Unveiling the ‘Design in Business’ study
The German Design Award recognizes outstanding innovations that address global challenges, from resource scarcity to environmental impact and climate change. In addition to its established categories – Product Design, Communication Design, and Architecture—the 2025 edition introduces a new category: Circular Design. The award show, widely regarded as one of the most significant gatherings for the global design community, will also honor the Personality of the Year and the German Design Award Newcomer. Ahead of the ceremony, the Design in Business study will offer new insights into how companies are leveraging design to navigate digital transformation, climate change, and societal shifts.
Design as a strategic asset
Since its founding in 1953, the German Design Council has worked to establish design as a key driver of innovation and a competitive advantage. The Design in Business study underscores its vital role in corporate success. Participants – including Viessmann Climate Solutions, Canyon Bicycles, and Drägerwerk AG – demonstrate how strategic design fosters innovation, strengthens market differentiation, and drives sustainable solutions.
Call to Action: Embedding design in corporate strategy
The findings reveal that design remains an underutilized asset. While 79% of companies surveyed see design as crucial for differentiation, only 45% actively integrate designers into strategic decision- making. Even fewer – just 25% – have designers in leadership roles. Yet companies such as VAUDE and Bosch Home Comfort Group illustrate how embedding design within corporate strategy can deliver transformative results. The study’s conclusion is clear: For design to reach its full potential as a force for economic success and societal progress, it must be integrated at every level of corporate strategy.
German Design Awards 2025: Key Highlights
Since its launch in 2012, the German Design Award has been a reliable barometer of key trends and developments in the international design landscape. With this annual distinction, the German Design Council provides a platform that makes the transformative power of design visible and underscores its significance for business and society. Visionary projects and individuals demonstrate the dynamism and potential of design in an impressive way. The newly introduced Circular Design category highlights sustainable and forward-thinking approaches, showing how design is not only shaping products but also transforming entire business models. “Award-winning projects serve as beacons for the industry, inspiring businesses to harness design as a strategic tool,” says Lutz Dietzold, CEO of the German Design Council.
By honoring Kate Raworth and the Doughnut Economics Action Lab (DEAL) as Personality of the Year, the German Design Award 2025 celebrates a vision that extends far beyond theory. Their work actively encourages cities, businesses, and communities worldwide to drive sustainable and equitable economic innovation. Raworth’s model merges social justice with ecological responsibility, setting new benchmarks for economic thinking – one that not only respects planetary boundaries but sees them as an opportunity to develop future-proof solutions.
Equally remarkable is the selection of Juni Sun Neyenhuys as Newcomer of the Year 2025. Her research into algae-based biomaterials is more than a creative impulse – it exemplifies how visionary design and material innovation can revolutionize the fashion industry. This award underscores that the German Design Award not only recognizes established ideas but also fosters the boldness and creativity of emerging talents who are redefining the boundaries of design. The Newcomer Award is one of the most prestigious international distinctions for young design talents. With a €15,000 grant, sponsored by Deutsche Telekom AG, it reinforces the importance of emerging designers for the future of the industry.
>> The full Design in Business study, along with further details on the award-winning personalities and projects, is available upon request.
