Design Forum Talk: The new needs of tomorrow’s consumers


13:00 – 16:00

Valkoinen sali and online



The subject of the first Design Forum Talk in 2022 was the change in consumer behaviour and attitudes in the 2020s. The results of the international Stuff in Flux 2 research and its report The Stuff People Want – A New Horizon for Design in Finland  were highlighted in the event. (You can download the report here.)

Consumers’ relationship to stuff is in change. The demands for sustainable consumption and business are more and more prominent, and there are new ways of having things in use than just owning them. These trends and developments were studied in Stuff in Flux 2. What is the role of design in this evolution? How can Finnish companies turn the findings into their competitive asset by using design?

In the research project consumers around the world were interviewed, e.g. in Canada, China, USA and Germany. The results were then reflected in Finland’s conditions by interviewing experts of consuming and design. The partners of the Stuff in Flux 2 research were leading global consumer brands as well as non-profit organizations whose aim is to promote more sustainable ways of consuming.

The speakers of Design Forum Talk included the researchers of the project, Oskar Korkman and Sharon Greene / Alice Labs. The event was in English. A video recordings of the event are now available at Design Forum Finland’s YouTube channel.


13.00 Welcoming words
Katja Pantzar, moderator, writer & journalist

Are we ready to live sustainably?
Sari Laine, Leading Specialist, Sustainable Everyday Life / Sitra

The stuff people want – A new horizon for Design in Finland
Sharon Greene, Co-Founder & Oskar Korkman, Co-Founder / Alice Labs Partners

14.15 Break

14.35 Fashion 2025 – The year physical clothing becomes obsolete
Kerry Murphy, Founder & CEO / The Fabricant

How to build a category defining experience around circularity
Udo Szabo, Fellow of Customer Experience / Swappie

Q&A, closing words
Katja Pantzar, Sharon Greene and Oskar Korkman

16.00 The event ends

Moderator: Katja Pantzar, writer and journalist.

DF Talk: The new needs of tomorrow’s consumers
18 May 2022 1–4 pm
Valkoinen sali and online
Aleksanterinkatu 16, Helsinki

Photo: MIkko Ryhänen

Saija Malila

Producer, Design Forum events, Service Designer

+358 44 727 2280

Päivi Kaira

Brand Manager

+358 44 055 6071

In cooperation:

The event supports these UN's SDGs: