However, we are still left with a few crucial questions: how could it happen that this headline was chosen? And why are we so hopelessly behind in the composition of our boards?

In 1989 Stephen Covey published the book ’7 Habits of Highly Effective People’ which up until today has sold more than 25 mio. copies. In the book Covey suggests how one can become more efficient at home as well as professionally by following 7 rules. Efficiency, however, seems like an unnuanced goal to strive for in the time we live in. With the future we are looking into we suggest that creativity will be a key, if not the most importance competency. We therefore present an ”up-to-date Covey”: ’7 Habits of Highly Creative People’.

'Strategic Business Talks’ is a campaign focusing on how businesses can thrive on the other side of the COVID-19 crisis and I was invited to share my perspective on how to utilize new opportunities by embracing change.

Why is there such a difference between the way we furnish and decorate our homes, and the way our offices are set up?

I was on fieldwork for a research project, and one of the respondents, Judy, was showing me what she considered to be the most important parts of her home. Judy suffers from arthritis, and as she showed me the jars in her fridge with lids balanced on top so she can open them again, and the lidless tubes of cosmetics in her bedroom, flattened and messy because she has to squeeze them against the dresser with her fist, I was annoyed. I was annoyed by the huge mistake businesses consistently make by not designing for usability for all ages and abilities. More than that, I wanted to start a new coffee brand right there and then, one that offered Judy the sustainably sourced, medium roast coffee she loves, and also let her open the jar herself.

After yet another blow to the free market ideology after a series of corporate bailouts in the wake of Covid-19, it has become painfully clear that we need to revise the foundations of our economy. Surprisingly enough we find inspiration for this by understanding the reasons behind the Formula 1 2021 budget caps and applying it as an analogy onto our search for an updated capitalist economy.

These days many companies are faced with having to revise their strategies and overall beliefs about the markets they operate in. It is as if COVID-19 has put a magnifying glass on top of a development already taking place, a development towards acting and strategizing with more creativity, and agility.We also see this as an example of how a clearly defined human need, which in this case is maintaining our health, becomes a clear driver and guide for change that people can relate to and instantly get behind.

A popular meme currently flourishing on LinkedIn presents a simple multiple-choice question. “Who is driving the digital transformation in your business? A) CEOs B) CTOs C) COVID-19?”.

Ever wondered what happens behind the closed doors of people’s homes? If you are in a business looking for new innovation opportunities you should. The private nature of the home may make it seem off limits, but all the more reason why you as a business should concern yourself with what goes on there.

With the prospect of us soon being able to roam outside of the four walls of our home again, it is important for us to explore which new consumption patterns this recent extreme home-focus will create, and which ones will last. For almost a decade IS IT A BIRD has specialized in gaining insights into people’s lives in their homes and translating this knowledge into new opportunities for developing products and services. More than 1000 visits to people’s homes all over the world, through collaborations with companies like VELUX, Nike, Novo Nordisk, Danske Bank and Ørsted, have provided us with a solid understanding of what is at stake in the setting of the home in terms of usage, behaviour, attitudes and emotion. In this article we give you our take on 7 business areas where the early indicators of lasting change are currently forming within the confined space of our homes.

In pandemic times as these cleaning and hygiene is as important as ever. Throughout history epidemics and pandemics has urged science to discover new links between human behaviour and virus/bacteria which has guided our cleaning practices, physical surroundings and human perceptions of health and disease. The plaque led to understanding quarantine as a means to limit the spreading of disease. Cholera made us rethink water supply and sewages. COVID-19 has already made significant changes to our behaviour in terms of washing hands, not touching surfaces and keeping a social distance. As we recover from the effects of COVID-19 organisations and cities might rethink their cleaning standards to be even more thorough, costly and time consuming in order to meet the assumed expectations and regulations. But how is this done properly? How do we balance health, safety and sometimes irrational human behaviour? How do we prioritise and get most value for our money?