As technology continues to advance and the world becomes more interconnected, customer  lifestyles and behaviours are changing rapidly. This has prompted a need to rethink how we design our surroundings and the design thinking process.

In the past, we’ve adopted a human-centred approach to design, with the aim of meeting the needs and desires of customers. However, evidence suggests that this approach has led to unintended consequences, damaging global systems vital for human wellbeing. As such, businesses should no longer focus on simply satisfying customers, but rather transition to a life-centred approach. This concept prioritises contribution over consumption, creating sustainable, resilient and equitable systems that benefit all life forms.

Relentless instability in the ever-shifting landscape 

Today, the world appears to be constantly in flux — consumer prices are increasing, the Ukraine conflict persists, and the recent earthquake on the Turkish-Syrian border has been disastrous. People are facing complex decisions due to external pressures and a growing list of practical and ethical considerations. Therefore, it’s not surprising that consumers are trying to take back control of their lives as well as make a positive difference for those affected. Consumers are increasingly relying on themselves to make decisions, recognising that they must act in their own best interests if they are to be fully supported.

The paradox mindset 

In this ever-shifting landscape, individuals are attempting to harmonise their core beliefs and goals with the realities of daily life. The result is a growing tolerance for paradoxes, in which people are comfortable with the often conflicting decisions they make in the moment.

People are embracing their inconsistencies as they weigh their growing list of priorities. Inevitable paradoxes occur as they make decisions, which are viewed as strengths, not shortcomings. Companies that cannot keep up with this new mindset risk being left behind.

From Customer-Centricity to Life-Centricity

It’s no longer good enough for businesses to just think about customer centricity, they need to consider customers in their full lives. Life-centred design explores the scope of responsibilities for the longer-term health of all life, society, and our planet.

Companies who don’t accept that customers are ever-changing, multi-dimensional people, deeply impacted by unpredictable external forces will lose out.

In order to progress, here are some key principles businesses should consider when taking on a life-centred approach:

1.     Gain a more holistic view of your customer

Rather than relying on traditional segmentation models and linear customer journeys, life centricity encourages us to explore the complexities of customer behaviour. This provides us with a dynamic view that enables us to create more meaningful relationships and generate more value. By merging human and artificial intelligence, we are able to create expressive customer segments that evolve with customers. 

2.              Design for delightful experiences

 Customers are attracted to experiences that make their decision making easier. Technology is often praised for its capacity to make life easier.  However, as the physical and digital worlds become more intertwined and new tools and platforms become more abundant, customer experiences can become more complicated.

Organisations that want to remain relevant must strive to create easier pathways for customers. To accomplish this, businesses must link all customer-facing areas such as marketing or product design with a unified experience platform. Every customer experience should be designed to understand and address their needs in the present moment, while also gathering actionable insights from each interaction.

3.              Embrace flexibility

Businesses that are prepared to adapt to the shifting life forces impacting their customers will stay relevant. Customers' priorities and values change daily - one minute they might want to be inspired and presented with choices, the next they want control and something specific. Businesses that embrace this and ultimately abandon the idea of one-size-fits-all and focus on flexible options will thrive.

So who can we learn from?

While this is still a relatively new concept, some brands have already taken this approach and are thriving as a result. For example, Swiss-based athletic apparel brand, On, has created a circular subscription service for fully recyclable running shoes called Cyclon. Customers are also encouraged to donate their old shoes to the On Shoe Library, where they can be up-cycled and given a new life.

Other brands taking initiative towards a sustainable future are Patagonia and IKEA. Patagonia invests in responsible sourced products, while IKEA has a second hand store and a buy back scheme which gives customers vouchers in return for unwanted furniture.

These brands are creating a circular economy that produces long-term environmental and financial benefits for both the company and its customers. This is a win-win situation, as customers are able to experience the satisfaction of buying something new, while also helping to ensure that the resources used are not wasted. By introducing sustainable practices into the production process, companies can minimise the environmental impact of their products and create a more ethical and responsible shopping experience. Ultimately, this can result in a better future for everyone.

Putting life-centricity into action

Global instability is here to stay, so businesses who take a life-centric approach are the ones that will be relevant and deliver new growth. There is no one-size-fits-all solution when it comes to life-centricity, but by taking some of these principles on, businesses can be well-positioned for success.